content monetisation Archives - Atunwa Digital

Best Practices for Advertising on African Radio Livestreams

Chris Oguguo — Wed, 06 Nov 2024 10:43:15 +0000

African radio livestreams are increasingly becoming a powerful tool for brands and advertising agencies looking to connect with diverse, engaged audiences across the continent and beyond.

As more radio stations embrace online streaming, advertisers can reach listeners beyond traditional broadcast boundaries.

However, to maximize the benefits of advertising on African radio livestreams, it’s important to follow proven strategies that ensure your ads are effective and resonate with listeners.

Why Choose African Radio Livestreams for Advertising?

The rise of African radio livestreams can be attributed to the growing access to internet and smartphones across the continent.

According to Statista, there were 570 million internet users in Africa by 2022, and as of January 2024, around 74% of website traffic on the continent was via mobile phones.

Recently, the Ethiopian government approved a third broadband operator as demand for internet services increased. In Kenya, active mobile subscriptions reached 68 million.

With increasing internet access and mobile device usage across Africa, livestreams are gaining popularity as a preferred medium for entertainment, news, and culture.

These streams allow stations to extend their reach, connecting with listeners beyond geographic limitations. On the other hand, they have opened new doors for brands to reach wider, more diverse audiences.

For brands and agencies, the major advantage of African radio livestreams lies in engagement levels. Livestream listeners are typically more invested, often tuning in for longer periods, leading to higher ad recall and conversion rates.

For instance, our records show that the combined average time spent listening to radio livestreams in Kenya, Ghana, and Nigeria in 2023 was 18 minutes and 59 seconds.

This allows advertisers to create tailored campaigns targeting specific audiences, making the platform ideal for personalized and impactful messaging.

Best Practices for Advertising on African Radio Livestreams

1. Know Your Audience

The success of any advertising campaign starts with understanding the audience. Each radio station attracts a specific demographic, whether it’s music enthusiasts, sports fans, or current affairs followers. Before running an ad, you need to research the listener base of the station’s livestream. This ensures your campaign is both relevant and impactful.

For example, if you’re promoting a consumer product for urban millennials, choose a station that targets young, urban professionals. This type of strategic placement can significantly boost the effectiveness of your ads.

2. Choose the Right Ad Format

A key advantage of advertising on African radio livestreams is the variety of ad formats available. You can choose from pre-roll, mid-roll, or even companion and display banner ads. Each format has its strengths, depending on your campaign’s objectives. Pre-roll ads catch listeners at the start of a broadcast, while mid-roll ads play during peak engagement moments.

Companion and display banners can be highly effective because they stay on the listener’s device screen. Selecting the right ad format can significantly improve the chances of success for your campaign.

3. Keep It Short and Engaging

Listeners of livestreams may tend to be easily distracted, so your ad needs to be concise and engaging from the start. Focus on creating a clear, direct message that highlights the most important points within the first few seconds and includes a compelling call to action, especially for display ads.

4. Timing Is Everything

To get the most out of your ads on African radio livestreams, it’s important to consider when and where your ads will run. Certain times of the day, such as morning or evening drive times, may attract more listeners, while specific programs may cater to niche audiences. By targeting your ads during these high-listener periods, you can improve ad reach and effectiveness.

5. Analyze and Optimize

One of the key benefits of advertising on digital platforms like African radio livestreams is the availability of data. Atunwa Digital offers detailed analytics, allowing you to track how well your ads are performing.

For instance, if your ads perform better during mid-rolls than pre-rolls, you can focus more on placing ads in the middle of the show.

Why Atunwa Digital Is the Right Partner

When it comes to advertising on African radio livestreams, Atunwa Digital is the ideal partner for brands and agencies. With a wide network of some of the most listened-to African radio stations, we provide unparalleled access to diverse audiences across the continent and beyond.

Our advanced technology enables precise ad placements, ensuring that your ads are heard or seen by the right people at the right time.

Atunwa Digital also offers valuable insights through our ad analytics tools, allowing you to track your campaign’s performance and make data-driven decisions to optimize your ads.

Advertisers and agencies who work with Atunwa also have access to a vast inventory of radio livestreams and the expertise needed to create impactful ad campaigns that drive results.

As an advertiser or agency looking to target African audiences in Africa and the diaspora, you can partner with Atunwa by sending an email to info@atunwadigital.com.

