Assignment
1. Programmatic ads for Mobile utilization and acceptance in Africa
Top Countries Adopting This –
Nigeria, Kenya, Ghana and South Africa. (Africa)
The opportunities available in programmatic, in terms of market volume, South
Africa is leading the way, with Nigeria in close second.
In terms of share of marketing budget, however, Kenya trumps Nigeria in digital.
They have a keener understanding of digital innovation, avidly consuming rich
media, Programmatic and DMP tools.
programmatic platform, serves ads across Nigeria, Ghana and Kenya, where
smartphone and internet adoption are highest.
In Africa, those in South Africa, Kenya, Nigeria and Ghana, are young, tech-savvy
and digitally connected.
Reference- https://marketingedge.com.ng/programmatic-advertising-has-widerreach-and-is-cost-efficient-paukstys-eskimi-dsp-ceo/
https://www.adexchanger.com/ad-exchange-news/programmatic-spendingcomes-africa/
https://finance.yahoo.com/news/entravision-expands-africa-acquires-leading200500927.html
Top mobile apps used to view programmatic ads•
•
•
•
•
•
•
Facebook
Google
Instagram
Amazon
Twitter
LinkedIn
Yahoo mail
Pinterest
Kellogg’s
YouTube
share It
true caller
WeatherBug
solitaire
text Now
AccuWheather
[Analyzing 27 billion app installs across 495 media networks and 14,000 apps, the
report shows that Google is the best platform for driving performance for app
marketers in Africa, while Facebook is the best platform for remarketing across
Africa. Facebook was the most popular in all the countries surveyed, by a big
margin, with 45% choosing Facebook as the favorite channel. Overall, YouTube was
second with 15%, followed by Twitter at 14%. However, the order varies when we
look at the findings by country.]
REFERENCE- https://www.geopoll.com/blog/advertising-africa/
Any further information
Top
Mobile
Ad
•
Native grew
•
Vertical Video
•
Interstitials
•
Banner
Formats
Being
Bought
Programmatically
Worldwide
[Banners are the most common ad format available in apps and they are usually
the most cost effective. For brands looking to reach a mass audience, banner ads
are often an ideal choice].
Major markets/verticals using programmatic ads
• Retail
• Gaming
• Entertainment
• Shopping
• New/politics
• Food/drinks
• Banking apps
Reference- https://go.inmobi.com/mobile-programmatic-ad-trends-report2021/?utm_source=mpat-landing-page&utm_medium=formsubmission&utm_campaign=NA_mpat-2021
Top regions by total Regions seeing the biggest growth
programmatically ads programmatic ad spending between
spending in 20202019 and 2020Rank
1
Region
North America
2
APAC
3
EUROPE
4
AUSTRALIA
AND
NEW
ZEALAND
5
LATIN
AMERICA
6
MIDDLE EAST
7
AFRICA
Rank
region
1 (290%) Latin America
2 (279%)
Africa
3 (277%)
Europe
4(142%)
Australia/New Zealand
5 (110%)
6 (50%)
North America
Middle east
According to GSMA, lack of infrastructure is not the main reason for the relatively
low numbers of individuals using the Internet.
The much bigger gap is associated with individuals living in areas covered by a
mobile network, but not using the Internet. At the end of 2019, 272 million people
were connected to the mobile Internet across sub-Saharan Africa, while 800 million
were still offline, mainly because of the high cost of smartphones, relative to
average income levels, and limited digital skills among rural and less literate
populations. In addition, it has also been identified that lack of quality of access,
which it has termed meaningful connectivity, as one key reason why people are not
using the Internet.
To adopt and generate advertisement digitally it is necessary to understand the
consumers preferences and trends, given that, they have a stable access to the
internet.
Reference- https://www.itu.int/dms_pub/itu-d/opb/ind/D-INDDIG_TRENDS_AFR.01-2021-PDF-E.pdf