It’s either digital or death – Akin Adelegan, MD, Advertange
Mr. Akin Adelegan is another respected practitioner cum entrepreneur who has lent his voice to the robust discourse on digital advertising in Nigeria. Adelegan who is the managing director of Advertange Limited, a specialist media agency in the OOH sub sector of the Nigerian advertising industry emphatically submitted that the digital bug is absolutely REAL in the whole world Nigeria inclusive and that it is transforming every sphere of humanity.
Introducing an explanatory angle to the discourse, the company executive elucidates that the word DIGITAL comes from DIGITS particularly binary digits (1 and 0), adding that computers are digital machines as they can read information on and off (1 or 0); and that Digital ensures SPEED and ACCURACY and unlimited data processing in real time. He thus submits that the internet is opening up opportunities for the world to use unprecedented levels of data precision to predict and solve multiple challenges in all spheres of human existence.
Commenting further, he said, “At every point in time I always say “Innovate or Die”, I think I can also say “Do nothing or Die” as the case with NOKIA – it was a good product and brand name, but the owners did nothing to move the product to the NEXT LEVEL, but Samsung, Apple and even smaller names sent the product to premature death”.
Linking this to the Nigerian advertising industry, he enthused, “Every agency that is worth its salt now has a digital arm. I guess it is more from the pressure from international brands coming to Nigeria”. And, adducing the reason for this development, he opined that 90% of the information you need to push out about the brand is online.
And, carrying the argument further, Adelegan disclosed that 90% of people go online, especially through Google, for enquiries so the agency that goes the “NOKIA” way is going to DIE. To him, though some of the agencies are fully involved in the digital revolution but a lot is still untapped and more training is needed for full understanding.
Taking the argument nearer home, he disclosed that Adevrtange, his company just got the franchise for EmagenTV the fastest growing digital signage company in the world, adding, “We also have the franchise for Admedien (the cheapest alternative to Google) for digital marketing”.
This, the company, as its helmsman said, did to challenge the status quo and provide a platform centrally and locally to the advertising agencies and companies doing business the Digital way.
Said he, “With Advertange Emagen TV, we can provide online contents to any TV screen, LED screen, phones and display in real time LIVE. The contents are saved on CLOUD and that means we can relay your contents to multiple displays (100 of thousands) remotely from a single location. Our emphasis is more on TV’s for now”.
According to him, there are over a billion contents online, today, and traditionally we use our phone, Tab, computers to access all these, Emagen TV collates all your contents and display through our media player as the screen can be split into multiple boxes, further stressing that the company can stream live and relay tweets in real time, for example the banking halls where TV’s just relay CNN, our platform can turn the TV to advertise your products and services.
To him, digital marketing is an umbrella term for the marketing of products and services using digital technologies, mainly on the internet, but also including mobile phones display advertising and any other digital medium, adding that digital marketing campaigns are becoming more prevalent as digital platforms are increasing being incorporated into marketing plans and as people use digital devices instead of going to physical shops.
“The prospects of digital marketing are awesome and it is still in its infancy in Nigeria and that will change very soon, as the internet accessibility improves so the expansion of possibilities, Adelegan enthused.
He expressed the belief that Nigeria will catch up sooner than later and that with time the government and Nigerian authorities will take this ‘time bomb’ serious and provide an enabling environment and regulation to ensure more benefits for the citizens and brands alike. He cautions, though, that for government to be able to regulate the digital space, it has to, first and foremost, understand the potentials of digital adding that professionalism should be involved in creating and developing future templates.
Concluding, Adelegan declares, “The digital age is transforming every sphere of our existence, health, education, agriculture, medicine, communication, welfare, entertainment and security”, and without putting on the toga of a prophet, he affirmed that the next biggest threat to satellite TV is the internet, opining that one might not need DSTV and the likes in the nearest future to enjoy entertainment contents.
As he said, Robots replacing doctors and pilots, car can self drive now and information dissemination has become extremely easy.
On his company, he has his to say Advetange is foremost in innovation and we try as much as possible to facilitate the latest trend into the country.
We have reached out to multiple companies with our service and the response has been super. Soon all major banks will be using our digital platform to reach out to their customers both internally and externally.
We are driven by innovations and we strive to open new frontier in Nigeria and West Africa.
Our mobile LED screens remain the best in the country and as time goes on we will be No 1 one-stop shop for digital advertising.
Innovation brings content, content ensures interaction and interaction ensures engagement, engagement and interaction constitute the home of future advertising, Adelegan concludes.
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