As the media consumption landscape undergoes rapid evolution fueled by vast technological innovation, stakeholders are increasingly advocating for the implementation of a cross-platform audience measurement system. This strategic move aims to optimize advertising investments by enhancing efficiency and maximizing value for brands operating within this dynamic environment.
During the DSTV Media Sales Conference held at the Radisson Blu Hotel, themed “Cross Platform Content and Context,” key stakeholders, including Dr. Lekan Fadolapo from ARCON, represented by Chukwudi Ezeaba, Femi Adelusi from MIPAN, Eki Adzufeh from MIPAN, Mrs Brenda Nwagwu, MD QVT Media, Doris Ohanugo, Kholeka Maringa and Nosipho Gama from DStv Media Sales emphasized the imperatives to expand coverage of audience measurement services. This expansion is necessary to effectively measure both linear television and online video in a comprehensive, consistent and integrated manner, addressing the challenges posed by the dynamic interplay between content and context in advertising strategies aimed at elevating brands to new heights.
Speakers underscored the challenges faced by media owners, emphasizing the importance of effectively tracking audiences across diverse platforms to demonstrate the true reach of their services.
Dr. Lekan Fadolapo, Director General of ARCON, represented by Chukwudi Ezeaba, stressed the imperative need to expand audience measurement services to encompass both linear television and online video comprehensively and consistently.
Dr. Fadolapo, highlighted key criteria for achieving advertising excellence across platforms in Nigeria, emphasizing legal compliance, ethical considerations, and thematic emphases.
He said: “Content must adhere to legal standards and cultural sensitivities, promoting truthfulness and respect while avoiding misinformation. Substantiation of claims, compliance with copyright laws, and avoidance of disparagement or exploitation are crucial”.
He called for attention to potential impacts, associated risks, and the proliferation of content among the general public, urging stakeholders to remain vigilant against AI-driven misinformation.
On his part, Osamede Uwubanmwen of ADVAN emphasized the underutilization of data by marketers, urging a shift towards audience-centric marketing strategies to enhance consumer engagement and optimize value.
“Marketers are not leveraging the full potential of data and consumer engagement suffers.Brands are marketing to devices not people which poses a great challenge for effective Audience Measurement” he said.
The DStv Media Sales team presented insights demonstrating the efficacy of cross-platform audience measurement in increasing market conversion, citing a significant surge in reach and engagement during the ARCON 2023/24 campaign.
The remarkable growth observed during the AFCON campaign exemplifies the impact of strategic efforts in reaching consumers effectively across different platforms.
“Cross platform audience measurement – effectively track audiences across the different platforms and showcase the true reach”.
The AFCON campaign fueled an extraordinary surge in reach, marking a staggering 508% increase in our audience
reached. This remarkable growth speaks volumes about the success and impact of our strategic efforts. There was also a 228% surge in engagement during the
period, as followers interacted more with AFCON content and joined the banter on the page. Our social media platforms (Gotv/DStv) surged by 66,381, marking a solid 2.44% average growth across both brands”.
In conclusion, the conference emphasized the importance of reaching the most consumers with the greatest media precision, advertising effectiveness, and optimum efficiency to deliver sustained growth and value creation in the ever-evolving media landscape.
