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Digital Ads & Media Trends to Watch Out For

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Celestine Achi, chief digital marketing strategist at Cihan Group, owners of Kairoswebtv and Digitalprwire

It has been revealed by BI that Google is refunding advertisers, whose campaigns were placed via DoubleClick Bid Manager on websites with fake traffic,

This ad fraud incident highlights two of the pressing issues in digital and programmatic advertising:

Invalid Traffic, Or Ad Fraud
An estimated $6.5 billion in ad spending will be lost this year to fraud, down 10% from 2016, according to a report by the Association of National Advertisers and WhiteOps.
This can happen in several ways, including pages that use bots (non-humans) to inflate impressions, or exchanges that “spoof” inventory low-quality websites with minimal traffic as premium ad space.

Transparency and The “Ad Tech” Tax
The complexity and opacity of the programmatic ad supply chain make it difficult for ad-buyers to track where their dollars are spent.
In a hypothetical situation in which an advertiser places an $100 ad through DoubleClick, Google would keep 7-10% and relay the purchase through to its ad tech partners for them to place the ad on the right website, and whichever ad exchange or ad network is used would also take a cut from the remaining budget – this is known as the “ad tech tax.”
BI has however pointed out that Google is working on a solution that should prevent this from happening again, and that should increase transparency and accountability in digital advertising.
The company is investigating which of its partners are responsible for placing ads on websites with invalid traffic and is developing technology to automatically give advertisers full refunds in the event of ad fraud.

Here are digital Media Trends I believe you should watch out for.
Consumer habits are changing and disruptive technologies are evolving. Join me at the Nigeria Innovation Summit 2017 to learn more on how it affects the media industry. Register here: http://innovationsummit.ng/

Meanwhile, here are the 9 most powerful trends for this year.

– To begin with, Google has already been rewarding sites optimized for mobile performance with higher rankings. This has prompted the shift to accelerated mobile pages.

And while AMPs aren’t exactly a search engine factor, sites that adopt AMP offer better user experiences and register more clicks and impressions. And all these do affect SEO.

– Video content remains the next big thing after big data and analytics. According to a Brain Rules study, Video is projected to rise 79% by 2018. Research shows that video content is in the lead this year.

– The 24 hour content currently been driven by Facebook Messenger, Instagram Stories, Snapchat, and WhatsApp who have all released versions of content that disappears within 24 hours after posting.

Whether this trend lasts or a new more popular release arrives, right now companies need to take a holistic social media approach to attract a larger share of their target audience.

– The use of infographics appears to be on the rise, more so on Twitter than on other platforms. Some are easy to read, and others contain a great amount of data.

But, every style content has an audience, and for now, users are enjoying Infographic creativity and how they are evolving. If their view changes and they become more dimensional, or voice features are integrated, they may become more popular.

– The amount of content that influencers are producing is increasing. Although I am a firm believer in quality versus quantity, the need to share and curate other user content makes the most sense.

However, a growing number of influencers are now buying followers. The rise of paid over organic influence is becoming worrisome.

– Social media consumption is at an all-time high. Platforms are making it nearly impossible for companies to manage social media on their own with new feature releases coming out regularly. The competition amongst the platforms is fierce, but one thing that we do know is that Instagram is well on its way to becoming King, dragging content right along with it.

According to Business Insider, Instagram Stories has emerged as a clear favorite for marketers over Snapchat.

– On November 1, 2016, it was announced by StatCounter that in the first time, mobile usage had surpassed desktop with 51.3% of Internet users preferring their smartphones or tablets over their desktops when using the Internet. What does this mean for SEO?

*Celestine Achi is the chief digital marketing strategist at Cihan Group, owners of Kairoswebtv and Digitalprwire

 

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Sophos Identifies Top Ransomware Families in Africa

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Cyber security vendor Sophos has identified the top ransomware families that affected Africa in 2017.

According to Sophos, the Ceber ransomware accounted for 80% of attacks in Africa, followed by WannaCry (17%), and others like Jaff (1%), Locky (1%) and Petya (0.5%).

One of the most active kinds of ransomware out there, Cerber encrypts the files of infected users and demands money in exchange for enabling access to their files. It works even if a user is not connected to the Internet, so they can’t stop it by unplugging their PC.

Cerber, sold as a ransomware kit on the Dark Web, remains a dangerous threat, says Sophos, adding the creators of Cerber continuously update the code and charge a percentage of the ransom that the “middle-men” attackers receive from victims.

Regular new features make Cerber not only an effective attack tool, but perennially available to cyber criminals, the cyber security firm notes.

“This Dark Web business model is unfortunately working and, similar to a legitimate company, is likely funding the ongoing development of Cerber. We can assume the profits are motivating the authors to maintain the code,” says Dorka Palotay, SophosLabs security researcher and contributor to the ransomware analysis in the SophosLabs 2018 Malware Forecast.

The WannaCry ransomware attack was a May 2017 worldwide cyber attack by the WannaCry ransomware cryptoworm, which targeted computers running the Microsoft Windows operating system by encrypting data and demanding ransom payments in the Bitcoin crypto-currency.

“Looking at the whole world, WannaCry was responsible for 45.3% of the ransomware attacks, while in Africa this value is only 17%,” Palotay says.

“In Africa, clearly Cerber was the biggest ransomware threat this year, since 80% of the ransomware lookups was caused by Cerber, while this number is only 44.2% if we look at the whole world. Regarding the smaller families, the results are very similar.”

The SophosLabs 2018 Malware Forecast report recaps ransomware and other cyber security trends based on data collected from Sophos customer computers worldwide from 1 April to 3 October 2017.

