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Eskimi Founder, Vytautas Paukstys, Highlights Global Digital Trends to Watch in 2022, Beyond

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Today, we can attest to the rise in connected consumers who are demanding almost immediate engagement with brands to satisfy their quests. Companies are now investing in ecommerce, moving into social mostly via mobile.

Considering all that is going on with digital technology and the impacts, it is mind-blowing. So, evolving consumer behaviour is an opportunity for businesses and practitioners in the IMC industry to rethink strategy.

Then, the question: How can the practitioners leverage all these tools to optimize their operations?

This inspired Vytautas (Vytas) Paukstys, Founder/CEO, Eskimi’s presentation at the Marketing Edge IMC Quarterly Virtual Summit under the theme: ‘Maximizing Marketing Efficiency in the Age of Changing Consumer Behaviour’.

For over 15 years, Vytautas has been a noteworthy leader in the digital advertising and technology space.

As the Founder and CEO of Eskimi DSP, one of the leading global programmatic advertising platforms, he understands the trends in the market across the globe.

Before leading this venture, he founded Eskimi Social, one of the pioneering mobile-first communities in Africa and Asia with more than 25M+ users, with the biggest markets in Nigeria, Ghana, Indonesia and Vietnam.

He further led the growth of Eskimi DSP, bootstrapping it to become a globally competitive programmatic ad platform with more than 1.5B+ profiled users worldwide. Vytas is also the CEO of ActiveXT, a technology outsourcing company in Singapore that helps extend engineering teams of solid European IT companies and start-ups by hiring talents in its Asia offices.

His contribution to technology and business growth is un-vacillating especially in emerging markets, leveraging digital tools through programmatic advertising.

Giving insights on how to navigate the challenges, Vytautas, said that traditional creative is being used for digital channels; global apps and content are winning over local; creative is going digital for better engagement in a rapidly changing market, and originally, traditional brands are becoming digital-first

He said tt in some cases Africa is leading the revolution, specifically in mobile payments. Some of the digital trends are felt more in the West and European, Asia Pacific and some African countries.

“Nigeria, to be precise, Statista data shows there are about 85.49 million users online who spend up to 4 hours daily. With 169.2 million mobile phone connections, it represents 83% of Nigeria’s 203.6 population as at 2021”.

“Statistics also show that 27 million Nigerians are active social media users which represent 13% of the population. The country’s internet penetration was pegged at 51.44% in 2021 and projected to reach 59.92% by 2026”, he listed during the Summit.

Interestingly, the internet is one of the highest accessed media in Nigeria as the country recorded 30% growth in digital content consumption during the peak of COVID-19 Pandemic.

Then, the worry, with over 50% of Nigerians estimated to be online, how much of the marketing budget is online.

The Eskimi Founder said it is surprising that some brands are still digital laggards, yet to appreciate the fact consumers are moving to the digital space.

“Globally,” he said, “marketing trends show that digital spends have already surpassed the traditional. Global apps account for 70% of all online consumption hence global platforms are dominating time spend and ad inventory.

“Global and Channel changes in 2020-2021 indicates that e-Sports, online video, social media and e-commerce recorded growths while linear TV, broadcast radio, print, out-door advertising and cinemas are on decline on year-on-year activity and advertising spend.

He added that globally, consumers spend 8 hours on digital media per day compared to 5.5r time spent on traditional advertisement as 50% of global media spends are digital already.

He also urged the participants to pay close attention to the gaming industry as the audiences are growing at a rapid pace.

Sharing the impact of mobile gaming, he said that 50% of mobile usage outside of work is devoted to gaming; 33% of the audience plays games multiple times per day and 23 others are playing new games on their smartphones.

Thus, creative is going digital. “Digital-first rich media creative results in 456% better engagement with the consumers”.

Vytautas made reference to Nigeria where rich media ads are topnotch for visibility, engagement and better results. This also delivers the highest CTR.

Another trend that will define the marketing space in 2022 is that advertisers now use hybrid models including in-house media buying. In other words, Advertisers are moving media buying in-house as a 2021 trend indicated in IAB Europe 2021 study.

Vytautas said that IMC practitioners should understand the trends now as most marketers have begun to take more control of their media and digital technology relationships are changing and client needs continue to provide large scale agency realignment.

Amongst others, one of the major motivators of in-housing is that the move helps brands to cut agency creativity and business under one roof.

While digital leads, he said, the legacy channels can transform their platforms too as ‘all screens are going digital’.

