At the recent World Telemedia Marbella, Smadex Senior Business Director, Stefan Suripatty, sat down with Paul Skeldon, Editor-in-Chief at World Telemedia, to discuss emerging opportunities and trends in the Sub-Saharan African market. The interview provided valuable insights into which markets are expanding, how services reach consumers, and the channels that deliver real results.

When asked which markets in Africa are standing out, Stefan highlighted South Africa as a key player but emphasized that Ethiopia, Nigeria, Kenya, and Ghana are gaining significant attention. Interestingly, Smadex data shows a notable shift in ad spend toward Ghana, making it a region to watch closely.

Stefan highlighted that while banner ads are still widely used, video is quickly becoming the preferred format, especially for younger audiences. He pointed out that even though video ads can be more expensive, their higher engagement and conversion rates often make them a better investment. Paul noted that this aligns with the expectations of young consumers, who are naturally drawn to dynamic and visually appealing content.

When asked about upcoming trends, Stefan emphasized two key points: programmatic advertising will continue to grow, and the quality of services is improving significantly. Gone are the days of low-value, simple services. Today, offerings provide better quality and more value for end-users, creating a more attractive market for advertisers.

As Sub-Saharan African markets continue to evolve, understanding emerging opportunities, marketing trends, and consumer behavior is key for advertisers seeking growth. Partnering with Smadex means leveraging data-driven insights, programmatic expertise, and a proven track record in high-potential markets like Ghana, Nigeria, and Kenya. With the right strategy and partners, advertisers can capture attention, maximize ROI, and stay ahead in this rapidly expanding region.