As the media landscape undergoes rapid transformation, the upcoming Advertising and Audiences Management For Digital Broadcast Media conference promises to be a pivotal event. Scheduled for August 6-7, 2024, at The Venue Green Park in Johannesburg, South Africa, this convention will bring together industry leaders, innovators, and experts to discuss the future of digital broadcasting.
In preparation for the upcoming event, Dr Femi Adelusi, Group Managing Director of Brand Eye Media, shared his insights on the evolving media environment, the shift towards modern audience measurement systems, and the critical role of technology in shaping the future of digital broadcast media.
Below is the abstract from the convention:
BMA: What influenced your decision to agree to participate in this year’s Advertising And Audience Management For Digital Broadcast Media?
Femi: Nigeria is at the point of migrating from using recall-based diaries to a much more modern audience measurement system that is more passive, more reliable, timely, broader and recognises the consumer lifestyle and changes in media consumption habits.
The media industry and serious advertisers are hungry and desire single-source technology that allows TV measurement and other mass media exposure to be linked to the purchase behaviour of individuals and households. How broadcast media investment is driving conversion. The media and marketing industry awaits the completion of the switchover and the benefits of the DTT platform. A conference like this can help accelerate the long-awaited departure from analogue terrestrial TV platforms.
BMA: What innovation and new ideas would you like to see professionals embrace in the rapidly changing digital and AI landscape?
Femi:
1. We want to see the actual implementation of digital switchover into everyday digital TV access by households beyond the talks of almost a decade.
2. Social media regulation is limiting the opportunities for businesses (small and large scale) to optimise marketing budgets and frustrating the creativity and flexibility of the digital platform.
3. Personalisation of content, content control and content evaluation on “terrestrial TV” (with DSO in place) such that an average consumer can have a VOD experience on free-to-air TV and content options personalised.
4. AI Tools for determining engagement levels and content preference to effectively optimise ad placements.
BMA: In your opinion/experience, what are the biggest challenge(s) faced by Africa’s media players today vis-a-vis audiences and content monetisation, and how do you see it being resolved and overcome?
Femi:
1. Regulations that negatively impact marketing need to be reduced. African governments need to discard/eliminate regulations that limit creativity/innovation, ease go-to-market, and limit consumer engagement
2. Access to funds and liquidity to enable them to invest in research and content that can deliver to the right audiences and compete with international quality in production and content quality
3. Absence of available options for creative image stock/ image banks and content databases that reflect cultural peculiarities and consumer reality
4. Reliable and dependable real-time (or close to real-time) data is limited for media/marketing decision-making.
BMA: With all said, kindly tell us what you hope fellow participants will take away from this industry event?
Femi:
1. Fresh knowledge and updates about the digital broadcasting landscape, opportunities and challenges around data and technology
2. Harmonies and more aligned perspectives on changes required in our ecosystem to transform opportunities into real wealth creation opportunities and investments
3. There is an urgent need to explore/develop technology solutions that will enhance the growth of the digital broadcasting industry and ultimately increase advertisers’ investment, which will grow our industry’s economic contribution and GDP multiplication factor.
To join Dr Femi Adelusi at the convention, please visit the event website here to learn more.
