Leslie Adams, Sales Director at Reach Africa, says Connected TV (CTV) receives just 7% of total media budgets, despite delivering a knockout punch on returns (30% higher ROI according to Analytics Partners). The question worth asking is why, because CTV is not new anymore, and the evidence is strong. Audiences have already made the move, […]
Xoliswa Mkize, Senior Client Success Manager at Humanz, says working on fintech influencer campaigns across Cameroon, Côte d’Ivoire, Uganda, and Zambia has reinforced a simple but critical lesson: influencer marketing across African markets does not scale through duplication, it scales through precision. Pan-African marketing strategies are often built on the assumption that Africa can be […]
The agency-client relationship is undergoing a radical transformation in 2026. The days of ‘creative for creative’s sake’ have officially been replaced by a demand for uncompromising accountability. With every cent of marketing spend under scrutiny, the definition of ‘value’ has shifted from the volume of output to the velocity of impact. According to Neill Robertson, […]
Garon Campbell, Founder and Director, Breadbin Productions, discusses why AI prompting is pulling editors upstream. Most editors recognise this pattern, even if it is rarely called out directly: the footage arrives, the first assembly begins, and somewhere along the early cuts, it becomes clear that something is not working in the way it was expected […]
Steve Duck, Chief Revenue Officer: Media at Tractor Outdoor, says South Africa now has roughly 16,200 billboard faces, with steady growth over the past six months, and digital inventory expanding even faster, with roadside screens up around 10% year-on-year. But most of that growth continues to concentrate in Gauteng, where new sites are added to […]
Nombulelo Ntakakazi, Marketing Academic and Lecturer at Milpark Education, discusses responsible marketing’s role in a marketplace where confidence must be earned. There is no doubt that consumer trust is evolving. Shoppers are willing to spend 51% more with retailers they trust compared to those they do not, but that trust is fragile. In fact, building trust requires an […]
Mogorosi Mashilo, Founder and Director at Trender, a VML supplier development partner, says research only becomes useful when you know how to use it effectively. That starts with gathering the right insights to achieve your specific goals. It also means knowing how to interpret the information you receive and use it strategically. Here’s where many […]
According to Mateen Suliman, Business Development Executive for digital media at iqbusiness, digital marketing has never had more tools, targeting options, and dashboards. And yet, many brands are working harder than ever for returns that feel smaller than they should. Often, the reason for this is that brands are still following ‘conventional wisdom’ that has […]
The IMM Institute will host its annual Gala Dinner on 8 May 2026, recognising outstanding achievement across marketing, supply chain management and business leadership at the prestigious IMM Institute Excellence Awards. Modern Marketing is a proud media partner. The evening, hosted in partnership with Kwikot, will honour exceptional individuals and organisations that have demonstrated excellence […]
Kgomotso Lebele, Country Managing Director for Accenture South Africa says in a low-growth economy where expanding revenue is challenging, organisations are under increasing pressure to unlock efficiencies and do more with less. Consider a major South African bank that recently celebrated a successful AI-powered fraud detection pilot. Results were impressive: faster detection, fewer false positives, […]