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Digital Audio Ads: What You Should Look Out for in 2024

Chris Oguguo — Tue, 05 Mar 2024 11:35:54 +0000

For advertisers looking to target African audiences both in Africa and in the diaspora, staying ahead of the game is crucial. As we move further into 2024, the landscape of digital advertising is evolving, and one trend stands out prominently: the rise of digital audio ads.

According to industry projections from Statista, the digital audio ads market in Africa is expected to grow substantially, reaching an impressive $68.9 million this year. Globally, the market is projected to soar to $11.13b, underlining the significant opportunities presented by this medium.

Digital audio ads are effective because they can reach diverse audiences and stay relevant to consumers. Whether it’s a podcast or a radio live-stream, these ads blend seamlessly into the listening experience, creating authentic connections that resonate. This immersive nature of digital audio ads ensures that brands can engage with their target audience in a meaningful and unobtrusive manner, leading to higher levels of resonance and relevance.

And in today’s digitally interconnected world, consumers can hop between platforms effortlessly. Digital audio ads allow advertisers to extend their brand’s reach across various platforms, ensuring consistent exposure. By strategically placing ads where their audience spends their time, advertisers can ensure consistent exposure and reinforce their messaging throughout the consumer journey. This multi-channel strategy strengthens brand recall and drives conversions.

With access to premium content inventory from the continent and a multi-channel distribution capability, Atunwa Digital offers advertisers the opportunity to harness the full potential of digital audio ads.

For advertisers looking to leverage the immense potential of digital audio ads via podcasts and radio live-streams, you can send us an email at: info@atunwadigital.com.

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Digital Advertising: How Advertisers Can Achieve Their Marketing Goals Through DSPs

Chris Oguguo — Tue, 23 Jan 2024 07:32:53 +0000

As explained in our last blog post, the process of buying ad spaces in the early days of digital advertising was a cumbersome and largely ineffective one. Two of the biggest challenges with the previous manual means of buying ads were the limitation in targeting capabilities and a lack of real-time optimization. In other words, a lack of innovation in the way digital ads were bought and sold.

However, as the digital advertising landscape evolved, so did the expectations of advertisers. They now seek innovative ways of seamlessly connecting with their target audiences, and being able to optimize their campaigns as they go along. And for this, the Demand-Side Platforms (DSPs) — a game-changer in the digital advertising landscape that empowers advertisers to strategically navigate the dynamic world of digital advertising — was born.

Understanding the Essence of DSPs

Demand Side Platforms serve as the bridge between advertisers and publishers in the digital advertising ecosystem. They enable advertisers to automate the process of buying digital ad space, optimizing their campaigns in real-time for maximum impact. It can be said that DSPs are to advertisers what SSPs are to publishers.

Benefits for Advertisers

Access to Premium Inventory: DSPs offer advertisers access to a vast inventory of premium audio content. From high-quality podcasts to engaging radio live streams, advertisers can choose placements that align seamlessly with their brand narrative.

Advanced Targeting Capabilities: DSPs empower advertisers with advanced targeting options, allowing them to define and refine their target audience with granular precision. This level of targeting ensures that ads are delivered to the most relevant audience, enhancing engagement and conversion rates.

Adjustments for Maximum Impact: Advertisers can make on-the-fly adjustments to their campaigns based on real-time insights. This includes tweaking targeting parameters, adjusting bid amounts, or even pausing underperforming elements of a campaign. These adjustments are made with the goal of optimizing campaign performance, improving click-through rates, and ultimately achieving the advertiser’s objectives.

The Atunwa Advantage

Atunwa Digital offers advertisers unique advantages to achieve their marketing goals. Some of these advantages are access to premium content publishers and transparency. Most media agencies, advertising networks and exchanges operating within African markets do not have ways to effectively offer premium publishers the ability to realize the full value of their unique content accessed by millions of people locally and globally. That’s where we come in.

As an advertiser looking to gain access to premium African content publishers and achieve their marketing communication goals, you can send us an email to info@atunwadigital.com.

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Digital Advertising: How African Digital Audio Publishers Can Leverage SSPs

Chris Oguguo — Tue, 09 Jan 2024 09:02:46 +0000

In the early days of digital advertising, the process of buying and selling ad space was a manual and often cumbersome one. Content publishers relied on direct negotiations and manual insertion orders, leading to limited targeting capabilities, and a general inefficient allocation of ad inventory.

