The conversation about Africa is shifting from one of “deficits” and “gaps” to one about opportunities, prospects, ventures and creativity. Most international businesses are still not very aware of Africa’s investment opportunities and more specifically the advertising opportunities available to global brands. We are proud that this amazing continent is said to be the next one to go boom – and in a good way!
The advertising marketing in Africa has grown significantly in the past five years, due in part to investment from international advertising. The revenues of the advertising industry are crucial for a number of business sectors in Africa. The media in general and radio and television in particular thrive or contract on the money brands spend on them. Increasingly, mobile phones are becoming advertising channels and operators are getting revenues from this channel.
For over a year, Balancing Act has studied market trends, innovations, weaknesses and opportunities, the impact of advertising in the media and in particular television advertising revenue. Their report includes spreadsheets providing: advertising revenue by country; TV advertising revenue by country; and projections of advertising revenue by 2020 for the continent.
Alan Edgar, Executive Creative Director, TBWA said that, “Africa is alive and vibrant, but in dire need of world-class tertiary training institutions to tap into that potential.” “Africa has no shortage of imagination, ingenuity, passion or balls. What it does have a shortage of is advertising and marketing schools; in fact, I don’t know of any in Africa north of SA,” he went on to add. When Bizcommunity asked Edgar which media works best in Africa, he responded by saying, “unlike the West, TV in Africa is still king because the majority of people don’t have the internet to download what they specifically want to see without the ads. And newspapers also kick ass. Because of poverty, many people can’t afford to buy their own paper, but ‘rent’ or share the paper, which means an advertiser will get exponentially more eyeballs from one copy of the newspaper – so it maximises an advertiser’s reach.”
We are incredibly proud to be working with so many brands who are extending their marketing campaigns across Africa. If you would like to consider advertising opportunities in multiple African countries, get in touch with our team.