He made the statement at an event to mark the 15th annivasary of the setting up of the company in Lagos, adding that technology has been the greatest challenge they have faced in the last 15 years.
“The first challenge is how to get state of the art technology. That is having the right equipment to monitor and having the right transmissions from the media houses to be monitored. It is a talent that involves most of the stakeholders and how people plan their media; how adverts are scheduled and then the use of the information that come” he explained.
He said 15 years of media monitoring has been challenging but with resilience, they have weathered the storm thus far.
Earlier, in a presentation at the celebration, Aligbe said, MMS started media monitoring services in Nigeria on 5th March 1995 by tracking 10 electronic media stations, a few newspapers and outdoor billboards in Lagos.
Today, he said “MMS is monitoring from14 strategic locations in Nigeria where they monitor over 165 electronic media stations; all outdoor billboards pan Nigeria and all the national newspapers. In the process, the company has also been able to develop various information service products for all sectors of the media industry”.
He added that the agency monitors all media diligently. “Operative watch, listen to and record all advertisements seen or heard on Television and Radio, Outdoor, operatives take shots while for, print operatives read and extract advertisement,” he said.
The MD revealed how the business had expanded from monitoring to research and now to publication, storing all available data for Advertisers, Media Planners and Buyers’ usage, he also mentioned the territorial expansion in Africa, where experienced hands will be posted to man operations in these locations.
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