It goes without saying that any serious minded advertiser looking to reach out to African consumers on the web should go the mobile ads route for the best return on investment. It appears global advertisers are taking note as the world’s largest independent mobile advertising network, InMobi recently reported that it added almost 1billion mobile ad impressions in Nigeria alone in the second quater of this year.
According to the Managing Director for InMobi Africa, Isis N’yongo, “Mobile ad impressions continue to grow at a rapid pace across the continent. In Nigeria, we are seeing the adoption of smartphones start to pick up significantly. Mobile access has given consumers a convenient, affordable way to access digital content wherever they are, which has brought about this enormous advertiser opportunity.”
In mobile ad impressions, Nokia holds 78 per cent market share, Symbian OS shows the fastest growth with +0.4 points, while there was a 58 per cent growth in Smartphone impressions in Nigeria in Q2.
Despite Nigeria’s fast growth, South Africa remains king as the largest African mobile market and represents 1 of every 4 mobile ads across the continent.