In an era of rapid digital transformation, Africa's advertising landscape has long needed a revolution. Enter the strategic alliance between Havas and Eskimi—a partnership that serves as a catalyst for innovation and a benchmark for success in the realm of programmatic advertising in Africa.
United by a shared ethos that transcends profit-making, Havas and Eskimi are on a mission to bridge knowledge gaps, foster meaningful brand connections, and drive digital growth across the continent.
Havas is a global digital agency with a strong foothold in Africa since 2010. With more than 20 agencies across the continent, Havas specializes in 360-degree operations that include media buying, connection studies, and strategy implementation tailored for both Western and African markets. Their mission goes beyond profit, aiming to contribute positively to the organizations and environments they operate in.
We are not just there to make a profit, but we are there to make the organization and the environment that we are in a better place, commented Agency Operation Director, Phyllis Kinyanjui.
Havas x Eskimi: Educating Clients
When working with a client, the key is to help them understand programmatic through results and indicators. Metrics such as Click-Through Ratios (CTR) give clients a tangible measure of ROI, thereby gaining their trust and securing more significant budgets for future campaigns.
Once they've seen that ROI and they're able to measure it, they get more confidence in the platform and they give us more budget," added Regional Digital Strategist, Victor Murithi.
The Future of Programmatic Advertising in Africa
With advancements in technology and shifts in consumer behavior, programmatic advertising is expected to become more integrated into our daily lives, offering an omni-channel presence.
Programmatic in the future will become more intertwined into our day-to-day lives. Clients will be bidding for properties that are a little less valued, making savings in the process.
Targeting Businesses of All Scales
While Havas recommends programmatic advertising for large corporations, they also see immense value for small to mid-sized businesses looking to understand their audiences better.
I would definitely recommend programmatic to all large companies. I also recommend programmatic for small to midsize businesses that want to grow, that want to understand their audiences, advised Mr. Murithi.
The collaborative efforts between Havas and Eskimi have set a new benchmark for how programmatic advertising can be localized and optimized for different markets. It’s not just about implementing Western strategies but about allowing African teams to take these strategies and make them their own.
By focusing on educating clients and proving ROI through measurable KPIs, they've been successful in building trust and scaling budgets. The partnership aims to continue its pioneering work, navigating the untapped potential of Africa’s burgeoning digital landscape.