Content is king, Multichoice is the kingmaker – Adelusi

By Abimbola Mohammed

Femi Adeslusi, President of the Media Independent Practitioners Association of Nigeria (MIPAN) has commended the significant role DSTV Media Sales plays in helping media buyers/strategists to make the right investment decisions and negotiation for clients when it comes choosing the right platforms and channels.

According to the media buying guru, DSTV media sales, over the last eight years, has kept the media industry informed on data insight that has helped media buyers plan alongside their clients. He noted that even though data is the king, Multichoice remains the kingmaker for providing the industry with the right insight, support and capacity building.

Adelusi made this revelation at the 8th edition of DSTV media sales/ MIPAN workshop at Radisson Blu Hotel, Ikeja GRA, Lagos. The theme of this year’s edition was: “The Role of Video Content in Building Brand Loyalty”, aimed at providing media practitioners with an opportunity to deliberate on ideas and platforms that will enable the right choice of advertising investment for brands and advertisers.

His words: “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 is the kingmaker of content because data shown today will also enable us to present data-driven reasons to invest.”

He added that what Multichoice shares at the workshop is data of how different stations and programs are performed in the last one year, from the last edition till now.

“They highlight the key content in terms of reach, followership and the information which is all critical so that the media agencies and clients can see the result of their investment or loss so that they can prepare and make the right decision the next time.

“They also share content that is upcoming so that we can be aware of the conversation with our clients in terms of what to expect, what stations or channels will deliver and how we can sink this alone to the consumer journey to cause brands to sell and achieve their marketing objective and grow. This makes us more professional in the face of the clients,” he added.

The MIPAN boss added that the insight obtained from the Multichoice team helps media buying practitioners to deliver value to clients.

“So ultimately we are able to add more value to the client business, we are also able to start the negotiation and engagement early,” he added.


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