New research from Alfi, an AI enterprise SaaS advertising platform, shows senior advertising executives are forecasting strong growth in advertising budgets over the next 12 months with 24% predicting dramatic growth.
The global study among senior executives including CEOs found 61% are more modest and are predicting slight growth while just 15% believe advertising budgets will remain at around the same level as today.
Growing budgets for advertising mean the executives questioned in the UK, US, France, Germany, Canada, Australia are increasingly looking for better ways to measure the reach and effectiveness of campaigns.
Alfi’s study shows executives are generally happy with the campaign data available but just 21% rate it as ‘excellent’ while 65% describe it as ‘good’. However, 14% say it is average or poor.
That is driving increased interest in the use of QR codes in Digital Out of Home (DOOH) advertising, which enables advertisers to measure exactly how impactful their campaigns are through first-party data which is accessible instantly.
More than a third (34%) of senior executives believe the importance of QR codes in advertising will increase dramatically over the next two years while 56% believe it will increase slightly.
“The global advertising industry is going from strength to strength after recovering strongly in 2021 to hit a new record high** and the indications are that it will continue in 2022 and beyond,” said Peter Bordes, Interim CEO, Alfi. “Increased spending should mean increasing the focus on measurement and data, which explains the growing use of technology and QR codes in particular.”
The study found all the senior executives questioned agree that the use of QR codes in advertising will increase dramatically over the next two years with 50% strongly agreeing with the view.
Bordes concluded: “Throughout the industry we can expect a higher focus on data-driven insights by expanding advertising capabilities, analytical sophistication and delivering it all seamlessly over multiple devices – thus leading to not only confident purchase behaviours but greater one-to-one connections with consumers.”
IBEDC Disconnects UCH Over N500m Debt, Critical Services Affected
The University College Hospital (UCH) in Ibadan, Oyo State, experienced a disruption in its power supply after the Ibadan Electricity Distribution Company (IBEDC) disconnected the hospital over a debt amounting to N500 million.
Dr. Jesse Otegbayo, the Chief Medical Director of UCH, confirmed the disconnection but refrained from elaborating on the exact cause.
IBEDC’s spokesperson, Busolami Tunwase, acknowledged the outstanding debt owed by UCH but denied that the disconnection was intentional.
Tunwase stated that while UCH owed the substantial amount, the power outage was due to a technical fault in the area, coinciding with the debt situation.
Despite repeated attempts to engage UCH in discussions to settle the debt, IBEDC had resorted to disconnection as a last resort.
The disconnection poses significant challenges to UCH’s critical services, affecting patient care and hospital operations.
While IBEDC emphasized its understanding of the hospital’s importance and commitment to resolving the issue amicably, the situation underscores the financial strains faced by healthcare institutions and the essential need for reliable power supply.
Efforts to negotiate and find a resolution between UCH and IBEDC are ongoing to restore normal operations and ensure uninterrupted healthcare services.
Oil and Gas Dealers Threaten Withdrawal as 70% of Downstream Businesses Collapse
The downstream oil sector in Nigeria faces a looming crisis as oil and gas dealers, represented by the Natural Oil and Gas Suppliers Association of Nigeria (NOGASA), issue a stern warning of potential service withdrawal.
In a recent resolution following their executive committee meeting in Abuja, NOGASA expressed grave concerns over the collapse of approximately 70% of businesses in the industry due to the harsh operating environment.
President of NOGASA, Benneth Korie, highlighted the dire situation, emphasizing the challenges faced by oil marketers in funding operations amidst soaring bank interest rates.
Korie underscored the overwhelming burden faced by operators who are compelled to acquire funds at exorbitant interest rates upwards of 30%, exacerbating financial strain and hindering business viability.
The primary demand voiced by NOGASA is the pegging of the foreign exchange rate at N750/$ to facilitate refinery operations and stimulate the production of refined products domestically.
Failure to address these pressing issues, Korie warned, could result in the withdrawal of services by NOGASA’s over 200 members starting from the next month.
The downstream oil crisis coincides with heightened anticipation for the release of refined petroleum products from the Dangote and Port Harcourt refineries, seen as critical for alleviating supply shortages nationwide.
However, amidst forex crises and inflationary pressures, operators in the oil and gas sector confront mounting economic challenges, necessitating urgent government intervention.
As Nigeria navigates through turbulent economic waters, stakeholders eagerly await decisive action from authorities to salvage the downstream oil sector from imminent collapse and avert potential disruptions in fuel supply chains.
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