2026 MIPAN AGM Explores Monetization Strategies For Next Era Of Nigerian Media
Monetization for the next era of media was at the front burner of discussions when the Media Independent Practitioners Association of Nigeria (MIPAN) convened its 2026 Annual General Meeting at the Ogere Resort, Ogun State when stakeholders gathered for a day of proceedings built around the theme “Monetizing Tomorrow: Outpacing Disruption, Capturing Growth in the Next Era of Media.”
The conference segment of the AGM opened with a welcome address from MIPAN President Dozie Okafor, who told delegates that technology, changing consumer behaviour, artificial intelligence and rising demands for accountability were reshaping how media is planned, bought and measured, and urged practitioners to continue adapting to remain valuable to clients and relevant as an industry. Okafor also noted continued growth in MIPAN’s membership, which now stands at 44 member agencies, describing it as a reflection of the confidence agencies continue to place in the association.
The day’s keynote address was delivered by Steve Babaeko, President of the International Advertising Association (IAA) in Nigeria and Group CEO/Chief Creative Officer of X3M Ideas, under the title “Whose Tomorrow Are We Monetizing?” Babaeko argued that automation and AI were rapidly eroding the value of the media buy, the transactional core of much of the industry’s traditional business, and urged practitioners to build their future around interpretation and cultural insight into the Nigerian consumer rather than execution of ad placement. He called for a “second independence” for the industry, built on locally owned data, audience intelligence and pricing frameworks rather than metrics imported from other markets, and set out five recommendations for member agencies to pursue collectively as an association.
Following the keynote, the AGM held a plenary session extending the conversation on monetization and disruption in Nigeria’s media industry. The session was moderated by Emmanuel Adediran of Plus Acuity and featured a panel comprising Stephen Onaivi, Managing Director of MediaReach OMD; Chidinma Nwankwo, General Manager of Publicis Nourish; Abisoye Oruye, Media Manager at FrieslandCampina WAMCO; Ante Emmanuel, Chief Operating Officer of QVT Media; and Oluwatosin Oyedeji, Group CEO of BrandEye Media. The panel brought together perspectives from media agencies, client-side marketing and specialist media services, reflecting the AGM’s broader push to examine monetization and growth opportunities across the media value chain from multiple vantage points.
The plenary formed part of a full day of AGM sessions at Ogere Resort structured around the “Monetizing Tomorrow” theme, continuing the conversation opened in Okafor’s welcome address and Babaeko’s keynote on how Nigerian media practitioners can adapt to disruption, strengthen industry standards and capture new sources of growth as the sector evolves.