Stakeholders Harp on the Importance of Innovation As ADVAN Unveils ADVAN-XChange
Stakeholders in the advertising value chain have emphasized the importance of Innovation in brand building as the Advertising Association of Nigeria (ADVAN) unveiled its ADVAN-X, an online brand marketplace, at the maiden Partners Innovation Day held recently.
The new platform aims to foster collaboration, innovation, and efficiency among industry players. It also offers a dynamic hub for brands and service providers to form meaningful connections, access cutting-edge marketing solutions, and drive innovation.
Speaking at the event, themed: “Connect, Innovate, Elevate,” the ADVAN President, Osamede Uwabanwem, said ADVAN-X offers both virtual and physical networking opportunities, adding that the platform will be AI optimized and would have an analytics dashboard where stakeholders can monitor the audience viewing their content. Moreover, he highlighted that content contributions would be another key feature of the platform. Hence, stakeholders can publish articles and reports to enhance industry visibility.
In his words, “Today marks the beginning of something transformative for our industry. ADVAN-X is not just a tool; it’s a solution that allows us to identify and leverage what is available in the market to achieve groundbreaking results.”
According to ADVAN, the new online brand marketplace, ADVAN-X is a hybrid system that blends virtual connectivity with physical interactions, creating an ecosystem for continuous engagement. The platform’s unique proposition lies in its ability to provide stakeholders with 24/7 access to resources, insights, and tools tailored to their needs. By combining elements such as content contributions, sponsored listings, lead generation tools, and exclusive events, ADVAN-X aims to be the go-to hub for brands seeking to optimize their marketing strategies and foster meaningful collaborations.
The Partners Innovation Day event featured exhibitions from innovative companies like Mobile Classroom, which unveiled a new feature on its platform called ‘Adfunding’ and a panel session themed “Unleashing the power of innovation for marketing effectiveness.”
The experts who spoke during the panel session shared insights on trends that would shape the future of the marketing industry in 2025 and beyond. The experts include Stanislaus Martins, President of the Association of Digital Marketing Professionals in Nigeria (ADMARP); Elo Umeh, Founder and CEO of Terragon Group; Maureen Ifada, Marketing Director of FrieslandCampina; and Maurice Igugu, Chief Marketing Officer of Sterling Bank.
Earlier, Akinola Afere, Director, Client Services Kantar (Insight Division), during his presentation, urged brands to optimize their marketing investments to gain customer confidence.
“In Nigeria, tough times are impacting consumer confidence but there is still growth to be found. This is why brands need to optimize marketing investments in the customer journey, range, distribution, pack, pricing, promotions, and other activities that convert consumer predisposition and capture choices from other brands,” he said.