Re-elected MIPAN EXCO Will Focus Strongly On Audience Measurement – Adelusi

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Recently re-elected President of Media Independents Association of Nigeria (MIPAN), Femi Adelusi, has revealed that one key area that would be his focus and that of his teammates in the Executive Committee is the issue of audience measurement.

Speaking exclusively to Brand Communicator, Adelusi acknowledged that the confidence reposed in him and his colleague in the current EXCO will motivate him and all his colleagues to remain focused.

Adelusi who leads the technical committee of the ministerial task force on Audience Measurement set up by the minister for information, Lai Mohammed also explained that the project will make the industry more vibrant in the terms of media decisions, as MPS data among other needs would be provided on a regular basis.

”Considering that everything in Nigeria wants to go digital, the idea is to also look at the most efficient way Audience measurement is being done, look at the tools and technology that is more in line with today’s media proliferation and fast pace consumers to ensure deployment for results” he stressed.

He explained that “There is so much happening in the media space, there are so many TV stations, many radio stations, cables and satellites, newspapers and magazines across the country.”

Speaking further, Adelusi dissected the scenario; “Budgets are reducing and decisions need to be more uptight because the brands are going through a more challenging period. So how do we achieve accuracy in the context of changing technology, dynamic consumer base, and proliferation of media platforms? How do we make media decisions that are in the best interest of the client and brands? That’s why we are so passionate about this project in the Industry”.

Adelusi also explained that the issue of audience measurement will not just help the industry, but the nation’s economy as a whole. He explained further, “if you look at Nigeria as a country and the volume of advertising in the country compared to other countries like South Africa and Kenya, we are not number one in advertising investment in Africa, we are in the neighbourhood of 3rd which is not good enough for us.

“It means that there are reasons why some advertisers are not investing well in their brands.

“The population of Nigeria is 200 million, while South Africa is about 40 – 45 million; If we must win even in Africa, we should also be looking at building the brands that aid the economy to grow and address the issues around unemployment and poverty.

“So, for me, the fact that advertising is low is an indication that some things are not going on well. So, we must give the advertisers the confidence to invest behind their brands, and the work that we do also impact the economy because if brands thrive, they will invest behind their brands, and if brands are doing well they will spend more.

“Since the works that we do have a direct effect on the growth of the brands and the growth of the economy, we must then make sure we are making the right decision that will allow the clients to feel involved”.

Adelusi also identified the Advertising Industry Standard of Practice (AISOP) issue, elevating the Alphabet Media Academy, and growing the use of technology in the sector as other areas his team will focus on as well. Regarding the AISOP issue, Adelusi wants the industry to smoothen all the rough edges. “it will be great to resolve everything and come to a point where everyone will be happy in the industry’’ he reiterated.

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