February 17th, 2024
“While numbers provide direction in managing communication, it is crucial to understand the story behind those numbers “
THE BIG SHOT INTERVIEW-
In this second edition of “The Big Shot”, our net indeed caught a big fish who instructively is a Big Shot and also a game changer in the space he operates. Our team led by our Editor-In-Chief Alayande Stephen T., the Deputy Editor, Kehny Obafemi, Sodiq Lawal and my humble self Oyinkansayo Wole-Bodunde embarked on a sojourn to unravel more depth about the man Yinka Adebayo.
Talking about game changers, Mr. Yinka Adebayo is definitely one. With over 25 years of experience and influence in Nigeria’s media and advertising industry, he knows how to mix creativity with strategy to make brands stand out. He started his Advertising Career with Promoserve Limited as a Media Executive in October, 1995 and he had the opportunity of working with an array of FMCG, Banking products and non-alcoholic beverages. Long story cut short, he joined mediaReach OMD as an Executive with Buying responsibilities and a clear mandate to head the Agency’s Telecom Buying team on June 1, 2004. He had the privilege of working in different departments with diverse and vast portfolio of Clients, relationship management with Media Partners, Client Contacts, Content Owners, etc.
Today, he is the Group Executive Director at mediaReachOMD and he is all about showing how data, storytelling, and quality content can take the industry to the next level.
Mr. Adebayo is not just about the present. He has a vision for the future. He is passionate about making sure the Nigerian media industry doesn’t just survive but succeeds through investing in fresh ideas, mentoring upcoming talent, and making big moves with AI and digital media.
All these were enough reasons to have him on “The Big Shot” on Splash9ja platform.
So, if you’re ready to get inside the mind of one of the biggest names in the media and advertising industry, buckle up. This is going to be an amazing chat with a man who is shaping the future of media in Nigeria. Let’s go.
How would you say that the Nigerian media advertising industry has fared in the aftermath of the elections and the post-elections in Nigeria?
Well, I must confess, we have not done too badly, neither have we done too well, and I see that from two perspectives. Firstly, in terms of election coverage, I believe the media did a commendable job by providing extensive coverage to both the winning team and the opposition.
They have been fair in their reportage. However, when it comes to our specific profession, which is marketing communication, I think many of us in the industry overestimated the impact of the elections. Several brands reduced their advertising efforts during the campaign, assuming that the political campaigns would overshadow their own messages.
Unfortunately, we failed to realize that the elections presented a unique opportunity to capture the attention of a large audience. Many people turned to the media for information and updates during this period, but the brands were noticeably absent. Even after the elections, some brands are still waiting for the inauguration, hoping for a peaceful environment before resuming their advertising activities. We have yet to fully engage and take advantage of the visibility and traction that brands should have in the marketing communication space.
This may be attributed to a lack of understanding and clarity regarding the economic direction of the current government. We hope that the situation improves in the second half of the year, allowing brands to emerge from their shells and enjoy increased visibility in the marketing communication field.
What would you attribute this widespread brand hesitation? We know that in Nigeria, there is always a sense of foreboding before, during, and after elections. People fear that something might happen, and this uncertainty affects brands as well. As marketers and storytellers, we have the power to shape the narrative and alleviate these concerns. Do you think brands can fill this gap and help calm the situation? How can we, as practitioners of marketing, work against this fear and build trust between brands and consumers?
Well, as I mentioned earlier, nobody is going to wait for you to be heard. Brands need to find their own voice and raise it. It is true that elections bring about a certain level of uncertainty, but that doesn’t mean brands cannot change the narrative. They can use their brand communication as an opportunity to run situational campaigns that promote peaceful elections and encourage people to participate responsibly. Brands should never forget that they have a role to play in society.
They can show empathy and solidarity by acknowledging the election process and even providing updates on the results. By doing so, they demonstrate that they are still connected to the current situation in the country. However, it is equally important for brands to use this as an opportunity to showcase their values and pride. They can highlight the fact that people can cast their votes and still enjoy the comfort of their homes, emphasizing the importance of a peaceful and secure environment.
These are social messages that resonate with people and can be shared widely. By doing this, brands show that they are truly identifying with their audience. Creativity is key here. Brands should not shy away from delivering impactful messages and ensuring their visibility. During elections, people naturally gravitate towards the parties that keep them engaged and entertained. In this age of information overload, brands need to maintain a minimum threshold of communication that keeps them top of mind. This way, when the elections are over and things return to normal, brands don’t have to start from scratch. Life goes on, and brands need to adapt and continue to engage their audience.
How can the broadcast media industry be revived and what role do stakeholders play in this revival?
