Industry leaders share divergent views on measurement and its impact
By Felicia Nwosu
In light of the recently launched audience measurement system, several industry experts, in separate interviews with MARKETING EDGE, highlighted the evolving nature of measurement and its critical role in shaping the future of the advertising and media sectors. Their varied perspectives underscore the complexities and opportunities as the industry navigates these changes.
The experts unanimously agreed that the new system is expected to provide reliable data to address the challenges of measuring media effectiveness, a long-standing concern for clients and advertisers.
Seni Adetu, CEO of Algorithm Media, Nigeria’s leading marketing communications firm, emphasized the urgent need for comprehensive reforms in media planning and buying. The seasoned executive hailed the system as “long overdue” and a much-needed solution to the industry’s challenges. He noted that as measurement systems and technology continue to evolve, both agencies and clients will need to adapt to ensure effective partnerships and drive mutual growth.
Afanide Uwem, MD/CEO of All Seasons Zenith Nigeria, echoed Adetu’s sentiments, citing funding as the primary challenge in implementing an effective audience measurement system. Uwem stressed the importance of industry stakeholders coming together to prioritize funding in order to drive the success of Nigeria’s audience measurement system. With adequate financial backing, the industry can overcome obstacles and achieve accurate audience measurement, ultimately benefiting advertisers, media agencies, and the industry as a whole.
Uwem also called for collective support from advertisers, media agencies, and creative agencies to secure the necessary funding, warning that without proper financial investment, effective audience measurement and delivery cannot be achieved.
In related remarks, Osamede Uwubanmwen, president of the Advertisers Association of Nigeria (ADVAN), emphasized the importance of audience measurement and cross-platform advertising. He highlighted the need for trust in data sources and stressed the importance of content strategy, context, and consistency in advertising.
Yinka Adebayo, Group Executive Director of MediaReach OMD West and Central Africa, shared his views on the challenges facing the marketing and advertising industry in Nigeria. He emphasized the need for agencies to adapt to the changing economic landscape, invest in data and technology, and prioritize research and development to meet client needs.
According to Adebayo, the launch of the audience measurement system marks a significant step forward for Nigeria’s media industry, and industry experts are eagerly awaiting its impact on the sector.
He reaffirmed that the introduction of the audience measurement system, alongside the insights from industry experts, signals a significant shift in Nigeria’s media landscape, with a new focus on data-driven advertising, cross-platform measurement, and innovative solutions to meet client demands.
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