Inside Power Conference where Nigeria’s Media titans plot the future of marketing

DStv Media Sales, in partnership with the Media Independent Practitioners Association of Nigeria (MIPAN), held the 9th edition of their annual industry conference on Thursday, May 9, 2025, in Lagos.

With the theme “Optimize,” the event gathered key players in the marketing communications industry to explore new strategies for media optimisation amid shifting digital trends.

The conference spotlighted the evolving DStv media ecosystem and offered a platform for thought leaders, regulators, and agency executives to share insights on leveraging data, strategic planning, and audience engagement to unlock greater brand value.

Delivering the opening remarks, Doris Ohanugo, Executive Head of DStv Media Sales Nigeria, stressed that optimisation is no longer optional in today’s fast-changing media landscape.

“In an era defined by constant evolution, optimisation is not a luxury—it’s a necessity,” she said. “Brands must move faster, make clearer decisions, and build deeper audience connections.”

In her keynote address, Kholeka Maringa, Head of DStv Media Sales, Africa, reinforced the company’s commitment to data-led, content-driven engagement.

Using the 11th Africa Magic Viewers’ Choice Awards (AMVCA) as a case study, she revealed that the event drew 3.3 million local viewers and 6.7 million across Africa on linear platforms, while digital streams attracted over 250,000 viewers, 10 million video-on-demand views, and 2.3 million social media impressions. Over 10,000 people attended the show physically, with 1.8 million votes cast.

“We are focused on driving reach and engagement by curating content that sparks interaction and delivers measurable impact,” Maringa said.

Speaking on behalf of the Advertising Regulatory Council of Nigeria (ARCON), Adeyinka Adebayo, Group Executive Director of OMG Central and West Africa, addressed recent regulatory developments and encouraged collaboration across the media value chain.

“ARCON is here to regulate, not strangulate,” Adebayo stated. “Media investment should be seen as capital investment—an engine for growth. We must act local but think global.”

He called for alignment between media owners, advertisers, and agencies to foster innovation and sustainable returns on media spend.

Also contributing to the conversation, Nosipho Gama, Executive Head of Business Enablement at DStv Media Sales, discussed the convergence of platforms and technology under the topic “Impact and Reach in Media.”

“The future of TV is not about one platform dominating the other. It’s about integrating technology to create seamless, consumer-focused viewing experiences,” she noted.

Wrapping up the conference, MIPAN President Dozie Okafor urged the industry to adopt more intelligent investment models.

“Media optimisation isn’t just about spending more—it’s about spending smart. The future belongs to those who measure impact and align spending with outcomes,” he said.

The 2025 DStv-MIPAN conference served as more than just an industry meet-up—it was a strategic forum to recalibrate Nigeria’s media landscape.

From deeper consumer insights to smarter budgets, the event reinforced a shared commitment to building a more agile, data-driven, and collaborative future for media in Nigeria.