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Why Brands Should Take Media Monitoring Seriously in 2023

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Why Brands should take Media Monitoring seriously in 2023

By Queen Nwabueze

Please allow. Let’s start this article by drawing the conclusion: Only Media Monitoring and Intelligence Services were able to foresee the level of uncertainty that 2023 would bring for businesses. Therefore, if you are not involved in the Nigerian Media Monitoring Industry, you must agree that trying to predict what the election year will bring is utterly absurd.

We all love data as business organizations, but it’s time to stop assessing and analyzing the effectiveness of our media and public relations strategy using unhelpful data, or we’ll miss the purpose.

What KPIs and metrics are you using for measurement? Equivalence in Advertising Value? Sorry, but AVE is considered to be a vanity metric, given its age.

Using a relatable analogy: Using vanity metrics to gauge the success of your marketing campaign is like using an Instagram filter to cover up all of your imperfections. You look fantastic, but that isn’t a true reflection of who you are.

Vanity metrics give the impression that your public relations and media campaign are successful. There isn’t really any value in the numerous newspaper references, the cover pages featuring your CEO, or the hundreds of connections to your website that you have. Why? Since they are also susceptible to manipulation, they won’t provide you with any ACCURATE information about your company or the behaviour of your supporters.

But! Today, it’s not about AVE and other meaningless numbers. Let’s discuss the elections in 2023.

What stage of election preparation are you at as a brand? Do you intend to keep tracking and assessing your exposure and reputation quotient in the same manner and hope for a different favourable outcome? No way!

Every new administration in Nigeria takes office with its own set of guidelines and regulations that frequently burn corporate organizations. The truth is that these gods just use their own method of rolling the dice, and someone very low on the corporate ladder loses something important. Numerous companies have had to close their stores as a result of inconsistent policies that the government of the time truly believed to be harmless.

Do we still punish this sleeping dog, though? Lay it off!

Change the baton yourself by going ahead. Start accepting accountability. How? The first step in getting anything in-depth for you is to work with Media Monitoring and Intelligence agencies who have received AMEC certification. AMEC? You ponder, “But why AMEC?”

A comprehensive, genuinely data-driven method of assessing and auditing communications became essential as PR evolved through time and PR professionals began working across all media. The International Association for Measurement and Evaluation of Communication (AMEC) now steps in to help with this. For measuring each PR effort for any significant brand, the Barcelona Principles and AMEC’s integrated evaluation methodology are the de facto gold standard.

As an AMEC member, P+ Measurement Services’ top piece of advice for companies in 2023 is to focus on holding yourself accountable rather than the unstable political landscape and the new administration. Ask your clients if they want to diversify their board, which used to be made up entirely of non-politicians. Additionally, look within. Are you noticing that you continually use the same spokespeople to target more conventional publications? Shake things up. Give everyone in the C-suite a chance to shine. Accept new publications that appeal to a wide readership! Simply change a few things up and watch how well you do. These days, the brands that deviate from the usual are the ones that succeed!

What about the incoming administration? Yes, you have developed a solid public affairs and government relations plan. But do they actually function? how did you find out? The Nigerian Institute of Public Relations (NIPR) is another matter. The Lagos section? any further industry regulators? What problems exist? What new regulations are there? How precisely do they impact the existence and activities of the brand? Are you certain?

Did you even realize that there were policy updates and other modifications that you might not have been aware of because you were preoccupied with ensuring the delight of your customers? Have you ever considered that 2023 may establish and bury policies and concerns in the media that you missed because you were only looking out for mentions of your brand and competitions? You are too busy for any REAL Media Monitoring job, regardless of how you try to justify it. So just hire independent experts to handle that crucial aspect of your corporate existence. Your brand needs pro-data, media performance analysis, and public relations evaluation, which Media Intelligence Services provide, to start and at every stage until 2023. QED!

It’s fascinating that P+ Measurement Services is one of, if not the only, Nigerian Media Monitoring and Intelligence Agency to be a part of the esteemed international organization AMEC here in Nigeria. AMEC is the perfect fit!