The key lies in stakeholders realizing the importance of investing in quality content. Many players in the industry are not prioritizing content creation and not investing enough in it. Brands also need to step up and support content initiatives, not just by providing funding, but also by actively participating and having a say in the content development process. Meaningful investment is crucial here, as the quality of production directly correlates with the support received. It is worth noting that many brands operating in Nigeria have foreign direct investments and are aware of the standards set in advanced markets. If they can invest heavily there, they should equally embrace the same level of investment in the Nigerian market.
Reviving the broadcast media industry will require a complementary effort between traditional and digital media. Traditional media will always have a place, especially in terms of credibility. When it comes to breaking news and providing authentic information, traditional media still holds a strong position. However, digital media can be the first to break news and provide real-time updates, complementing the traditional media’s credibility.
Traditional media should focus on maintaining their credibility through investigative reporting and ensuring the quality of their content. They can also leverage their online presence to direct traffic to their platforms and engage with a wider audience, and most brand need equally be attuned to that because of the peculiarity of the audience we are dealing with. The revival of the broadcast media industry requires stakeholders to invest in quality content and for traditional and digital media to work together in a complementary manner. Brands should recognize the importance of this collaboration and adapt to the preferences of the audience they are targeting.
Recently you said that data can show direction, but it is important to see the stories behind the numbers. Can you shed more light on this?
While numbers provide direction in managing communication, it is crucial to understand the story behind those numbers. Numbers alone cannot provide the full picture or the emotions behind them. It is the people behind those numbers who can provide valuable insights and context.
For example, let’s consider the case of Bond Fm, one of the leading radio stations in the country. While the numbers may show that it is the number one station, it is important to delve deeper and understand the unique content that resonates with their audience. In this case, the vernacular language news program is a key selling point for Bond Fm. This information is crucial for brands to determine if their message aligns with the audience of Bond Fm or if they should consider other stations that cater to a different demographic. Making informed decisions based on the story behind the numbers ensures that brands maintain their integrity and make a meaningful impact.
Understanding the story behind the numbers allows brands to use the numbers intelligently and effectively. It helps them tailor their communication strategies to resonate with their target audience and achieve their desired outcomes. By combining data with the insights from the stories behind the numbers, brands can make informed decisions and create meaningful connections with their audience.
What do you think should be topmost in the minds of content producers if they really want to enjoy patronage and increase the percentage in the advertising spend on their programs?
Well, I believe that thorough research should be paramount for content producers. They need to understand how their target audience wants their content presented to them. Whether it’s music or drama, it is important to do dipstick research to understand their preferences and deliver content that aligns with their expectations. By doing so, content producers can cater to the demands of the audience, and increase their chances of enjoying patronage and attracting more advertising spend.
Additionally, content producers should constantly engage with their audience to gather feedback and understand their evolving needs. This interaction will help them stay connected and ensure that the content they create resonates with the audience. It is no longer a one-way traffic where content is simply delivered. The audience wants to be actively involved and have their voices heard. By actively listening to their feedback and incorporating it into their content, producers can build a loyal following and increase the chances of attracting advertising spend.
Furthermore, content producers should embrace the changing dynamics of the audience, particularly the younger generation known as Gen Z. This generation is more radical and seeks content that aligns with their interests and values. Content producers need to constantly stay on their toes, keeping up with the trends and preferences of this audience segment. By understanding their mindset and delivering content that resonates with them, producers can capture their attention and increase the likelihood of attracting advertising spend.
How do we measure and compare viewers, listeners, and ad visitors to ensure we are allocating the right ad spend per campaign?
Well, I think it’s an interesting battle that we have been fighting for a long time. We made significant progress last year when the federal government established a committee to gather audience Data. I had the privilege of chairing that committee. Unfortunately, the report is well-documented, and we are in the final stages, awaiting funding.
However, getting back to your question, it ultimately comes down to the method of data gathering. We need to ask people what they watch and prefer. However, people can be subjective, especially in Nigeria, when it comes to answering such questions. That’s where the solution lies in the use of a people’s meter, which is installed on TV sets. It accurately tracks what people are watching at any given time, eliminating any potential biases. This is the direction we are heading towards, using people’s meters to gather data on viewership. It will also provide ratings, allowing clients to prioritize their commercials and potentially pay a premium for prime advertising slots. This shift from the current questionnaire method to the post-meter approach would address the problem and be more effective, especially considering the popularity of our society here in Nigeria.
