By Aduragbemi Omiyale
The Director General of the Advertising Regulatory Council of Nigeria (ARCON), Mr Lekan Fadolapo, has advised advertisers and content creators in the country to adhere strictly to the rules of the game.
Speaking at the Media Independent Practitioners Association of Nigeria (MIPAN) conference in Lagos, he said emphasised that content must respect the privacy of individuals and contain valid claims, with dependable information.
According to him, for excellence in brand communication, content must align with the ethical considerations for advertising in Nigeria.
“For excellence of content for exposure across the platforms, advertisers need to ensure that content adheres strictly to the ethics of advertising in Nigeria.
“The content must be respectful, mindful of the cultural differences of the country, respect the privacy of individuals, and uphold decency by maintaining all forms of decorum and propriety.
“Advertisers should also adhere to legality in the industry, by ensuring that content contains valid claims, authenticity, and dependable information,” the DG said through his representative at the event, Mr Chukwudi Ezeaba, who is the agency’s Head of the Legal Department.
Business Post gathered that the seminar themed Cross-Platform: Content and Context, provided the industry stakeholders with an opportunity to deliberate on cross-platform content exposure for efficient audience reach, engagement, and measurement.
In her opening speech, the convener, Ms Doris Ohanugo, who doubles as the Executive Head for DStv Media Sales Nigeria, explained that, “The idea for this annual conference is for us to deliberate, share key learnings, and industry insights, establish strategic partnerships, and provide advertising opportunities to brands and our media partners. This forum has continued to deliver on this for the past seven editions.”
Speaking on the power of cross-platform content strategy, the Head of DStv Media Sales for Africa, Ms Kholeka Maringa, noted that social media is reshaping content exposure and consumption, as content now lives across a variety of platforms.
According to her, “DStv service now runs on a variety of platforms like Showmax and DStv Stream. We play in this cross-media space to provide expanded reach, increased engagement, stronger brand presence, brand consistency, and more opportunities for brand growth.”
While sharing insights from DStv and GOtv audience measurement, the EH for Business Enablement at DStv Media Sales for Africa, Ms Nosipho Gama, said the company provides brands a consolidated solution with cross-platform services for efficient audience reach and engagement.
Disclosing data from DStv and GOtv audience measurement for the 2023 AFCON, Gama revealed that DStv reached 39.6 million households during the tournament, as 10 million viewers watched the matches live on DStv.
She revealed that the company recorded 3.1 million impressions on DStv Stream, while 2.9 million watched via their mobile phones.
A total of 24.2 million viewers watched on the GOtv platform; 11.8 million watched the replay of matches, while over 7 million watched live, with over 93.6 million engagements recorded on social media during the tournament.