growth. Brands must reallocate ad budgets strategically across these channels, leveraging data-driven media buying for better ROI. Innovation in Out-Of- Home( OOH) advertising, such as techdriven digital billboards offering targeted messaging, will outperform static ads.
Embracing Digital, Hybrid Models
As highlighted by Simaloi Dajom of Nation Broadcast Division, brands must embrace hybrid content models, seamlessly integrating TV, digital, and social media for enhanced interaction.
The media landscape is in constant flux, demanding a dynamic and data-driven approach to audience engagement. While traditional media like TV and radio continue to hold significant reach, the way consumers engage with them is evolving rapidly. According to insights shared by Simaloi Dajom, 76 % of Kenyans still consume TV and radio, demonstrating the enduring power of these mediums.
Specifically, Dajom highlighted that while traditional set-top boxes still lead with 45 % of viewership, a growing segment is accessing TV via digital platforms, with 24 % using apps and 19 % utilizing streaming services. This fragmentation necessitates a strategic reallocation of ad budgets, optimizing spend across these diverse channels and leveraging datadriven media buying for improved ROI.
Culturally Relevant Storytelling
Further, digital-first content, particularly short-form videos, live streams, and authentic influencer collaborations, will continue to dominate media consumption. This is where the power of storytelling, as emphasized by Belva Digital, comes into play.
The Belva Digital panel discussion underscored the crucial role of authenticity and cultural relevance in influencer marketing. As also highlighted by Serah Katusia, Head of Belva Digital, in her keynote address, effective influencer marketing is not just about reach but about creating resonant connections with consumers through genuine, culturally aligned narratives. This means moving beyond superficial endorsements and fostering long-term collaborations with influencers who can authentically represent the brand ' s values and connect with their audience on a deeper level. When influencers tell stories that reflect the values and experiences of their audience, they build stronger trust and drive greater engagement.
Championing Purpose-Driven Branding and Values
Consumers are increasingly demanding that brands align with their values and take a stand on social, environmental, and ethical issues. Sustainability and inclusivity are no longer optional; they are key differentiators. Brands must transparently demonstrate proof of their ESG( Environmental, Social, and Governance) commitments, as transparency in sustainability efforts becomes a significant driver in purchase decisions. Value-based branding resonates with consumers seeking authenticity and social responsibility.
Key Takeaways for 2025
Prioritize Trust: Transparency, consistent quality, and reliable service are nonnegotiable.
Leverage AI Strategically: Integrate AI into every pillar of marketing- strategy, content, data, and technology. Enhance creativity and efficiency while prioritizing ethical and responsible AI implementation.
Foster Authentic Connections: Cultivate communities, empower brand ambassadors, and leverage consumer advocacy.
Embrace a Hybrid Media Strategy: Recognize the enduring power of traditional media( TV and radio) while strategically shifting resources to highgrowth digital platforms. Embrace hybrid content models that integrate TV, digital, and social media for maximum reach and engagement.
Champion Purpose and Cultural Relevance: Demonstrate a genuine commitment to social, environmental, and ethical responsibility. Partner with influencers who can authentically convey your brand ' s values through culturally relevant storytelling, fostering deeper connections and resonating with target audiences.
In Conclusion
By focusing on these key areas, brands can navigate the dynamic marketing landscape and build lasting, meaningful relationships with consumers in 2025 and beyond. As Alvin Wamocho of Kantar aptly summarized, the future belongs to agile, AI-native brands that seamlessly integrate data-driven personalization, digital commerce, and purpose-driven storytelling into their marketing ecosystems.
The insights shared on this column are derived from the International School of Advertising( ISA) Africa ' s " Year in Review & Implications for 2025 " forum. You can access the full report on the same from the link here-under: https:// isaafrica. education / knowledge-center /.
Susan Makau is the Managing Director, International School of Advertising. You can commune with her on this or related matters via email at: Susan. M @ isaafrica. education.