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THE MEDIA AFRICA ANNUAL_digital

16 WEST Africa Going digital Tolu Onile-Ere, MD at Lagosbased digital agency Playhouse Communication, explains that in terms of countries with the highest number of internet users, Nigeria is now seventh with over 92 million internet users – and that’s only 50% penetration of the potential market. He says while Nigeria has its challenges – such as the economic downturn, he believes the future could be bright. “The future for digital is promising. We have a young population and their access to media/info is predominantly via digital means/platforms. However, there are undoubtedly infrastructure challenges to be addressed. We need to sort out electricity, make access to the internet cheaper and more reliable and to develop professionals with digital skills,” he asserts. Another challenge is accountability. “There are still accountability issues with traditional media but marketers/companies are demanding more and expecting more, especially multinationals. Digital also runs the risk of falling foul of accountability issues but hopefully as the market matures, clients will get better at knowing what to expect from digital and the agencies and publishers will get better at measuring the data,” says Onile-Ere. Kimanzi says there’s been a lot of movement in the technology sphere with the rollout of 4G networks as well as cable providers such as Main One and Glo, who, he says, have acted as enablers to drive more internet based adoption and usage. “Taking selfies and posting them online as well as using Instagram and Twitter feeds to drive entrepreneurship is growing. New stations continue coming up and some of the pay TV providers have reduced their prices to reflect the current economic reality. Digital migration is meant to start in 2017 in line with the IOU mandate with a test pilot phase currently ongoing in Jos (Northern Nigeria) with a larger roll out anticipated early next year. This will not only increase the offers available but drive more choice among audiences who are becoming more and more fragmented,” he explains. Advertising taking a knock Economic realities mean advertising is struggling. “This year will be tough for advertising with inflation at 15%+, a declining Naira and stringent fiscal policies that have made movement of money a challenge. THEMEDIA AFRICA ANNUAL 2016


THE MEDIA AFRICA ANNUAL_digital
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