Case Study: Media Monitoring Services: adding value to advertising

Title
Media Monitoring Services: adding value to advertising 

Author
Ogbechie, C 

Pages
20 

Product Type
 

Reference #
307-314-4 

Teaching Note
not available 

Institute
Lagos Business School 

Setting
Nigeria 

Year
2007 

Keywords
Strategy; Competitive advantage; Developing world; Nigeria; Media strategy



Summary/
Abstract
Media Monitoring Services is a start-up information based company that pioneered a market that was not in existence. The services offered by the company included a media-advertising audit, advertising share of voice, media habit studies, programme ratings and billboard evaluation. These services were aimed at adding value to the advertising activities of companies. However, the advertising agencies did not welcome the services of the company as they had a short-term negative effect on their profitability, which strived on the 'inefficiencies' of the media companies. The company now faces competition from a South African company with better technology and a strong connection with the expatriate community that constituted the top management of the big advertisers. The company is therefore faced with the challenges of beating competition through better technology and value added services. The case confronts two central issues in strategy formulation: (1) the evolution and dynamics of the industry and the implications for positioning; and (2) the nature of sustainable competitive advantage.

 

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