Broadcasting
What does the future of working in advertising look like?
By Stanislaus Martins, Aleph’s Managing Director for West Africa
If you work in advertising or are considering a career in the field, there’s a good chance you’ve wondered what the industry’s future will look like. And with the advancement of artificial intelligence (AI) and other technologies, that speculation is more relevant than ever.
Stanislaus Martins, Aleph’s Managing Director for West Africa
Will tools like ChatGPT and Microsoft Copilot eventually become so sophisticated that they replace copywriters, designers, and illustrators as some have predicted? And even if they don’t, how will they change the skills required for those positions? Outside of those specific roles what skills will be most useful in the future, particularly as digital and physical world advertising become increasingly integrated?
While it would be foolish to make hard and fast predictions, especially for an industry that moves as fast as advertising does, there are a few emergent trends that give us a good idea of where it’s going. Those already working in the sector, or aiming to do so, would do well to look at these trends and understand how they might impact their career trajectories.
Even in an AI world, authenticity still matters
At the start of 2023, numerous headlines were describing how AI tools could easily replace creatives, especially as they become increasingly sophisticated. As the year has progressed, it’s become clear that the picture’s nowhere near that simple. A research paper released in July, for instance, showed that the quality of answers from ChatGPT was nowhere near perfect, and its creators explicitly highlighted the probability of “AI hallucinations” e.g the generation of incorrect or misleading results.It’s also notable that “authentic” was the US dictionary Merriam-Webster’s word of the year for 2023.
This not only suggests that AI tools may take more time to reach maturity than many thought but also that, even as the technology advances, people still crave authentic experiences. That includes the adverts they’re exposed to daily.
None of this, of course, is to say that AI tools can’t be helpful to creatives. They can be. But making full use of them requires people to build up new skills. You have to know what prompts will give you the output you want, for instance.
Creatives won’t be the only ones who need to develop AI-based skills either. With AI also playing an increasingly important role in things like audience segmentation, ad placement optimisation, and performance analytics, anyone working in those areas will also have to build up their AI skills.
The ongoing integration of physical and digital worlds
A true metaverse, whereby the virtual and physical worlds integrate seamlessly, is still being worked on by tech giants, and the integration of AI will take a huge load off the shoulders of human developers.
There are few areas where that integration is more visible and more relevant than in advertising. Whether it’s a point-of-sale activation that requires people to scan a QR code for a discount or a full-blown augmented reality (AR) campaign, advertising is increasingly at the forefront of showing what’s possible when it comes to the unification of the physical and digital worlds.
That doesn’t only mean in-house marketing teams need to break down the silos between different specialties, it also means that even the out-of-home (OOH) agencies responsible for things like billboards will have to up their digital skills. Digital-first agencies, meanwhile, will have to look at how they can broaden their physical advertising capabilities.
In the face of this kind of unification, those with the skill sets needed to bring these two worlds together will be in high demand. With that in mind, advertising professionals on either side of the divide would do well to grow their physical or digital skills.
Adaptability is everything
What the above two trends show is how important adaptability is in advertising. It’s a fast-moving field where things change all the time. The skills that you have in the industry might not be the ones that keep you growing within it. As such, workers don’t only need to be aware of industry trends but how they might affect them in the future.
Those workers also need to be able to access resources that can help them build up the skills necessary to ride those shifts. It’s something that we’re profoundly aware of at Aleph and is one of the reasons why we launched our Digital Ad Expert platform.
Make no mistake, these shifts won’t be any slower in African markets either. In fact, as the continent continues to experience rapid jumps in connectivity, the continent could leapfrog the rest of the world and set the tone for the future of advertising.
Anyone in the industry or looking to get it into it needs to be ready.
Federal High Court sitting in Abuja has upheld the statutory right of the Audiovisual Rights Society of Nigeria (AVRS) to licence hotels and other business establishments for the public use of audiovisual works (movies and films) transmitted within their premises via Pay-TV subscriptions.
This is a landmark judgment that reaffirms the rights of Nigerian copyright holders and strengthens the creative ecosystem.
Justice Obiora Egwuatu, who gave the judgment, dismissed the case filed by Reiz Continental Hotel Limited against AVRS, where the hotel sought a declaration that it could not be compelled to pay copyright fees for audiovisual content (movies and films) accessed through subscription-based broadcasting.