I want to be specific about Nigeria because if we were dealing with more advanced countries, they might say, “I don’t watch your programs,” and we would know who to target. However, in Nigeria, people tend to pick publications like The Guardian when asked which ones they read, projecting a certain image. But in reality, their actual preferences may differ. We cannot solely rely on such responses to obtain accurate and factual information. That’s where the people’s meter comes in, minimizing human involvement and providing more reliable data. By installing the algorithm on TV sets, we can track viewership patterns and target specific markets and programs. This would enable us to strategically place brands and maximize the impact of advertising. Funding remains a challenge, but with the new government, I am hopeful that they will prioritize this issue. What we need to do is ensure that we have the right value for our marketing communication.
There is a significant amount of work being done in this market that is often underreported, leading to the undervaluation of our industry. We need sufficient data to justify our worth and attract the reputation and image we desire. We deserve recognition and appreciation for our efforts. That’s why platforms like Nigerian Electronic Media Content Exhibition and Awards (NEMCEA) were formed, to showcase the work being done in our industry and let people see the progress we are making.
You mentioned data mining and algorithms for TV viewership data, which helps determine what people are watching at a particular time. You also mentioned funding. Is there anything else we can do to create a viable electronic media content economy in Nigeria?
I understand that there may be some gaps in the current state of the electronic media content economy, but we are making progress. It’s important to raise awareness about the work being done and the potential for growth in Nigeria’s media industry. This requires a collective effort from various stakeholders, including the government, advertisers, and content producers. Adequate funding from the government is crucial, and other industry players should also contribute to ensure the availability of quality data.
With a population of around 200 million active and adventurous individuals, Nigeria has immense potential. However, we need comprehensive data to support our initiatives and accurately capture the market. The current data sources and monitoring systems have limitations, covering only specific markets and leaving out significant areas. To address this, we must work together to gather comprehensive data and ensure that all stakeholders are involved in the process. By doing so, we can create an enabling environment for the industry and make informed decisions based on reliable information. It’s essential to approach this collectively, with a focus on methodological rigor and inclusivity, so that we can unlock the full potential of Nigeria’s electronic media content economy.
I mentioned the internet in a previous question, and I want to revisit the topic, particularly artificial intelligence. It is one of the things that everybody is talking about. It seems like Nigeria is lagging behind. How do you think we can catch up and fully utilize artificial intelligence? We often wait for others to adopt it before realizing its potential. However, once we embrace it, even those who were initially skeptical will witness its impact. We need to recognize the opportunities and benefits that artificial intelligence can bring to various sectors, such as entertainment and media. So, what steps can we take to ensure we are not left behind?
Well, it’s true that Nigeria may have been late to the party when it comes to adopting artificial intelligence. However, once we fully embrace it and leverage its capabilities, we can make significant progress. It’s important for us to flow with the current trends and not be too far behind. In the creative industry where I work, we need to understand that creativity and innovation go hand in hand. While others may have already developed AI technologies, we can still contribute by providing valuable insights and guiding AI systems to gather the right information. This way, we can avoid missing out on the benefits of AI.
Creativity will continue to play a crucial role in how we utilize AI effectively, considering the unique environment and preferences of our Nigerian audience. I understand the importance of staying ahead of the curve and being proactive in adopting new technologies, including AI. It’s essential for us to adapt and embrace the changes brought about by AI, especially in the way we conduct meetings and interact with others.
The COVID-19 pandemic has shown us the possibilities of remote meetings and the convenience they offer. We no longer need to rush to physical meetings, as we can now have meaningful sessions online, connecting with people from different locations. This is a significant shift that has been accelerated by the pandemic. We should take advantage of this technological advancement and ensure that we are not left too far behind. By embracing technology and leveraging its benefits, we can continue to learn and adapt, ultimately benefiting from the advancements in AI and other digital tools.
Okay, you mentioned something that seems to be a major focus for many countries and economies in the world right now. The issue facing developers of AI is that it may not always reflect the truth. AI is influenced by the biases of its developers. So, if we embrace AI, we can gather relevant data that tells our own stories, preventing foreigners from using their own AI to shape our narratives. Now, my question is about the communication and broadcast space, and the government. Do we have laws or regulations that support the media and enable them to make their mark using the technology they need?
Well, on that particular matter, I believe the government has many other pressing issues to address. In my opinion, individual efforts play a more crucial role in this regard. I recently had the opportunity to work with an advertising agency that is exploring how AI can be utilized creatively. They are looking at receiving briefs from clients and using AI to generate ideas. While it may be challenging to rely solely on the government for support, given their numerous responsibilities, individuals who recognize the potential of AI and understand the need to maximize its opportunities can take the lead in various sectors. Whether it’s in medicine, marketing communications, finance, or other industries, individuals who think globally and leverage global knowledge can champion AI initiatives. They can adapt global ideas to suit local needs and engage with the local audience effectively.
