The 5th edition of the Africa Media Ad Sales Summit has commenced, placing a key focus on driving profitability through business innovation.
Organized by Afrimass Network, this summit, known for fostering thought leadership in industry conversations, is celebrated for bringing efficiency and a high level of professionalism to the realm of media sales.
Themed “Media Advertisement and Business Innovation: Driving Growth and Profitability,” this year’s summit is being held at the Accra Digital Center.
Speaking to MX24 Tv, Raymond Smith, the Managing Partner of AFRIMASS Network, highlighted that the chosen theme aligns with global trends in the advertising space.
He emphasized the importance of media marketers keeping abreast of innovative ways to engage consumers, a vital aspect to meet the evolving demands of clients across various platforms.
“We decided to bring this theme out for us to explore what are the things we need to do to innovate, whether you run a radio station, Tv station, whether you run an online platform,” he added.
During the summit, Yvonne Ocloo, CEO of TopDog Africa Limited, delivered a presentation on leveraging experiential marketing to generate revenue.
She emphasized the significance of experiential marketing as a tool for consumers to know and understand business brands.
She stressed that marketers can make a significant impact when they creatively engage clients through direct physical contact with their brands and services.
Bright Ladzekpo, Managing Director and CEO of PHD Media Ghana Limited, noted the positive upward growth in digital channels driven by mobile devices and internet access.
He highlighted the opportunity for advertisers to reach masses through social media but urged marketers to keep their ads on social media brief to sustain viewer attention. Ladzekpo emphasized the need for brevity in the era of shortened attention spans, especially on social media platforms.
“Attention span on social is probably the shortest, its shorter than eight (8) seconds right now and so it means that whatever you have to say, you it very quickly and say it in a manner that can make impact,” he said.
…”if you have a TV commercial of sixty (60) minutes, you don’t put that on digital and expect to get results because people just don’t have the time watch 60 seconds video of an advertising content,” Mr. Ladzekpo added.
Gideon Koney, Founder and CEO of Stames, announced his organization’s partnership with AFRIMASS 2023 and emphasized that this year’s theme aligns with their aim to help businesses centralize customer service and team communications across multiple channels.
He said as partners, Stames is offering up to US$10,000 in credit for start-ups connected to incubators and accelerators across the country to leverage their technology for enhanced productivity.
The summit continues to be a hub for insightful discussions on driving innovation in the media advertising landscape.