Page 38

THE MEDIA NOV_2018 - TMOL

our content. Geo-location and Google’s traffic interface APIs allow us to gather live traffic information and have helped marketers understand footfall around out of home placements and plan accordingly. With some of the highest mobile internet traffic shares globally, brands are now able to create multi-screen experiences with their audience, using mobile-driven calls-to-action to elicit responses within their TV and radio ad campaigns. Media owners across the continent, led by DStv and Kwese, have successfully launched mobile video on demand platforms that have allowed them to drive traditional TV content and advertising out of home. They are well supported by telcos. A younger consumer Africa’s generations may be the biggest threat and/or opportunity for traditionalists. Africa is a mobile-first continent. This is by virtue of the lack of other significant structures or legacy technologies required to deliver core services. According to research agency GeoPoll, 60% of young Africans consult social media as their primary source of information with TV coming a distant second at 25%. The stats get even more telling. Of Africa’s population, 200 million people are aged between 15 and 24, a figure that is set to double by 2045. Smartphone adoption, according to GSMA, is set to hit 690 million by 2025, a growth of 440 million smartphones from the end of 2017. This growth in mobile media instances year-on-year signals the need for a new set of capabilities for advertisers. The ability to appeal to an impatient and overexposed consumer has to become a skill. The talent to create communication that appeals to the highly developed cognitive ability of Africa’s youth today, in the time it takes to swipe a screen, has become mandatory. Interest-based targeting, as opposed to platform-driven buying, has now become the bread and meat for marketers. In Africa, TV and radio are ‘undead’ and will live forever through video on demand and podcasts. Long format to short format content Gone are the days of the long winding TV campaign. Advertisers simply can’t reach a critical mass of consumers in Africa on TV without the pain of over-indexing on spend. Mobile provides an easy route, but is nuanced by its brief consumption habit. Media is consumed in short bursts throughout the day, as considerations have to be made around out-of-home time and battery life. Long format content does not play well to these nuances and thus marketing messages have to be truncated heavily to avoid diminishing returns. Short format content has to achieve the same, if not higher, levels of excitement and virality as long format content. Mobile’s weakness may be its greatest strength as marketers have been forced to engage a new level of personalisation with their content. This has led to increased awareness for brands with 32% better view through rates reported on short format content. Target audiences to peculiar audiences Michael Joseph, the former CEO of Kenya’s largest telco, Safaricom, once called Kenyans calling habits “peculiar”. After some years of reprimand, industry experts have since opined that the eccentric former CEO had hit the nail on the head! In his time working in telcos across the US and Europe, he had not interacted with the strange media consumption habits that happened on a mobile phone as he had in Africa. Mobile can tell us a lot about consumer behaviour. Surges in mobile borrowing happen at 3am as traders borrow money ahead of the 4am start of trading in the open-air market. Surges in data consumption happen between the hours of 11pm and 3am as Africa’s youth finally get home in droves and get online on their mobile phones to ‘hustle’, catch up with schoolwork or consume content. Mobile phones have created more data points than any other technology has since the information age began. Target audiences tend to pigeonhole our planning as advertisers. They create too many unnecessary generalisations about a supposedly homogenous group of individuals who we can target directly any way. ‘Peculiar audiences’ brought together by habits and interests, behaviors and preferences may better serve us. Mobile has created this opportunity. The mobile revolution heralds an exciting time for marketers in Africa. In the game of big data, Africa’s data is the ‘biggest’. Thanks to the growth of mobile, we are now immersed in rich data, data that has created value at home and out of home, above the line and below the line. Convergence of media has come to pass. Thanks to mobile, there is finally no-line! P 36 The Media | wagthedog.co.za Photo: M-Pesa billboard/Jeremy Michalski (Flickr)


THE MEDIA NOV_2018 - TMOL
To see the actual publication please follow the link above