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Life-changing things to put in place before you turn 40

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Life-changing things to put in place before you turn 40 is our conversation for today. It’s an important conversation that sets the stage for the next epoch of your life. Life is believed to begin at age 40. Before you turn 40, you should have reached some financial milestones in life to make your years as enjoyable as possible.

I’ll share the financial steps and things to put in place before you turn 40. If you have reached the age of 40, you can still begin to achieve these financial goals, because it’s never too late to achieve something in life. if you have the commitment and courage.

The list below details the exact steps and pertinent points to be considered. \even if you’ve gone beyond 40, use this as a guideline towards planning and watch yourself begin to hit those milestones.

1. Pay off ALL debt: Debt can be a major setback in your journey to financial security, especially compound interest debt. You must do everything in your power to pay off all of our debts from those with the highest interest rates to the negligible ones.

Your goal should be to lead a debt-free life. Pay off your debt and make sure you don’t take it back on. You have more peace when you have no debts. Business loans are an exception but if you can build from ground up, explore it. However, you should consider other ways to raise capital for your business before considering a business loan.

2. Build marketable skills: If you can do what others can’t do, they’re willing to pay for it. What skills do you have that other people would be willing to pay for? If you don’t have the skills yet, go learn it today. This is very important!

Try to learn a skill that is not common. If everyone can do it, the value will not be high. If you learn or develop a rare skill that you can do almost perfectly and that has a good demand, you can’t go bankrupt because your skills will always give you income.

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Some good skills you can learn are graphic design, tablet publishing, hairdressing, catering and decorating, tailoring, vehicle mechanic repairing, computer repairing and networking, computer programming, web design, welding and manufacturing, copywriting, nursing , carpentry, tiling, application development, POP roof installation, electrical work and many more.

Most of these skills are not taught in colleges and universities, but they can feed you. Therefore, even if you are a graduate, you can learn these in a skill development center. It helps to have at least a good marketable skill before the age of 40.

3. Develop a search for financial education: information is dynamic. New information comes out every day. What you know yesterday may become redundant. Therefore, you should always be alert to new information. You need to make an effort to update your financial knowledge.

Before you turn 40, you need to develop your reading skills. Reading is one of the greatest ways to gain knowledge. You need to learn regularly and quickly. Read good books and research online. For information, you need to learn how to use search engines like Google, Bing, AOL.com, Ask.com, and more.

Get a financial mentor: You need to follow someone who has done what you want them to do to prevent mistakes from being communicated by others and speed up your financial progress.

One way to follow a mentor is to read all of their books or articles.

5. Have an emergency fund : The need to always have an emergency fund cannot be over-emphasized. An emergency fund is money that goes to your bank account for serious emergencies such as job losses, illness, accidents, disability, and so on. Experts recommend that your monthly living multiplied across 6 months should be your emergency fund. At least 6 months strong savings.

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This money should have good liquidity, but it’s best not to keep it in a savings account where you have access to it and again to ensure depreciation doesn’t catch up with it. You can save the emergency fund to a mutual fund account or simply keep it in USD, Euro or Pound status.

6. Start your own part-time or full-time business – if you’re not starting a business before the age of 40, when will you start it? When do you grow old? Business is a risk and the older you get, the less appetite and risk averse you become.

Try starting a business before you turn 40. You can do this part time if you are employed. This will help you learn from your mistakes, grow, and gain experience. Business mistakes and failures are better when you are younger than when age begin to slowly creep in.

7. Get married and have all your children: You have a more balanced view of life with children. Married people rarely jump into action without weighing all available options. You think about the consequences of your actions, how it will affect your family in some way. You think about the couple and also make more balanced decisions, including business decisions, because two good bosses are better than one.

Having your children under the age of 40 also has several benefits, as it helps you grow with your children and helps carry the financial burden of raising your children while you are still young.

