Adoption of technology will automate media buying – Adelusi
By Abimbola Mohammed
Femi Adelusi, President, Media Independent Practitioners Association of Nigeria (MIPAN)/ CEO of BrandEye Media, has reiterated the significant role technology plays in the media planning and buying business.
According to the media buying expert and practitioner, using the right tools and technology to solve clients’ problems is as important as the business itself.
Mr. Adelusi said this during the unveiling of Radioadspread.com, a platform that enables advertisers to track their ads real time, at the Radisson Hotel, Ikeja GRA, Lagos.
Speaking on the role of technology, audience measurement, digital marketing among other tools required from media buyers to deliver efficient and effective results to clients, the agency boss said: “The adoption of technology has grown significantly in recent years, not only in Nigeria but in many other countries. The recent trends are driven by the increasing complexity of the media landscape, the need for greater efficiency in media buying and the availability of advanced technology to automate businesses.
“This trend will continue to grow in the coming years. Advertisers are increasingly turning to advanced technology to improve the efficiency and effectiveness of their media buying efforts where the ability to target specific audiences and track campaign performance is particularly valuable.”
Referring to how the media buying process used to be, he said: “Years ago in the media industry, when you buy ads in programmes like Village Headmaster and NewsLine on NTA Network, you would believe that you have delivered most of the audience because that was the top performing station. When you plug in advertising in a couple of those programmes, you’re sure you’re delivering to Nigeria. But today, Lagos alone accounts for over 70 radio stations and still counting. The role of media buyers over the time has been a very difficult one. Imagine trying to aggregate so many rate cards that keep changing, programme content across stations and trying to make sense of which to buy into. But data will continue to help us, and technology will play a key role in driving that.”
The MIPAN boss, while speaking on the role of audience measurements and how Radioadspread.com will facilitate ease of doing business and buyers carrying out their duties more effectively by delivering top-notch services to clients, said: “The objective of audience measurement is around effectiveness and efficiency in making investment decisions when it comes to media planning and buying, such that the advertisers can see the result of their investment and others things translating to growing their brands in terms of market and value share.
“Now, imagine an all in one radio advertising platform that solves the nightmares of media buyers on one side and gives to all radio stations on the other. Imagine being able to see all the rates and discounts and commissions of all the radio stations across Nigeria. This will make it easy, and radio commercials, reporting, monitoring and evaluation will also become easier.”
Referring to the just concluded MIPAN’s Business Outlook 2023, Mr. Adelusi noted that marketing and digital marketing could actually provide the escape route in moving Nigeria’s economy forward.
“When clients are lost and confused in terms of moving the business forward, they always look to the marketing department for innovation and creativity on how to uncover new opportunities in the marketplace. And I think that’s the role we can play from the national standpoint in terms of technology adoption.”
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