Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
DIGITAL TRANSFORMATION
Acceleration announces the opening of a sub-Saharan Africa operation
By our News Team | 2023
WPP-owned business aims to help advertisers connect media strategy, data practices, and technology investments with their marketing goals.
Acceleration – a global specialist in digital technology, media modernisation and digital transformation – has announced the launch of a local operation to serve sub-Saharan Africa.
Acceleration is part of media buying company Group M. It, in turn is owned by London-based WPP, the world’s largest advertising company.
Nick Jackson (right) speaking at the launch of Acceleration SSA. On screen is Stephan Pretorius, Chief Technology Officer at WPP. Photo credit: Acceleration
It offers clients access to a global network of consultants, data scientists, technologists and practitioners. The aim is to help advertisers to build “seamless connections” between media strategy, data and privacy practices, technology investments and their marketing goals.
In a statement released to African media, Acceleration describes itself as enabling “the always-on transformation of marketing organisations, co-creating solutions that unlock the value of data, technology, and human potential through deep expertise in strategy and transformation, data science and automation, technology and data architecture, measurement, and advanced analytics”.
The new Acceleration SSA business is being headed by Nick Jackson as Managing Director. His previous experience includes working as Partner Development Manager for Google, based in Ireland, where he worked with Google Partner agencies in sub-Saharan Africa.
Data and technology deliver strong value in Africa
“The power of data and technology in delivering value in Africa is remarkable. This, not only for business but for our stature as a player in the global economy,” says Jackson.
“Always-on transformation is rapidly accelerating the role technology is playing in driving consumer value, enabling the next biggest population of active network participation, globally.”
He continues: “Acceleration’s responsibility lies at the intersection of this value. Through our fantastic network of GroupM and WPP Partners, Google technologists and clients, we’re embracing a responsibility in catalysing value across the continent – fundamentally changing the role Africa plays in a global network economy. I’m privileged and incredibly excited to play a part in this ambition.”
According to Grant Keller, Acceleration Global CEO, the business now operates in 14 markets worldwide.
“With the expansion into sub-Saharan Africa, we continue to build momentum and add to our network the expertise of Nick and his talented team of consultants, helping more clients grow their business results through an always-on-transformation of their media capabilities,” Keller stated.
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.
Unilever investment expands its Vaseline production capacity in Africa
The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.
World MICE Awards in Jamaica honour best African and global achievers
Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
AMC magazine brings news and insights to Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Rwanda’s hosting of F1 races ‘destination marketing at the highest level’
Rwanda’s marketing body is enthusiastic about the F1 announcement, emphasising that ‘investors and visitors follow governance, not slogans’.