Advertisers, on the other hand, faced challenges in accessing diverse inventory and reaching their desired audience effectively. This traditional model was time-consuming, lacked real-time optimization, and hindered the scalability of digital advertising.

However, the emergence of Supply-Side Platforms (SSPs) has revolutionized the digital advertising landscape by introducing programmatic advertising. With SSPs, this process is now automated, acting as intermediaries that enable publishers to connect with a multitude of advertisers simultaneously in real-time auctions.

This shift from manual transactions to programmatic advertising has brought several key advantages.

Understanding the SSP Ecosystem

An SSP operates as a technology platform that enables content publishers to manage and optimize the sale of their digital advertising inventory in real-time. This dynamic system ensures that publishers gain access to a wide array of demand sources, including ad networks, agencies, and direct advertisers.

Benefits for African Digital Content Publishers

Monetization Precision: SSPs provide African content publishers with the tools to monetize their audio content effectively and as much as their counterparts in other parts of the world. By tapping into diverse demand sources, publishers can optimize ad placements and maximize revenue potential.

Data-Driven Insights: SSPs offer detailed analytics and reporting, providing publishers with valuable insights into listener behavior and ad performance. These analytics empower publishers to make informed decisions, enhancing content strategy and revenue generation.

Dynamic Ad Insertion: Through SSPs, African content publishers can seamlessly integrate ads into their radio live streams and podcasts. This dynamic ad insertion ensures a personalized and non-intrusive listening experience for audiences, enhancing engagement and revenue potential.

Global Advertising Opportunities: SSPs open doors for African content publishers to connect with global advertisers, expanding their reach beyond local markets. This globalization of advertising opportunities enriches the diversity of revenue sources.

How Atunwa Digital Empowers African Publishers

At Atunwa Digital, our commitment to advancing African digital media extends to providing a comprehensive SSP solution. Our platform not only seamlessly integrates with radio live streams and podcasts but also empowers content publishers with cutting-edge features for optimal revenue generation.

Through our SSP, publishers gain access to a vast network of premium advertisers, ensuring competitive CPM rates and maximizing revenue potential.

The utilization of SSPs represent a significant leap forward for African digital content publishers in their pursuit of revenue growth. At Atunwa Digital, we encourage content publishers to embrace the future of digital audio publishing, leveraging our SSP solution to unlock new heights of success.

For more information on how we can elevate your digital audio publishing journey and help you increase revenue, send us an email at info@atunwadigital.com.

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Leveraging Dynamic Ad Insertion for Audio Content Monetization

Chris Oguguo — Mon, 27 Nov 2023 12:13:55 +0000

Between 2021 and 2022, podcast listenership in Nigeria soared by 222%, according to Ncebakazi Manzi, Spotify’s Podcast Manager for Sub-Saharan Africa. Kenya and Ghana were not left out, as they also ranked in the top 5 podcast-listening African countries.

In recent years, the world has witnessed a digital revolution in audio content consumption and Africa has not been left out. Podcasts and radio live streams have emerged as powerful mediums, captivating local and diasporan audiences with their diverse range of content.

But unlike many of their counterparts in other parts of the world, the average African audio content publisher has struggled to leverage this surge in the demand for audio content and monetize effectively.

However, for African radio stations and podcasters looking to open new revenue streams, dynamic ad insertion can be a game-changer.

What is Dynamic Ad Insertion?

Dynamic ad insertion (DAI) is a cutting-edge technology that enables content publishers to seamlessly insert targeted advertisements into their audio content. Unlike traditional advertising methods, DAI allows for real-time ad placements, tailoring the advertising experience to each listener. Imagine during a break of a podcast about fitness, an ad for a new sports drink is played – this is the power of DAI. This technology empowers radio stations and podcasters to monetize their content more effectively by maximizing ad relevance and engagement.

How African Radio Stations Can Monetize Effectively With Podcasts

Chris Oguguo — Wed, 26 Jul 2023 15:22:18 +0000

Podcast and on-demand audio content consumption is growing in popularity in Africa. Increased internet penetration on the continent has seen the gradual displacement of traditional forms of electronic media (radio and TV). This change in content consumption habits has paved the way for digital content livestreams and podcasts.

