Lekan Fadolapo, the director-general, Advertising Regulatory Council of Nigeria (ARCON), has urged practitioners to ensure their content align with ethical considerations.
He stated this known while outlining the process for advancing cross-platform content for excellence at the 8th edition of the DStv Media Sales and the Media Independent Practitioners Association of Nigeria (MIPAN) conference held in Lagos.
“For excellence of content for exposure across the platforms, advertisers need to ensure that contents adhere strictly to the ethics of advertising in Nigeria,” he said.
Fadolapo, who was represented by Chukwudi Ezeaba, head of legal, said that excellent content must align with the ethical considerations for advertising in Nigeria.
He also urged the cross-section of stakeholders in the marketing communications industry to adhere to legality, by ensuring that content contains valid claims, authenticity, and dependable information.
“The content must be respectful, mindful of the cultural differences of the country, respect the privacy of individuals, and uphold decency by maintaining all forms of decorum and propriety,” Fadolapo said.
Themed “Cross Platform: Content and Context”, the conference provided the industry stakeholders an opportunity to deliberate on cross-platform content exposure for efficient audience reach, engagement, and measurement.
Doris Ohanugo, executive head, DStv media sales Nigeria, said the conference has continued to deliver on its vision and purpose since its inception.
“The idea for this annual conference is for us to deliberate, share key learnings, and industry insights, establish strategic partnerships, and provide advertising opportunities to brands and our media partners,” she said.
Kholeka Maringa, head, DStv media sales, Africa, said social media is reshaping content exposure and consumption.
According to Marings, content now lives across a variety of platforms, which necessitated the 2024 conference.
“DStv service now runs on a variety of platforms like Showmax and DStv Stream. We play in this cross-media space to provide expanded reach, increased engagement, stronger brand presence, brand consistency, and more opportunities for brand growth.”
Osamede Uwubanwmen, president, Advertisers Association of Nigeria, (ADVAN), said reach and frequency were more important in the industry. According to him, accurately provided content across screens, frequency and reach will help advertisers plan and optimise spending.
“To survive in today’s content landscape requires relentless focus, an audience-first approach and organizational agility,” he said.
Nosipho Gama, executive head, business enablement, DStv media sales, Africa, said the pay TV platform provided a consolidated solution with cross-platform services for audience reach and engagement.