He urged the practitioners to develop capacity on content because global content is winning the local.

The Eskimi CEO said the local platforms drive 10-15% of online consumption while global apps account for 70% of all online consumption by dominating time spent and ad inventory.

He recommended that industry players should focus on the right KPIs to drive market growth trajectory. “KPIs should correspond to your goal”, he advised.

Eskimi is a programmatic and data platform with more than 1.5B+ profiled users worldwide. The platform creates unique audience segments for specific industries like telecoms, FMCGs, mobile phone brands, banking and others.

The company builds geolocation and footfall platforms for retail brands. It also provides a combination of platform and managed creative services to achieve up to 15% engagement rates.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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FG Kickstarts Construction of Emerging Technologies Institute in Kano

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Federal Government of Nigeria has marked a significant milestone on Friday, 14th February 2025, by breaking ground for the construction of the Sustainable & Emerging Technologies Institute (SETI).

This institute, under the aegis of the National Agency for Science and Engineering Infrastructure (NASENI), aims to ensure the socio-economic wellbeing of future generations. The groundbreaking ceremony was held at the Bayero University Kano (BUK) New Campus.

Mr. Khalil Suleiman Halilu, Executive Vice Chaiman/Chief Executive Officer (EVC/CEO) of NASENI, during the Ground-breaking ceremony held at the Bayero University Kano (BUK) New Campus said the new institute sits on 30 hectares of the BUK land to be built, featuring state-of-the-art facilities, including innovation hubs devoted to Artificial Intelligence and other cutting-edge technologies, complemented by reliable power supply. “NASENI will fully build and equip and support the new Institute” said the EVC/CEO.

The future of socio-economic development for nations rests on human creativity, innovation and cooperation, Artificial intelligence, robotics amongst others.

Halilu said that the establishment of SETI in Nigeria is to rapidly respond to the waves of young people globally revolutionizing world economies with unprecedented emergence of socio-economic frontiers as by-products of innovations and ingenuities of these young minds.

“We in NASENI are firm believers in the potential of young Nigerians to be the prime catalysts of the type of transformation that Nigeria requires. And we will do everything within our powers to support them to fulfil this important responsibility”

“We are gathered here today to kickstart a project that will transform the lives and careers of future generations of young Nigerians. The Sustainable & Emerging Technologies Institute (SETI), located at the Bayero University Kano (BUK) by NASENI. This is very much in line with our operating principles; what we call our 3Cs: Collaboration, Creation, and Commercialization. These 3Cs are the principles that passionately drive us and guide the work that we do to ensure the industrialization of Nigeria in line with the Renewed Hope agenda of President Bola Ahmed Tinubu.”

SETI will produce innovators, technologists, entrepreneurs who will make their mark not just in Nigeria but around the world. “I’m eagerly looking forward to the day, not too long from now, when the Institute’s first set of beneficiaries will astonish the world with what they’re capable of accomplishing. These stories will put not just BUK on the global innovation map, but also Kano State and the entire Nigeria” said Halilu.

While carrying out the symbolic foundation laying ceremony of the institute as Special Guest of Honour, the Minister of Innovation, Science and Technology, Chief Uche Geoffrey Nnaji, described the project as not only laudable but NASENI’s another way of fast-tracking the placing of Nigeria on the global map of innovation and industrialization. The minister called the project an “ace project” and a pointer to secure a veritable socio-economic development for the nation.

In his goodwill message, the Vice Chancellor of BUK, Professor Sagir Adamu Abbas described the new institute as a vehicle for bringing together the three critical tripods for economic and sustainable development for nations, that is, the government, academia and industry. He described the ground-breaking event as the beginning of Nigeria’s journey in pursuit of sustainable development, massive job creation opportunities for the youths, and that the BUK was delighted to be host to such laudable initiative and momentum.

There is also, in addition to SETI, a second NASENI project for BUK is an Agri-preneurship Training Hub, that will be equipped with modern greenhouses, and facilities for Soil-less Farming, and Tissue Culture; occupying 10 hectares of land at the Old Campus. These projects collectively represent what NASENI stands for, that is, building capacity, advancing industrialization, supporting economic growth and prosperity.

NASENI appreciates the Government and people of Kano State, and the Vice Chancellor, management and students of Bayero University Kano (BUK), for all the support. Special gratitude goes to the Honourable Minister of Innovation, Science and Technology, Chief Uche Geoffrey Nnaji, the Special Guest of Honour.

