Sub-Saharan Africa has uplifted itself from the two decade economic low reached in 2016, bringing a slight easing of pressure but not a return to the robust growth rates previously experienced. In the 5th edition of Nielsen Africa Prospects ranking, we look at how the countries have performed across various parameters.
The 15-second ad is already “the new black,” but it has yet to achieve the same level of audience engagement as its longer predecessors. That said, advertisers must now explore this new frontier further to make short-form ads more effective, regardless of the platform.
A significant part of the world’s advertising dollars is wasted because companies are unable to accurately track campaign resonance and reaction. Neuroscience, the study of the brain and nervous system, can address this age-old need.