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The Media Monitoring Industry in Nigeria: Key Players, Specialties, and the Need for an Association

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Nigerian Media Monitoring and Measurement Association NiMMA

By Philip Odiakose

The media monitoring industry in Nigeria plays a pivotal role in shaping the landscape of advertising and public relations (PR). This industry, through its various key players, provides essential services that ensure brands can effectively track their media presence, evaluate their campaigns, and make data-driven decisions. Despite its importance, the media monitoring industry in Nigeria remains underappreciated and lacks the necessary recognition and standardization due to the absence of a dedicated industry association.

I will be discussing the leading MMOs in Nigeria and their specialties;

Media Monitoring Services, Nigeria (MMSNL) is a prominent player specializing in broadcast media monitoring across television and radio. Their expertise ensures that clients receive timely and accurate data about their media presence, which is crucial for assessing the effectiveness of their advertising campaigns. MMSNL claims to extend its services to Out-of-Home (OOH) media monitoring, although its primary focus remains on broadcast media. As watchdogs and auditors for the advertising industry, MMSNL plays a crucial role in maintaining transparency and accountability in media placements and advertising expenditures.

MediaTrak, another key player in the industry, mirrors the specialization of MMSNL with a strong focus on broadcast media monitoring. MediaTrak provides extensive coverage of television and radio content, enabling clients to effectively track their brand mentions and media presence. While MediaTrak also claims the capacity to monitor OOH media, its core strength lies in broadcast media. As an auditor for the advertising sector, MediaTrak contributes to the credibility and reliability of the industry, ensuring that media placements meet the required standards.

TMKG Consulting stands out with its specialization in OOH media monitoring. TMKG’s focus is on tracking and analyzing outdoor advertising across various locations in Nigeria, providing clients with invaluable insights into the reach and effectiveness of their outdoor campaigns. This expertise in OOH media monitoring differentiates TMKG from other players in the industry. As an auditor for the advertising industry, TMKG ensures that outdoor advertisements are accurately placed and meet the desired standards, helping clients optimize their OOH media strategies.

P+ Measurement Services is unique in its focus on PR measurement, evaluation, and analysis. This company provides comprehensive PR measurement services that enable clients to make data-driven decisions regarding their engagements and brand reputation management. Unlike the other key players that predominantly serve the advertising industry, P+ Measurement Services caters to the Public relations sector, offering specialized insights and evaluation services to evaluate and audit the impact and performance of PR campaigns and engagements. Their services are essential for the PR industry in Nigeria, helping organizations navigate the complexities of media relations and reputation management.

It is important to note that while MMSNL and MediaTrak specialize in broadcast media, both claim to have the capacity to provide OOH media monitoring services. This overlap in service offerings highlights the competitive nature of the industry and the drive among players to expand their capabilities and meet diverse client needs.

The media monitoring industry in Nigeria is indeed a goldmine with immense potential. However, the absence of a dedicated association for the industry presents a significant barrier to achieving full recognition and standardization. A unified Media Monitoring Association would provide the necessary framework to guide and elevate the industry. Such an association would establish standard practices and ethical guidelines, ensuring consistency and reliability across all players. Standardization is crucial for building trust with clients and stakeholders, enhancing the credibility of the entire industry.

Furthermore, an association would serve as a collective voice for the industry, advocating for the interests of media monitoring companies in Nigeria. This representation is vital for influencing policy decisions, securing industry recognition, and driving growth and development. The association could also facilitate continuous learning and professional development for media monitoring professionals by offering training programs, workshops, and certifications. This would ensure that practitioners stay updated with the latest tools, technologies, and methodologies in media monitoring.

An industry association would promote integrity and transparency in media monitoring practices by guiding a code of conduct and ethical standards. This ethical framework would build trust with clients and stakeholders, ensuring that data collection, analysis, and reporting are conducted with the highest level of professionalism. Additionally, addressing serious data privacy, security, and protection concerns would enhance the industry’s credibility and trustworthiness.

Networking and collaboration among media monitoring companies would be fostered by such an association, promoting knowledge sharing and innovation. By bringing together key players, the association could drive collective growth and address common challenges more effectively.

In the past and recent times, I have written several papers, which can be found here (MarketingEdgeDaily PostNigerian Tribune) calling for the creation and formation of a Media Monitoring Association in Nigeria. Such an association would enable members and players to be guided by ethics, rules, and a code of conduct in their practices. It would also ensure that data privacy and security issues are taken seriously, thereby enhancing the industry’s credibility and trustworthiness.

The media monitoring industry in Nigeria plays a vital role in supporting the advertising and PR sectors. Key players like MMSNL, MediaTrak, TMKG, and P+ Measurement Services each bring unique specialties and strengths to the table, contributing to the industry’s growth and success. However, the absence of a dedicated industry association remains a significant barrier to achieving full recognition and standardization.

The establishment of a Media Monitoring Association in Nigeria is essential for standardizing practices, advocating for the industry’s interests, promoting ethical conduct, and fostering collaboration. By embracing this vision, the media monitoring industry can unlock its full potential, drive meaningful change, and contribute to the sustainable growth of Nigeria’s advertising and PR sectors.

As we look to the future, it is imperative that stakeholders in the media monitoring industry come together to form a unified association that will guide and elevate the profession. By doing so, we can ensure that media monitoring continues to play a vital role in shaping the success of brands and organizations across Nigeria.

Philip Odiakose is a leader and advocate of  Media Monitoring, PR measurement and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC 

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The Future of Payments: Key Trends to Watch in 2025

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Luke Kyohere

By Luke Kyohere

The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:

1. The rise of real-time payments

Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this. 

2. Cashless payments will increase

In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions. 

3. Digital currency will hit mainstream

In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain. 

The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability. 

4. Increased government oversight

As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.

5. Business leaders buy into AI technology

In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk. 

6. Continued AI Adoption in Payments

In payments, the proliferation of AI will continue to improve user experience and increase security.  To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent. 

When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.

7. Rise of Super Apps

To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills. 

8. Business strategy shift

Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble. 

As the payments space evolves,  businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.

Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq

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Ghana’s Democratic Triumph: A Call to Action for Nigeria’s 2027 Elections

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ghana election 2024

In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.

In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.

“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”

The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.

Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.

The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”

The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.

As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.

In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.

“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.

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The Need to Promote Equality, Equity and Fairness in Nigeria’s Proposed Tax Reforms

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tax reform recommendations

By Kenechukwu Aguolu

The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.

One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.

A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.

In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.

The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.

The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.

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