Today, it is possible for Dennis Ochieng, a Kenyan, to listen live to his favourite program on Kiss 100 FM Nairobi, from Brisbane, Australia. As a matter of fact, if Dennis were to be too busy at work, he could easily get around to listening to that program much later as a podcast by simply logging on to atunwapodcasts.com.

Sadly, not many African radio stations can offer this to their diaspora or even local audiences because their streaming partners do not offer affordable options to convert their live shows into podcasts. Consequently, they lose these audiences and potential monetization opportunities.

African radio stations can reach more diasporan audiences and increase monetization opportunities if they can convert their live programs into podcasts.

However, let’s explore three tactics African radio stations can employ to retain existing listeners, reach more people, and improve monetization opportunities.

Ensure quality and uptime

One of the biggest challenges facing several African radio stations is a lack of consistency in managing their livestreams. For many different reasons — often poor or no internet connection — these stations experience a ‘dead air’, meaning they cannot be streamed for hours and sometimes, days. It is almost impossible to monetize ‘non-existent’ livestreams, therefore, stations must ensure they aim for at least 99% uptime. Also important is the quality of the content being streamed. Advertisers often look to deliver impressions on quality and available content.

Build & maintain a sizeable audience

Advertisers are keen on the size of audience a radio station has. The size of the audience largely determines how well they can be monetized. Therefore, deliberately building and maintaining a sizable audience is of utmost importance.

Find the right monetization & streaming partner

Considering the current digital media landscape, it has become imperative for radio stations to offer their most popular programs in podcast/on-demand format. This helps with audience-building and retention and improves monetization opportunities.

Also, with the bulk of digital advertising revenue accruing to content publishers in the US and Europe, most monetization and streaming partners focus largely on those two regions and less on Africa. Therefore, it is important to select the right monetization partner to help you monetize your inventory. With audio content monetization, make sure you’re looking towards an Africa-focused partner that can connect your station with quality global advertisers and a variety of ad networks.

If you are an African radio station owner or manager looking to properly monetize your inventory, reach us via mac@atunwadigital.com for a quick chat.

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Digital Advertising: How Programmatic Ads Can Help African Content Publishers Smile To The Bank

Chris Oguguo — Fri, 21 Jul 2023 10:47:26 +0000

As the consumption of digital media content continues to rise in Africa, so also is digital advertising. For instance, statista.com, projects that digital ad spending on the continent will cross the $4m mark this year. While it doesn’t exactly represent a groundbreaking sum, it is still a significant improvement from the $1.6m generated in 2017 (statista.com). The steady year-on-year growth surely speaks to a market that is developing, and definitely on the up.

According to the current market and financial estimates, search advertising is responsible for 40.5% of the total digital advertising revenue. However, by 2027, 77% of digital advertising revenue will come from programmatic advertising (statista.com).

So, what is programmatic advertising and how is it different from search advertising?

An excited lady holding some dollar notes. African content publishers can also smile to the bank with the rise of programmatic advertising on the continent.

Programmatic Advertising

Programmatic advertising is a type of digital advertising that uses data and algorithms to purchase advertising spaces in real-time. This form of advertising is often referred to as “proactive advertising,” as it targets audiences who could be interested in the advertised product or service, but who may not be actively searching for it. The banner ads you see on websites represent a good example of programmatic advertising.

Search Advertising

Just as the name implies, search advertising targets people who are already searching for the product or service being advertised. It draws its strength from using keywords to reach its target audience. This form of advertising can be described as “reactive advertising.”

This photo depicts a happy content publisher who keeps smiling to the bank after monetizing with programmatic ads

Why is Programmatic Advertising on the Rise in Africa?

One key reason can be attributed to this: Increased internet penetration. According to internetworldstats.com, Africa’s internet penetration rate stands at 42.3% — meaning almost half of the continent’s population have access to the internet. It also means that Africa makes up 11.2% of the global internet users.

The implication of this is that global advertisers are now looking more favourably towards Africa, hence the increase in revenue from digital media advertising.

Impact for You as an African Digital Content Publisher

As an African digital content publisher, it is not enough to simply put out content and hope for advertisers to knock on your door. As it stands, and from our records, African content publishers earn 30-40% less than their global counterparts.

Therefore, it becomes imperative to optimize your content and platform for monetization. And one of the fastest ways to get monetized is via programmatic ads.

At Atunwa, we work with African publishers and help them monetize their digital content and reach an even wider audience.

