Traditional media advertising model is failing – MFWA’s Kwaku Krobea

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.