NASENI thanked members of the National Assembly for their support, especially the NASENI oversight Committees in both chambers. And of course, President Bola Ahmed Tinubu, who has given NASENI the opportunity to serve Nigeria through his unwavering demonstration of commitment to the success of the Agency.


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Family Marks one-year Memorial of Late APC Chieftain, Ojougboh with Charity Outreach

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The family of the late chieftain of the All Progressives Congress (APC), Chief Dr. Cairo Ojougboh, led by his wife, Mrs. Bose Ojougboh, marked his one-year memorial anniversary with a series of charitable initiatives aimed at honoring his legacy of philanthropy and service to society.

The memorial activities included the donation of school books and bags to pupils of Erigbe Primary School, in Agbor within the Ika South Local Government Area (LGA) of Delta State, where Dr. Ojougboh had received his early education.

The outreach also included extension of financial assistance to patients at Central Hospital, Agbor, and the provision of toiletries, cash, and food items to children at the Salve Regina Children’s Home, Agbor.

The outreach was carried out under the ‘Dr. Cairo Ojougboh Foundation’, a family-led initiative established to immortalise him and continue his lifelong commitment to education, healthcare, and social welfare.

Speaking during the event which took place recently, Mrs. Ojougboh reaffirmed the family’s dedication to sustaining the ideals of the late APC chieftain, describing him as a man who strongly believed in education and giving back to society.

“We are here to celebrate the life of my husband, Late Dr. Cairo Ojougboh, who passed on a year ago. In his honour, we decided to give back to society.

“He was a man who valued education and was always willing to help others. It is only fitting that we continue his legacy through acts of generosity,” she stated.

Honouring his passion for education

The first visit was to Erigbe Primary School, where Dr. Ojougboh had received his early education. The Foundation distributed school bags, writing materials, and food packs to the pupils. The family encouraged the pupils to take their education seriously and strive to become responsible citizens.

Supporting patients at Central Hospital, Agbor

At Central Hospital, Agbor, Mrs. Ojougboh and her entourage moved through the medical wards, offering financial support to patients to assist with their treatment costs. The hospital staff and beneficiaries responded with prayers and words of gratitude for the kind gesture.

Reaching out to orphaned children

The outreach team also visited Salve Regina Children’s Home in Agbor where they donated cash, food items, and toiletries to the children. The Matron of the home expressed her deep appreciation to the Ojougboh family, commending their commitment to sustaining the late politician’s legacy of compassion and social impact.

Dr. Cairo Ojougboh’s enduring legacy

Reflecting on her late husband’s contributions to society, Mrs. Ojougboh emphasised that his legacy of generosity and service to humanity would not be forgotten.

“Dr. Cairo was a selfless man who touched many lives. His contributions to the Nigerian political landscape, his mark in Agbor Kingdom, Delta State, and the country at large, will always be remembered. He may be gone, but his impact will continue to be felt for generations,” she said.

The Dr. Cairo Ojougboh Foundation has pledged to continue supporting education, healthcare, and social welfare initiatives in his memory, ensuring that his vision for a better society lives on.


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Court Discharges, Acquits, Kawu, Ex-NBC DG of N2.5Bn Fraud

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Justice Folashade Ogunbanjo of the Federal High Court Abuja has discharged and acquitted Ishaq Kawu Modibbo, former director-general, National Broadcasting Commission (NBC), and Pinnacle Communications Limited.

Ishaq Kawu Modibbo, former director-general, NBC

They were being prosecuted by the Independent Corrupt Practices and other related Offences (ICPC) of charges bordering on the ₦2.5 billion released to Pinnacle Communications under the Federal Government Digital Switch Over (DSO) project.

Delivering judgement on Thursday, Justice Ogunbanjo held that the ICPC was not able to prove the allegations against the defendants.

The judge further discharged the defendants on the grounds that the statements and evidence of the witnesses, could not pin any allegation on the defendants.

She further held that some of the witnesses contradicted themselves, and none of their statements was able to link the defendants to the charge.

According to the judge, while some of the witnesses in their oral evidence, said Lai Mohammed, former Minister of Information, was misled in approving the payment of ₦2.5 billion to Pinnacle Communications Ltd, they failed to render any documentary evidence.

The trial of the former director-general of the NBC lasted for six years.

He and Pinnacle Communications were prosecuted by the ICPC, on a five count amended charge over the release of ₦2.5bn to Pinnacle Communications Ltd, under the approval of Mohammed, under the FG Digital Switch Over (DSO) project.


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