IIARD International Institute of Academic Research and Development

RESEARCH JOURNAL OF MASS COMMUNICATION AND INFORMATION TECHNOLOGY (RJMCIT )

E-ISSN 2545-529X
P-ISSN 2695-2475
VOL. 6 NO. 2 2020

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Advertising Creatives and the Digital Media Revolution in the Reshaping of Advertising Practice in Nigeria

Ita, Oyokunyi Otu Samson, Aniebo Nkereuwem, Emem

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Abstract

The digitization of the world has had a tremendous impact on advertising strategy, the advertising business and relationships in advertising generally. Creativity, which used to be one of the most sought after currency in the industry is gradually giving way to digitalization and technology-driven strategy. Advertising campaigns are no longer just running on television, radio, print or outdoor but more inclusively on an integrated multimedia efforts that require the hiring of social media influencers and bloggers as the case may be. Giv en this scenario, the study sought to find answers to the following questions: what understanding and insights do we have concerning creatives’ roles and role identities in response to the growing importance of social media? How does the industry's stakeholders perceive and address the challenges of the digital revolution? What are the stakeholders' views within the advertising industry as to what issues are facing digital advertisers? The study adopted a qualitative research method using in-depth interviews as the data collection method involving ten (10) Lagos- based advertising agencies from a total registered AAAN membership of one hundred and twenty (120) agencies. Using a combination of purposive and convenience sampling techniques, a sample size of 30 creative advertising agency staff, drawn from 10 officially registered agencies in Nigeria , participated in the study. Findings of the study indicated that digitalization in the advertising industry has brought great pressure to bear on careers of advertising practitioners, a move towards increased levels of interactivity and the development of performance-based metrics. Also, traditional agency creatives are fast losing their roles to the digital agency creatives who are more engaged in content creation and storytelling as their creative strategy for digital advertisers.

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