Media Fuse Dentsu Aegis unveils tool for deeper consumer insight

Media Fuse Dentsu Aegis Network has introduced in to the Nigerian market Consumer Connection System (CCS), a product survey tool that gives advertisers and communication experts deeper understanding of consumers and their relationship with media.

Unveiling the tool to a select audience of industry stakeholders including advertisers, agencies, media owners, industry associations and regulatory agencies, Emeka Okeke, Group Managing Director of Media Fuse Dentsu Aegis Network said the tool is about deeper insights and surveys into consumer behavior and how they consume media.

The survey recognizes the technology world and the dynamism in media consumption as people no longer consume media in a lineal format and to that extent consumer behaviors constantly change.

Okeke further said that advertisers, the media and communication experts desire and deserve the level of details that CCS provides to follow and track today’s sophisticated consumer who with modern technology receive millions of messages everyday and therefore have become very discerning in their choices of products and services. “They no longer rely solely on raw messages from main stream media to make up their minds about brands. They live in a connected world through multiple sophisticated devices and we therefore need systems like CCS to track changes in their lives and behavior”.

The tool is a yearly product. He said CCS marks a step-change in the way consumer research is conducted within the Nigerian consumer landscape. It allows brands to find out crucial information about their consumers during the consumer journey. “We obviously think that advertisers and agencies desire a lot more granular information to justify their investment in the advertising space”, Okeke further said.

The survey which is conducted across 57 countries that together account for some 90% of global advertising expenditure, he said has been successfully used by a very wide range of companies across the globe to drive more effective communication strategies and to deliver efficiencies in targeting and budgeting.

Speaking about the launch, Byron John, Insights and Innovation Director of Dentsu Aegis Network Sub Saharan Africa, said: “Having a tool like CCS Planner in Nigeria has now put Media Fuse Dentsu Aegis Network (MFDAN) streets ahead in the market. Not only is it now the most sophisticated media communications planning tool in Nigeria, but it has inherently future-proofed MFDAN against any changes in the media research landscape for some time to come. The CCS Planner has the ability to calibrate, not only the CCS Benchmark data but any other third party media data“.

Dawn Rowlands, Chief Executive Officer, Dentsu Aegis Network in Sub-Saharan Africa said: “Apart from having an extremely granular level of touch-point data, it studies the interaction consumers have with media in detail”.

Dentsu Aegis partners with best research agencies and in Nigeria AC Nielsen works for the agency.

Daniel Obi