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Digital advertising growth depends on increase of experts

Technology advancement is like a tsunami; once it begins there is nothing that you can do to stop it. file photo | nmg
Technology advancement is like a tsunami; once it begins there is nothing that you can do to stop it. file photo | nmg 

Technology advancement is like a tsunami; once it begins there is nothing that you can do to stop it. I say this because we have watched the transformation from a controlled media environment to the liberalisation of media in Africa over the last two decades, some of which has recently been driven by the growth of mobile phone penetration.

Currently 87 per cent of Kenyans own mobile phones much more than the limited land line access which stood below two per cent. Internet access has grown to 48 per cent in the country with a majority of that access being through mobile devices.

Compare this with 95 per cent access to radio, 45 per cent access to TV and 15 per cent access to print and yet the bulk of advertising expenditure, 97 per cent goes to the traditional media with three per cent going to online media.

Media freedom is growing in Africa, leading to the birth of privately owned media, and resulting in double digit advertising spends growth.