MIPAN, APCON set to host 2018 PAMRO conference

Media Independent Practitioners Association of Nigeria (MIPAN), in conjunction with the Advertising Council of Nigeria (APCON), has announced its readiness to host the 2018 Pan-African Media Research Organization (PAMRO) conference in Lagos from August 20-22.

This was disclosed last Friday at a media briefing to herald the event in Lagos.

Established in 1999, PAMRO is a pan- African research oriented organisation responsible for generating audience data and media rating often used by media buying agencies to determine advertising decisions such as, the buying of media space and airtime by creating a platform where Africa media organizations and advertising agencies come together to share knowledge and experiences & also compare notes that would harmonize research methodologies in order to achieve a continental media data base.

With the theme, ‘A Billion Africans, the Billion Dollar media question, media data and analytics for change’, this year’s event seeks to discuss how media owners, marketers and advertising agencies can channel their services in a digitally-focused manner as it is obvious that the consumers are no longer interested in the old pattern of service provided.

Speaking on the event, MIPAN President, Dr. Ken Onyeali, said the conference is essential, as it would ensure a synergy among major media stakeholders in order to create the desirable services for the consumers

“We are in the 21st century where we are fast moving away from traditional marketing to entrepreneur marketing and this requires us to know the environment better, know the consumers but we can’t do this if we do not have an accurate data on the need of the consumers.

And thus, MAPRO ensures that we create a platform where we can learn from one another, proffer ideas, policies or solutions that would create a sustainable continental media data.”

Also speaking was APCON President, Mrs. Ijedi Iyoha, who was represented by Mr. Ralph Anyachor. She spoke on the idea behind the theme.

She said, “it was apt, as it would put participants towards the right direction in using media research and measurements to drive relevance, creativity, innovation, in advertising and media planning”

Chairperson, media and publicity, Mrs. Faith Omo-Ikems, was full of confidence on the conference’s success.

Her words: “The last time we hosted was in 2008 and it was a tremendous success, which has since been used as a reference point in the subsequent conferences.

And so, we are delighted to host this year’s edition and we are putting everything in order so as to make it a memorable and the best for every participant.”