If you currently struggle with monetization or you believe you’re not being monetized well enough, you can reach us via mac@atunwadigital.com for a quick chat.

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Monetizing African Content: The Lucrative World of Display Advertising

Chris Oguguo — Thu, 13 Jul 2023 08:57:45 +0000

In August 2013, a friend of mine, Victor, bought a brand new 2012 model Toyota Camry for almost $40,000 (which was just over six million naira at the time). This surprised me for two reasons: he never once mentioned his plan to buy a car and secondly, he earned slightly less than $1,000 (150,000 naira at the time) per month where he worked and had only worked there for a year or so. Naturally, I was curious to know how he made that much money.

On the night he took me out to a bar to ‘wash’ (Nigerian slang for celebrating a new acquisition) his new car, I asked him the one question I had in mind. “It’s my blog,” he said. “What blog?” I asked, even more curious. “My website. Google Adsense has been paying me cool dollars,” he added, with a wry smile on his face as he sipped his drink.

The exact type of car Victor acquired.

I wasn’t sure of how to feel at that moment. In 2010, Victor suggested we set up a blog and write content about trending topics in Nigeria. I wasn’t particularly interested because I had a 9-5 while he was unemployed, and also, I just didn’t see what good could come out of blogging.

He soon registered a domain name and started posting content on there and that was that — or so I thought. Somewhere along the line, he got a job and I imagined the blogging thing must have failed. Anyways, he kept publishing content on the website and would often send me the links on Blackberry Messenger. At no point did I imagine his content was getting monetized.

Back at the bar, I probed further, asking how much he had made and when he started making money from his website. He didn’t tell me the exact amount he had made but said he started getting monetized somewhere around December 2011 and while it was only a few dollars here and there at first, he started making between $1,000-$4,000 (150,000-600,000 naira) monthly from 2012 and sometimes even more as the traffic to his website increased. He saved up every dime and relied on his income from his 9-5 for his day-to-day living.

An excited man showcases bundles of Naira notes.

So, what exactly did Victor do to make so much money within a short space of time with just one website?

Simple answer: display advertisements.

What is display advertising? It is a digital form of advertising that places digital advertisements on websites or mobile apps and is typically placed in strategic spaces on specific web pages. These advertisements can be in the form of static images, videos, or interactive elements like games.

Publishers who have this type of advertising on their websites or apps can monetize using any of the following models: cost per thousand impressions (CPM); cost per click (CPC); or cost per action (CPA). Display advertising also has other monetization models like revenue share and fixed fees. However, from what Victor told me, he only monetized through CPM, CPC, and CPA, so let’s focus on those three.

Cost per Thousand Impressions (CPM): Also known as cost per mille, CPM is a monetization model where the advertiser pays a specific amount for every 1,000 impressions their ads get. This means that for every 1,000 times, the ad gets seen, the advertiser pays a certain rate. It doesn’t take into account whether the audience engaged with the ad or not.

Cost per Click (CPC): In this model, the advertiser only pays when a user clicks on their ad. Unlike the CPM model, your website and app users must click on the display ad for it to count as extra dollars in your pocket.

Cost per Action (CPA): CPA only pays the publisher when their website or app user takes a specific action on the ad. The specific action is determined by the advertiser. This can be a sign-up to download something.

In Victor’s case, he was able to incorporate all three models to increase his earning potential. However, that wouldn’t have been possible without the help of the media representation company he partnered with.

One challenge that African content publishers face in their quest to monetize their content is the lack of adequate representation, which affects their earning potential and sees them leaving money on the table as African content publishers typically make 30-40% less from their content than their global counterparts.

Even in Victor’s case, he could have earned more if there was an African and Africa-focused digital content monetization platform at the time.

Since 2018, Atunwa Digital has been helping African content publishers create new revenue streams to add more value to their digital content and inventories.

Atunwa Digital’s radical customer support and transparency ensure people like you and Victor are rewarded accordingly for your creativity and hard work.

Note: Atunwa Digital does not work with Victor but his story is testament to the earning potential in the digital space. He is also a personal friend of the author.

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Unlocking The Monetization Potential Of The African Audio/Video Content Publisher

Chris Oguguo — Tue, 04 Jul 2023 15:25:43 +0000

Monetizing audio or video content can take different forms, depending on the format and the goals of the content publisher. The most popular method is advertising, typically in the form of pre-rolls, mid-rolls, and post-rolls.