In the ruling delivered on Thursday, July 24, the court held that AVRS, by virtue of its status as assignees of copyright in several audiovisual works, and approved collective management organisation (CMO) pursuant to Section 88 of the Copyright Act 2022, had demonstrated the legal basis of its licencing activities, and was entitled to issue copyright licences to users of audiovisual works belonging to it, including the Plaintiff (Reiz Continental Hotel Limited). Abuja Formula 1 Grand Prix ticketsNigerian cuisine recipes
The court rejected the claims of Reiz Continental Hotel that it was merely a recipient of broadcasts from a pay subscription television service, and therefore not liable to any licence from AVRS.
It held that the activities of Reiz Continental Hotel, operating a hospitality business, which is profit-driven, and possessing several television sets, which transmit audiovisual content, were carried out in contravention of sections 11(b), (c) and (f) of the Copyright Act in respect of the rights held by AVRS.
The court also held that the acts of transmission of audiovisual works by Reiz Continental Hotel, since done in the context of business, were in contravention of section 36(1)(a) and (g) of the Copyright Act, unless licensed by AVRS.
According to the court, the provision of section 36(1)(g) of the Copyright Act, 2022, renders a person liable for infringement of copyright for performing or causing to be performed for the purposes of trade or business or the promotion of a trade or business, any work in which copyright subsists.
The court further held that participation in a collective licencing agreement by the Hotel Owners Forum Abuja (HOFA), of which Reiz is a member, was binding on Reiz and stopped it from denying the validity of the agreement with AVRS.
Speaking on the judgment, Mike O. Akpan, legal counsel to AVRS and principal partner, Alpha-Edge Legal, said that the judgment is not only a legal victory for AVRS and its members, but also a significant affirmation of Nigeria’s commitment to upholding copyright law and protecting creative enterprise. Nigerian cuisine recipes
He added that it establishes a strong precedent for copyright enforcement across the hospitality sector and other commercial users of protected content.
Reacting to the landmark judgment, Mr. Mahmood Ali-Balogun, chairman of AVRS, said: “This judgment is a profound moment for members of AVRS. It affirms the legitimacy of our collective licencing structure and ensures that copyright owners in the film and movie sector are rightfully protected under the law.
“AVRS has always approached licencing with openness, fairness, and a readiness to dialogue. Today’s court decision is a win for our members, the film industry, for Nigerian creators, and for the nation. It strengthens the foundation upon which the creative economy can grow and attract investment.”
Nigeria Data Protection Commission (NDPC) has refused to release details of the data and privacy rights violation for which it fined MultiChoice Nigeria, despite receiving a Freedom of Information (FOI) request from FIJ.
FIJ otherwise Foundation for Investigative Journalism, is an independent, not-for-profit organisation that combats injustice, holds power to account and speaks for the voiceless.
In its announcement on July 6, the NDPC said it had fined MultiChoice Nigeria N766,242,500 for breaching the data and privacy rights of subscribers and even those who are not necessarily subscribers.
FIJ emailed the data protection commission an FOI request on July 9.
The commission acknowledged the receipt of the email that same day and added: “It has been forwarded to the relevant department and we would respond soon.”
Fifteen days later, FIJ got no other response from the NDPC.
In Nigeria, FOI requests have a seven-day timeframe, and it starts counting as soon as a public institution receives a request for public information.
FIJ understands that holidays, which include a Sunday and a public holiday, are to be excluded in the computation of the timeframe.
The receiving institution is mandated, within those seven days, to either provide the requested information or explain in detail why it is unable to do so based on the provisions of the FOI Act.
Established under the Nigeria Data Protection Act 2023, the NDPC’s tasks include safeguarding data privacy, enforcing regulations and promoting responsible data handling in the country.
When the Commission announced the N766.2 million fine against MultiChoice Nigeria, it said the company had violated the privacy rights of subscribers and allowed the illegal cross-border transfer of personal data of Nigerians.
MultiChoice Nigeria operates through various subsidiaries, such as DStv and GOtv. The NDPC said it launched an investigation into the company in the second quarter of 2024.
“NDPC found, among others, that Multichoice violated the data privacy rights of subscribers and their friends who are not necessarily subscribers,” the statement issued by NDPC read in part.
“The Commission also found that Multichoice carries out illegal cross-border transfer of personal data relating to data subjects in Nigeria. The depth of data processing by Multichoice is patently intrusive, unfair, unnecessary and disproportionate.”
FIJ’s FOI request aimed to understand the extent of the data and privacy breaches committed by MultiChoice Nigeria, the remedial measures directed by the NDPC and the specific channels through which the company collected the personal data of Nigerians.
Two weeks after the request was submitted, the NDPC has refused to respond.
Section 7, sub-section 4, of the Freedom of Information Act (2011) states, “Where the government or public institution fails to give access to information or record applied for under this Act or part thereof within the time limit set out in this Act, the institution shall, for the purposes of this Act, be deemed to have refused to give access.”
