An AI-powered advertising platform aims to help advertisers manage campaigns across multiple channels through a single integrated system across Africa
An artificial intelligence-powered platform aims to tackle Africa's fragmented advertising market by bringing campaign management across multiple channels into one system.
The platform seeks to help advertisers, agencies, publishers and media owners manage media buying, audience insights, campaign monitoring, creative management and reporting from a single dashboard instead of using multiple disconnected tools.
"Advertising in Africa requires a different approach. Consumer behaviour, channel preferences and media consumption patterns differ across markets. Our goal is to build infrastructure that reflects those realities while helping brands achieve greater visibility, efficiency and performance," said Dennis Maina.
The platform also integrates programmatic advertising, conversational commerce, digital out-of-home advertising, connected television, social media marketing and artificial intelligence, allowing advertisers to coordinate campaigns across digital and physical channels through one system.
It includes artificial intelligence tools that monitor campaign performance in real time, analyse audience behaviour, detect advertisement fatigue, recommend creative changes and help marketers adjust campaigns while they are still running.
The system also supports customer engagement through WhatsApp, short message service (SMS) marketing and chatbot automation. It incorporates programmatic digital out-of-home advertising and connected television as media consumption shifts towards mobile devices, streaming services and digital screens.
The initiative comes from Nairobi-based advertising technology company Suss Ads, which says it has spent the past five years developing advertising infrastructure designed for African markets rather than adapting systems built elsewhere.