MFDAN launches new consumer-centric solution

Media Fuse Dentsu Aegis Network has launched the second wave of its 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 over 18 years, 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 nine cities previously covered.

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 per cent 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 achieving media best practices.