P+, a well-known national and international provider of Media Intelligence Services, has never shied away from the lauded Barcelona Principles. Say there is too much jargon. The Barcelona Principles are as follows: Focus on the outcome of your campaigns rather than just the output; abandon metrics that are equivalent to AD value; and acknowledge the PR worth of outcome evaluation and performance audit. Simple!

Indeed, given the transformation of the media landscape, why not think outside the box when it comes to earned media placements. You assumed you knew this, but you’re about to learn that you don’t: your target audience is already focusing on other media and content consumption. There are many options to spread your content right now, from building your own blog, podcast, or vlog to investing in a breezier social media campaign. But to avoid wasting money, let the data guide your choice.

Please don’t just go into this deep ocean called 2023 without robust media intelligence as the driver, again from P+ Measurement Services.

In truth, the same PPlus had always been in the lead, pushing for the establishment of the Nigerian Media Monitoring and Measurement Association as the industry’s governing organization (NIMMA). Award-winning P+ has been pushing for the establishment of the Nigerian Media Monitoring body for nearly ten years, even going so far as to publish details of how it operates so that everyone may plainly and unambiguously see that NIMMA is OUR VERY OWN!

You see? No need for alarm. As a corporate brand or HNI, you already have a highly qualified Media Monitoring and Intelligence Service in P+ that can handle and give you specific information about what the election year of 2023 has in store for your brand and your particular industry.

Click to get started https://www.pplusmeasurement.com.ng/demo

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Netflix to Buy Warner Bros. Discovery in $82.7bn Mega Deal

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By Adedapo Adesanya

Netflix has reached a deal with Warner Bros. Discovery to buy the legendary TV and movie studio and assets like the HBO Max streaming service for $82.7 billion.

Warner Bros. Discovery is moving forward with its plans to split into two publicly traded halves in 2026. Once the split takes effect, Netflix intends to acquire the Warner Bros. half. The other half, Discovery Global, will house CNN and other cable channels. The Warner Bros. half includes its film and television studios, HBO Max and HBO.

The transaction values Warner Bros. Discovery at $27.75 per share, implying a total equity value of approximately $72.0 billion and an enterprise value of approximately $82.7 billion.

The deal is subject to regulatory conditions, of which there will be several, due to the size of the companies involved and what it means for competitiveness.

For several weeks, Paramount was thought to be the frontrunner in the auction for Warner Bros. Discovery. Paramount executives, who want to buy all of Warner Bros. Discovery – including its cable assets – were confident about their merger proposal and their mutually beneficial relationship with President Donald Trump.

However, Netflix surprised many with the boldness of its bids as it agreed to the same costly breakup fee that Paramount proposed, according to reports. This means the would-be buyer will pay Warner Bros. Discovery billions of dollars if the deal is not completed.

“Our mission has always been to entertain the world,” said Mr Ted Sarandos, co-CEO of Netflix. “By combining Warner Bros.’ incredible library of shows and movies—from timeless classics like Casablanca and Citizen Kane to modern favorites like Harry Potter and Friends—with our culture-defining titles like Stranger Things, KPop Demon Hunters and Squid Game, we’ll be able to do that even better. Together, we can give audiences more of what they love and help define the next century of storytelling.”

Mr Greg Peters, the other co-CEO of Netflix, said the acquisition would “improve our offering and accelerate our business for decades to come,” adding: “Warner Bros. has helped define entertainment for more than a century and continues to do so with phenomenal creative executives and production capabilities. With our global reach and proven business model, we can introduce a broader audience to the worlds they create—giving our members more options, attracting more fans to our best-in-class streaming service, strengthening the entire entertainment industry and creating more value for shareholders.”

“Today’s announcement combines two of the greatest storytelling companies in the world to bring to even more people the entertainment they love to watch the most,” said David Zaslav, President and CEO of Warner Bros. Discovery. “For more than a century, Warner Bros. has thrilled audiences, captured the world’s attention, and shaped our culture. By coming together with Netflix, we will ensure people everywhere will continue to enjoy the world’s most resonant stories for generations to come.”

