Embracing the Rise of CTV and the Enduring Power of Linear TV
Africa’s advertising landscape is changing. Marketers now balance the rise of Connected TV (CTV) with the lasting value of Linear TV. CTV is expanding across the continent, bringing both opportunities and challenges, such as ad overload and rising competition.
In Kenya and other African markets, CTV is becoming a key player. It offers flexibility and personalized content. As this shift from Linear TV happens, key questions arise: How should advertisers spend their budgets? Is it time to focus on CTV?
Data shows a big opportunity in CTV. Apps like FlixPreview and FlavorFiesta on the Suss Ads Platform recorded 2.1 million and 1.4 million impressions. TCL also made an impact with 1.2 million impressions, and LongTV MLauncher had 200,000.
As more African households adopt connected devices, CTV’s importance grows. Yet, Linear TV remains powerful in Africa’s ad mix.
“Linear TV still reaches broad audiences and drives immediate action,” says Dennis Maina, Managing Partner at Suss Ads. “While CTV is precise and measurable, Linear TV is key for broad brand awareness.”
Even with CTV’s rise, Linear TV remains strong in Kenya, as shown by the Communication Authority's 2023–2024 Audience Measurement Report. TV viewing is high in Central Kenya and among men. Younger, urban audiences are shifting toward CTV.
Maina highlights timing and targeting as crucial. “Understanding peak viewing hours and using CTV’s precise targeting ensures ads reach the right audience,” he says.
Looking ahead, Africa’s CTV ad market should surpass early 2020 figures by approximately $13 billion by 2024. Linear TV remains relevant, especially for older viewers, but its ad spend is shrinking. Still, combined TV ad spending should reach $97.73 billion by 2027, according to eMarketer.
With deep regional insight, Suss Ads is ready to guide clients through this changing landscape. Suss Ads combines insights from CTV and Linear TV to optimize strategies and engage audiences across Africa.
“Adapting to tech and changing consumer habits is crucial,” says Maina. “We combine CTV and Linear TV to achieve strong results in Africa’s dynamic market.”
