At NECLive 2025, during the panel session titled “Accessing the Global Creative Innovation in a Digital Economy,” A’isha Umar Mumuni, Chief Digital Officer at MTN, highlighted the untapped potential of digital platforms for African creatives.
“YouTube is an advertising platform but we are not using it properly in Nigeria,” Mumuni said, stressing the need for creators and businesses to fully leverage the platform to reach audiences, monetize content, and drive growth in the digital economy. Her remarks underscored the importance of strategic digital engagement to maximize opportunities in Africa’s creative landscape.