The terms of the agreement will see each Warner Bros. Discovery shareholder receive $23.25 in cash and $4.50 in shares of Netflix common stock for Warner Bros. Discovery common stock share.

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Video Gaming Firm Xsolla Offers Nigerians Paga Payment Option

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Xsolla Paga payment

By Aduragbemi Omiyale

A global video game commerce company, Xsolla, has integrated Nigeria’s Paga into its payment system, allowing Nigerians more secure payment options.

Xsolla helps developers launch, grow, and monetize their games and with a large market available in Nigeria, with a population of over 230 million people, working with Paga is a good idea.

With services like Pay with Paga, Bank Transfers with Paga, and Cash by Paga, Xsolla provides a comprehensive payment solution that caters to diverse needs.

Serving more than 20 million users and processing massive volumes nationwide, Paga is one of Nigeria’s largest licensed mobile-money operators.

By integrating Paga’s full suite of payment options, players can enjoy seamless transactions, whether through quick in-app purchases, bank transfers, or cash deposits – with instant confirmations and reduced friction for all types of payments.

“Introducing Paga as a new payment method to players in Nigeria reflects our commitment to meeting players where they are,” said Chris Hewish, President at Xsolla.

“Paga’s strong local presence and trusted platform make it easier for Nigerian players to engage confidently, ensuring that convenience and security go hand in hand.”

From Nigeria to the world, Xsolla provides every payment method developers need to grow and monetize their games globally.

Local payment methods are crucial, enabling developers to reach every player, increase transaction conversions, and drive more sales and revenue. With Paga in Nigeria, it’s easier than ever to pay, play, and succeed.

Key benefits of the Paga integration include instant confirmations, localized experiences, and increased market reach and conversion.

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Temu Partners Dellyman to Scale Logistics Capabilities Across Nigeria

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Dellyman Temu

By Modupe Gbadeyanka

As part of its strategies to aggressively scale its logistics capabilities across key African markets, especially in Nigeria, the fast-growing global e-commerce powerhouse, Temu, has entered into a delivery partnership with Lagos-based logistics startup, Dellyman.

Through this collaboration, Temu customers in Nigeria will experience faster, more predictable, and more transparent deliveries, a critical factor in sustaining the platform’s customer satisfaction as order volumes continue to rise.

Dellyman’s technology-driven approach, spanning rider management, route optimisation, and customer visibility, played a central role in Temu’s selection process.

In the pilot phase, Dellyman completed more than 1,300 deliveries with a 95 per cent success rate, demonstrating its readiness to support large-scale e-commerce operations nationwide.

Founded in 2020, the firm has grown into one of Nigeria’s most reliable same-day and last-mile delivery platforms.

The company recently achieved a 10,000-order monthly delivery milestone in November 2025, contributing to a cumulative total of more than 300,000 lifetime deliveries.

This track record made Dellyman a strong fit for Temu, which is aggressively scaling logistics capabilities across key African markets.

“Our partnership with Temu is a major endorsement of the vision we set out with, to build Nigeria’s most reliable, scalable, and transparent last-mile delivery infrastructure.

“Achieving a 95 per cent delivery success rate during the pilot underscores our readiness to support high-volume e-commerce platforms.

“This collaboration shows that local startups can meet and exceed global standards when given the opportunity,” the chief executive of Dellyman, Mr Dare Ojo-Bello, said.

He further noted that the partnership represents more than operational growth as it signals a shift in how global e-commerce brands view Nigerian logistics capabilities.

“This is not just about fulfilling orders; it is about reshaping perceptions of what Nigerian delivery companies can achieve. We are committed to building the kind of infrastructure that supports international standards, empowers local businesses, and ultimately strengthens consumer trust in the broader digital economy,” he noted.

Mr Ojo-Bello added that Dellyman will continue investing in capacity, fleet expansion, and merchant-facing tools to ensure superior delivery experiences for Temu buyers and other online shoppers nationwide.

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