A DStv-organised media conference, themed ‘Optimise’, brought together industry leaders to discuss strategies for enhancing media campaign performance and maximising return on investment

[dropcap]A[/dropcap]s the media landscape evolves, organisations are refining their strategies for message and content delivery to maximise return on investment (ROI).

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A key strategy in this effort is the 360° approach, which leverages various platforms—including TV, print, social media, and online content—to create a cohesive and immersive brand experience across all audience touchpoints.

DStv recently held a media conference at the Radisson Blu Hotel, themed ‘Optimise’, which was attended by influential industry leaders, change-makers, and senior agency personnel.

The event provided a platform for sharing insights and innovations aimed at improving campaign effectiveness.

Speakers at the conference emphasised the importance of data analysis, real-time or periodic strategy adjustments, and ensuring that the right message reaches the right audience at the right time to enhance brand growth and equity.

A panel session, moderated by Eki Adzueeh (MIPAN Executive Secretary) and Brenda Nwagwu (MIPAN Vice President), addressed key questions related to the ‘Optimise’ theme and current industry concerns.

Nosipho Gama, Executive Head of Business, discussed collaboration between advertisers, media owners, and agencies.

She highlighted models for audience measurement, such as the Joint Industry Committee (JIC) and Media Owners Committee, and explained their funding mechanisms and industry benefits.

Gama recommended the JIC model, citing the strength of media, marketers, and advertisers in Nigeria.

Yinka Adebayo, representing the ARCON Director-General, spoke about ARCON’s approach to regulating Artificial Intelligence (AI), emphasising the rapid pace of change in the industry and the need for policies and capacity development to keep pace.

Kholeka Maringa, Head of Sales, DStv Africa, provided a detailed explanation of the 360° approach to advertising at the start of the event.

“It is a comprehensive marketing strategy that engages with clients across multiple platforms, ensuring a conducive brand message. It maximises reach and enhances engagement by providing consistent content that encourages interaction and participation,” she said.

During the panel session, Maringa shared a success story about Indomie’s partnership with DStv and how its brand growth has been enhanced through association with the Big Brother show.

“We’ve never limited a client to a particular space because we know we’re a multi-channel platform, and we know that clients need to ensure that they are visible on each and every platform,” Maringa added.

She stressed the importance of clients as partners in building properties together. “That is why we need our clients to be partners. We’re not just taking money from clients.

It’s a partnership. It’s a marriage. We want you to be a part of building that property so that your brand as well can build.”

Dozie Okafor, MIPAN President, offered insights on media investments for brands with limited budgets and shared examples of successful media optimisation strategies, such as the “radio-pipe type” campaign.

The event concluded with a Q&A session involving agencies and advertisers.

The conference was deemed a resounding success, bringing together industry leaders, sales professionals, and advertisers for a dynamic and engaging experience.