In today’s fast-paced media landscape, companies continuously seek innovative ways to capture consumer attention through advertisements across various platforms. However, experts highlight that brand longevity goes beyond simple advertising; it involves fostering meaningful connections that resonate with consumers on a deeper level.
Aligned with the sustainability agenda, numerous brands, foundations, and individuals now dedicate resources to community-centric projects, especially in education. For instance, some support initiatives in STEM fields, while others focus on education for girls or vulnerable children to advance Sustainable Development Goal (SDG) 4, which emphasizes inclusive and quality education for all. Despite these efforts, experts say that more is needed from brands, advertisers, and stakeholders to combat the rising numbers of out-of-school children.
According to the United Nations Children’s Fund (UNICEF), Nigeria currently has 18.3 million out-of-school children. Given the escalating costs of education and economic hardships, this figure could climb if immediate action isn’t taken.
With Nigeria’s youth population at around 160 million, the country represents a strategic opportunity for brands aiming to capture the youth market through initiatives that resonate with young people, such as those that support accessible education for all.
Merging advertising and education in a strategic partnership
Typically, advertisements aimed at students or those involved in the education sector encourage actions such as product purchases or event participation. But the concept of earning rewards from simply viewing or interacting with ads has remained largely unexplored.
A recent independent survey indicates that while consumers desire brand support, particularly during economic uncertainty, brands equally seek value from each media advertisement placement, whether on television, radio, print, or digital platforms.
In response, Mobile Classroom, a leading EdTech and audiovisual e-learning platform, recently launched a groundbreaking feature on its app. This initiative allows advertisers to support education directly by enabling consumers to earn money for viewing ads, thus making education more accessible for Nigerians. The platform promises broad benefits: it uplifts educational standards, saves lives, and contributes to the nation’s economic development. Students, lecturers, educational institutions, parents, brands, and the country stand to gain from this innovative initiative. Users of the platform, for instance, can accumulate earnings from viewing ads, which they can use to pay tuition or subscribe to lecture content provided by various educators on the platform.
“Imagine a small fraction of your advertising budget not only delivering the intended engagement but also funding the education of millions of Nigerians,” stated Akeem Salami, Founder of Mobile Classroom.
This initiative allows students from all educational levels, from undergraduate to postgraduate, to fund their education simply by viewing ads. Parents who need help with school fees, as well as professionals seeking specialized training and coaching, can also benefit by engaging with sponsored content.
Mobile Classroom explains in a statement: “ADfunding, an initiative of FUNDmee on the Mobile Classroom App, enables students to raise funds for tuition or access lecture materials by engaging with brand advertisements. Students earn money by viewing ads—whether jingles, videos, or banners—that directly contribute to their tuition payments or access to lectures.”
Maximizing advertising budgets for social good
According to a recent report from PricewaterhouseCoopers (PwC), the Nigerian advertising industry was valued at ₦605.2 billion in 2023, contributing ₦16.5 to the country’s GDP for every ₦1 spent on marketing communications. Through ADfunding, advertising budgets can go beyond mere ad views; they can create significant social impact by supporting education.
Mobile Classroom adds that ad spending on their platform is anchored in real-time viewership, providing advertisers value for their investment. “Your ad spend is based on real-time views, ensuring transparency and maximizing reach. With a dashboard to monitor views, engagement, and ad spending, Adfunding guarantees measurable results and a positive social impact,” the company explained.
Moreover, the platform intends to recognize advertisers by publishing their logos and names in national media outlets, acknowledging their contributions to free education in Nigeria. Brands can access the Mobile Classroom app via the Play Store or App Store, then create ads by selecting the FUNDmee feature.
Other features on the Mobile Classroom app include “MyClass” and “VirtualTest,” designed to enhance the educational experience. The “MyClass” feature is a personalized classroom space where lecturers and trainers can upload video or audio content, giving students access at their convenience. Meanwhile, “VirtualTest” offers a live virtual CBT system for assessments, recruitment tests, and evaluations with automated grading for efficient results.
During the COVID-19 lockdown, Mobile Classroom partnered with the Nigerian Federal Government, providing free nationwide access to students through broadcasts from the Ministry of Education. Post-pandemic, the United Nations Children’s Fund (UNICEF) has continued supporting the initiative, granting free learning access to thousands of Nigerian students.
Kindly like, share and leave your comments.
