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growing rapidly across the continent, with InMobi (the world’s biggest independent mobile
advertising network) delivering around 15.4 Billion WAP banners during Q3-2011 across
Africa alone.
Below is an example of a banner advert served through the Android version of the Angry
Birds game. The Google-Admob mobile advertising network serves the banner.
(Image Credit: afrinnovator.com)
What are the possibilities for mobile advertising in Africa?
1. Across Sub-Saharan African traditional forms of advertising are limited or simply not an
attractive medium, some reasons include: Lack of actual addressable eyeballs and
audience,
2. Extremely costly and
3. Lack of inventory to generate the necessary ROI that a campaign requires.
Mobile advertising across the continent is providing a medium that allows an advertising to
target a larger audience, and not completely relying on a billboard on a busy road to
promote a product or service. Africa’s current population is in excess of 1.1 billion people,
with approximately 650 million mobile connections in Africa used by approximately 450-500