The Media Independent Practitioners Association of Nigeria (MIPAN) held its 2024 Media productivity summit with the theme: “The digital Advantage: Enhancing Total Media Solutions with Digital Integration.”
The event which was held at Providence Hotel, GRA Lagos was to identify the opportunities, challenges and the future of media in the ever-evolving world. The meeting highlighted the potential of media integration with digital tools in the rapid evolving media landscape.
Speaking on the changing landscape in the media industry Mrs. Brenda Nwagwu, Vice president Media Independent Practitioner Association of Nigeria, noted that in these ever-changing times digital integration has become a necessity and a major driver to growth and productivity not just within the media industry but across every single sector of our economy and our world.
She highlighted the four major key points that the new administration will deliver in its tenure.
She noted that the manifesto is engineering towards achieving growth and the growth will be achieved through four key verticals which are advocating for global industry standards, fostering innovation and creativity, industry collaboration and benefit for members and investment in technology and data.
Timileyin Oyedeji, Creative and Brand Lead, Aleph Group Inc, noted that the media landscape has undergone significant transformations over the years, driven primarily by technological advancements. Since the internet became publicly accessible in the 90s, the way we consume and interact with media has evolved dramatically.
“Today, we’re entering a unique space where emerging technologies like AI, machine learning, and big data are reshaping the future of media. Digital technologies are revolutionizing media workflows and consumer interactions.”
Oyedeji added that in Nigeria, for instance, over 225 million people have access to the internet, with 90.7% of the population online. Approximately 36.75 million people use social media, redefining how we interact with media and brands.
“This evolving media landscape, driven by technological advancements, prioritizes the consumer. With AI and emerging technologies, consumers seek personalization, control, and involvement. To harness the future of media and drive productivity for businesses and brands, we must focus on the following key trends: Consumer-centric approach: Prioritize consumer needs and preferences, Channel-agnostic strategy and Personalization.”
As we navigate this shifting media landscape, it’s essential to recognize that “The lines between media channels are blurring, Consumer engagement must be linear and intuitive, Emerging technologies will continue to shape media consumption. By embracing these trends and prioritizing consumer needs, we can unlock the full potential of media and drive productivity for businesses and brands.”
On his part, Abasiama Idareist, CEO/Founder, Wild Fusion Nigeria Ltd, spoke on the topic Future of Media Solution in Nigeria and How to Be Future Ready.
He noted that some brands and businesses who didn’t take advantage of innovation and technology have become obsolete.
“The reality of today is that people now live online, almost everything we know is basically done online because digital technology has disrupted every facet of our lives, our politics, how we deliver health care and even how we acquire skills. Digital technology is not just changing our world, it is changing the media.”
