APCON: Bridging the Digital Divide

The information age has made technology, with specific reference to information and communications technology (ICT), inevitable. In recognition of this truism, the Advertising Practitioners Council of Nigeria (APCON), as early as the year 2000, hosted the country’s marketing communications industry to a two-day seminar entitled, “Internet Advertising: Principles and Practice,” at the blue-chip Sheraton Lagos Hotel and Towers.

Excited by the interest and optimism generated by the seminar, the Council, in 2001, decided to go practical by taking possession of the facilities of an ISP somewhere at Yaba between September 5 and 6, under the aegis of a workshop with the theme, “Website Design and Internet Advertising.” It is noteworthy that facilitators were drawn from reputable telecommunications and creative communication outfits, while participation cut across the tripod of advertising.

In 2004, the Council became more daring as it decided to dedicate its annual creative workshop to technology in advertising, while for the first time, the course lasted three days. Participants, made up mostly of creative personnel, as well as production executives, had the rare privilege of working exclusively on the fastest CPU, with he most RAM and the best graphics video card in the market.

During the interactive session, participants were able to create graphics used in multi-media (including television) broadcasting as well as use specialized software to create a simulation of movements on the screen. In addition, they were able to grasp the art and science to titling, image processing, compositing and 3D animation generation. The most exciting part of the exercise was the fact that they were able to save the tasks in take-away storage devices, which became memorabilia of some sort.

It is noteworthy that the workshop did not end without imparting to the audience knowledge of how digital flatbeds add functionality to flexo, off-set, photo and digital printing capabilities as well as teaching how to use traditional and digital printing technologies to create textures, etc.

It is not surprising that this year’s creative workshop challenges our advertising industry from the angle of technology, while the resource comprises “upstarts” in the profession.

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The telecommunications boom, which we are currently enjoying, has led to greater use of the Internet, increased services provision by ISPs and PTOs, increased communication services, online advertising opportunities, etc. Advertising is becoming more interpersonal in its approach, thereby taking on attributes of interaction and discourse.

Lately, through its creative workshops, APCON has been attempting to point the industry to a future, which requires media reorientation with today’s technology and true one-to-one communications firmly in hand.

The digital revolution affects the broadcast, print as well as the outdoor sectors. In film, for example, the primary drivers of the change are digital video camera and projection systems, wireless technologies, and web-based resources.

In the same vein, digital technology makes billboards look better and its speed permits advertisers to change boards more frequently with minimal cost.

APCON cannot but admit that we are in the age of skepticism and identity creation, where advertisers continually and incessantly look for ways for their advertisements to be more effective than those of their competitors.

This year’s workshop attempts to show how creativity in advertising for the Internet, for new CD technology, for broadcast and narrowcast venues should create great excitement and opportunity for the advertising industry. It is also expected that new forms of technology and interactive communication will evolve rapidly as the computer continues to be tool and process for the advertising creative.

Conceptual strategies will be sharper, enhanced for specific consumers as the demand for crystallized messages becomes more than crucial.

In the age of competition, it is imperative that the agency creative team is fluent in digital animation, e.g. familiarity with computer programmes such as DreamWeaver and Flash 4.

They will equally be complemented by audiences who will be able to see forms and visual sets differently, while the new copywriter will make them read and speak in new languages both literally and figuratively.

Our industry should get past the belief that the advertising process is an assembly line and recognize that there is a need to move on, and aggressively too. What advertisers want most are ideas, innovation, creativity. It is therefore obvious that a business case for diversity is crucial to the future of Nigeria’s advertising industry.

At this juncture, the pace-setting role being played by APCON in the area of functional training is highly commendable. Who knows, next year’s workshop might just be about podcasting, blogging and wireless and how to produce advertisements for such new media.