Top marketing communications industry players gathered for the 7th edition of the DStv Media Sales (DMS) and Media Independent Practitioners’ Association of Nigeria (MIPAN) workshop on Thursday in Lagos.
The workshop, with the theme “The Role of Video Content in Building Brand Loyalty,” gave media professionals the chance to discuss concepts and platforms that will help brands and marketers make the best advertising investment decision.
Speaking at the workshop, Kholeka Maringa, Head of Sales for DStv Media in Africa, said that MultiChoice invests heavily in audience analysis to give brands and advertisers the best data possible to help them make decisions. She added that the changing market and evolving customer needs have forced brands to reinvent content and channels of communication to connect with consumers.
In order to link brands with the ideal content dishes that are suited to different palates, it is critical for us to continuously monitor the changing client wants, movements, and behaviors. As Maringa put it, “It all starts with understanding the potential of meeting audiences where they are, which is wherever their favorite content is located.
In his address to advertisers and brand owners at the session, the Director-General, the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo, said the council is more than ever committed to regulating advertising in Nigeria as a profession and business. He noted that the new ARCON law had been redefined to regulate advertising, advertisement, and marketing communications to ensure sanity in the sector.
“Under the new ARCON law, all advertisements in Nigeria must be decent, truthful, respectful, and mindful of Nigerian culture, constitutional tenets, and relevant lawful enactments. Regulations have also been extended to include goodwill messages and content on digital media involving brand advertisement. Globally, stakeholders are aligned on the need to regulate digital content, the only difference is in the scope of regulation,” he said.
MIPAN President, Femi Adelusi, stated that DStv Media Sales has provided close to a decade of support to the industry, by helping to uncover talents, capacity-building, and investment in data for media planning. “Their support is significant to MIPAN members learning the art and science of media planning. MultiChoice are the kingmakers of content because data shown today will also enable us to present data-driven reasons to invest,” he said.
Executive Head, of DStv Media Sales, Doris Ohanugo, said MultiChoice will continue to provide the needed data to drive content suitable for different categories of customers.
The conference was attended by a wide array of industry stakeholders amongst them were Marketing team Leads, Agencies, and directors.