The Chief Executive Officer and Managing Director,  Airtel, Nigeria, Mr Segun Ogunsanya, has called on advertising practitioners to pay close attention to digital advertising, as a way of maximizing target market connect and returns on advertising spend.

According to CEOAFRICA’s source, Daily trust, Mr Ogunsanya, who was speaking at the 2016 ADVAN Awards for marketing excellence held at the weekend in Lagos, noted that with the ubiquitous nature of mobile devices, digital advertising is the future of advertising.

According to him, there are over 5 billion people with access to mobile phones, hence a mobile device remains the easiest way to connect with people, especially the youths who are the leaders of tomorrow.

He noted that Millennials are looking at many different screens for advertising. They are now concentrating on digital media, and advertising has to move to the digital space. According to him, clients can no longer rely on strategies counting on users to just watch advert messages on TV or listen on radio anymore.

The Airtel CEO urged advertising practitioners to ensure that engagement with targeted audience is personal and relevant just as he noted that brands must always adopt a two way communication (conversation) with their target audience so as to get feedback.

ADVAN - Advertisers’ Association of Nigeria - is the umbrella association for all advertisers (Corporate organizations that engage in major advertising) in Nigeria.