delvv.io takes a look at creative ad testing in Africa on some of the biggest local brands
One of the hardest regions to get quality feedback and results on creative campaign testing is Africa. While most research houses have some presence in South Africa, exploring the 50+ other countries on the continent has posed a problem to the marketing, advertising and creative industry.
Even with an established market like South Africa, studies show that there is room for improvement when it comes to advertising effectiveness and relevancy. Shockingly, up to 58% of the media budget is found to be wasted in South Africa.