MIPAN Conference explores video content roles in building brand loyalty
Top marketing communications industry stakeholders last week converged at the 7th edition of DStv Media Sales (DMS) and Media Independent Practitioners’ Association of Nigeria (MIPAN) workshop to chart a way forward for the industry.
With theme: “The Role Of Video Content In Building Brand Loyalty,” the workshop provided media practitioners the platform to deliberate on ideas that will enable the right choice of advertising investment for brands and advertisers.
Speaking at the workshop, Kholeka Maringa, DStv Media Head of Sales, Africa, said the changing market and evolving customer needs have made brands to reinvent content and channels of communication to connect with their consumers.
According to him, MultiChoice invests heavily in audience analysis with the aim of providing topmost data to brands and advertisers for their decision-making process.
He said: “It is important for us to stay on the pulse of evolving customer behaviours, needs, and movements, and understand them intricately in order to pair brands with the perfect content dishes, tailored to varied palettes. It all begins with understanding the power of meeting audiences where they are, which is wherever their content favourites reside.”
For Director-General, Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo the council is more than ever committed to regulating advertising in Nigeria as a profession and business.
He noted that the new ARCON law has been redefined to regulate advertising, advertisement, and marketing communications to ensure sanity in the sector.
According to him, under the new ARCON law, all advertisements in Nigeria must be decent, truthful, respectful, and mindful of Nigerian culture, constitutional tenets, and relevant lawful enactments.
“ Regulations have also been extended to include goodwill messages and content on digital media involving brand advertisement. Globally, stakeholders are aligned on the need to regulate digital content, the only difference is in the scope of regulation,” he said.
MIPAN President, Femi Adelusi, stated that DStv Media Sales has provided close to a decade of support to the industry, by helping to uncover talents, capacity-building and investment in data for media planning.
Adelusi noted that DStv Media Sales support is significant to MIPAN members learning the art and science of media planning, adding that MultiChoice are the kingmakers of content because data shown today will enable us to present data-driven reasons to invest.
Executive Head, DStv Media Sales, Doris Ohanugo, said her platform will continue to provide the needed data to drive content suitable for different categories of customers.