Raheem Akingbolu

Following the speedy evolution and technology advancement in the global marketing communication industry, which have  altered  the media consumption on all fronts, stakeholders are increasingly advocating for the implementation of a cross-platform audience measurement system. The move aims at optimising advertising investments by enhancing efficiency and maximizing value for brands operating within this dynamic environment.
This was one of the major take homes at the 8th edition of the DStv Media Sales and the Media Independent Practitioners Association of Nigeria (MIPAN) conference held recently in Lagos, with a cross-section of stakeholders in the marketing communications industry in attendance.

The conference, themed, “Cross Platform: Content and Context,” provided the industry stakeholders an opportunity to deliberate on cross-platform content exposure for efficient audience reach, engagement, and measurement.  

In her opening remarks, Executive Head,  DStv Media Sales Nigeria, Doris Ohanugo, said the conference, since its inception,  has continued to deliver on its vision and purpose. “The idea for this annual conference is for us to deliberate, share key learnings, and industry insights, establish strategic partnerships, and provide advertising opportunities to brands and our media partners. This forum has continued to deliver on this for the past seven editions,” she said.

Head of DStv Media Sales, Africa, Kholeka Maringa, while delivering her keynote address, noted that social media is reshaping content exposure and consumption,  as content now lives across a variety of platforms, which necessitated the 2024 conference. 

Director General, Advertising Regulatory Council of Nigeria (ARCON) Dr. Lekan Fadolapo, while speaking at the conference, outlined the process for advancing cross-platform content for excellence.  The DG, who was represented by the Head of Legal, Chukwudi Ezeaba, explained that excellent content must align with the ethical considerations for advertising in Nigeria. 

President, Advertisers Association of Nigeria, (ADVAN), Osamede Uwubanwmen, stressed that reach and frequency are now more important in the industry.  He noted that if accurately provided across screens, frequency and reach will help advertisers plan and optimise spending, while also helping media owners attract buyers to their inventory.