By Modupe Gbadeyanka
The media buying industry in Nigeria will soon witness a transformation with the birth of AdTraders, founded by a respected name in the advertising sector, Ms Elo Iyayi.
Ms Iyayi started her career in advertising in 2004 and worked with notable firms like McCann Erikson, Lowe Lintas Lagos, 141Worldwide, Leo Burnett Lagos and SHAREMIND Lagos.
During this period, she managed accounts of big brands like Nigerian Breweries Plc, British Airways, Unilever Nigeria Plc, where she lent her expertise to well known and loved brands like Close-Up, Knorr, Lipton and Omo, as well as Hayat Kimya, custodians of Molfix, Bebem, Familia and Papia.
She further worked with British American Tobacco (Dunhill, Benson & Hedges, Pall Mall and Craven), as well as Philip Morris- Malboro and Chesterfield.
After working with these brands, she felt there was still a gap somewhere, which inspired her to set up AdTraders and according to her, no one could have anticipated the effect of COVID-19 on an already fragmented audience.
She said even advertisers, who anticipated the decline of TV’s power in the wake of the internet, must be aghast at the impact of streaming channels and podcasts, while less time in the car and office has made significant inroads into radio’s listenership.
Ms Iyayi submitted that such innovation can create havoc for an advertiser or with the right media buying partner by their side, it can create enormous opportunity.
This is why it makes sense to join forces with AdTraders; an agency with the flexibility and foresight to adapt to this ever-changing landscape, she stated.
The industry expert explained that AdTraders’ approach is a long-term one as the agency strives to nurture relationships rooted in a thorough understanding of the brand, its goals and aspirations, so that – through ongoing measurement and a data-driven response – the agency is able to adjust strategies in order to achieve optimal effectiveness.
Ms Iyayi believes that the flux to the media landscape is currently experiencing is just the beginning. Going forward, it is inevitable that the trends that defined innovation today will be forgotten by tomorrow. This is why AdTraders focuses on helping brands get to grips with what may come to be, rather than what is.”
Therefore, in line with this, the agency works non-stop to create real value. This is achieved thanks to the input of a highly experienced team of negotiators, skilled at creating deal structures that make media spend work harder for clients.
Added to this, the team is well-versed in the pros and cons of all media touchpoints, objectively identifying that which offers the most cost-effective buy for clients, she said.
She assured that AdTraders brings a fresh perspective that turns its back on the staid and irrelevant, helping clients to plug into a new type of consumer living in a new type of environment.
Adedapo Adesanya 
Business Post Contributor