As the world evolves, media campaigns performance is becoming more efficient, Media organisations are strategising and rebranding how message and content are being disseminated to their target audience to achieve the best possible return on investment (ROI).

The 360° approach is one of the marketing strategies used by advertisers to leverage various platforms such as TV, print, social media, online content to recreate and deliver a cohesive and immersive brand experience that deeply resonates with the audience across every touch-point.

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A media conference, organized by DSTV, held at Radisson Blu hotel on Wednesday, themed ‘Optimise’. The event was graced with a line up of influential industrial leaders and change makers, senior agency personnel, whose insights and innovation left a lasting impact on its attendees.
Different speakers spoke on how analyzing data , adjusting strategies in real time or periodically and ensuring that the right message reaches the right audience at the right time helps in increasing the growth and equity of the brand.

In the panel session, led by the moderators of the event, Eki Adzueeh- MIPAN executive secretary and Brenda Nwagwu – MIPAN, Vice president asked the speakers series of questions relating to the theme ‘optimise’ and what is on the minds of the attendees.

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Nosipho Gama, Executive head of business, spoke on the collaboration of advertisers, media owners and agencies. She also highlighted some concepts that can be adopted for the collaboration such as the joint industry committee and media owners committee as models for audience measurement. She went further to explain the funding mechanism of the models and their benefits in the industry. “I will personally recommend JIC”.
She recommended the joint industry committee (JIC) due to the strength of the media, marketers and advertisers in Nigeria.

Yinka Adebayo, representing the ARCON Director-General addressed how ARCON will regulate Artificial intelligence (AI), he emphasised on the rapid pace of change in the industry and the need for policies to keep up, and the “need to develop capacity to really be at the top”.

While, Kholeka Maringa, head of sales, DSTV Africa, gave a well detailed explanation on the 360° approach in advertising at the beginning of the event. “It is a comprehensive marketing strategy that engages with clients across multiple platforms ensuring a conducive brand message. It maximises reach and enhances engagement by providing consistent content that encourages interaction and participation”, she said.

At the panel session, She shared a success story on indomie partnership with DSTV and how it has enhanced their brand’s growth in association with big brother show.
“we’ve never limited a client to a particular space, because we know we’re a multi channel platform, and we know that the clients need to ensure that they are visible in each and every platform”, she added.

However, She emphasised the importance of clients being partners and building properties together.
” That is why we need our clients to be partners. We’re not just taking money from clients. It’s a partnership. It’s a marriage. We will want you to be a part of building that property so that your brand as well can build”.

Dozie Okafor, MIPAN president, was not left out in sharing his opinions on media investments for brands with limited budgets. Also, shared different examples of effective media optimisation strategies that was used for campaigns like the “radio-pipe type” of campaign and was successful.

Aside the distinguish speakers of the panel, Questions from agencies and advertisers were throw to the panel answer towards the end of the session.
The event was a resounding success, bringing together industry leaders, top sales professionals, and innovative advertisers for a dynamic and engaging experience. It not only met its objectives but exceeded expectations, leaving participants inspired, informed, and eager to implement what they learned.

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