8. Build a solid base of passive income streams from paper assets. Paper assets are one of the greatest ways rich people make money almost effortlessly! Warren Buffett is one of the richest men on earth because of his paper assets. Imagine you have invested N50 000 000 in a mutual fund with a low annual interest rate of 10%. This means that it would earn approximately N5,000,000 annually and N 416,666 monthly. If you continue to invest interest and capital, you will increase even more in the coming years. Therefore, the rich are getting richer because they use the power compound to use the paper resources.

Before the age of 40, this is the best time to buy a lot of paper assets. Invest in stocks, treasury bills, bonds, mutual funds and other paper assets. He is interested in a wide range of paper resources.

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9. Investing in real estate: Investing in real estate is one of the best investments you can ever make because it always appreciates in value over time. In addition to food, rental housing costs are one of the biggest expenses for the family.

Before you turn 40, it would be good to build your house. In the worst case, even if you haven’t built a house, try to buy land before you’re 40 years old.

10. You have your own farm: Have you thought about how people would survive without farmers? You can say, ‘I don’t have to be a farmer, because I can always buy the food I need’. Now imagine again what happens if you have money to buy food and there is no food to buy because there are no farmers? Even if you don’t want to grow full time, try a backyard garden where you plant vegetables. This will help you appreciate the wonderful work that farmers do. Investing in agriculture can also be a good way to build wealth. There is always a market available for agricultural products.

11. Start giving to others: You can get as much wealth and wealth as you can, but if you can’t find a way to help others, you won’t know what the accomplishment truly is. The true measure of life does not lie in how much you have, but in how much you give.

Start allocating a portion of your monthly income to help others, especially the needy, children, and the elderly. You can take responsibility for sponsoring a disadvantaged child through school. You can adopt a child. You can meet the needs of disadvantaged children and the elderly on a monthly basis.

I can really do this without the stress of writing articles and maintaining this blog as I don’t get a reasonable financial benefit from it. My joy, though, is that this blog is helping thousands of people overcome poverty and remain financially stable.

Start handing out people now. You don’t have to be very rich to help others. Give what little you have because it opens more doors of resources. There are many people around you who need your help and help. You can deliver cash or to babies in need, disabled and motherless at home. You can sponsor a poor child through school. There are inexhaustible ways to give to others.

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Bonus Tips:

1. Write a will. Many financial experts recommend getting a lawyer to help you make a will that legally grants ownership of your properties to everyone you want when you go ahead. This is especially important in conflict-prone families.

2. Buy an insurance policy: Several financial experts also advise you to buy life insurance. The goal is to give your loved ones a financial advantage if you pass away.

Hope this was helpful. We would love to know what your comments are about this article and if you have other great advice around this, feel free to add it in the comment section and we will be happy to add it to the article.

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AFRICA

Nigeria’s AfriGo to Rival Visa, Mastercard – Central Bank

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The Central Bank of Nigeria (CBN) has launched the Nigerian National Domestic Card Scheme, AfriGo, aimed at creating a more robust payment system that would drive financial inclusion in the country.

CBN governor, Godwin Emefiele, has said that transaction charges on all cards would henceforth be paid in Naira, except for international transactions.

Emefiele said the card, which will function like other international payment cards, is aimed at boosting financial inclusion in the country and reducing dependence on foreign cards. He added that “by this initiative, will therefore be joining countries like China, Russia, Turkey and India which have launched domestic card schemes and harnessed the transformative benefits for their respective payments and financial systems, particularly for the underbanked.”

The national domestic card is expected to rival Visa and Mastercard, the market’s biggest players.

The announcement follows last year’s decision to phase out old higher denomination bank notes. The new notes came into circulation effect on December 15, 2022.

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AFRICA

Nigeria: Federal Govt Sets Up 14-Man Committee to Manage Petroleum Products Supply, Distribution

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In a move to find lasting solution to the disruptions in the supply and distribution of petroleum products in the country, President Muhammadu Buhari has approved the constitution of a 14-man Steering Committee on Petroleum Products Supply and Distribution management, which he will personally chair, the ministry of petroleum resources announced yesterday.

