MFDAN Launches Consumer Connected Systems Wave two

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Media Fuse Dentsu Aegis Network launches the second wave of Dentsu Aegis’ Proprietary tool CCS (Consumer Connection System). CCS is the Agency’s single source data system that houses an array of media insights, product consumption and behavioral attitudes that have effects on how consumers interact with media in relation to brand communication. Since the inception of CCS in 2016, the tool has put the agency in an articulated strategic position on how to connect better with consumers, targeting them efficiently whilst optimizing Advertisers’ budgets.


Similar to the first wave of CCS Nigeria, the 2018 survey covers urban adults 18+ SEC ABCD, and was designed to be a more robust research study with a wider coverage of key marketing cities of commercialization including 20 key economically active cities, as opposed 9 cities previously covered. Furthermore, the sample size increased by approximately 45% from n=6000+ to n=9000+. This new wave now includes a variety of category and brand usage questions including the alcohol and non-alcoholic beverages category, FMCG brands  such as consumption of food, oil & gas usage, numerous technology categories; just to mention a few. Most importantly, the Outdoor Connection System (OCS) portion of the survey has been included to bring better precision in how OOH is planned and executed. With OCS we can not only measure recall on billboards, but also ascertain feelings, interactions and actions taken when consumers see advertising in the out of home environment. With over 80+ media touchpoints covered at an individual, single-source level, CCS Nigeria enhances our view of the local Nigerian media landscape; not only by media channel, but in providing a holistic consumer journey and media ecosystem in which brands can navigate so as to capitalize on better media choices in targeting their audiences.


In developing consumer connection plans that best fits a brands’ objectives, CCS also provides insight into consumers’ mindsets when engaging with different media types or ‘reaction’ variables to media. CCS also allows us to shape the way we approach content across different target audiences. If for example we identify that through CCS, 72% of consumers expect advertising on social media to be entertaining and informative at the same time, this helps in guiding the media channels and creative direction required to achieve media best practices.   

Another example, if we ascertain that celebrity endorsements for brands do not resonate with Nigerian consumers who are 45+ years old (Index 87), this allows us to put forward a case for re-consideration of using an influencer strategy via social media. Another interesting insight we see from the latest wave of CCS Nigeria, is the resilience of Nigerian consumers’ in their patriotism to their country. Despite the negative sentiment we’ve seen in the media in terms of bad governance, the economic recession, increasing inflationary pressures, terrorist activity, amongst other things, 82% of Nigerians are still very proud of their Nigerian heritage. They are positively ambitious with 83% of respondents claiming that they will be better off in the future.

In many respects, too many to mention here, the CCS Nigeria 2018 study is a ground breaking study and communications planning tool for advertising, marketing and communications practitioners in Nigeria. It has certainly shifted the paradigm of media strategy and planning within our network. Activating a truly ‘consumer-centric’ approach in developing media strategy is now a reality for us and our clients.

All Entities in the Nigeria agency network will have access to this best in class proprietary tool. It will be recalled that Media Fuse launched its services in January 2014 and has since grown into a network of marketing communication services, supporting diverse clients with cutting edge services through specialist and general interests. Marketing communication companies like Carat ICP Ltd, Vizeum, First Media Redstar, Dentsu X, Dentsu Coca Cola Community(DCCC), to mention but a few.

The group also offers competitive digital marketing services via Isobar – a full service creative agency with remarkable track record in digital creatives, strategy, technology and design. For Digital performance and amplification, I-Prospect and Amnet offer specialized services in digital performance, amplification and programmatic. Posterscope and Rapid-Xtra offers specialized location based services popularly referred to as Out-of-Home in marketing communications circle.

About Dentsu Aegis Network

Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands – Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 dedicated specialists.

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