Media6 min read
Africa is not one media market, and buying it as one is expensive
Why a single continental media plan usually underperforms three cheaper local ones, and how to tell which markets can share a buy.
ReadInsights
What we’ve learned
doing the work.
Occasional notes on media, strategy and culture in African markets. Written by the people running the campaigns, not a content team.
- Strategy5 min read
Radio still wins, and the planning decks still ignore it
Reach numbers that would justify a television budget, at a fraction of the cost, in the languages purchase decisions are actually made in.
- Sponsorship7 min read
Build a property, don't rent someone else's audience
Sponsorship ends when the invoice does. Owned cultural properties compound. A case for building rather than buying.