The Steering Committee, which has minister of state for Petroleum Resource, Chief Timipre Sylva as alternate chairman is expected to among other things to ensure transparent and efficient supply and distribution of petroleum products across the country.

Other terms of reference are to ensure national strategic stock management, visibility on the NNPC Limited refineries rehabilitation programme and ensure end-end tracking of petroleum products, especial PMS to ascertain daily national consumption and eliminate smuggling.

To further ensure sanity in the supply and distribution across the value chain, Sylva has directed the Nigerian Midstream and Downstream Petroleum Regulatory Authority (NMDPRA) to ensure strict compliance with the government approved ex-depot and retail prices for PMS.

The minister has further directed the NMDPRA to ensure that NNPC Limited, which is the supplier of last resort meets the domestic supply obligation of PMS and other petroleum products in the country.

He further directed that the interests of the ordinary Nigerian is protected from price exploitation on other deregulated products such as AGO and DPK and LPG.

The federal government will not allow misguided elements to bring untold hardship upon the citizenry and attempt to discredit government’s efforts in consolidating the gains made thus far in the oil and gas sector of the economy.

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Other members of the committee are minister of Finance, permanent secretary, Ministry of Petroleum Resources, National Economic Adviser to the President, director-general, Department of State Services (DSS), comptroller-general, Nigerian Customs Service (NCS), chairman, Economic and Financial Crimes Commission Member (EFCC), and commandant-general, Nigerian Security and Civil Defence Corps (NSCDC)

Others who made up the Steering Committee are Authority chief executive, Nigerian Midstream and Member Downstream Petroleum Regulatory Authority (NMDPRA), governor, Central Bank of Nigeria (CBN), group chief executive officer, NNPC Limited, Special Advisor (Special Duties) to the HMSPR while the Technical Advisor (Midstream) to the HMSPR will serve as Secretary.

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AFRICA

Nigeria: Inside the Multi-Million-Dollar Business Dispute Between Emefiele and ‘Brother-in-Law’

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John Omoile, who is demanding $36 million in damages, accuses Mr Emefiele of breach of contract, fraudulent inducement, negligent representation and fraud.

The governor of Nigeria’s central bank, Godwin Emefiele, is embroiled in a multi-million-dollar legal battle that has torn apart a once close family relationship. The legal tussle is separate from the troubles he faces over the handling of his job.

Mr Emefiele recently sneaked out and back to the country to avert the possibility of arrest by the State Security Service (SSS) who accuse him of financing terrorism.

He faces growing criticisms over the policies of the Central Bank of Nigeria (CBN) often blamed for some of the nation’s economic woes and the scarcity of newly introduced currency notes just days before the deadline it set for phasing out the old notes.

As all of these happen, Mr Emefiele quietly grapples with a long-running feud which climaxed in a $36 million suit filed against him by a brother-in-law, John Omoile, in faraway Texas, the United States of America, in 2021.

The legal duel between Mr Emefiele and Mr Omoile is still on at the US District Court in the Northern Texas District.

Mr Omoile is demanding $36 million in damages for the losses he allegedly suffered as a result of the CBN governor’s alleged breach of contract, fraudulent inducement, negligent representation and fraud in course of their business partnerships.

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Apart from tearing apart a familial relationship, the feud has defied the larger family’s interventions, recorded a violation of a settlement agreement, and pitted lawyers engaged by both sides in the US against themselves.

The case has passed through at least five Texas law firms apart from the Nigerian lawyers keeping watch over the Nigerian end of the battle on behalf of the warring parties.

With the case just starting in court for the third time, Mr Omoile has indicated it will cost him $200,000 in attorney’s fees.

Mr Emefiele, too, has complained to the court that it will be extraordinarily burdensome for him to defend himself in the US, where he does not reside.

