Poor technology investment, bane of effective media strategy – Nworah
By Felicia Nwosu
Uche Nworah, Managing Director and Chief Executive Officer of Anambra Broadcasting Service, has noted that poor investment in technology and manpower by brands and agencies are the bane of effective advertising strategies. He, therefore, urged them to adopt a technology or social media strategy that will harness and pivot their business accurately and professionally.
“We set the trends, we should also monitor and follow the trends. With content consumption and distribution trends shifting speedily, brands and advertisers who have not really migrated online should start thinking about that. The challenge we have in Nigeria is that brands are not investing enough in technology because it costs a lot of money,” he said.
The brand and marketing expert also noted that winning companies are investing in technology, while advising every brand and agency to operate on a digital-first philosophy or mantra, with cutting-edge technology to strengthen their positioning and prepare for the new era.
Reviewing 2021 adspend, the advertising expert stated that there has been a tremendous shift, propelled by huge audience in digital penetration.
“I may not have figures for you but I can say we are beginning to see yearly that advertisers are migrating more online, though radio is still strong but based on the trends we are seeing, television is not doing too well and that is for obvious reasons because we live in an internet age,” Chief Nworah said.
Commenting on the pre-election year and its impact on advertising spend, Chief Nworah predicted that participation by media houses might be a little bit challenging.
“This has been happening; in an electioneering year, we see some of the FMCGs and financial clients take back seats to allow the politicians take over the space. This year and 2023 will be a little bit difficult for media houses, but that is what is already happening.”
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