Country Manager for Google Kenya Charles Murito. FILE PHOTO | NMG
Google says Kenyan firms are under-utilising the online space as
an opportunity to advertise their goods and services, thus missing out
on a chance to communicate with information-hungry consumers.
The
tech giant says that when users enter different queries on Google
Search, they get advertisements next to the relevant search results.
However,
only firms that have leveraged the world’s most commonly used web
search engine will have their company websites pop up among the top
results relevant to the search query.
“Digital advertising is still quite nascent in Kenya. The
consumer is far ahead of the businesses. There are more consumers online
utilising digital on a day-to-day basis than there are advertisers
advertising to target those consumers so there is a clear gap,” Country
Manager for Google Kenya Charles Murito said during celebrations of the
20th anniversary of Google Search.
Google says Kenya is
a priority market for the firm and is dedicating a lot of its resources
educating Kenyan businesses on the untapped value of digital
advertising.
In April this year, marketing communications firm WPP Scangroup
inked a deal with Google Africa to roll out a digital advertising
product to serve the Nairobi Securities Exchange-listed firm’s clients
across the continent.
The solution, dubbed “Doubleclick Suite”, allows WPP Scangroup to buy and sell advertising space in real time.
According
to a recent IAB Internet Advertising report, tech giants Google and
Facebook are disrupting the old structure of advertising dominated by
traditional marketing companies.
Most of the growth in the world’s digital advertising market is driven by the two US-based technology firms.
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