Dentsu launches NightVision, an ad tech solution in Nigeria
After successfully deployed NightVision in South Africa, Dentsu, a global media and advertising agency, has announced the launch of the ad tech solution in Nigeria.
This tech driven solution the company says will transform marketing effectiveness in Nigeria.
NightVision is an innovative new ad tech solution which utilizes advanced algorithms to activate digital media campaigns in real-time based on power outage schedules.
Upon the launch in South Africa, it delivered impressive results – increasing click-through rates by 16%, conversions by 175%, and decreasing cost per conversion by 61% says Chika Oputa, Team Lead for Dentsu Location Services in Nigeria.
Making the announcement at the Dentsu Africa Now Summit held in Lagos, Oputa said NightVision was developed with insights into human behaviour, API integrations, and geo-fencing capabilities, making it possible to boost investment in areas where we know we can capture a more attentive audience digitally during power outages.
“We know that no matter what happens with the power supply, the average Nigerian keeps their phone charged. So NightVision does predictive analysis of when outages will occur and shifts ads meant for TV onto mobile”.
“This way, brands don’t lose reach and consumers can still see ads on their mobile screens even when the power is out,” he noted.
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