This Day (Lagos)

8 September 2012

Nigeria: 'Mobile AD the Future of Advertising

Mobile market has witnessed supersonic growth over the past few years. Statistics show that six billion of the global population use mobile devices. Of this figure, 100 million users are domiciled in Nigeria.

Online source reveal that "Apple has sold over 315 Million iOS devices up until now, while Google claims more than 250 Million Android devices have already sold, and the numbers are increasing at a rapid pace." Nigeria is rated 10th in the global table of mobile subscribers.

With the convergence happening on the mobile space, mobile has wrought tremendous cultural influence on every society; transforming the businesses, work pattern, social and academic lives amongst others. Virtually everything happens on the mobile platform, thereby increasingly displacing other forms of devices. It has therefore become the most potential avenue for mobile marketing as consumers spend more of their media attention on mobile devices.

Advertisers, keen on chasing consumers' eyeballs, follow them to this ever growing touch point which offers them an array of options including sms, mobile app display ads, search ads, video among others. Out of the global mobile users, 4.2 billion are said to use sms on regular basis. Of these mobile devices, demand for smartphones is on upward ascent more than any other device. As the prices continue to tumble down, many more people acquire smartphones. It is indeed the dawn of the smartphone age. This is one of the main reasons advertisers are beginning to drift from traditional advertising to mobile advertising.

Etisalat Nigeria, keen on tapping into the huge potential of the mobile space, recently in Lagos unveiled an innovative, permission- and preference-based mobile advertising service with the aim of reaching the right target audience. EasyAdz is expected to provide brands a robust SMS based mobile tool to connect their messages and experiences with their desired audiences. EasyAdz promises to deliver high return on investments, increased brand awareness, engage and interact with consumers, deliver customer feedback among other features.

To ensure optimum delivery of this service, Etisalat is collaborating with Alcatel-Lucent Optism, a mobile marketing platform which allows customers to share their interests and preferences with their mobile operator and subscribe to receive personalized, relevant advertising and special offers on their mobile phones from their favorite brands.

Etisalat says its mobile advertising ecosystem is made up of key players in the advertising industry such as brands, advertisers, media buying agencies, Alcatel-Lucent as the technology partner and Etisalat Nigeria as the enabler. The solution seeks to establish a mutually beneficial relationship between the brands and its customers/potential customers by facilitating the communication of only relevant and important product and services information from a brand to the customer based on his/her areas of interest.

Etisalat CEO, Mr. Steven Evans said at the launch that Etisalat took into account consumer needs in pioneering the developing a mobile market by a GSM company in Nigeria. Chief Commercial Officer of the company, Wael Ammar said: "Optimism is empowering us to achieve a number of exciting and important objectives."

"First, we are bringing the power of permission-based mobile advertising to the Nigerian market with our EasyAdz service. For our subscribers this is a service that is respectful of their choices as well as being enjoyable and engaging. For brands and advertisers, we are providing a large and highly profiled audience base as well as creating an avenue to connect with our most important asset, - our growing base of over thirteen million subscribers".

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