Olalekan Fadolapo, the Director General of Advertising Practitioners Council of Nigeria has explained why the council has started to regulate the commercials in the digital media.
He said most of the advertisements the council did not approve find their way in the digital space and many of them are misleading, harmful or offensive advertisements.
Fadolapo said this in Lagos at the seventh edition of DStv Media Sales (DMS) and Media Independent Practitioners’ Association of Nigeria (MIPAN) workshop with the theme “The Role of Video Content in Building Brand Loyalty”.
He clarified that the council is not regulating digital space in its entirety but the advertisements in that space.
Fadolapo said the council is more than ever committed to regulating advertising in Nigeria as a profession and business.
He noted that the new ARCON law had been redefined to regulate advertising, advertisement, and marketing communications to ensure sanity in the sector.
“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.
Speaking at the workshop, Kholeka Maringa, DStv Media Head of Sales, Africa, said the changing market and evolving customer needs have necessitated brands to reinvent content and channels of communication to connect with consumers.
She said MultiChoice invests heavily in audience analysis to provide the topmost data to brands and advertisers to aid their decision-making process.
“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’re at, which is wherever their content favourites reside” said Maringa.
Nosipho Mabuza, Executive Head of Business Enablement, DStv Media Sales exposed the MIPAN members to channels in DStv with various eyeballs for audience engagement.
Doris Ohanugo, Executive Head, of DStv Media Sales said MultiChoice will continue to provide the needed data to drive content suitable for different categories of customers.
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.
“Their support is significant to MIPAN members learning the art and science of media planning. MultiChoice are the kingmakers of content because data shown today will also enable us to present data-driven reasons to invest,” he said.