Advertisers have been exposed to the necessity of optimisation of advertisement campaigns in the media, especially in today’s fast-paced media landscape.
It is believed that without optimisation, that is, ensuring campaigns reach the targeted audience, in the right time and through right channels, advertising could become a costly venture for companies. In this journey, it is expected that advertisers will employ data analytics to track performance metrics, refine messages and adjust strategies in real time.
These discussions were underscored by different speakers at the 9th edition of the DStv Media Sales (DMS) conference organised in conjunction with the Media Independent Practitioners’ Association of Nigeria (MIPAN) held in Lagos recently.
Doris Ohanugo, Executive Head of DStv Media Sales, told advertisers that media optimisation has become significant in today’s media eco-system to create value for clients. It also reduces wasteful spending.
She said “in era defined by constant evolution, optimisation is no longer a luxury, it is a necessity, it is doing more with less and working faster with clarity, and creating deeper connections in a crowded landscape”.
Also speaking, Nosipho Gama, Executive Head of Business Enablement at DStv Media also clarified that the conference was about making sure advertisers understand how to operate across the eco-system.
She noted that audience is not confined into a single TV screen when it comes to video entertainment. “There is plethora of screens for viewers. It becomes important for the advertiser to know that the viewers have choices sitting across broadcaster platforms across devices and screens.
Kholeka Maringa, Head of Sales at DStv Media, Africa spoke on the 360 degree advertising. She highlighted what clients and brands can do across the MultiChoice ecosystem, as clients may not restrict themselves to one channel but use different channels to optimise their campaigns.
Also speaking at the event, Director General of Advertising Regulatory Council of Nigeria (ARCON), Lekan Fadolapo who was represented by Adeyinka Adebayo, Group Executive Director, OMG Central and West Africa, discussed driving growth in media investment and provided insights into the recent ARCON regulations. He emphasised “the purpose of ARCON is to regulate, not strangulate. Media owners, agencies, and advertisers must work collaboratively; we all need each other,” he said.
Dozie Okafor, President of MIPAN said “Media optimisation is about more than just spending; it’s about spending smartly.
