In this episode of the Pure Digital Passion Podcast, I had the pleasure of sitting down with Cornelis Ouwehand, Africa Sales Director at Eskimi, to discuss how digital advertising is evolving across the continent.

Eskimi's transformation from a programmatic advertising platform into a comprehensive end-to-end digital advertising platform is redefining the industry.

Their bold 'Don't Be Boring' campaign is pushing brands to embrace creativity, brand-building, and AI-driven advertising strategies.

The Rise of Digital Advertising In Africa

The shift to digital advertising has accelerated in Africa, with South Africa nearing 50% digital ad spend, while Kenya and Nigeria are catching up at around 17%. Cornelis noted that while progress is being made, education remains a major gap, as many marketers and brands are still grappling with the fundamentals of digital advertising.

"A decade ago, we were fighting for 2% of marketing budgets. Now, digital is becoming the dominant channel, but there's still a long way to go." - Cornelis Ouwehand

Why 'Don't Be Boring' Is A Game-Changer

Eskimi's 'Don't Be Boring' campaign is more than just a tagline - it's a wake-up call for brands to move beyond basic programmatic buying and focus on engaging, high-impact creative advertising. The campaign emphasizes:

• Creative-driven advertising - Moving beyond generic display ads to immersive, interactive formats.
• AI & Neuroscience in Ads - Pre-testing creatives using eye-tracking and heatmap analysis for better engagement. 
• Localized ad strategies - Tailoring campaigns to cultural and market-specific nuances for better performance. 
• Carbon-efficient media buying - Helping brands optimize their media spend while reducing environmental impact.

Beyond Programmatic: Eskimi's Expanded Capabilities

Eskimi is no longer just a programmatic DSP - it has built a creative studio that enables brands to produce 12–15 different ad units from just three static assets. This shift ensures brands can deliver customized, high-performing digital campaigns across multiple formats. Eskimi also leverages advanced AI-driven analytics to optimize campaigns before, during, and after launch, helping brands maximize their ROI and brand engagement.

The Future of Digital Advertising in Africa

Cornelis highlighted key trends shaping the future of digital marketing on the continent:

• Education & Certification - Eskimi is launching a digital advertising certification program to train future marketers.
• Local Publisher Collaborations - Strengthening direct publisher partnerships for more efficient, targeted media buying.
• Smarter AI-Powered Advertising - Leveraging machine learning and data-driven insights for better campaign outcomes.
• The Growth of Brandformance - A hybrid approach that blends brand awareness and performance marketing for long-term impact.

In A Nutshell

Eskimi is redefining digital advertising in Africa by balancing data, creativity, and innovation. As brands move toward more engaging, high-performance ad strategies, Eskimi is at the forefront, helping them deliver compelling campaigns that truly connect with their audiences.