Chairman, Independent Broadcasting Association of Nigeria (IBAN), Mr Guy Murray Bruce, has urged the media to embrace digital marketing for seamless operation.
This is just as the adoption of technology to automate the media buying process has grown significantly in recent years.
Bruce, who made the call at the unveiling ceremony of Radioadspread, an indigenous technology for online radio advertisement, in Lagos, said the adoption of technology by the media is driven by the increasing complexity of the media landscape, the need for greater efficiency in media buying, and the availability of advanced technologies that make automation possible.
Speaking on the newest technology in the media space, IBAN chairman said Radioadspread, was launched to bring digital marketing solutions to radio advertisement, while urging radio stations and advertisement organisations to seize the advantage of the platform to transform their businesses.
In the same vein, the president, Media Independent Practitioner Association of Nigeria (MIPAN), Mr Femi Adelusi, said the platform would enable business owners, advertising agencies, and marketing managers to easily create and manage radio advertisements remotely and connect with radio stations across Nigeria from anywhere in the world and from the comfort of their offices and homes.
Adelusi stressed that the innovation was totally indigenous, developed by Nigerians and for the advancement of radio and advertising businesses globally as well, providing valuable comprehensive analytics that helps people to understand how their content is consumed by listeners and effectively automating media order purchases and inventories management.
“As we are all aware, technology is the future and it is important that a cutting-edge digital platform that takes the media industry from traditional, rigid and rigorous processes to full automation is activated,” he said.
While analysing the importance of the product, the chief executive officer, Space Universe, Olaniyi Idowu said, it is an all-in-one radio advertisement booking platform that gives people access to all radio stations in Nigeria and their activities, adding that it instantly schedules radio commercials on targeted radio stations and track the performances from the comfort of their offices.
