Broadcasting
How click-to-chat ads can elevate customer engagement to new heights

By George Muhia, Industry Lead – Africa Digital Natives at Infobip
Click-to-chat ads are a form of interactive advertising that allows businesses to connect with their audience in real-time on WhatsApp from their social media ads. This dynamic tool is rapidly emerging as a powerhouse, presenting a myriad of advantages for organisations seeking to elevate their outreach and engagement.

George Muhia
Unlike traditional ads that direct users to an advertiser’s website or prompt them to fill out a form, click-to-chat ads facilitate direct communication through messaging apps by instantly redirecting customers to a chat window where they can initiate a conversation with the brand or organisation.
The main benefits of click-to-chat ads include increased engagement, improved customer lifetime value and zero-cost re-engagement. In addition, businesses are able to measure the success of their click-to-chat ads using analytics that provide a comprehensive view of the end-to-end customer journey.
When a user clicks on a social media ad – such as on Facebook or Instagram – the seamless transition to a WhatsApp chat window provides not only a smooth user experience but also facilitates a more personalised interaction, as the WhatsApp platform provides businesses with the ability to craft a personalised and direct engagement with their customers.
Additionally, click-to-chat ads can further enhance customer engagement by providing an aspect of immediate communication, allowing customer queries to be addressed faster. This efficiency and convenience can be extended further by integrating chatbots onto the WhatsApp platform that enable automated responses on a 24/7/365 basis.
Insight into customer journey
Another key advantage comes from the analytics associated with click-to-chat ads that provide insights into the entire customer journey. There are numerous key metrics and data that these analytics offer, starting with the tracking of the initial interaction between the customer and the ad. This can provide valuable insights into what type of content catches the attention of customers and what prompts them to engage with the brand. This data can be used to improve the ad design in future to attract more customers.
Click-to-chat ads also allow businesses to analyse conversation progression and understand the most common queries, concerns, and interests of customers, revealing the critical points in their decision-making process. Analytics can also assist with conversation tracking, which gives businesses insight into the effectiveness of a chat in terms of driving the desired business action which could be the sale of a product, a booking, a registration, or a sign-up to a service.
Another key metric around the customer journey is the insight into the post-interaction behaviour of the customer, which includes repeat purchases, website visits and engagements with any subsequent marketing campaigns that the brand might be running.
Other important data insights that businesses can glean from click-to-chat ads include clickthrough rates, response times to customer queries, the number of messages exchanged and the length of the conversation, as well as customer satisfaction levels.
Define the Target Audience
Businesses that are looking to integrate their Facebook Business pages with WhatsApp Business accounts to leverage click-to-chat ads effectively must ensure that they can define their target audience by leveraging tools such as Facebook Insights to understand their customer demographics, behaviours, and preferences. This is critical to tailoring more effective ad content.
Equally important is the Call To Action (CTA), such as “send message” or “swipe up to chat”, contained within a click-to-chat ad. The CTA should clearly indicate what exactly the customer is able to do by clicking on it, whether it is chatting to get more information, initiating a support inquiry, or sending a message to start an engagement with the business. The CTA must be simple, clear, concise, and easy to understand.
On the other hand, businesses must be ready to receive incoming messages that are going to come as a result of customers engaging with their click-to-chat ads. They can do this by setting up automated responses or integrating chatbots in their WhatsApp channel to ensure that when customers reach out, they get immediate feedback.
Considering the benefits of click-to-chat ads, businesses should be encouraged to leverage the power of this type of advertising. Not only do click-to-chat ads bring value to the entire customer journey, but organisations can leverage a host of analytics to make better decisions and improve their marketing campaigns.
Broadcasting
How to Use the Correlation of Gold with Other Trading Assets in the Forex Market

Gold remains one of the most powerful commodities in the global financial architecture. It is widely recognized that, for traders in Nigeria, specifically, currency pressures, inflation expectations, and shifts in global liquidity make up the macro environment more often than not; hence, understanding the correlation of gold with key Forex assets is more of an economic insight than a trading tactic.

