DStv, MIPAN hold annual workshop on data, content & platform
By Abimbola Mohammed
DStv Media Sale (DMS) and Media Independent Practitioners’ Association of Nigeria (MIPAN) have organised an annual workshop on data and how to provide platforms for brands and advertisers to reach their consumers.
The event, which had the theme “Stronger Together: Content & Platform”, took place at Radisson Blu Hotel, Ikeja, Lagos, and witnessed the distinguished presence of Dr. Lekan Fadolpo, Registrar, Advertising Practitioners Council of Nigeria (APCON); Femi Adelusi, MIPAN President; John Ugbe, Chairman, Broadcasting Organisation of Nigeria (BON)/ CEO, Multi-choice Nigeria; Fahmeeda Cassim-Surtee, CEO, DStv Media Sales; Nosipho Mabuza, Head Business Enablement, DStv Media Sales; Kholeka Maringa, Head of Sales Africa, DStv Media Sales, and representatives of media buying and planning agencies.
According to DStv, the essence of the event is to allow advertisers know the right platform to invest capacity and give accurate data which will help make the right advertising investment for brands and advertisers.
Speaking during the workshop, Mr. Adelusi, MIPAN President noted that, for over ten years, MIPAN as a sectoral group has challenged DStv to provide data so as to be able to justify decisions on where to place media budgets. He added that the next challenge is to profile who the numbers are, stating that DStv is capable of taking on the challenge.
“For over ten years, MIPAN challenged DStv on the need for making its data public, and DStv has consistently taken on this challenge. I can tell you that they have been doing so every year and they even did the delivery remotely in 2020. They have always gathered us together and shared data open to criticism and suggestions, seeking advice on how to even make the data better.
“That is what we as MIPAN and any credible agency want to see, so that decisions are not made on what we feel or personal interest and choices but based on where the numbers are. And our next challenge is to profile who the numbers are and I believe that DStv will take on the challenge,” he said.
He commended DStv for a job well done stating that the company has not just delivered on the challenge by sharing accurate data and content, but also the size of the content.
Mr. Adelusi hinted that MIPAN will be holding its maiden edition of the MIPAN awards, adding that the essence of the awards is to reward and inspire the hard work of content producers and media partners.
Delivering his speech, Mr. Ugbe said the world is changing and that Multi-choice is now turning its eye towards the changes in technology and users’ media consumption pattern.
“We don’t just fold our hands and sit back; what we do is to continue to evolve with the changes. We know that TV is still the thing, but the growth of mobile is increasing. In February, Nigeria had about one hundred and nine million viewers; however, 97% of these users actually had access through their mobile phones. The average Nigerian spends about five hours every day on the internet on their mobile phones. We know the cost of data is low because obviously people can’t have five hours of video content on their phone with high cost of data.
“The migration is on and for us as a platform, we are folding our hands. With Showmax, DStv, GOtv, and App, we have changed with technology and we will ensure that wherever the user is there we continue to move, to make sure they have access to the content they want to watch on every platform,” he said.
The DStv boss mentioned that the world is changing, adding that the workshop gives an opportunity to discuss all these changes and the impact they will have on the industry, and how to ensure that the advertising agencies are able to stay at the forefront of these changes.
“A lot of data pumped from us into the platform shows that consumers are ready; there is a lot of virtual reality, consumers are really ready to get into their mindset, and what does that mean for the advertising industry and how do we take advantage of that?” he asked.
On his part, Dr. Fadolapo, the APCON Registrar highlighted on the great impact of the recently introduced Advertising Industry Standards of Practice (AISOP), noting that all parties involved stand to benefit sufficiently from it.
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