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By Zika Bobby
Players in Nigeria’s media and communications sector have been reminded of the rapid technological shift transforming advertising planning, buying, and delivery worldwide.
Speaking at the 2026 Annual General Meeting of the Media Independent Practitioners Association of Nigeria (MIPAN), Steve Babaeko, CEO of X3M Ideas, addressed the rise of artificial intelligence, programmatic systems, and self-service platforms. He challenged professionals to adapt quickly, warning that traditional agencies are losing significant market share to automated processes.
Addressing the AGM theme: “Monetizing Tomorrow: Outpacing Disruption, Capturing Growth in the Next Era of Media,” Babaeko delivered a keynote titled: “Whose Tomorrow Are We Monetizing?” He highlighted how global tech giants now control audience data and end-to-end execution, putting heavy pressure on traditional media-buying models.
“You cannot out-run the algorithm at arithmetic,” Babaeko noted, urging agencies to shift from routine execution to strategic value, cultural interpretation, and deep consumer understanding.
While global platforms dominate digital data, Babaeko emphasised that they “do not own the Nigerian consumer.” Purchasing decisions in Nigeria are heavily influenced by informal channels—such as open markets, commercial transport, WhatsApp groups, religious institutions, and word-of-mouth—which rarely show up on global dashboards.
He framed this opportunity as a “second independence” for the local media industry, advocating for an “Original Africa orientation” that relies on indigenous metrics rather than imported frameworks.
“You cannot monetise a tomorrow you have to import,” he stated.
Babaeko said future industry leadership belongs to those who prioritise deep human connection over automated transactions. “The next era belongs to whoever owns meaning in a world drowning in transaction. Whose tomorrow are we monetizing? Ours. If we have the nerve to build it,” he said.
