Former Media Executive Advocates Data Revolution to Combat Broadcasting Industry Decline

By Ugo Aliogo

As Nigeria’s media and broadcasting landscape faces unprecedented challenges from digital disruption and changing consumer habits, veteran media strategist Olanrewaju Awoyemi is calling for a fundamental shift toward data-driven marketing approaches. Drawing from his extensive experience navigating revenue pressures during his two-decade tenure at Daar Communications, the educationist-turned-consultant argues that traditional broadcasting companies must embrace advanced analytics or risk being left behind by more agile digital competitors.

“The writing has been on the wall for years,” observes Awoyemi, who witnessed firsthand the industry’s evolution during his time as General Manager for Marketing and Sales at one of Nigeria’s major media conglomerates. “Revenue streams that seemed stable for decades are now under constant pressure, and the old playbook simply doesn’t work in today’s fragmented media environment.”

Awoyemi’s perspective carries particular weight given his track record of driving significant revenue growth – including a 30% increase in overall revenue during his media career – through strategic marketing innovations. His transition from active media management to educational leadership and consulting has provided him with a broader view of how data-driven approaches can transform not just individual companies, but entire industry sectors.

“When I was actively managing marketing operations at Daar Communications, we were already seeing signs that traditional audience measurement and advertising approaches were becoming inadequate,” he explains. “But the tools and techniques available then couldn’t match what’s possible today with advanced analytics and machine learning.”

The Lagos-based strategist emphasizes that the current challenges facing media companies – from revenue stagnation to operational inefficiencies – require solutions that go beyond incremental improvements. His experience managing complex advertising relationships and developing customized packages for diverse clients has taught him that personalization and targeted engagement are now essential for competitive survival.

“The days when you could broadcast the same content to everyone and hope for the best are over,” Awoyemi notes. “Today’s successful media companies need to understand their audiences at a granular level – not just demographics, but viewing behaviors, engagement patterns, and preference evolution over time.”

Awoyemi’s advocacy for data-driven innovation stems partly from his current role as Chief Operating Officer at Launchforth Limited, where he has applied analytical approaches to advertising and public relations consulting. This dual perspective – combining traditional media experience with modern consulting insights – has reinforced his belief that operational agility depends on real-time performance monitoring and data-informed decision making.

“One of the biggest mistakes I see media companies making is treating data analysis as an afterthought,” he explains. “They collect vast amounts of viewer and listener data, but they don’t have the systems or expertise to turn that information into actionable insights that can drive revenue and improve efficiency.”
The media veteran particularly emphasizes the importance of cross-platform integration in modern marketing strategies. His experience managing campaigns across television, radio, and digital platforms has taught him that unified consumer profiles are essential for effective audience engagement in today’s multi-channel environment.

“Audiences don’t think in terms of separate platforms – they move seamlessly between television, radio, social media, and streaming services,” Awoyemi observes. “Media companies that can track and respond to these cross-platform behaviors will have significant advantages over competitors who are still operating in silos.”

Awoyemi also highlights the role of artificial intelligence and machine learning in transforming advertising effectiveness. His background in negotiating with media vendors and developing pricing strategies has given him appreciation for how programmatic advertising and predictive analytics can optimize revenue streams while reducing operational costs.

“The technology exists today to automate many of the processes that used to require extensive manual intervention,” he notes. “This isn’t just about efficiency – it’s about being able to respond to market changes and audience preferences in real time rather than waiting for quarterly reports.”

Looking toward the future, Awoyemi believes that media companies embracing data-driven approaches will not only survive current industry challenges but will emerge stronger and more resilient. His vision extends beyond immediate revenue recovery to encompass long-term industry transformation that better serves both audiences and advertisers in an increasingly competitive digital landscape.