The Nigerian Digital Landscape and Trends for 2017. Presentation was made at WebCoupers Strategy Retreat in January of 2017 Presentation was designed to serve as a guide during a discussion session. Some of the slides might appear to make no sense if you were not part of the original discussion :-)

1. Digital
in the Picture
Martins Stanislaus Olusegun
The Role of Digital Agencies
in the 21st Century
Advertising Landscape
January 2017

2. WebCoupers Strategy Retreat 2017
A full-service digital marketing agency in
Lagos, Nigeria with a Passion for helping
businesses grow online leveraging social
media, content and paid ads.
Presentation made at
me@martins.com.ng

3. Presentation was designed to serve as a guide during a discussion
session. Some of the slides might appear to make no sense if you
were not part of the original discussion :-)
me@martins.com.ng

4. Understanding the Nigerian Terrain
Local Campaigns...Global Audiences
Key Digital Trends in 2017
Offline & Online Integration
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5. The Internet is driven by Mobile
Understanding the Nigerian Terrain
30%Smartphones
70%Feature phones
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2016

6. The Internet is driven by Social
Facebook - 17 Million Nigerians
Facebook . Instagram . Twitter . Eskimi . IMs
100% Mobile
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7. Facebook - 17 Million Nigerians
Let’s Discuss
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Nigerians on Facebook
above the age of 61 1.2m

8. Internet Penetration
2013 - 38%
2016 - 52%
SOURCE - World Bank, NCC
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9. Videos
Social Media
Search
Email
Porn
Sports
News
Ecommerce
MMM
What Nigerians do on online
Jan 2016 - Alexa Analysis
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10. FRAGMENTATION
Radio
TV
Print
BRT
OOH
KEKE
MALL
FACEBOOK
TWITTER
INSTAGRAM
ESKIMI
BLOGS BBM Mobile Ads
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11. Consultancies
vs
Traditional Agencies
vs
Digital Agencies
Let’s discuss

12. Do you agree?
Agency Strategy Creative Digital Access
Consultancies High Low Low MD/CEO
Traditional
Agencies
Medium High Low Marketing Director
Digital Agencies Low Medium High Brand Managers?

13. At the end of the day, the sweet spot is to
rate as “high” in all 3 core skills
Agency Strategy Creative Digital Access
Consultancies High Low Low MD/CEO
Traditional
Agencies
Medium High Low Marketing Director
Digital Agencies Low Medium High Brand Managers?

14. LOCAL CAMPAIGNS - GLOBAL AUDIENCE
HUMAN AND CULTURAL
INSIGHTS
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15. KEY DIGITAL TRENDS FOR
2017http://bit.ly/trends2017Ng
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16. Virtual Reality
BIG DATAAugmented Reality
IOT
LIVE VIDEO
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Will not boom in Nigeria this year

17. MOBILEI know this has been over flogged but still had to start with mobile. It's been on
the radar forever but most brands are still not doing much in this space. It's
complicated though, with social being mobile now, many advertisers tick the
mobile box just by going social. Instant messaging is a big part of mobile and
probably one of the most overlooked area of mobile. Brands that are able to
creatively use IMs will do very well considering most IMs don’t support ads just
yet. I personally think most brands should have an always on strategy for mobile in
2017, people only let go of their phones when they go to sleep anyway.
Programmatic was awesome for me in 2016 and I will be spending more money
here in 2017 as well. Go beyond Google Ads and extend your reach to other Ad
networks that reach more Nigerians on mobile. Networks you can’t run Google ads
on.
me@martins.com.ng

18. SOCIALThe Internet is both mobile and social in Nigeria. Review your social media
strategy for 2017.What worked and what didn’t? Many of you would have realized
by now that keeping a content calendar that requires you to post on a daily basis
might not be the way to go. People don’t really need to engage with your brand on
a daily basis. Give them meaningful connections whenever you do instead. Try
new social media platforms beyond the ones you are use to. Instagram has come
a long way and with Live stories expected to arrive Nigeria in 2017, Instagram is
going to be huge. Organic engagement on Instagram is still much higher than on
Facebook and Twitter. Live video holds a lot of potential as well for 2017, there are
loads of creative ways to use Live. Consider launching a product or new service
using Live video. Build awareness about the launch on other channels and give
people a reason to tune in. One million followers on Facebook isn’t a guarantee of
success anymore, less than 0.5% of your fans on Facebook will see your content
organically.
Invest in quality over quantity.
me@martins.com.ng

19. CONTENT
This really should come first because it drives everything. 2017 is the year to actually develop a
content strategy for your brand if you don’t already have one. What sort of content would resonate
with your audience? Go emotional, develop content that are driven by real human insights and
truths. Content thats connect to their core. Forget about content for online and offline. The right
type of content will cut across most platforms. If it touches them in the most real way possible,
they will engage with it. With your content, teach them, make them cry, make them laugh, make
them think, make them smile. Connect with them in an authentic way and they engage with your
content. Look at the top 10 videos watched in 2016 on YouTube and you will notice no brand
video was present. This doesn’t have to be the case. Done right, brands can have their content
really do well on all channels. Go beyond video when doing content, be creative. Not many
brands will have the budget for big budget thematic TVCs in 2017. Consider moving some of that
budget online for lots of short and long form videos that could still be used offline. Consider
owning some content properties in 2017. Content personalisation is also a big concept you
should explore where possible.
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20. NATIVE
CONTENTUsers have become sophisticated in how they consume content online. They know an ad when they
see one. This makes it more difficult for brands to cut through the clutter. Brand owners should be
looking at building partnerships with platform owners and content writers to find ways to fuse their
content and brands into everyday stories in a more organic way. There are lots of creative ways this
can be done that gradually gets the brand associated with the right type of content and emotions.
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21. SEO
SEARCHContent fuels search and SEO. Brands need to get more content out there around their brands in
2017. You need a team of writers to begin to make this happen. Whether writing on your personal
blog or contributing to 3rd party platforms, try to get enough content out their about your brand in
2017. Nigerians are searching more online for what they want. You want to get found especially
when people need help. Don’t be all over the place. Define your content strategy and agree on your
content themes so you can stay consistent.
me@martins.com.ng

22. INFLUENCERS
This year influencers should play a big role in your strategy. When I say influencers, I am not
necessarily talking about big budget celebrities. Some are great if you can afford them. Influencers
for me would also include social media influencers, content platforms and what I will call micro-
influencers. Micro-Influencers are the “real” folks out there that are active on social media. Some
have between 200 to 2000 followers only but you can rest assured their followers are real and
consume their content. Having access to hundreds of these influencers would be great for helping
your content grow reach and engagement The secret will be knowing how to use them for maximum
benefits. Have a more long term strategic approach rather than short tactical one when using
influencers. As an example , micro-influencers can easily help your brand win on Instant
Messengers. Influencers can also give your brand visibility on a channel like snapchat.
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23. INTEGRATIONNow forget everything I have said and just Integrate everything. Try not to separate digital from
traditional. Run campaigns that integrates all channels.Digital never works alone for most campaigns.
Some digital campaigns work great when integrated with radio, others thrive with billboards in the mix.
Try to run integrated campaigns in 2017, let your ideas run across platforms. Some of the most
successful digital campaigns I have planned and executed were actually integrated campaigns that sold
a consistent story across channels.
me@martins.com.ng

24. Integrating Online & Offline?
Focus on the Consumer Journey.
Follow the consumer’s media consumption habit.

25. You can find my other presentations on Slideshare
http://www.slideshare.net/olumartins

26. http://www.martins.com.ng

27. Thank you