Eskimi advocates data-driven digital advertising

Eskimi, a digital media company with deep Nigerian roots, has announced a bold transformation, shifting from a demand-side platform to a full-fledged creative and media tech powerhouse.

According to a statement, with its new slogan, #Don’tBeBoring#, Eskimi aims to revolutionise advertising by combining data-driven creativity with advanced attention metrics to enhance brand engagement.

At the company’s rebranding event, the Group’s Chief Executive Officer, Vytautas Paukstys, emphasised the cost of ineffective advertising.

“Boring is very expensive,” he declared, citing research that shows creativity influences 70 per cent of digital ad performance. Eskimi’s strategy now focusses on developing high-impact creatives backed by data, rather than just relying on technology,” Paukstys said.

Paukstys also introduced Eskimi’s DSP-agnostic approach, allowing brands to use its creative solutions across multiple platforms.

“DSP is no longer relevant alone as a technology,” he said. “We are saying goodbye to boring because we know—through research—that boring ads are costly,” he added.

“To help brands stand out in a crowded digital space, Eskimi unveiled a suite of creative tools, including its Rich Media Builder, which transforms static images into interactive and visually engaging ads,” the statement noted.

Paukstys also shared compelling data, showing that engagement-driven creatives deliver 67% higher attention, a 300% boost in engagement, and a 30% lift in brand recall.

“The new advertising currency is ‘attentive seconds’ and ‘engaged time,’” Paukstys noted, highlighting Eskimi’s commitment to helping brands capture and retain audience attention,” he stated.

On his part, Eskimi’s Chief Marketing Officer, Philip Mahler, introduced several AI-powered tools designed to optimise ad performance.

According to Mahler, “Neurons” uses AI and neuroscience to analyse creatives pre-launch, offering insights on engagement potential, while “Lumen” measures attention and “Brandlift” evaluates post-campaign brand impact.

He also showcased high-impact ad formats such as fluid skins, topical placements, and dynamic ads, emphasising their role in boosting visibility and interaction.

Eskimi’s Regional Director for Africa, Cornelis Ouwehand, reaffirmed the company’s strong commitment to Nigeria, where its journey began.

He announced a new certification programme aimed at equipping digital marketers with advertising expertise.

“Nigeria has been very generous to us,” he said. “We want to give back by helping brands and agencies understand the digital landscape better.”

Also, an Eskimi client, Victoria Okon, lauded the company’s transformation, saying, “In today’s world, a visually appealing ad is not enough. You need to capture attention and keep it.”

She emphasised that Eskimi’s local expertise and data-backed strategies make campaigns more effective.

“Eskimi’s #Don’tBeBoring# rebranding is a call to action for brands to embrace creativity, leverage data, and break through the digital noise,” the statement said.