Why Mobile is the most formidable media platform in Africa ?
Mobile has the highest reach in Africa and is often the only device that a consumer would own . In other continents reference is made to the 2nd screen experience whereas in Africa it is often the only screen and includes a radio , torch , wallet , camera , video and all media is consumed on this multi -purpose and very personal device.
It is a very rich channel for interactive and contextual advertising and can add measurability to a campaign when added to the marketing mix .
Mobile provides a formidable way to drive the path to purchase from awareness , to consideration , to intent , to purchase , to experience , to loyalty and advocacy .
The current spend on mobile advertising is very small , however brands globally are looking to migrate more of their media budgets to mobile .
The discussion will cover mobile media ad formats , opportunities for publishers , app developers and agencies . We will explore customer journey design and how to add mobile media to the marketing mix to ensure ad effectiveness and ROI measurement .