News update Telecoms and ICT in Africa – Issue No 59 on 16 February 2001

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AFRICAN ONLINE ADVERTISING MARKET SET FOR MEDIUM-TERM GROWTH

16 February 2001

Online advertising in Africa is in its infancy and the collapse of internet advertising markets elsewhere do not bode well for its future. Robin Parker argues that this is a short-term view and that despite wider problems of connectivity savvy advertisers will increasingly use web advertising to reach high-spenders across the continent. Web-based media are enjoying the dubious benefits of an internet advertising "Arctic freeze" internationally and while negative sentiment regarding online companies is depressing marketers enthusiasm for the medium as a communications channel, a quiet revolution of understanding is taking place on the African continent. While the dominant southern…