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Intro » Roll-Out
Strategy » Business
Strategy » Sales and Marketing
» Confidential Business
and Financial Data » Pan-African
Advertising Agencies » Multinationals
& Key African Companies
From a product advertising and social marketing perspective,
there is significant unrealised potential within sub-Saharan
Africa’s free-to-air television markets.
Outside of South Africa, there are three types of advertisers
that have either already established or are increasingly involved
in establishing viable pan-African operations.
These are:
- Multinationals which have secured previously established
monopolies and are determined to protect their market share.
- African-owned companies that are aggressively breaking
into new regional markets outside their established home
markets.
- Small to medium sized in-country enterprises that seek
to either break into already established markets or develop
new products for under-serviced markets.
ABN’s social marketing objective is to become a prime
pan-African vehicle for the dissemination of vital public
service announcements and knowledge-enhancing programming
– in line with the tenets of the Millennium Development
Goals.
ABN will develop a trustworthy, socially responsible programme
distribution brand through its partnering relationship with
the African Public Broadcasting Foundation. ABN will sell
prime public service announcement and sponsorship opportunities
to key social marketing advertisers including international
development agencies and non-governmental agencies.
ABN has engaged the services of the Africa Extension Group
of Companies (www.africanextension.com).
African Extension - Africa’s leading independent Media
Services Company – is a specialist provider of media
services, offering strategy, planning and procurement to commercial
advertisers social marketing focused organisations that are
seeking pan-African advertising campaign implementation.
The relationship the Africa Extension Group will augment ABN’s
regional and international advertising sales efforts as it
will equip the company with a specialist, pan-African programme
monitoring capability.
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