Pamoja Media: Why African firms must lead charge on Interactive Advertising
Sorry for the shameless self-promotion, but just wanted to highlight some of the insight that Pamoja Media brings to the table with respect to digital advertising. This is an excerpt from a post that Joshua penned that explains why African brands should jump on board the interactive media train that is rolling through Africa’s rapidly growing cities.
What I am about to say is a slight take off from Joshua’s actual post but this is something that immediately came to mind after reading it. There have been many times that I have heard from various African expats in the States that are involved in media that targets various African Diaspora communities in the States. One of the most common frustrations that I hear from them is how hard it is to get mainstream American advertisers view the African segment of the US markets as a viable market that they should try to reach through advertising.
It is my assessment that African brands themselves must lead the charge in this direction and as the benefits become apparent then the advertising dollars from the US based brands will follow.
Here is the excerpt from the Pamoja Media Blog, Joshua writes:
I have been working at developing a blog conversation covering our experiences in Africa. Our aim is to get African corporations to start engaging their potential online audience through better knowledge of the opportunities that exist.
Granted, only 5.6% of the African continent is online. Africa is the second fastest growing market in terms of connectivity at 1,100%. When most African corporations think of the web, they don’t see the potential markets this space holds for them. There are two very important aspects of online marketing that I point out to any potential customer looking at the reach an online market:
- The web allows a company to reach Africans in the Diaspora effectively
- Within Africa, the greatest concentration of online traffic is based on specific cities within a country and amongst the middle and upper class
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