85% of online traffic in Nigeria is generated from mobile devices
Eskimi began life as a social network, popular among Nigerian youths (10 million members in Nigeria), but has evolved into a mobile-first, Africa-focused media company that local advertisers need to take note of. Vytas Pauksty, CEO of Eskimi Nigeria spoke to FRANK ELEANYA recently on a new feature the company just released and why more businesses need to take advantage of mobile advertising.
What sets Eskimi apart as an advertising platform?
With our social network and our programmatic platform, we are able to offer both depth and breadth in advertising. Eskimi.com provid
Tell us about how your programmatic platform works
The journey begins with a website or app, created by a publisher. The publisher then signs up to one or more Ad network or Ad Exchanges as they are called, such as Google Display Network (GDN), Mopub and Smaarto. This gives the publisher access to thousands of brands looking to advertise. Ad networks have different features; some focus on in-app ads, some serve ads on feature phones. GDN is by far the largest, serving ads on smartphones only, having around 40-50% of the total market reach.
Going one step further, a programmatic platform aggregates the worldwide ad exchanges into a single portal, with wider reach and more features. With 10 ad exchanges signed up, Eskimi Programmatic is able to reach 38 million Nigerians through their mobile devices. The benefit to advertisers is a wide reach, enhanced by many different layers of targeting. For example, we are able to run campaigns that target by age, gender, location, interests, mobile device type, and browsing habits. This is done by another element of our platform – Data Management Platform, which advertisers get access to free of charge.
What can you say about marketing the Nigerian audience using digital tools? What peculiar mannerisms strike you most?
The Nigerian consumer is mobile-first, multi-deviced, and most of all, aspirational. 85% of traffic is mobile. Nigerians follow international trends, but above that, value local content. Often ignored is that a large amount of data consumers use proxy browsers and feature phones. Another trend is that consumers are getting more comfortable with m-commerce, making purchases and paying bills via airtime or ATM card, on their device. Our Click-to-Buy feature allows a direct path between advert and final purchase.
How would you describe the digital marketing space in Nigeria in 2016?
When it comes to media buying, the Nigerian decision-maker is in a conundrum. He fully understands that the market is Mobile first, but struggles to break with the Desktop ad-buying traditions that his C-level bosses are more familiar with. Digital campaigns are not always as efficient and effective as they should be, as budgets are split.
What are the processes of clients and agencies in digital marketing that need to be clear?
Digital campaigns MUST be mobile first in design and execution, taking advantage of the many micro-segments available in the digital space. Eskimi has data management platform, better target consumers based on age, gender, location, and a host of other parameters. This means that a brand can hone its message to address many different audiences. Even if a campaign has one key message, it can be communicated in so many different ways, online. Also, rich media allows you to break your message through in an engaging manner, given a saturated market place.
How can organisations go about understanding who their audience are and how to reach them?
Typically, organisations already know who their audience. The first step is to use data to overcome cognitive bias: don’t assume that your experience of internet access is universal. Data shows that most Nigerians browse on more basic devices than smartphones. Even those with smartphones tend to browse via proxy browsers in order to save costs.
What is a proxy browser and how important is it in the Nigerian market?
Most of us have used a proxy browser without even realising it; old BlackBerry devices, like the Bold and Curve, used proxy browsers. These browsers compress data, offering a more economical way to consume data. When network coverage is poor, this browser offers a better browsing experience. Eskimi, as an Africa-focused company is able to serve ads on proxy browsers, a feature that many of our competitors do not offer.
You have been in the system for 7 years, what have you learnt working in the Nigerian digital marketing space?
More and more, the smartphone is the primary source for entertainment and information consumption. To keep pace, Eskimi.com evolved from being just a social network to becoming a News content provider. This content is not restricted Eskimi.com members and it greatly increased the traffic to the portal.
As we go into 2017, what are the things businesses like yours want to see?
We pride ourselves in being a local business, accepting payments in Naira. This is another feature that stands us out from our competitors, especially that we allow businesses to buy international sites and apps in Naira. However, we buy our inventory in hard currency, so we would appreciate stability in the exchange rates.
Tell us your projection for the space in 2017?
Media buying will become smarter, breaking ties from its traditional roots to stand on its own. With data focus, targeting and better education on the benefits, more businesses will make the right choices when it comes to digital media buying.