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Advertising trends in Africa

Advertising trends in Africa. Joe Otin The Steadman Group 24 September 2008. Where is the advertiser?. The Steadman Group. Part of Synovate family 6,000 professionals in 64 countries Market Research Market & social research projects in over 40 markets in Africa Audience measurement

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Advertising trends in Africa

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  1. Advertising trends in Africa Joe Otin The Steadman Group 24 September 2008

  2. Where is the advertiser?

  3. The Steadman Group • Part of Synovate family • 6,000 professionals in 64 countries • Market Research • Market & social research projects in over 40 markets in Africa • Audience measurement • Media Monitoring & Research • Kenya, Uganda, Tanzania, Ghana, Zambia, Mozambique • Strategy & Training • Applied research training

  4. TRENDED TOTAL AD SPENDS 2004 – 2007 28% 38% 13% 40%

  5. Number of electronic media - Kenya

  6. Category AdSpend Trends 2003 to 2008 Jan - Aug

  7. GDP growth/ Ad exposure growth

  8. Africa AdSpend media share

  9. Broadcast gaining share

  10. Radio – new money + organic growth

  11. Television AdSpend Trends

  12. Radio AdSpends Trends 2008

  13. 2007-08 Breakfast Show comparisons of AdSpend in major TV stations

  14. Global Observations • Digital convergence: traditional media shrinking share of ad spend • In developed Markets Network TV is on decline as an advertising medium: opportunities for mass marketing shrinking - Unilever switched $120m from TV to online/ outdoor/ ‘relationship’ marketing in UK - 133 US advertisers voiced concern about effectiveness of TV (shifting spends online/ strategies for managing DVR) • ‘Seismic revenue shift’ to online - tighter targeting - effective measurement

  15. World Internet Users Kenya: 9% monthly

  16. Consumer is King…Content serves the consumer!

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