The correlation between gold and currencies, equities, bonds, and even energy markets provides a broader framework for interpreting global risk sentiment. A growing number of Nigerian investors use this correlation to hedge against inflation, read capital-flow trends, and adjust trading strategies across major currency pairs.
Why Gold Matters in Today’s Macro Environment
This can be explained by looking at the larger picture and how global factors either positively or negatively impact the price of gold: spiraling inflation, geopolitical tension, tightening by central banks, and the flight-to-safety dynamic that heightens in moments of market stress. African traders, especially those active with international brokers such as JustMarkets, are very sensitive to how gold performs not only as a commodity but also as a macro indicator.
Indeed, the strongest correlations of gold are more often found with the US dollar, major bond markets, equity indices, and energy instruments in periods of high geopolitical risk. Each one of these offers a different angle for Nigerian traders to approach macroeconomic changes.
Gold and US Dollar: The Most Watched Correlation
The inverse correlation between XAU and the USD remains one of the bedrock relationships in global finance. It usually weighs on gold because a stronger dollar raises the opportunity cost of holding the metal. Conversely, the opposite has occurred when the market has priced in rate cuts, rising inflation, or policy uncertainty.
This relationship provides Forex traders in Nigeria with a macro perspective:
USD strength; pressure on gold; bullish signals for USD-pairs like USD/JPY or USD/CHF
USD weakness; appreciation of gold; potential strengthening of the non-USD majors
This dynamic is often emphasized by platforms such as JustMarkets in their markets analytics, allowing traders to match the technical setup with real policy shifts from the Federal Reserve.
Gold and Bond Yields: A Window into Global Risk Appetite
Gold is highly sensitive to real interest rates. When US real yields fell, it sent gold higher because investors saw it as a hedge against inflation and thus a haven. Yet higher yields tend to dampen demand for precious metals.
To traders, this correlation is a reason for short-run volatility around announcements like:
US CPI
FOMC decisions
Results of Treasury auctions
In countries like Nigeria, when domestic inflation is high and Naira pressure amplifies sensitivity to global risk, the movement of gold often proves an early indicator of how capital might rotate between safe havens and risk assets worldwide.
Gold and Equity Markets: The Fear Gauge
While geopolitical tensions or recession fears tend to deflate equity markets, they strengthen gold. This negative relationship is considered helpful for traders looking to deduce spikes in volatility and risk-off flows. Examples include:
Sharp US30 or NAS100 declines coupled with XAU/USD rallies
Broad-based sell-offs driven by political uncertainty or commodity shocks
This dynamic helps explain to the Nigerian analysts focused on policy and political economy how global risk events transmit to the local market through capital-flow sentiment.
Gold and Energy: Transmission via the Inflation Channels
Although gold and oil are not directly correlated, both respond to inflation expectations. Surging oil prices can fuel inflation forecasts that support the price of gold.
This channel is particularly important in the case of Nigeria, a major oil exporter. When crude markets temporarily tighten due to supply disruptions or OPEC policy decisions, gold becomes a complement to hedge against global inflation risk.
Trading with the Use of Gold Correlations
A structured approach allows traders to put gold’s relationships into practice:
Start with the macro driver.
Identify whether inflation, geopolitics, or monetary policy is the primary force shaping markets.Translate the macro event into correlation expectations.
Example: falling bond yields lead to a weaker USD, which in turn supports gold and could lead to upside in EUR/USD.Use correlation clusters instead of isolated signals.
Gold + USD + bonds provide a more reliable picture than gold alone.Apply risk management aligned with volatility cycles.
Gold’s volatility often spills over into major currency pairs.
Market platforms like JustMarkets emphasize these cross-asset links to help traders simplify complex macro interactions into actionable insights.
Why Nigerian Traders Pay Close Attention
The Nigerian economy is highly integrated into global commodity flows; inflation cycles, dollar liquidity, and geopolitical developments tend to reach the local market faster than the pace at which policy adjustments can be made.
Gold serves as a barometer of global risk, a hedge against currency depreciation, and a signal of moves in the key USD pairs that headline Nigeria’s trading activity.
In a region increasingly active in the Forex market, understanding the relationships involving gold is not just about trading but also a strategic tool for analyzing global economic behavior
Broadcasting
Tim Akano Recounts 20-Year Growth, Media Support at NITRA End-of-Year Meet