Therefore, I believe that individuals will play a more significant role for now. Perhaps in the future, when the government is better equipped, they can step in and provide support, educate the public, and address their needs. We have seen some positive steps, such as the appointment of a senior special adviser on digital matters by the current government, indicating a growing recognition of the importance of digital technologies. Initially, there was resistance, but now they seem to understand that they cannot fight against it and are instead seeking to control and harness its potential.
You mentioned something about the audience, and it’s one of the things that I am personally interested in. Is it easy for you to manipulate the data? I have worked as a data analyst for a while now, and I know that you can use data to support whatever story you want to tell. You can highlight a particular part of the data to just feed the stories that you want to tell. I know you spoke about the government normally having an interest in data intelligence or whatever technology is popular in our space, but how do we make sure that our governments and national laws at least have laws that can protect people? For example, if you are signing up for an app or listening to a program in spaces governed by the European Union or even in the U.S., you have to accept some guidelines on what kind of data can be collected from your phone and what kind of stories can be told to you. Do we have a law like this? Or how do you think we can persuade the government to be able to balance our industry’s desire to tell whatever stories we want to tell, while also ensuring that we do not harm our society? How do we achieve this equilibrium and how do we make laws available that protect them?
Well, that’s a very good question and quite timely too, because even the government right now is coming up with data protection laws. I think it’s already in the pipeline, although it may not have been signed off yet. There are documents flying around with respect to data protection. So, it means that the government is also taking the issue of data very seriously. This is becoming important due to the level of fraud that people are committing with data.
Data protection is being emphasized to ensure that the information about individuals is kept secure. So, there is a data protection law being worked on, and I believe it’s in the process of being signed. I saw something from KPMG that tried to explain it, but I haven’t gone through it fully. They are also focusing on it, and the reason for that is not unconnected with the level of misuse or abuse that some people are engaging in. We need to recognize the sensitivity of data and the need to protect it. However, it’s not just about having the law; it’s also about implementing it effectively.
There must be occasional checks to ensure compliance and prevent data manipulation for personal gain. We can learn from other developed countries where this has been successfully implemented and adapt those strategies to our own context. So, the government is focused on the importance of data and the need to have proper regulations in place. We should be headed in that direction. The government needs to appoint the right people in the right positions to ensure effective implementation and execution of these regulations.
You mentioned that content production goes beyond just video and audio, and includes writers and creators. What do you think should be included in this framework to capture the attention of the public?
Research is crucial in this process, encompassing not only the content itself, but also aspects such as language usage and understanding the preferences of the target audience. It is important to speak the language of the generation we are targeting, as they want content that resonates with them. Technological proficiency is also essential, as these individuals seek information on various platforms and expect flexibility in accessing content. By utilizing technology and conducting thorough research, we can tailor our offerings to meet their specific needs. Ultimately, the focus should be on attracting and engaging the audience, as this will naturally attract brands and financial support.
What steps do you believe the industry should take to ensure that its legacies and efforts are emulated as the standard in this industry?
Let me start by expressing my utmost respect for the industry and the positive energy it exudes. It is evident that there is a passion for the job and a commitment to leaving a lasting impact. One of the legacies that stands out to me is the issue of data. I firmly believe that there is a significant amount of work being done in this country that goes unreported. Until we can provide adequate information and ensure that the numbers speak for themselves, we have not yet reached our full potential.
I commend former Minister of Information, Mr. Lai Mohammed, for his appointment as the chairman of the committee. He demonstrated a sense of urgency and dedication to getting things done. It was evident that he wanted to ensure that everything was accomplished within the limited time frame. The committee members were equally active and committed to the cause. I hope that as an industry, we can continue to work together to carry on this momentum. When we do, we will unlock the full potential of our industry on a global scale.
We have case studies that showcase our capabilities, and it is essential to have empirical data to support our claims. This will earn us the respect and recognition we deserve. We need to ensure that the industry is robust and continues to grow. By conducting internal and industry-level campaigns, we can collectively bring our vision to fruition and leave a lasting legacy in the memory of our industry.
Lastly, what advice would you give to people who work in this industry and how can we always bring our A-game to the table?
Well, in my opinion, the key advice I would give is for us to be honest, transparent, and ensure that our strategies revolve around current trends. We need to move away from outdated approaches and instead ask ourselves, “How should it be?” We should explore the potential of learning from successful models in other developed markets.
This means pushing the boundaries, thinking outside the box, and embracing new ideas. If something is not challenging us, then we should challenge ourselves. We have a wealth of resources and experiences to draw from, including international experts who can share their knowledge with us. We must approach these opportunities with an open mind, without limitations or doubts. Let’s think globally while maintaining our unique perspective. By doing so, we can expand our horizons and uncover the immense potential of our industry. This is the only way we can rise to the challenge and position ourselves to seize the abundant opportunities that lie ahead.
