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Far left: The Most start-up acclaimed Guinness Beer campaign agencies are based around the Sapeurs (the Society digital-focused of Elegant Persons of the Congo) was created by a London ad agency. additional growth on this platform; more Could we soon see so as it directly targets the user and is an African agency still relatively cheaper than traditional producing similar mediums currently.” work? Centre: Y&R Namibia’s simple yet The pace of development across the striking ‘Bookshelf’ industry can be frustrating to some – print campaign for including Adisa, who notes: “We have yet Land Rover won to achieve a minimum standard for quality gold at last year’s Loeries. Left: In of work. One of the reasons is that not Ghana, billboards many people see themselves and their are everywhere work as going beyond the shores of their own country.” But Edgar remains upbeat about the Also, says Edgar, the exponential growth what’s happening globally and they are future. “Everybody is talking about Africa in the middle-class African audience replicating, if not exceeding in some being ‘the last untapped frontier’, so the is demanding “higher creativity levels cases, the work they’re seeing overseas.” investment here will be huge; and where from their agency partners so that the That’s not to say that traditional there’s investment there’s development advertising connects to the consumer media doesn’t continue to have a strong in everything. I can see greater without being over the top”. relevance in Africa. In Kenya, for example, infrastructural development allowing This requires advertisers to embrace TV is still a big medium, says Edgar. more brands to come into Africa, better new avenues to connect with these “Traditional media will still be regarded production facilities and faster Internet consumers, believes Edgar. “This includes the ‘corner stone’ for advertisers, but enabling these products to be better niche experiential and digital marketing, as digital media continues to grow it will advertised – and more schools creating as the more the consumer feels valued provide space for longevity and innovation brighter minds to produce even more by the brand the more they will relate to of campaigns.” dynamic communications. With all this on it. Brands (advertisers) will continue to Colin Charles, Executive Creative the horizon I can’t think of a more exciting leverage new opportunities to indulge Director at Publicis West Africa and a or dynamic place to be, anywhere in the consumer participation and interaction.” regional judge at this year’s Loeries, world, right now.” agrees. He notes that outdoor media Mobile and Internet continues to be among the most dominant penetration forms of brand communication in a market GLOBAL ADVERTISING Perhaps the biggest opportunity across like Ghana. “Billboards are everywhere, SPENDING RISES Africa at present is mobile and Internet all over the place, some tiny, in poor repair penetration, which is already re- … some huge, lit or digital. Point-of-sale According to the Worldwide focusing how clients spend their money. at corner shops and kiosks are chaotic, Ad Spending Forecast by New Notes Edgar: “Clients are ring-fencing with self-adhesive vinyl stickers, posters, York-based digital market percentages of their total spend and are danglers, bunting all overlaying and research company eMarketer, allocating a minimum of 10% of their overlapping each other [and] jockeying the approximate total media media budgets [to digital] as they have for attention.” advertising spend globally for realised that advertising is an eyeball Looking to the future, mobile’s 2013 was US$518,8-billion. By game. Mobile makes up 60-90% of innovative nature will continue to make 2015, this figure is expected to usage, so this is transforming not only further inroads, Edgar believes. “Currently pass the US$600-billion mark the advertising, but the kind of agencies only a few brands rely on mobile with Africa and the Middle opening up across the continent. Over advertising uniquely, it has always been East, Asia-Pacific, Eastern 80% of all new start-up agencies in a mix of traditional media and digital that Europe and Latin America each Africa are now ‘digital-focused’. Because gets the best out of campaigns. Having seeing higher than average ad the cost of starting is so low, the guys said that, with more brands targeting spend gains through to 2016. in these agencies are switched onto the youth we are expecting to see Third quarter 2014 strategicmarketingafrica 13 10-13 Advertising v3.indd 34 2014/06/26 11:55 AM