Mobile advertising is set for a bright future across Africa. That’s the resounding message presented Tuesday in a new White Paper from M&C Saatchi Performance.
According to the report in question, mobile is emerging as a key advertising channel in Africa, driven by economic growth and affordable smartphones.
The first in a series of White Papers looking at mobile in global regions and its relevance to advertisers shows that brands and advertisers who want to reach consumers in Africa should consider mobile as the principal channel for advertising and marketing.
The White Paper illustrates how, as part of its development, Africa has “leapfrogged” traditional fixed line telecommunications to adopt mobile cellular services instead.
M&C Saatchi Performance says mobile is now the primary means by which many Africans access the Internet, with some 84 million internet-enabled mobile devices already in circulation.
“Contrary to popular thinking, Africa is not an under-developed region – it’s the second largest and fastest-growing mobile phone market in the world after China,” said James Hilton, Global CEO of M&C Saatchi Performance. “The large numbers of African mobile consumers with web-connected smartphones using their device to surf the internet or download apps shows that the assumption that mobile services in Africa are only about SMS and low-end handsets is seriously out of date.”
