Traditional media advertising model is failing – MFWA’s Kwaku Krobea
Kwaku Krobea of the Media Foundation for West Africa states that traditional media advertising models are failing. Advertisers are moving toward digital platforms for better flexibility and precise targeting. He mentions that Facebook and YouTube allow for real-time monitoring of audience figures. These tools let companies target specific demographics and interests. This shift puts traditional media at a disadvantage when competing for revenue.
The traditional media advertising model is failing as advertisers increasingly turn to digital platforms that offer more precise audience targeting and greater flexibility, the Media Foundation for West Africa's (MFWA) Programmes Manager, Kwaku Krobea, has said. He said platforms such as YouTube and Facebook allow advertisers to monitor audience figures in real time and target specific groups based on demographics, interests, purchasing preferences and other audience characteristics. Speaking on Joy Prime's Money Making Monday, Mr Krobea said these capabilities were putting traditional media organisations at a disadvantage in the competition for advertising revenue. “Frankly, sorry, frankly, that business model is failing. And there are no two ways about that,” he said.