Convergence of content, media and audiences take center stage at MIPAN Conference
By Abimbola Mohammed
The role of cross-platform in content sharing was the central theme of discussion at the 6th edition of Media Sales, a conference organized by the Media Independent Practitioners Association of Nigeria (MIPAN), held recently at Radisson Blu Hotel, Ikeja, Lagos.
The annual conference, themed, “The Great Convergence: Bridging Content, Media, and Audiences,” provided media practitioners with the opportunity to deliberate on ideas and platforms that will enable the right choice of advertising investment for brands and advertisers.
The conference featured experienced media and content owners, as well as integrated marketing communications experts, who shared successful strategies for media sales.
Speaking at the event, Dozie Okafor, President of MIPAN, noted that there is no better time to discuss the convergence between content, media, and audiences as the landscape evolves.
“We think that the time is now more than ever to really discuss this big convergence between content, media, and audiences. We’re continuing to see the landscape evolve over time. And the key thing we want to address is how we take advantage of the impact that this convergence brings. Audiences are no longer passive consumers of media,” he said.
The president noted that the essence of the conference is to bring media owners, content creators, and brand owners together to deliberate on the shift in media consumption patterns of the audience.
“We have media platforms that are not just places people go to, but people want to co-create content alongside media owners, and brands need to take advantage of all these shifts,” Okafor said. “So the whole idea of bringing everyone here together is to explore these shifts, have a proper understanding of what it means, but more importantly, how you can use it to your advantage and deliver profit for your clients and for your business.”
Okafor predicted that in the next three to five years, media owners will be very active players on social spaces, and there will be little distinction between what you can get on social media versus traditional media platforms. He also noted that content creation will no longer be in the hands of only companies or brands but also individuals.
Also speaking at the event, Yinka Adebayo, Group Executive Director at Omnicom, West and Central Africa, noted that, in these challenging times, the ability of brands to retain their consumers is the ability to connect with their consumers emotionally and meet them at their passion points.
“We are in an attention economy where brands that fail to connect with consumers emotionally are losing out in their share of mind and share of pocket. As a brand, you need to connect with your consumers in such a way that consumers will understand their standpoint,” Adebayo said.
He advised that media owners should get accurate data to point them in the right direction to meet audiences at their passion points. He recommended that media owners work with research companies to get recent and accurate data that will provide the right insights.
Funke Akindele, CEO, Funke Akindele Network (FAAN), emphasised the need for platform owners and media agencies to move with the trends and be authentic with their consumers.
“Today’s consumers are not just passive; they are active and decide on the kind of content they want to consume,” Akindele said. “They want to make content with you, so there is a need to do more to connect with them.”
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