He has urged the court to dismiss the suit and hold that Nigeria is the appropriate jurisdiction to pursue the case, for reasons including the fact that the settlement agreement which covered all the issues between him and Mr Omoile was signed in Nigeria in 2014.

Background: Emefiele Vs Omoile

Mr Emefiele’s wife, Margaret, and John Omoile, a dual citizen of Nigeria and the US, are cousins raised in their teenage years by an aunt in Agbor, Delta State, South-south Nigeria, according to documents filed in court.

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The bond between them was so strong that they regarded each other as siblings. When Margaret got married to Mr Emefiele, the CBN governor had no difficulty regarding Mr Omoile as his brother-in-law.

Court documents described in compelling detail the rosy past of their family relationship.

Mr Emefiele visited and stayed with Mr Omoile’s family in Texas, US, during some of his vacations. He described how he lavished Mr Omoile with gifts, money, and business opportunities over the years.

Also remembering their once affectionate family relationship, Mr Omoile said of how they “shared homes, spent holidays and family gatherings together, have been close family friends, and as detailed below, became business partners/joint venturers.”

Mr Omoile, on different occasions, helped the Emefieles to buy houses in his neighbourhood in Coppell, Texas.

Drawing from the familial bond, mutual trust and goodwill they had built in each other for decades, their rapport flourished and grew into a business partnership in 2004.

They sent funds to each other for personal investments and joint ventures in Nigeria and in the US.

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But in the unsavoury turn of events, the previously trusted relatives now accuse each other of fraud, greed, deception, and extortion. The CBN governor, who vehemently denied wrongdoing, said the suit currently “is simply another attempt to extort $36 million” from him.

Zenith Bank stock investments

In 2004, Mr Omoile said he paid Mr Emefiele $50,000 for the purchase of an Initial Public Offering (IPO) investment in Zenith Bank in Nigeria, where Mr Emefiele was then an official.

In 2007, Mr Omoile received 200,000 additional shares from Mr Emefiele as a gift.

Mr Emefiele became the managing director of Zenith Bank in 2010 and the governor of the CBN in 2014.

Mr Omoile said he often raised questions but has yet to get an answer about the wide range of issues, including dividends issued, but not paid, the prices at which certain stock shares were supposedly acquired for him, “and the prices at which Defendant Emefiele actually acquired the shares.”

He accused Mr Emefile of continuing to “use his position as former Managing Director and current Governor of the Bank of Nigeria to actively prevent Plaintiff Omoile from getting a full and accurate accounting for his shares.”

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Mr Emefiele and a contentious oil and gas partnership

In a related development, Mr Omoile recalled that in 2007, he, Mr Emefiele and one Pius Oyibo signed a tripartite agreement in Coppell, Texas, to form an oil and gas company on 7 December 2007. The proposed firm, called Noka Energy Nigeria Limited, was to buy, sell and transport petroleum products in Nigeria.

Mr Omoile recalled that he made several trips and several contacts on behalf of the partnership to Houston, the Caribbean, and Nigeria to meet with oil and gas executives.

He recalled Mr Emefiele’s investment into the venture to include $200,000 sent to him for the purchase of 10 truck heads from LKQ in Houston for the partnership.

He said he bought the truck heads, the number not specified, and shipped them to Nigeria, for the business.

He said he would later discover that Mr Emefiele did not incorporate Noka Energy Nigeria Limited as agreed, but instead formed Dummies Oil and Gas for himself.

Real estate business

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In 2006, while the other business discussions between them were going on, they formed a partnership called Rosewood Malcom LLC which would buy, sell and develop real estate properties in the US.

The business plan, according to Mr Omoile, included him taking mortgages in his name for the benefit of the joint venture.

He said profit and loss were to be shared equally between the partners, but that that was not the case eventually.

He said once the joint venture started, profits were shared, however, losses were left for him to bear.

According to him, the venture acquired a property at 7026 W. 43rd Street, Houston Texas, for $141,000.

