Sub-Saharan Africa’s prospects improved in 2017 as global financial conditions were more favourable, commodity prices rallied and inflation slowed helping revitalize demand. While conditions will remain tough, balancing the now and the next will lead to bigger gains. The 6th Nielsen AFRICA PROSPECTS REPORT highlights shifting country priorities and sources of growth, with multi-dimensional, comparative, integrated indicators.
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.