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THE MADIA JUNE 2018

AFRICA INSIGHTS Key drivers per region, at a glance • The fastest growing sectors in South Africa will be virtual reality and e-sports. • Radio continues to flourish in Kenya, which has the largest radio advertising market in the Middle East and Africa region, and the 14th largest in the world. • Regulation has shifted Ghana’s largely informal OOH market to one showing strong growth and revenue. With 350 radio stations, radio is also set to grow, while internet advertising is geared for the strongest growth. • Tanzania boasts growth in all media sectors, with print still viable, OOH leaping off a low base and radio pulling in notable ad revenue, though TV takes the largest chunk. • TV is Nigeria’s largest advertising segment, while radio advertising revenue and OOH continues to rise – but internet, particularly mobile, is expected to leap. Brands who invest in quality interactions build more engaged brand comunities. Some of the leading brands in South Africa, Kenya and Nigeria have a proven record of quick responses and campaigns that resonate across their comunities. Building brands and businesses What does this all mean for media agencies, and the brands they represent on the continent? “Brands used to see the continent as a single block with similar customers and this has begun to change, where we are seeing growth among brands who immerse themselves in understanding local markets,” ventures Oresti Patricios, CEO of Ornico. The media information and software intelligence firm is a powerhouse of information on the continent. “Brands who invest in quality interactions build more engaged brand communities. Some of the leading brands in South Africa, Kenya and Nigeria have a proven record of quick responses and campaigns that resonate across their communities,” says Patricios. Dovey suggests that physical presence is paramount for agencies. “You need to be there: A network’s footprint has to reflect that of its client’s and it has to be able to co-ordinate effectively on a pan-regional basis. You also need to provide clients with the same levels of research, data and analysis that they would expect in any other region – and thirdly, to provide financial hygiene and transparency that conforms to global norms and requirements for multinational advertisers.” Meeting consumer needs is key, though – and Ntuli points to an increasing sophistication among consumers with global aspirations and a strong desire for local flavour. “Media consumption in sub-Saharan Africa (South Africa included) is becoming increasingly sophisticated and audiences want to see and hear their local and African celebrities in authentic African storylines and events, packaged using worldclass production values. Our latest in-house audience research shows that there are more similarities among consumers on the continent than previously believed and media consumers are increasingly interested in local (African), quality content on-demand with the highest production values possible.” • Lucinda Jordaan is an independent writer, researcher and editor with extensive experience in all media, covering various fields from academia and finance to education and lifestyle. P 46 The Media | wagthedog.co.za


THE MADIA JUNE 2018
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