Broadcasting
AI is Changing the Rules of Digital Marketing, Here’s How to Take Advantage of it
By Alistair Errington, Snapchat Partner Director, Ad Dynamo by Aleph
After years of promising advances, the past year has been a breakthrough for bringing artificial intelligence (AI) into the mainstream. Even in creative industries, which many once thought AI would never infiltrate, is starting to have a tangible impact. Nowhere is that more true than in digital marketing.
Alistair Errington,
Always at the forefront of adopting new technologies, professionals in the digital marketing space have embraced a variety of AI tools. Those tools are used for everything from generating creative collateral for campaigns to ensuring that they’re as personalised as possible and, ultimately, to analyse campaign performance.
What’s really great about the current AI explosion, is that it’s made tools that were once the preserve of technical specialists available to ordinary people. So, even if you don’t know the ins and outs of AI, you can use it to boost your digital marketing capabilities. Here’s how.
Know what’s out there
Before fully committing to the use of AI tools, it’s important for businesses to understand what AI tools are out there and how they can be used.
Tools such Midjourney, DALL-E, and Stable Diffusion can, for instance, be used to develop visual concepts for a specific campaign. While the resultant images are increasingly impressive, they’re best used as references that you take to an agency or in-house designer. Doing so can save you significant amounts of time when it comes to campaign conceptualisation.
Other tools, such as current flavour of the month ChatGPT, can be used for a variety of purposes. You might, for instance, get it to generate some suggested taglines based on a few simple inputs or to help draft a customer email. Some companies are even integrating it into their broader customer service offerings, using it for everything from responses to reviews and customer queries to sentiment analysis.
It’s also worth noting that many of the same big platforms that businesses should concentrate their digital marketing spend on are also actively investing in AI tools. Meta, for instance, is experimenting with AI-powered chatbots on Messenger and WhatsApp. While it’s initially rolling out the product to consumers, it will likely start offering it as a customer service option to businesses in the near future. Spotify, meanwhile, has been a pioneer in the AI space for some time and will likely also roll out some features from its latest advances in its advertising offerings. And for its part, Snapchat says that its My AI offering can “answer a burning trivia question, offer advice on the perfect gift for your BFF’s birthday, help plan a hiking trip for a long weekend, or suggest what to make for dinner.”
Run with the right partners
Of course, most business owners’ areas lie in something other than AI and marketing. And as user-friendly as AI tools have become, navigating them can still feel overwhelming to many. Here having the right partners, particularly when it comes to things like digital media buying, can be incredibly helpful.
A good advertising partner will be able to help you navigate what’s possible when it comes to using AI on all of the most popular platforms. Moreover, they’ll be able to help you navigate the regulatory frameworks surrounding AI in your own market as well as international ones. And if they’re really good, they’ll also be conducting their own AI research to find innovative ways of using AI in digital advertising.
Don’t be afraid, but act sensibly
Ultimately, the message to businesses should be not to be afraid of AI. Utilised properly and in partnership with the right people, it can make their digital marketing efforts faster, more personalised, effective, and capable of driving both reach and returns. But they should also act sensibly (much as you would when using GPS in an area you’re not familiar with). The very last thing they should do, on the other hand, is adopt a wait-and-see approach, because that’s a sure-fire way to get left behind.
Spotify has announced a partnership with Afro Nation Portugal as the festival’s official sponsor and exclusive streaming partner for the 2026 edition, in a move aimed at bringing African music and festival experiences to a wider global audience.
The collaboration will provide fans with a dedicated Afro Nation destination on Spotify, featuring official festival playlists, participating artists and selected performance videos after the event.
The 2026 edition of Afro Nation Portugal is scheduled to hold from July 3 to July 5 in Portimão, Portugal.
Spotify said the partnership would enable fans to engage with the festival before, during and after the live event, regardless of their location.
The streaming platform noted that the initiative aligns with its continued investment in promoting African music and supporting its growing international audience.
Speaking on the partnership, Spotify’s Content Marketing Manager for Sub-Saharan Africa, Mr Rifumo Mdaka, described Afro Nation as a global showcase for African music and culture.
“Afro Nation is more than a festival; it is a global expression of African music, fan culture and creative influence.
“Our partnership is about helping that moment travel further through our first collaboration with Afro Nation of this nature.
“By bringing the festival to Spotify, we are giving fans a place to connect with the artists, performances and stories that define the festival long after the final set,” he said.
According to Spotify, the collaboration will also include exclusive festival content, artist discovery features, curated playlists and fan-focused storytelling.
The company said it would document the journey of a selected fan travelling to the festival as part of efforts to showcase the growing global appeal of African music.
Also speaking, Director of Global Partnerships at The Malachite Group and Afro Nation, Ms Clémence Blum, said the partnership represented a major step in expanding the festival’s global reach.
“Afro Nation has always been more than a festival. It is a platform built to celebrate African music, support artist breakthroughs and connect a global community through culture.
“Our partnership with Spotify reflects the shared role we both play in helping artists reach new audiences and giving fans deeper ways to engage with the music they love,” she said.
Spotify said selected live performances from the festival would be made available on the platform after the event, allowing fans around the world to relive the performances on demand.
The company added that the partnership reinforces its commitment to promoting African music, supporting artists and strengthening connections between creators and audiences across the globe.
Lebara Nigeria has announced the launch of Lebara Play, described as Africa’s first telecoms-owned micro-drama platform aimed at expanding opportunities for African storytellers and distributing local content to global audiences.
