As part of efforts aimed at exploring the power and future of media optimisation in an evolving digital landscape, DStv Media Sales, in partnership with the Media Independent Practitioners Association of Nigeria (MIPAN), hosted the 9th edition of the yearly industry in Lagos on how brands can unlock more value through strategic planning, data-driven decisions, and integrated consumer engagement.

The conversation also served as a strategic platform for industry players to reflect, recalibrate and align on direction of media in the country.
Themed, Optimize, Executive Head, DStv Media Sales Nigeria, Doris Ohanugo, noted, “in an era defined by constant evolution, optimisation is no longer a luxury; it is a necessity. It’s about moving faster with clarity and creating deeper connections in a crowded landscape.”

In her keynote address, Head of DStv Media Sales, Africa, Kholeka Maringa, citing the 11th edition of the AMVCA, noted the event reached 3.3 million viewers in Nigeria and 6.7million outside Nigeria via linear platforms, while non-linear platforms record upwards of 250,000 digital viewers, 10 million total views, and 2.3 million engagements.

To her, “our goal is to maximise reach and enhance viewer engagement by consistently delivering content that encourages interaction and participation,”
On his part, Group Executive Director, OMG Central and West Africa, Adeyinka Adebayo, represented the Advertising Regulatory Council of Nigeria (ARCON) Director General Olalekan Fadolapo.

To Adebayo, the agency’s role is an enabler, not a barrier, stressing the importance of collaboration between media owners, agencies, and advertisers to drive success. He added, “the purpose of ARCON is to regulate, not strangulate. Media owners, agencies, and advertisers must work collaboratively; we all need each other.”

On the topic, “Impact and Reach in Media,” Executive Head, Business Enablement at DStv Media Sales, Nosipho Gama shared insights on emerging media technologies and evolving audience behaviours.She noted platforms would continue to expand their offerings and reach by incorporating new technologies.

Saying the future of television isn’t about one platform outshining another, Gama stated it’s about creating seamless, viewer-centred experiences.”

MIPAN President, Dozie Okafor, noted, “media optimisation is about more than just spending; it’s about spending smart. As an industry, we must prioritise optimised investments that deliver measurable results.”