Firms not fully ex­ploit­ing on­line ad­verts - Google

Business Daily (Kenya) - - CORPORATE NEWS - Ivy Nyayieka in­yayieka@ke.na­tion­media.com

Most of the growth in the world’s dig­i­tal ad­ver­tis­ing mar­ket is driven by Us-based tech­nol­ogy firms Google and Face­book

Google says Kenyan firms are un­der-util­is­ing the on­line space as an op­por­tu­nity to ad­ver­tise their goods and ser­vices, thus miss­ing out on a chance to com­mu­ni­cate with in­for­ma­tion-hun­gry con­sumers. The tech gi­ant says that when users en­ter dif­fer­ent queries on Google Search, they get ad­ver­tise­ments next to the rel­e­vant search re­sults. How­ever, only firms that have lever­aged the world’s most com­monly used web search engine will have their com­pany web­sites pop up among the top re­sults rel­e­vant to the search query. “Dig­i­tal ad­ver­tis­ing is still quite nascent in Kenya. The con­sumer is far ahead of the busi­nesses. There are more con­sumers on­line util­is­ing dig­i­tal on a day-to-day ba­sis than there are ad­ver­tis­ers ad­ver­tis­ing to tar­get those con­sumers so there is a clear gap,” Coun­try Man­ager for Google Kenya Charles Mu­rito said dur­ing cel­e­bra­tions of the 20th an­niver­sary of Google Search. Google says Kenya is a pri­or­ity mar­ket for the firm and is ded­i­cat­ing a lot of its re­sources ed­u­cat­ing Kenyan busi­nesses on the un­tapped value of dig­i­tal ad­ver­tis­ing. In April this year, mar­ket­ing com­mu­ni­ca­tions firm WPP Scan­group inked a deal with Google Africa to roll out a dig­i­tal ad­ver­tis­ing prod­uct to serve the Nairobi Se­cu­ri­ties Ex­change-listed firm’s clients across the con­ti­nent. The so­lu­tion, dubbed “Dou­bleclick Suite”, al­lows WPP Scan­group to buy and sell ad­ver­tis­ing space in real time. Ac­cord­ing to a re­cent IAB In­ter­net Ad­ver­tis­ing re­port, tech giants Google and Face­book are dis­rupt­ing the old struc­ture of ad­ver­tis­ing dom­i­nated by tra­di­tional mar­ket­ing com­pa­nies. Most of the growth in the world’s dig­i­tal ad­ver­tis­ing mar­ket is driven by the two Us-based tech­nol­ogy firms.

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