Rise of digital media is transforming advertising – Gomes
By Khairat Asokomhe
Following the turns in the advertising world, digital media is about to take over the advertising space due to the evolving technology and the infusion of artificial intelligence(AI) in the marketing space. Speaking to MARKETING EDGE ON TV in an interview, the CEO of digitXplus, Patrick Gomes believes the shift towards digital media is driven by the lack of engaging content in the traditional media.
He explained that the Nigerian advertising landscape is undergoing a seismic shift, with digital media rapidly closing in on traditional platforms. The CEO of digitXplus, predicted that digital advertising will surpass traditional media in market share within the next one to two years, driven by the increasing availability of engaging online content and the rise of connected TV.
He noted that the ability to demonstrate ROI is building client confidence in digital advertising, making it an increasingly attractive option for marketing investments. As digital technology continues to evolve, the Nigerian advertising sector is poised for a significant transformation, with digital media set to dominate the market in the years to come.
“People are moving away from traditional TV, drawn to the abundance of content available on digital platforms and connected TV. Digital is almost coming neck to neck when it comes to the traditional media space.”
Gomes provided a stark comparison of market size, noting that while traditional media currently holds a sizeable market share, that digital media on the other hand, is rapidly expanding. This rapid growth, he believes, signals an imminent takeover.
According to the accomplished marketing expert, a significant driver of this digital surge is the integration of Artificial Intelligence (AI) into advertising strategies. He emphasized the critical role of AI in enhancing efficiency and effectiveness, particularly in paid media management and creative content development.
“We are able to use AI in a meaningful manner to ensure it brings in performance and delivers effectiveness and efficiency, so how do you ensure that, from an end to end perspective, you have deployed AI, which actually takes care of your end to end goal”
He highlighted the use of AI to automate tasks and optimize campaigns, leading to improved return on ad spend (ROAS) and return on investment (ROI).
“The rise of platforms like TikTok is also creating new opportunities for advertisers to expand their reach and engage with diverse audiences. Furthermore, digital media offers the advantage of personalized advertising, allowing businesses to target consumers directly through their personal devices. In a market often challenged by the lack of robust audience measurement, digital advertising’s ability to provide measurable results is a significant advantage. There’s a lot of personalization that happens over a period of time to ensure that you’re able to reach the end consumer.”
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