MEDIA SCENE
NOW IS THE TIME
TO EMBRACE
PROGRAMMATIC
MEDIA BUYING IN SUB
SAHARAN AFRICA
By Jaco Lintvelt
P
rogrammatic Media buying
is still in it’s infancy in
Sub Sharan Africa, but the
opportunity for brands to start
using advertising technology and
more consumer data to increase
their relevancy and impact when
communicating with consumers can’t
be ignored any longer.
What is Programmatic Media
Buying?
The Amnet version of programmatic
media buying is people using
technology and valuable data in order
to make more informed decisions on
firstly, where to purchase media and
then secondly, to get better insights
into the creative material that
should be used to have a meaningful
“conversation” with either existing or
potential consumer.
Changing consumer in an ever
changing media landscape
In recent times the rapid adoption
of technology has changed the way
consumers are engaging with brands
in a digital world. The changes are
forcing media agencies to act quicker
and be more adaptive with their
strategies. The fact that technology
is now allowing us to do real time
media buying has drastically changed
‘‘The Amnet version of programmatic media
buying is people using technology and
valuable data in order to make more informed
decisions on firstly, where to purchase media
and then secondly, to get better insights into
the creative material that should be used to
have a meaningful “conversation” with either
existing or potential consumer.’’
40 MAL 12/16 ISSUE
our approach in how we plan and
buy media.
Furthermore, the fragmentation
of audiences across devices and
new consumer journeys requires
agencies to bring in technology to
create better efficiencies to keep up
with all the different channels and
opportunities there is in the media
landscape.
Brands and agencies have to be aware
of the fact that consumers have never
been this empowered and that they
have multiple decisions to make a day
with limited time.
The acceleration of display
advertising spending serves as an
indication of changes in the media
landscape over recent years. Display
Advertising is no longer dependent
on media as a proxy for audience;
but it can be transacted on a very
granular level with data informing
the decision.
The key to adoption is to keep
programmatic media buying simple
Traditionally media agencies have not