According to the Act, where a case of wrongful denial of access is established, the defaulting officer or institution commits an offence and is liable on conviction to pay a N500,000 fine.
At the time of this report, there was no publicly documented case of the NDPC granting an FOI request to share more details after an investigation.
In 2023, FIJ detailed how the Nigerian government often violated the FOI Act. Journalists at top newspapers in the country noted that government agencies had a habit of disregarding FOI requests, despite being legally obligated to respond.
Spotify is turning the spotlight toward the next wave of African music innovators with its latest RADAR Africa picks: Nigerian Afrobeats talent FOLA and South African Afro House DJ and producer Thakzin. As part of Spotify’s ongoing commitment to discovering and amplifying emerging voices across Sub-Saharan Africa (SSA), RADAR continues to champion boundary-pushing artists shaping the sound of tomorrow.
FOLA, born Folarin Odunlami, first caught attention with his freestyles on social media, quickly making a name for himself with his blend of Afrobeat rhythms and soulful storytelling. His breakout EP What A Feeling, featuring the Bella Shmurda-assisted hit “Who Does That,” laid the foundation for a fast-rising career that now includes collaborations with BNXN, Magixx, and BhadBoi OML. “Looking at where I’m coming from, I see every opportunity as a blessing. So, it’s a blessing to have been selected, just like others before me,” says FOLA. “I want my fans to know that in the midst of all the noise, I made something they could truly connect with, feel and share with those who mean something to them. I want everyone who listens to at the very least, recognise that they’re witnessing the early days of something truly special.”
On the southern tip of the continent, Thakzin’s journey began in Ivory Park, Johannesburg, where early jazz and kwaito influences, plus a deep respect for traditional percussion, shaped his signature sound. With co-signs from Black Coffee and international tastemakers like Laurent Garnier, his genre-defying approach to Afro House, heard in his 2023 anthem “The Magnificent Dance,” is setting global dance floors alight. Following the release of Magnificent Dance, his version of Horns In The Sun by DJ Kent became a viral hit across South Africa and gained global traction, potentially surpassing the success of Magnificent Dance itself. Thakzin’s sound is rooted in African spirituality and healing, inspired by the rhythmic power of traditional drums. Shaped by a musical upbringing and guided by his father, a keyboardist, he blends rich harmonies with percussive elements to create an immersive Afro-house experience. His music evokes emotion, movement, and ancestral energy, anchored in freedom and African expression. In recognition of his role in shaping 3-step, Thakzin was the first cover artist of Spotify’s 3 STEP playlist.
Spotify RADAR isn’t just a platform, it’s a launchpad. It reflects Spotify’s commitment to empowering local artists across SSA and delivering the best listening experience in the region. From Lagos to Johannesburg, RADAR celebrates the diversity of talent on the continent, offering artists equal access to global audiences.
“At Spotify, we believe in the power of African storytelling through music. FOLA and Thakzin are both incredibly unique artists who represent the spirit of RADAR—fresh voices with global potential,” says Phiona Okumu, Spotify’s Head of Music, Sub-Saharan Africa. “By amplifying their journeys, we hope to inspire more creators across the continent to believe in their vision and reach for bigger stages.”
With FOLA and Thakzin stepping into the spotlight, one thing is clear: Africa’s future sound is already here, and Spotify is where you find it first.
Edun, Finance Minister Inaugurates NDIC New Management
Court Upholds AVRS Legal Rights to Licence Audiovisual Works in Hotels
Huawei Unveils AI Computing System to Challenge Nvidia’s Flagship Product
Lawyers Drags NLS to Court for Alleged Election Fraud, Data Violation
New Tax Law Empowers NRS to Fine Offenders up to N10m
General News2 days agoFG Plans N50m STEEM Grant to Support Student Innovation in August
E-Business2 days agoTranscorp Hotels Delivers Stellar H1 Results, Declares Over ₦1Bn Dividend
Telecom2 days agoMTN Media Innovation Programme Fellows Gain Insight into Nigeria’s Connectivity Backbone
E-Financial2 days agoCardoso, CBN Boss Risks Arrest over Alleged N5.2 Trillion Unremitted Funds
General News2 days agoExperts Champion Sustainability at Lagos Green Economy Forum
General News2 days agoUK Businesses Look to Africa As Strategic Growth Partners
Telecom2 days agoDriving Digital Inclusion: Anambra’s Mobile Tech Hub Brings Free WiFi to the People
Broadcasting2 days agoNDPC Hides MultiChoice Privacy Violation Details Despite FOI Request- FIJ