In Africa, advertising is the most common way to monetize content. So long as content publishers have enough quality content and are consistent with their creations, they can easily monetize using this method.

Another form of monetization that is somewhat typical in the African digital content market is sponsorship. However, this doesn’t happen as often as it should as many African content creators either lack the content quality or the capacity to attract sponsorships.

The most challenging method of monetization, which interestingly gives content publishers the most control, is subscription-based monetization.

But what do all these mean and how can they be utilized? First, let’s understand what they are and how a content publisher can monetize using any or all of them.

Advertising

This is the most widely used digital content monetization strategy. Content creators seek advertising opportunities and incorporate them into their content. For audio and video, this typically involves pre-rolls, mid-rolls, and post-rolls.

Pre-rolls are advertisements that play at the beginning of audio or video content, often used in on-demand content. Midrolls are also ad breaks, but as the name suggests, they happen midway through the content. Post-rolls are the same, but they happen at the end of the content. Content publishers usually don’t mention the advertiser’s name. They just take a break, the ad plays, and the content resumes, similar to radio advertisements.

However, African content creators face two main issues in securing advertisements. Firstly, they struggle to attract ads due to a lack of capacity, and secondly, they lack the technical knowledge to insert ad breaks. Atunwa Digital can provide free assistance for creators in this category.

Sponsorships

Sponsorships are similar to advertising but with a slight difference. In this case, the advertiser sponsors the entire content or a portion of it. Unlike advertising, sponsorships require content creators to mention the advertiser or discuss their products/services.

However, acquiring sponsorships is more challenging, as brands often prefer content with a large following or featuring popular celebrities. While established radio and TV stations and popular content creators may not face difficulties in securing sponsorships, smaller stations, and independent publishers struggle.

If you have a substantial inventory but still struggle with advertising and sponsorships, Atunwa Digital can assist.

Subscriptions

The subscription model involves creating premium content behind a paywall. Consumers interested in accessing the content must pay a certain amount.

African content publishers often face challenges with the subscription model. Limited resources and lower purchasing power in Africa contribute to this issue. Even major content publishers on the continent struggle to attract subscribers to paid premium content.

There are various reasons why this model is not so popular in the African content space but two of them are maybe more pronounced.

One is limited resources. While the consumption of digital content continues to soar in Africa, the same cannot necessarily be said for purchasing power. It is for this reason that content publishers like Netflix have some of their cheapest offerings on the continent.

The second reason is a lack of quality content. While most people may be willing to consume content with subpar quality when they are free, more scrutiny is employed when such content has to be paid for. Content publishers and aggregators like Netflix address this issue by having an array of content on their platforms, so the consumer can have a variety of options. But if you’re not Netflix, it becomes imperative to partner with a digital content monetization company like Atunwa Digital that can help you optimize your monetization efforts.

In addition to monetization support, Atunwa Digital also offers technical advice on which monetization model will be best for your content.

It’s important to understand the various monetization models and select the one that suits your needs as a content publisher.

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How Website And App Content Publishers Can Maximize Their Earning And Monetization Potential

Chris Oguguo — Wed, 14 Jun 2023 08:32:42 +0000

Twenty years ago, with limited internet penetration and the absence of smartphones, ‘website and app content publishers’ were not really a thing, as radio served as the primary source for near-real-time information in Africa. Television, on the other hand, was limited to specific news hours, offering brief coverage of major events rather than in-depth reporting. Newspaper culture, however, was still a thing, and people waited till the following day to read the in-depth news on major events.

While it was the norm then, this approach was far from optimal. Africans in the diaspora primarily relied on tidbits of news shared by friends and family back home. Due to the limited digital presence of African media outlets, they had little to no means of keeping up with real-time news from their home countries.

Today, the landscape has completely transformed. Countless African websites and apps have emerged across the internet, encompassing major news outlets as well as individual ventures. With deeper internet penetration and widespread smartphone usage, the primary challenge shifted from accessing the web to gaining visibility for one’s content. Anyone can establish a website or app and potentially reach hundreds of thousands, if not millions, of people worldwide.

However, the current hurdle lies in effectively monetizing these platforms. While digital advertising in Africa is projected to reach just over $4million this year according to statista.com, many website and app publishers still struggle to monetize their content. Those who do manage to monetize often receive only a fraction of the revenue generated by their advertising partners.