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Social Media Week, Lagos… Bloggers where are your bank accounts?
Eskimi CEO, Vytas Paukstys, hosted a session on Programmatic Advertising at Social Media Week Lagos, 28th February. The event invited panellists to share their experiences of using Programmatic advertising.
Dozie Okafor, Media Manager for Coca-Cola Nigeria, explained that their ‘Share a Coke’ campaign in 2016 was run on programmatic platforms, seeing “a much higher click through rate, and increased reach”. The reason cited for Programmatic’s success was “the ability to be more effective in reaching their target audience”. The net effect of this success is an increase of the Programmatic Advertising share of Coca-Cola’s digital budget, from 5% in 2016 to 40% this year.
Also on the panel was Ose Osundeko, Head of Digital, Media Perspectives. Ose was responsible for executing the Share a Coke campaign in Nigeria, over several digital channels. She talked of her challenges in finding a suitable programmatic platform, facing problems such as lack of transparency, inefficient allocation of ad spend, with suppliers unable to deliver on agreed KPIs. She settled on Eskimi DSP, as the platform provides a detailed dashboard for brands to track campaign performance and make appropriate changes.