Page 46

THE MADIA JUNE 2018

AFRICA INSIGHTS is able to offer in developed markets,” says Fakela. Dovey expands: “TV and radio is strong across the continent and outdoor has fantastic potential for further growth.” OOH is one advertising medium whose stronghold across the continent is uncontested. According to PwC’s Entertainment and Media Outlook: 2017–2021, An African perspective, Ghana’s OOH market is one of the fastest growing in the world, at 11.6% in 2016, while Tanzania boasts the highest global growth rate of 14.7% in the same year. South Africa, Africa’s largest OOH market, was valued at R4.4 billion in 2016, with a quarter of that revenue now coming from DOOH formats – while in Nigeria, the second largest OOH market, physical outdoor revenue exceeds that of digital, possibly due to the country’s unreliable electricity supply. In terms of ad spend, says Ntuli: “The media mix is significantly different in South Africa relative to Nigeria and Kenya, with a greater proportion of South African spend concentrated in television and print, while radio spend is significantly higher in Nigeria and Kenya. These differences are driven by differing radio/television penetration rates and other local factors. Television received the highest share of spend by media (45%), followed by print (30%) and radio (15%).” On most of the continent, apart from South Africa, radio is still the most popular media platform, adds Ntuli. Though an oversupply of radio stations relative to ad spend has left most radio broadcasters unprofitable, limiting their ability to invest in high quality content and talent, Ntuli reckons the possible migration to digital audio broadcasting “will unleash a powerful media platform that will become a big boon for all stakeholders: advertisers, content developers and the audience”. It’s al hapening in Africa… and fast too Dentsu Aegis Network (DAN) has a massive footprint in Africa, managing 49 countries, and is the holder of five companies in key media markets, including media agency brands Vizeum and Carat, digital agencies Isobar and iProspect, OOH specialist agency Posterscope, lifestylemarketing agency MKTG, and content marketing agency John Brown. Dawn Rowlands, who heads the company’s Africa operations, shares her insights. “Growth in Africa (except South Africa) is a given. Data costs are falling and with this we are seeing 100% smartphone penetration growth in 12 months in some markets. Chat platforms like WhatsApp are becoming large content distribution channels; WhatsApp is the ‘new email’. Mobile (geo-location, video and social) is growing exponentially; Techno and Infiniti are the largest mobile brands in Africa. Nigerian music and content is ubiquitous across the region. Rwanda is using drones daily to deliver medical supplies. It’s all happening and fast,” she says. Media agencies wanting to make inroads in African markets need to be aware of how to work in “the world’s most agile space”, contends Rowlands. “The first thing you need to accept is volatility, in currency, governments, investment levels and the speed at which things change. The scale of some markets and the complexity of the media landscape way exceed that of South Africa. The legacy linear tracking systems are not sufficient – but the adoption of mobile and mobile video content, while creating debate about brand safety – are doubling their viewer base every year,” she says. The two main challenges for agencies on the continent? “Building locally relevant capability and adequate investment to scale. There is no shortage of smart and hardworking talent.” Dawn Rowlands Notable highlights • Pay TV is growing due to new packages and entrants. • OOH is still taking up to 20-40% share of the media investment pot; Nigeria has invested in digital OOH extensively and is leading the African continent in this space currently. • Local content is preferred and supported regionally. There is however a major attraction to Brazilian Telenovelas across the entire region in English. • The EPL still leads the sports consumption league. Internet users in Afric, December 2017 Africa: 10.9% Rest of world: 89.1% 10.9% 89.1% Source: Internet World Stats - www.internetworldstats.com 453.329.534 estimated Internet users in Africa in December 31, 2017 with 35.2% penetration, representing 10.9% of the total world Internet users. Copyright©2018, Miniwatts Marketing Group Continued to p46 P 44 The Media | wagthedog.co.za


THE MADIA JUNE 2018
To see the actual publication please follow the link above