PLAYERS in Nigeria’s media and communications industry have been reminded of the global transition in the business space as a result of technological revolution, which is rapidly changing advertising planning, buying and delivery.
Speaking at the 2026 Annual General Meeting of the Media Independent Practitioners Association of Nigeria, MIPAN, the Chief Executive Officer of X3M Ideas, Steve Babaeko, dwelled extensively on Artificial Intelligence (AI), programmatic systems and self-service platforms, and the advantages they have over traditional approaches.
He also challenged media professionals to wake up to the new trend as they are losing a major chunk of their jobs to automated processes.
Babaeko urged agencies to build their own audience intelligence, deepen their understanding of local consumers, and work together in areas where individual firms may lack the required scale.
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According to him, Nigerian agencies should not shy away from the fact that the pressure is already evident.
The AGM, themed “Monetising Tomorrow: Outpacing Disruption, Capturing Growth in the Next Era of Media”, provided the setting for Babaeko’s keynote, “Whose Tomorrow Are We Monetising?”
He argued that technology companies are extending their influence across the advertising value chain, from audience data and campaign planning to placement, optimisation, and measurement.
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