Less of a swing to digital media advertising spend in African markets

By our News Team | 2022

Traditional media remains stronger on the continent than in developed markets, with relatively high cost of digital access being a factor.

Earlier this year, the respected Harvard Business Review carried an article by three leading marketing academics which – surprisingly to many advocates of digital – indicated an uptick in adspend on traditional media in developed economies.

Among the traditional platforms enjoying a minor resurgence in advertising income, they asserted, are the likes of OOH media, radio, television and magazines. 

The academics based the article on their own research, as well as data from other credible sources such as the CMO Survey, Edison Research and research institute MarketingSherpa.

Traditional Media

Photo by Nappy via Pexels

But what is the situation in Africa? According to David Gorin of Marnox Media, which represents some 250 media across 16 countries on the continent, the swing to digital media did not occur in Africa to the same extent as in highly-developed markets. 

“Certainly, digital media have taken significant adspend share from TV, radio, and print,” he says. 

“But, with the general exception of print, traditional media have at least held their own, overall. And, in many countries, the explosion of Out-of-Home (OOH) formats has seen increased allocations to that form of traditional media – long a stalwart for delivering reach and awareness.”

He believes that whether the year ahead will see an uptick in advertising spends in Africa – traditional or non-traditional – depends significantly on economic conditions. Tough times may translate to static or pared-back budgets.

“Remember that, for many people in Africa, digital media channels – the internet generally, but including podcasts and video-on-demand – are pricey,” Gorin notes.

“And although mainstream media will continue to fragment with the launch of new radio and TV stations, the internet is the most cluttered and fragmented environment. The complexities of finding the right environment for the brand, finding the right audience, at scale, may not warrant prioritising niche, non-traditional media over the amplification opportunities afforded by traditional channels, especially mass-reach vehicles.”

For more information on advertising trends around traditional media, don’t miss the next issue of Strategic Marketing for Africa, the magazine of the African Marketing Confederation. Issue 4 2022 is due out in early December.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.