One key finding shows that while ransomware predominately attacked Windows systems in the last six months, Android, Linux and MacOS platforms were not immune.

“Ransomware has become platform-agnostic. Ransomware mostly targets Windows computers, but this year, SophosLabs saw an increased amount of crypto-attacks on different devices and operating systems used by our customers worldwide,” says Palotay.

She notes that for the first time Sophos saw ransomware with worm-like characteristics, which contributed to the rapid expansion of WannaCry.

“This ransomware took advantage of a known Windows vulnerability to infect and spread to computers, making it hard to control.

“Even though our customers are protected against it and WannaCry has tapered off, we still see the threat because of its inherent nature to keep scanning and attacking computers. We’re expecting cyber criminals to build upon this ability to replicate as seen in WannaCry and NotPetya, and this is already evident with Bad Rabbit ransomware, which shows many similarities to NotPetya.”

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Cisco urges Retailers on Network System Skills ahead of Black Friday

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Cisco has urged Nigeria retailers to equip their employees with basic network system skills as Black Friday and Cyber Monday begin today.

According to Alfie Hamid, Regional Manager for Corporate Affairs for Cisco Africa, ‘Many retailers have missed empowering their own workforces with, for example, digital collaboration tools, real-time customer insights, and virtual assistance. A workforce that is armed with relevant knowledge and insights is also essential to improving the in-store customer experience, a key differentiator for bricks-and-mortar retailers over their online rivals.’

According to research from Cisco, employee productivity technologies can deliver the greatest value for increasing efficiency, optimising the checkout process and improving worker collaboration. Investments in these areas also contribute to improved shopper experiences and increased loyalty. Just 6% of retailers’ 2016 investment priorities were focused on employee productivity use cases, despite research indicating that use cases deliver the greatest return on investment for retailers; in other words, digitisation is a $187 billion (roughly R2,6 trillion) opportunity, according to Cisco.

“The key initiatives that improve employee productivity all rely on a network that understands how people interact, can be customised easily, and can control access irrespective of the device that the employee is using – all things that today’s retail employees demand,” Hamid says.

In retail, investments in workforce digitisation deliver value to operations, the labour equation, and talent retention. Since all of these support new and compelling customer experiences, digitising the workforce enables a value chain that is critical to retail success.

“A focus on technology investments that empower employees takes on a whole new meaning in Nigeria, which already struggles to overcome education and training challenges,” Hamid says. “With digitisation, companies have an opportunity to improve skills across the board in the retail industry, which will contribute hugely to the growth of the country’s economy, whether on Black Friday or throughout the year.”

 

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Black Friday: Yudala Records Unprecedented Spike In Online Traffic

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By peter oluka

Yudala, Nigeria’s pioneer online and offline e-commerce company is recording an unprecedented spike in online traffic  as eager shoppers thronged the company’s website www.yudala.comfrom midnight to be the first to take advantage of the company’s Black Friday offers.

This year’s edition of Black Friday, a globally celebrated shopping festival, is being marked officially today, Friday November 24th, 2017.

Insights garnered from the shopping activity on the Yudala website show that online traffic on www.yudala.com commenced a steady spike from 11:49pm on Thursday night as early bird shoppers began to lay in wait for the official commencement of the Black Friday midnight rush for deals.

From 12am, traffic on the Yudala website had grossed over 50,000 hits, with shoppers who placed their orders between the hours of 12am – 1am enjoying an additional incentive of free shipping of their orders nationwide. Furthermore, Yudala had made available over 500,000 Early Bird deals on its website for shoppers who place their orders between the hours of 12am – 11:59am today, Friday November 24th.

Prince Nnamdi Ekeh, Vice President at Yudala disclosed that the company was determined to make it a memorable Black Friday for its teeming customers.

“If you are yet to visit the website www.yudala.com, now is the time to do so.  We had Mystery Products up on the website from 12am at 99% off so, from midnight on Friday, we were already processing loads of orders from shoppers who were taking advantage of our early bird deals. Electronics, mobile phones, home appliances, wines and groceries, consumer goods and computing products are among some of the most ordered items. Remember, the Early Bird Deals run till 11:59am today so there is still ample opportunity for many Nigerians to enjoy our unmatched offerings.

“If you miss the early bird deals, then you can take advantage of our Lunch Time Deals which runs from 12pm till 4:59pm today and if you fall into the class of those who prefer to do their Black Friday shopping later in the day, then you can enjoy our Sunset Deals from 5pm till 11:59pm. Also, shoppers who place their orders on the stroke of 11:11am or 12:12pm will get free tickets to the Yudala Christmas party.

“You also stand a chance to spin a wheel of fortune at six Yudala stores in Lagos today to walk home with a free gift. Simply visit any of the Yudala stores in Bode Thomas, Surulere; Admiralty Way, Lekki; The Palms Shopping Mall; Medical Road, Ikeja; Redemption Crescent in Gbagada or the one at Cherub Mall on Lekki-Epe Expressway to experience what Black Friday is all about, courtesy of Yudala.

“No other company offers you all of these mouth-watering options for Black Friday: best prices, mega deals and genuine products. With Yudala, You Live Well,” he concluded.

Interestingly, Yudala is also adding an extra dimension on social media for its walk-in customers.

For shoppers who find their way to the Yudala Experience Store at The Palms Shopping Mall in Lekki today, there is a unique opportunity to follow the “Make a wish” live feed on Instagram at the store.

Yudala has generated loads of frenzy on its Instagram live feed where the company is giving followers a chance to make a wish and see it fulfilled. Many lucky followers have won amazing freebies including laptops, mobile phones, electronics, shopping vouchers and other exciting give-away items through this medium.

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