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Advertising trends in Africa. Joe Otin The Steadman Group 24 September 2008. Where is the advertiser?. The Steadman Group. Part of Synovate family 6,000 professionals in 64 countries Market Research Market & social research projects in over 40 markets in Africa Audience measurement

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advertising trends in africa

Advertising trends in Africa

Joe Otin

The Steadman Group

24 September 2008

the steadman group
The Steadman Group
  • Part of Synovate family
    • 6,000 professionals in 64 countries
  • Market Research
    • Market & social research projects in over 40 markets in Africa
    • Audience measurement
  • Media Monitoring & Research
    • Kenya, Uganda, Tanzania, Ghana, Zambia, Mozambique
  • Strategy & Training
    • Applied research training
global observations
Global Observations
  • Digital convergence: traditional media shrinking share of ad spend
  • In developed Markets Network TV is on decline as an advertising medium: opportunities for mass marketing shrinking

- Unilever switched $120m from TV to online/ outdoor/ ‘relationship’ marketing in UK

- 133 US advertisers voiced concern about effectiveness of TV (shifting spends online/ strategies for managing DVR)

  • ‘Seismic revenue shift’ to online

- tighter targeting

- effective measurement

world internet users
World Internet Users

Kenya: 9% monthly