It was a day bursting with glamour, anticipation and media brilliance as industry titans, brand custodians, creatives and regulators converged in Lagos, for the 9th edition of the DStv Media Sales (DMS)  conference, in conjunction with the Media Independent Practitioners’ Association of Nigeria (MIPAN).

 

The annual DMS conference has grown into a critical platform for DStv, a content-rich brand, to showcase its diverse portfolio of offerings, underlining its mission to deliver not just entertainment but tangible value for time and money spent. This year’s edition continued that tradition, with a deliberate focus on maximizing impact through smarter, more strategic media efforts.

In her opening remarks, Doris Ohanugo, Executive Head of DStv Media Sales, set the tone for the day, describing optimisation not as a luxury but as a necessity in today’s media ecosystem. “In an era defined by constant evolution, optimization is no longer optional. It’s about doing more with less, moving faster with clarity, and forging deeper connections in a cluttered landscape,” she stated.

According to her, today’s consumer behavior is more fragmented, attention spans are shorter, and marketing budgets are tighter. The ability to refine, recalibrate, and rise, she added, has become the industry’s strongest competitive advantage. She emphasized that the conference was intentionally curated to provide insights and tools that empower stakeholders to better navigate and thrive in this reality.

Adding further depth to the discussion, Yinka Adebayo, Executive Director at MediaReach OMD and representative of the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, took a broad view on the topic of “Driving Growth in Media Investment.” Adebayo noted that true optimization cannot happen without adequate and strategic investments from brands, government, and other key stakeholders.

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“If you are not investing, are you truly optimising?” he asked, urging attendees to reconsider what media investment truly means in both tangible and intangible terms. He emphasized that while immediate returns are often expected, media investment is a long-term play that builds brand equity, drives innovation, and cultivates consumer trust.

Referencing Nigeria’s population of over 230 million people, the ARCON rep argued that the country’s media and advertising industry holds tremendous potential to create jobs, attract foreign investment, and stimulate economic growth. “With such a vibrant and youthful population, there’s no reason Nigeria should be grappling with unemployment. This sector has the capacity to scale and drive development.”

He also addressed the critical role of stakeholders across the media value chain, media owners like DStv, agencies, creative professionals, and advertisers. He described the ecosystem as a tripod, with each leg needing to work collaboratively to deliver value. However, he raised concerns about the vulnerability of agencies, many of which are being edged out as clients set up in-house media buying teams. “Agencies are fast becoming the most endangered species in the media ecosystem.”

Touching on the government’s role, he welcomed recent regulatory backing from ARCON to ensure professionalism and protect the industry from the infiltration of non-experts. He stressed the need for consistent regulation to avoid compromising standards in an increasingly competitive space.

He further identified two broad categories of media investment: the tangible, such as production equipment, cameras, and physical media assets, and the intangible, which includes intellectual property, brand development, and content licensing. These, he noted, are where the real long-term value lies, as content increasingly determines consumer loyalty and market relevance.

“In today’s media climate, if you’re not giving consumers what they want, they’ll simply move on. We saw this clearly during the COVID era when Nigerians flocked to streaming platforms that delivered fresh, relevant content,” Adebayo observed.

He concluded by urging brands and media practitioners to commit to long-term thinking. “Optimizing media investments requires patience and consistency. It’s not a sprint, it’s a marathon. The returns may not be immediate, but over time, the brand equity and consumer connection you build will be well worth it,” he said.

Kholeka Maringa, Head of Sales at DStv Media, Africa, provided additional insights on the upcoming Africa Magic Viewers’ Choice Awards (AMVCAs) and the critical role of media partnerships in the event’s success, while highlighting on the endless rich and robust portfolios of service offerings by the notable  media brand.

She also highlighted the vital role of sponsors and partners. The collaboration between DStv Media, Africa Magic, and their sponsors ensures the continued success and optimization of the AMVCAs. The support of clients and partners plays a crucial role in sustaining the event’s success, from billboards to radio jingles, further amplifying the life of the property.

In terms of viewership, the AMVCAs deliver impressive audience numbers, with an estimated 3.3 million viewers in Nigeria alone, and 6.7 million viewers across the rest of Africa. With 250,000 impressions on non-linear platforms, 10 million views on video-on-demand, and 2.3 million impressions across social media, the AMVCAs are positioned as a major platform for entertainment and brand engagement. Attendance at various events related to the AMVCAs, including the press conference and after-party, is expected to surpass 10,000 people in Lagos alone.

Nosipho Gama, Executive Head of Business Enablement at DStv Media, reinforced the strategic importance of these events. She emphasized that the quality of the audience matters as much as the size, ensuring that sponsors and clients reach the most relevant audience. The diverse array of programs available on the platform, from reality shows like Big Brother Naija and Nigerian Idol to sports events like the FIFA Club, offers various opportunities for brands to engage and build mileage with consumers.

In her reflections on the evolution of the video entertainment landscape, Nosipho pointed out that content is energy, highlighting the role of television in shaping consumer behavior. She also spoke about the shift from traditional single-screen TV viewing to multi-screen experiences, such as smartphones, tablets, and projectors.

This transformation, she said, offers both challenges and opportunities for media owners, agencies, and direct clients, who must work together to leverage the rise of personalized content consumption while ensuring that reach and engagement remain measurable and impactful.

Dozie Okafor, President of the Media Independent Practitioners Association of Nigeria (MIPAN), shared valuable insights on media optimization, particularly from the perspective of media agencies. His discussion focused on the integration of TV and digital media, emphasizing the importance of using both platforms together for optimal reach and engagement. Below are key highlights from his presentation:

Okafor began by addressing the current state of media, noting that while TV continues to dominate in Africa and Nigeria, the rise of digital media is undeniable, especially in urban areas. He stressed the need to view TV and digital media as complementary, creating a unified strategy that maximizes their strengths. TV, with its broad reach, should be paired with digital platforms for precise targeting in urban centers.

He also discussed the challenges and opportunities in media, particularly the fragmentation of media, data inaccuracies, and digital infrastructure issues. Despite these, he highlighted the vast potential for cross-industry partnerships and the resurgence of Out-of-Home (OOH) advertising, driven by premium alcohol and other industry investments.

A key part of his presentation focused on the principles of media optimization. These include targeting volume to ensure brands appeal to a wide audience, funding core brands first, and planning for reach by utilizing the channels that offer the highest incremental reach. He also stressed the importance of using multi-channel communications to build brand familiarity and return on investment (ROI).

In terms of optimization strategies, the MIPAN leader outlined several tactics for effective media planning and investment, including balanced allocation across TV and digital, data-driven modeling, and continuous optimization through regular testing and adjustments.

The Managing Director of PHD Nigeria spoke about the role of creativity and innovation in driving successful media campaigns. He emphasized that creativity is a critical driver of advertising success, and innovation offers the potential for significant growth. He encouraged brands to integrate innovative tactics into their media strategies to stand out in a crowded market.

On cross-platform media strategies, the media planning and buying expert   explained how combining TV and digital can amplify reach, reinforce messages, and create opportunities for sequential storytelling. This approach ensures that both platforms work together to drive engagement and brand awareness.

Lastly, Okafor discussed the growing importance of data-driven decision-making in media optimization. He urged brands and agencies to leverage tools like Power BI and attribution monitoring to measure the effectiveness of campaigns and fine-tune strategies for better performance. He also touched on the need for simple attribution frameworks to track media performance and make informed decisions.

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