May 19, 2020

Report reveals significant advertising opportunities for African brands

Nielsen Africa Prospects Indicators
Nielsen APi
Ailsa Wingfield Marketing and Communication Director
Africa media consumption
Polycarp Kazaresam
2 min
Report reveals significant advertising opportunities for African brands

Global performance management company Nielsen has released findings on Sub-Saharan Africa’s media consumption habits. Its second Africa Prospects Indicators (APi) report found insights that could be useful to brands targeting the African market.

Nielsen’s Africa Marketing and Communication Director Ailsa Wingfield comments: “Audiences in Africa are increasingly connected and involved, providing marketers with multiple platforms to reach and resonate with consumers, which is vital for new and established brands to build trust and recommendation, the key driver of brand choice”. 
 

The report comprises information from proprietary Nielsen data and non-propriety sources on a quarterly basis. Nielsen found that despite country to country variations of media penetration and practice, the saturation of media such as television, radio and mobile is near universal. Alternatively, the penetration of print media and the internet is significantly lower.

Based on the overall media penetration rankings for 17 African countries, the report ranked Angola, South Africa and Namibia as the top three countries. Results were drawn from a combination of individual mobile, TV, radio, print and internet penetration.

Although only 39 percent of people in Sub-Saharan Africa have online access, the escalation in internet accessibility has spurred a rapid uptake of social networking and media. Social platform interaction across Sub-Saharan Africa features highly, and will outstrip growth around the globe for the next couple of years. The APi report states that 40 percent of consumers now access the internet using their mobile devices, with this as high as 70 percent in Kenya and Zimbabwe, 67 percent in Ghana and 65 percent in Nigeria.

The report also shows that African consumers are highly receptive to advertising messages - 48 percent of Sub-Saharan African consumers said they are swayed to a large extent by advertising. The extent of influence varies by country, with Nigerians being three times as receptive to advertising messages than Cameroonians. 
 

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Jun 16, 2021

SAS: Improving the British Army’s decision making with data

SAS
British Army
3 min
Roderick Crawford, VP and Country GM, explains the important role that SAS is playing in the British Army’s digital transformation

SAS’ long-standing relationship with the British Army is built on mutual respect and grounded by a reciprocal understanding of each others’ capabilities, strengths, and weaknesses. Roderick Crawford, VP and Country GM for SAS UKI, states that the company’s thorough grasp of the defence sector makes it an ideal partner for the Army as it undergoes its own digital transformation. 

“Major General Jon Cole told us that he wanted to enable better, faster decision-making in order to improve operational efficiency,” he explains. Therefore, SAS’ task was to help the British Army realise the “significant potential” of data through the use of artificial intelligence (AI) to automate tasks and conduct complex analysis.

In 2020, the Army invested in the SAS ‘Viya platform’ as an overture to embarking on its new digital roadmap. The goal was to deliver a new way of working that enabled agility, flexibility, faster deployment, and reduced risk and cost: “SAS put a commercial framework in place to free the Army of limits in terms of their access to our tech capabilities.”

Doing so was important not just in terms of facilitating faster innovation but also, in Crawford’s words, to “connect the unconnected.” This means structuring data in a simultaneously secure and accessible manner for all skill levels, from analysts to data engineers and military commanders. The result is that analytics and decision-making that drives innovation and increases collaboration.

Crawford also highlights the importance of the SAS platform’s open nature, “General Cole was very clear that the Army wanted a way to work with other data and analytics tools such as Python. We allow them to do that, but with improved governance and faster delivery capabilities.”

SAS realises that collaboration is at the heart of a strong partnership and has been closely developing a long-term roadmap with the Army. “Although we're separate organisations, we come together to work effectively as one,” says Crawford. “Companies usually find it very easy to partner with SAS because we're a very open, honest, and people-based business by nature.”

With digital technology itself changing with great regularity, it’s safe to imagine that SAS’ own relationship with the Army will become even closer and more diverse. As SAS assists it in enhancing its operational readiness and providing its commanders with a secure view of key data points, Crawford is certain that the company will have a continually valuable role to play.

“As warfare moves into what we might call ‘the grey-zone’, the need to understand, decide, and act on complex information streams and diverse sources has never been more important. AI, computer vision and natural language processing are technologies that we hope to exploit over the next three to five years in conjunction with the Army.”

Fundamentally, data analytics is a tool for gaining valuable insights and expediting the delivery of outcomes. The goal of the two parties’ partnership, concludes Crawford, will be to reach the point where both access to data and decision-making can be performed qualitatively and in real-time.

“SAS is absolutely delighted to have this relationship with the British Army, and across the MOD. It’s a great privilege to be part of the armed forces covenant.”

 

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