He also said he took a personal mortgage in his name for $167,000 from Wachovia Bank.

He recalled that as the properties’ market value crashed during the US economic meltdown between 2008 and 2009, he continued to be responsible for the substantial financial burden of mortgage servicing without any help or assistance from Mr Emefiele.

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He added that he purchased a property in 2008 in Coppell with $360,000 sent by Mr Emefiele.

But he said he was bearing the tax liabilities on the properties from his personal business accounts. According to him, the total personal loss he incurred for the real estate partnership and out-of-pocket expenses meant to be paid by Mr Emefiele was at least $500,000.

Mr Emefiele offers defence

Mr Emefiele has yet to formally file a defence to the suit, but his side of the story can be gleaned from the troves of documents he attached as exhibits to his preliminary court filings.

In a letter dated 17 January 2022, Mr Emefiele’s lawyer, Nitor Egbarin, denied the allegations raised in previous ‘legal demand’ letters which Mr Omoile’s lawyer, Donald Kaiser Jr, sent directly to the CBN governor.

In the strongly-worded letter, Mr Egbarin said his client was not involved in the management of Mr Omoile’s Zenith Bank’s shares and could not have blocked access to the records of the investments.

He said the fact that Mr Omoile used the CBN governor’s business address as his contact address for receiving his brokerage account statement “is not a proof that my client had legal responsibility for managing John’s money in the brokerage account.”

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He said his client is no longer the Managing director of Zenith Bank and is not Mr Omoile’s stockbroker.

“Your legal demand must be directed at John to provide you with his Zenith Bank accounts which he opened in Agbor and in Lagos. Proceeds from John’s brokerage account are deposited into John’s bank accounts in Lagos and in Agbor,” the letter read in part.

Also denying his client’s alleged breach of financial obligation to their real estate venture, Mr Egbarin went down memory lane, highlighting Mr Emefiele’s investments in the venture and financial assistance he had rendered to Mr Omoile.

He recalled that in 2006, Mr Omoile took out $200,000, using a pre-signed cheque, from Mr Emefiele’s bank account, and never accounted for the money meant to be used for estate development in Houston.

He said instead of using the money to develop the Houston property, Mr Omoile and his wife, on 17 January 2007, took out a $167,650 construction mortgage with Wachovia Mortgage.

He also recalled Mr Emefiele sent another $40,000 to Mr Omoile in 2009 for the purchase of a second real estate property on the plot next to the first property in Houston.

Tired of the frustrations from the investments, Mr Emefiele, according to his lawyer, decided to stop providing financial support to Mr Omoile in 2012.

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But, the lawyer said, with a settlement agreement the brothers-in-law singed on 26 April 2014, Mr Emefiele agreed to relinquish all his rights in the two properties in Houston to Mr Omoile valued at over $207,650.

He said Mr Emefiele also paid off the Wachovia Mortgage balance of about $155,000.

He said the CBN governor also sent $250,000 requested by Mr Omoile to clear unpaid income tax in 2020.

He said, from 2006 to 2020, Mr Omoile had received at least $645,000 in cash in financial support from Mr Emefiele.

But he did not address the issue of the failed oil and gas business plan.

‘No more free food’

Mr Egbarin’s letter went beyond defending his client. It was an unsparing frenzied personal attack on Mr Omoile and his lawyer.

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The letter describes Mr Emefiele as “a wealthy banker” and former chief executive officer of “the largest bank in Nigeria and West Africa” who has been “a generous donor, benefactor and breadwinner” to Mr Omoile over the years.

The CBN governor, according to the letter, “took care of John (Mr Omoile) as one would do of a brother-in-law,” providing “financial support to John and his wife and his children over the years.”

In a rather demeaning manner highlighting how much the relationship between the in-laws has soured, Mr Egbarin said his client was no longer prepared to continue to feed Mr Omoile. “You should advise John that my client does not wish to continue to feed him. John should pursue other means to make a living rather than continue to shakedown my client for more financial support.”

