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.

Read Also: Overcoming Payment Delays: How Atunwa Helps Content Publishers Deal With Cashflow Challenges

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. 

Read also: How Ad Placement Works

Two key reasons contribute to this disparity:

1. Limited or ineffective media representation in Africa hinders advertisers and media agencies from effectively supporting premium publishers in monetizing their unique content. This obstacle prevents such publishers from reaching and profiting from millions of local and global viewers

2. Consequently, the African market is often overlooked, leading to missed opportunities for monetization and growth.

A transformative change is underway with Atunwa Digital leading the way in monetizing African digital content (live streams, podcasts, website, apps, etc). Publishers now have access to Atunwa’s portfolio of local and multinational brands, allowing for improved monetization opportunities to reach the global African demographic. With Atunwa, content publishers gain transparency, being able to track their earnings and their sources.

In today’s landscape, merely owning a website or app that disseminates information or performs certain functions is insufficient. The key lies in publishers’ ability to effectively monetize their unique content, which determines their short-term relevance and long-term sustainability.

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“The mobile advertising space is still in its infancy in terms of actual numbers, but it has huge potential,” said Anindya Ghose, a professor at the NYU Stern School of Business who has studied the global mobile marketplace.

Chinese companies like Xiaomi and Huawei are flooding the African market with cheap smartphones, enabling a shift from the feature phones that currently dominate, Ghose said.

“In the next couple of years, you will see penetration for smartphones shooting through the roof, and programmatic following,” he said. For now, market tracking is limited.

The table below compares programmatic advertising in Kenya, Ghana, Nigeria, South Africa

The African market is unexplored. In a few years you could have up to 700 million (African) people accessing the internet. Atunwa Digital is a full service advertising agency investing and positioning ourselves to be the go-to agency for brands and advertisers looking to penetrate the African market. We will walk you through each & every step of the process, to ensure nothing is going unnoticed. Ever reminding us to keep transparency at the forefront of our goals.

The post Programmatic Advertising Spend in Africa appeared first on Atunwa Digital.

Ad placement is a big part of the advertising world. It’s the process by which a publisher places an ad on the site or app of a company or individual. It can be as simple as bidding on a single ad position on a page, or as complex as buying a whole network of ad positions on a page. The size and location of an ad also varies based on the size of the publisher and the size of the ad space.

Advertisers are the companies or organizations that pay for ad placement on a publisher’s site or app. They’re the ones who want to reach the largest audience possible, and they often work with agencies and in-house teams to find the best places on which to advertise. Agencies are the companies that help advertisers find the best places on which to advertise. They work with both publishers and advertisers to find the best placements on which to run ads, and they often help design and build the ad spaces themselves.

There are a variety of types of advertising, including display, video and audio advertisements. Display advertisements are the most common type, which appear on the web or app as large text or image ads. They can be text or image ads, and the size of the ad space will depend on the size of the space on which the ad appears. Video and audio advertisements are more specific types of display advertisements and are represented as pre-roll (before content), mid-roll (between content), and post-roll ads (after content).

When determining which ad space to place an ad in, advertisers first consider the size and location of the audience they want to reach. They also consider the size of the audience they’ll receive when they advertise on a publisher’s platform. Agencies specialize in determining which ad positions will receive the highest bids from advertisers, which will place their ads in the best locations on a publisher’s platform, and which will receive the most impressions. Ultimately, advertisers are the ones who decide where to place their ads. This can be a complicated process, as advertisers and agencies can have complex goals and requirements for which placements are the best. It can also be a process of trial and error, as publishers try different placements on different ads to see what works best. Generally, the first step in determining good ad placement is understanding the goals and objectives of the advertiser and the agency.

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