The company said the platform is designed to support creators by providing a new distribution channel for African narratives while making content accessible to both subscribers and non-subscribers worldwide.
Lebara Nigeria added that the platform will debut with an original production titled Imported Bahu, produced by Forever 7 and starring Osas Ighodaro.
The project is directed by Hamisha Daryani Ahuja, known for her work on Namaste Wahala, and is positioned as the first in a series of original content offerings.
According to the company, Lebara Play is built to serve both creators and audiences, with a focus on showcasing African stories to a global market and strengthening the continent’s growing digital entertainment ecosystem.
Speaking on the company’s vision at the launch, Teniola Stuffman, chief executive officer, Lebara Nigeria, said the organisation was focused on building a telecommunications ecosystem that combined innovation, connectivity, and customer-centric digital experiences.
Stuffman said, “This platform represents an important step in our vision of building a telecommunications brand that delivers more than connectivity. We are creating an ecosystem where technology, innovation, and entertainment come together to provide meaningful experiences for customers while unlocking new opportunities for creative talent and content development across Africa.”
Beyond entertainment, she said, industry stakeholders believed the initiative demonstrated how global telecommunications expertise could be adapted to local market realities.
“Drawing from decades of experience across multiple international markets, Lebara is expected to introduce additional innovative services aimed at enhancing convenience, engagement, and value for Nigerian consumers,” she said.
Stuffman added that the company’s strategy reflected growing recognition that today’s telecom customers demanded more than network access, pointing out that consumers increasingly seek brands that offer seamless digital experiences, personalised services, and access to content that enriches everyday life.
Stuffman stated that LebaraPlay also aligned with the company’s commitment to supporting Africa’s creative economy by creating new distribution channels for content creators, producers, and digital storytellers.
“Through a combination of original productions and strategic partnerships, the platform seeks to create opportunities for talent while delivering quality entertainment to audiences,” she said.
Hamisha Daryani, founder of Forever7 Entertainment, expressed excitement over the partnership with Lebara Nigeria and the premiere of her latest micro-drama series on the LebaraPlay platform.
She stated that Lebara’s customer-centric vision aligns closely with the values of Forever7 Entertainment, making the collaboration a natural fit for both organisations.
Daryani revealed that the new microdrama featured a star-studded cast drawn from both Bollywood and Nollywood, in a compelling romantic story designed specifically for mobile audiences.
According to her, the production is developed with mobile-first consumers in mind, delivering premium entertainment in short, engaging formats at an affordable cost.
“Microdrama, which typically consists of short episodes of about three minutes, is redefining how audiences consume entertainment. It offers a convenient, immersive, and affordable viewing experience for people who increasingly access content through their mobile devices,” she said.
She added that the platform was created to support seamless creative expression while providing new opportunities for content creators across the continent.
Daryani further explained that the microdrama format has already achieved significant success in Asia and the Americas and is now gaining traction across Africa.
She said the initiative would create opportunities for emerging creatives through knowledge sharing, skills development, content curation, and industry collaboration, with the Nigerian rollout of the featured series expected to commence in July.
Broadcasting
CANAL+ Partners Samsung to Pre-Load DStv Stream on New Samsung TVs In Nigeria, Other African Countries
Following an expanded partnership between CANAL+ and Samsung Electronics, the DStv Stream app will now be pre-installed on new Samsung Smart TVs sold in Nigeria and 17 other African countries.
The agreement covers English and Portuguese-speaking African markets, including Nigeria, Kenya, Angola, Tanzania, Uganda, Zambia, Zimbabwe and South Africa. It marks the first pre-installation rollout of a MultiChoice Group streaming application on Samsung Smart TVs.
The development comes after the completion of the combination between CANAL+ and MultiChoice Group. It also extends an existing relationship between both companies that already spans 40 markets across Europe, French-speaking Africa, and Asia.
Through the integration, Samsung customers can now access DStv Stream directly from the television home screen. The app provides access to premium sports and entertainment content, including coverage of the FIFA World Cup 2026, English Premier League football, domestic and international rugby, and local and international television programming.
With the introduction of this connected television which kicked off on June 1, televisions can now connect to the internet, allowing users to stream content directly without requiring a separate decoder or satellite dish. The pre-installation of the app removes the need for users to search for and download it themselves, reducing friction and improving content discoverability.
The rollout is one of the first major distribution initiatives following the integration of CANAL+ and MultiChoice. The combined group has identified streaming growth and enhanced digital distribution as key priorities across Africa, where connected television adoption continues to increase.
David Mignot, CEO of CANAL+ Africa and CEO of MultiChoice Group, affirmed, “We are delighted to extend our longstanding partnership with Samsung across new English and Portuguese-speaking African countries. It marks a significant milestone in the synergies created by the combination of CANAL+ and MultiChoice Group.
“Mignot added, “As viewing habits continue to evolve rapidly across the continent, strengthening the accessibility and discoverability of our content offer on connected devices is key. By expanding the availability of our applications on Samsung Smart TVs across key African markets, we are making it even easier for millions of MultiChoice Group’s subscribers to seamlessly access the content that define the uniqueness of the CANAL+ and MultiChoice Group experience.”
This extended partnership is expected to strengthen Samsung’s position as a key distribution partner for streaming services globally while providing CANAL+ and MultiChoice with a broader route to market as competition intensifies among international and regional streaming platforms across Africa.
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