Turning on Mr Kaiser, Mr Egbarin accused him of incompetence and of having little understanding of the area of law he was handling for Mr Omoile.

He also accused the lawyer of making false claims about Mr Emefiele and of unethical practice by bypassing him to write directly to the CBN governor.

He said Mr Emefiele, on becoming the CBN governor, became a target for a lawsuit in Nigeria engaged by Mr Omoile for “harassment demanding monies for matters that had been settled in the 2014 Settlement Agreement.”

He said the letters of demand sent severally to Mr Emefiele to account for Mr Omoile’s shares is “an attempt to shakedown/extort my client for money.”

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He ended the letter with a devastating salvo to Mr Omoile. “Finally, there is still nothing more my client will do for John. The gravy train has come to a stop.”

Members of the larger family called a series of peace meetings attended by the brothers-in-law to settle their disputes.

The meetings were held in Nigeria. Some of the meetings were also held via Zoom.

They finally reached an agreement in 2014.

With the hope of getting “relief from the mounting debts” resulting from the real estate losses since 2007, Mr Omile said, he signed the agreement with Mr Emefiele on 26 April 2014.

But both sides have accused each other of violating the agreements.

The family also again called a series of Zoom meetings to resolve the disputes in April 2020.

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But in what would be the last straw, according to Mr Omoile, Mr Emefiele declared through his wife, Margaret, who represented him at one of the Zoom meetings, that there was never an intention to form and operate a joint oil and gas firm.

Mr Omoile said he realised then that he had been “induced with false statements and promises” to enter into a partnership with Mr Emefiele. He also said he realised that Mr Emefiele “never intended to follow through with his past promises”.

Unending Legal battle: Emefiele Vs Omoile

With settlement talks over, Mr Omoile took the decision to sue Mr Emefiele after the Zoom meetings in 2020.

In July 2021, he hired a Texas attorney, Kenneth Onyenah, who filed the suit claiming economic and actual damages against Mr Emefiele for the losses he allegedly incurred as a result of the CBN governor’s alleged failure to fulfil his financial obligations to him and their joint ventures.

He filed the suit at the US District Court of the Northern District of Texas.

But shortly after the filing, the lawyer withdrew the suit.

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Mr Omoile said the lawyer withdrew the suit without prior communication or his authority in August 2021.

He added that the lawyer took the step after he was threatened by Mr Emefiele’s lawyer, Mr Egbarin. But Mr Egbarin said the lawyer withdrew the case after realising it had no merit.

Later in 2021, Mr Omoile hired Donald Kaiser Jr. to reopen the case.

On 12 May 2022, Mr Kaiser refiled the suit at the 68th Judicial District Court in Dallas County, Texas.

But following Mr Emefiele’s objection, the suit was removed from the state court “on the basis of diversity jurisdiction” to a federal court, the US District Court of the Northern District of Texas.

A new lawyer named Ewomazino Magbegor is now representing Mr Emefiele following the refiling of the case.

Mr Magbebor is the second lawyer known on record to have defended the CBN governor in the matter in the US. From Mr Egbarin’s letter, the plaintiff, Mr Omoile, has engaged at least three lawyers in respect of the case.

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Mr Emefiele’s new lawyer, in November 2022, filed an application to challenge the service of the suit on the CBN governor through substituted means. He also sought the dismissal of the suit on the grounds that the court lacked jurisdiction on the matter.

The court’s decision on the application will determine the future of the case.