Mr. Tim Akano, New Horizons Chief Executive Officer, took centre stage at the Nigerian Information Technology Reporters’ Association (NITRA) annual end-of-year meeting on Thursday, December 18, 2025, recounting the company’s remarkable growth and reaffirming free IT training for journalists.

Tim Akano, New Horizons Chief Executive Officer, in a group photograph with NITRA Members
Speaking directly to IT media members at the company’s training facility in Lagos, Akano acknowledged the critical role journalists played in supporting New Horizons during its formative years two decades ago.
He detailed how the firm evolved from a handful of staff to one of Africa’s leading ICT skills training organisations, now employing about 500 staff across multiple training centres nationwide.
Akano Spotlights Youth Training, University Partnerships
Akano highlighted that New Horizons has trained over 500,000 youths, particularly tertiary institution students, equipping them with practical IT skills essential for Nigeria’s digital economy.
He announced recent partnerships with universities, including a new agreement with Afe Babalola University, to scale hands-on training programmes for students.
“This growth would not have been possible without the media’s support in documenting our journey,” Akano stated, pledging continued free IT skills training for media members to remain competitive in the evolving digital landscape.
Reciprocal Support Defines Long-Standing Partnership
The venue hosting the NITRA meeting underscored Akano’s generosity; NITRA Secretary Chidiebere Nwankwo secured the free facility after contacting him—a gesture consistent with New Horizons hosting multiple association events and training IT journalists since its inception 20 years ago.
Participants shared personal testimonies of Akano’s support, including veteran journalist Aaron Ukodie, whose daughter—an Accounting graduate from the University of Johannesburg—received NYSC placement and IT scholarship at New Horizons.
The Guardian’s Yemi Adeyemi recounted Akano accommodating his editor’s child for mandatory IT training after other firms declined.
Members praised Akano’s commitment to human capital development as evidence of deep appreciation for the media community that chronicled New Horizons’ success over two decades.
Broadcasting
NIMC rolls out Pre-Enrolment Portal for seamless NIN registration

National Identity Management Commission (NIMC) has launched the NIMC Pre-Enrolment Portal to revolutionise the National Identification Number (NIN) enrolment process, enabling applicants within Nigeria and in the Diaspora to capture biodata online prior to biometric verification at enrolment centres.

NIMC
Accessible via penrol.nimc.gov.ng, the platform allows users to fill enrolment forms, schedule appointments, upload supporting documents securely, and manage personal details directly, thereby slashing congestion, minimising wait times, boosting data accuracy and enhancing overall service efficiency at centres nationwide.
NIMC Director-General and CEO, Engr. (Dr) Abisoye Coker-Odusote, spearheaded the initiative as part of the Commission’s technology-driven strategy to fortify institutional performance, aligning with President Bola Ahmed Tinubu’s Renewed Hope Agenda that emphasises digital transformation, efficient public service delivery and inclusive national development.
Dr Kayode Adegoke, Head of Corporate Communications, highlighted key benefits including simplified biodata handling, confidential data protection through robust security measures, reduced physical centre visits and heightened operational effectiveness, urging all prospective enrollees to adopt the portal for a faster, citizen-friendly experience.[conversation_history]
The move underscores NIMC’s mandate under the NIMC Act No. 23 of 2007 to manage the National Identity Database, issue NINs and foster a reliable digital identity ecosystem vital for national planning, with users advised to complete pre-enrolment online before heading to selected centres for biometrics.
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