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BUSINESS

Advertising Market Leaders Give 5 Marketing Musts for 2023

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1. Recognize the increasingly important role of video Raja Rajamannar, chief marketing & communications officer at Mastercard talked about how video is a critical component of his business’s marketing mix. “It’s where you’re able to evoke the right emotions,” he said. “You’re able to connect with consumers to tell the story the right way, and to impress upon them the message you’re trying to convey. Video is front and center in whatever we do.” Twitter’s director, client services – retail & travel, Alex Kennedy, agreed: “Video is core to any good strategic marketing plan. Whether your objective is awareness, consideration, or even priming consumers for lower-funnel objectives like conversion, there is a role for video. And the reason is because consumers are consistently watching more video, specifically online digital video.” Kennedy also stressed the importance of understanding both the customer and their viewing context to get the most out of video. “You have to reach your consumer where they are and how they’re watching,” she explained. “That means you have to create bespoke content for the environment. That’s what’s going to be key.” 2. Make the most of the data mix, utilizing both first- and third-party data The level of understanding Kennedy described requires a data strategy that recognizes the role all the different types of data have to play. This point was picked up by Sean Popen, executive vice-president, outcome navigator at Interpublic’s activation intelligence company Matterkind. “A tactic that we’re seeing working is using a combination of first, second- and third-party data, which allows brands to tap in and get that additional reach,” he said. This view was echoed by Dawn Williamson, senior vice-president, head of sales development at Comcast’s advertising sales division, Effectv, who stressed the importance of using data to target audiences: “It’s going to be less about ‘I want to be in this show’ and more about ‘Where’s my audience, and where are they consuming content?’ because, as an advertiser, that’s where I want to be.”

3. Overcome the challenges of a fragmented viewing audience According to Dave Pajeau, executive director of programmatic/advanced TV for Effectv, video advertising will only continue to get more fragmented as more providers come in. For him, the key will be to integrate the traditional and streaming experiences, enabling measurement and targeting against the two together. “There’s a tremendous amount of viewership that still exists through traditional linear channels, and that now co-exists with new viewership through streaming platforms,” he said. “They work best together, but you have to know the right allocation for your brand and audience. So in 2023 we’ll start moving towards true cross-screen delivery, audience delivery and measurement.” 4. Understand how the consumption of advertising has evolved Brian Wallach is head of revenue for programmatic TV sales platform AudienceXpress. In his view, successful advertisers are those who understand there’s no longer one single consumer journey, no matter what the brand or sector. “Successful advertisers are consumers themselves, and oftentimes they admit they watch content in different ways,” he explained. “So now their planning and execution of media is adapting so that, if their desired audience isn’t all coming from traditional linear TV, they’re able to optimize and adapt and run media against other channels. We call these fluidity deals in the industry, where it’s less about whether it’s linear TV or digital, and more about reaching the right audience in quality programming.” For Effectv’s Williamson, it once again comes back to understanding your customers. “Clients and advertisers are really focusing on consumer behavior, and they’re studying where ad consumption is happening. So it’s less about connected TV or video-on-demand (VOD), and more about looking at the entire TV ecosystem to ensure they’re targeting the right audiences as they’re looking to get their message out there.” 5. Value a ‘one viewer’ solution Being able to track and measure viewing behavior across multiple platforms is the crucial piece of the puzzle. It will improve brands’ understanding of their customers, solve ad frequency problems and allow sequential messaging. It will also allow more accurate attribution, improving media planning and increasing efficiency. That’s why Elizabeth Luciano, senior vice-president, marketing & brand strategy at broadcaster A+E Networks, is keen to encourage everyone in the video advertising space to work together to make the ‘one viewer’ solution happen. “It’s going to be so important,” she said. “We want to deliver content when and where people want to watch it. In order to do that, we need to see how they travel across platforms.”

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Learn from your experiences

Perhaps the final word goes to Soyoung Kang, chief marketing officer at beauty brand eos. As marketers start to think about the trends that will define their 2023, she urged them to also remember the lessons of the last few years. “As we try to understand how to navigate this macroeconomic climate, it’s really important for us as marketers to continue to push forward,” she said. “We have to stay agile. We’ve built all of these muscles during the pandemic where we needed to be able to shift investments as circumstances changed. It’s time to exercise those muscles again.”
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