The State of Digital Advertising in Tanzania, East Africa. "Digital - a buzzword of the past”. How can it be the past? You’ll come to see how - that Digital is no longer a “Michepuko”. It is not the future, it is very much our present. We have a growing population, coming online very quickly, on cheaper devices, constantly on Social Media, Using Search and consuming Digital Content. Through Mobile Money,this population has the means to Buy products and services online! This is why Digital is the Buzzword of the past. When we talk about Digital, this is now the mainstream! It is just smart advertising...

2. I am Thomas Schoemaecker, the new GM for Squad Digital Tanzania.
I’d like to start by telling you 3 things about me.
1. I’m not German, or Dutch as many people think. I’m French - from Northern France in fact.
2. I’m a Xoogler - which means I’m an ex Google employee - I worked for 3 years with Google
Africa, dividing my time between Kenya, Senegal and Cote d’Ivoire as a Technical Solutions
Consultant, working with over 30 partners among which Orange, Kenya Airways, and Equity Bank
to name a few.
And finally number 3 - Tanzanians call me Shemeji. My wife Janet and I have been married for 17
years and we have 2 wonderful children aged 15 and 6!
Thank you all for coming to our event titled “Digital - a buzzword of the past”. How can it be the
past? You’ll come to see how - through the sessions coming shortly that Digital is no longer a
“Michepuko”. It is not the future, it is very much our present.
Thomas
SCHOEMAECKER
General Manager
Tanzania

3. Manish Sardana,
Demystifying Community Building on Social
Channels
Sean Riley
Marketing in the Moment
Rosemary Momanyi
Harnessing the Power of Digital Advertising
Justin Anyona
Creating Digital Marketing
strategy for your brand
GUEST SPEAKERS

4. So let’s start by telling you what Squad Digital
is… We are a crazy Group of 120 Passionate Tech
Ninjas serving over 50 clients in Sub Saharan
Countries. We are a full service Digital Agency
started in 2009. We’ve accomplished this in only
5 years ago. Squad is hot! Now were putting a
team of talented young Tanzanians to develop
our activity
120 people

5. We serve Clients in Kenya, Tanzania, Uganda, Rwanda, Ghana,
Nigeria and most recently Dubai and Bahrain

6. We are part of WPP is the world's largest
communications
services group, employing
165,000 people working in 3,000 offices in 110
countries. We are also part of ScanGroup, Some
of you may have already worked with Betty
Radier at ScanAd, JWT and Ankur Bose at Ogilvy
in fact. I’d like to thank them both for the support
they’ve given me in organising this event.

7. As you all know, Africa is a huge continent… 1
Billion people - the 2nd largest continent - 70%
under 25 - 5M new University Graduates every
year - 7 out of 10 fastest growing economies by
next year -

8. And the most exciting thing about Africa is that
all this is happening in our time. Isn’t it? It’s
massive.

9. Africa is Mobile - with already 750M Active
Mobile Subscriptions among 2/3rds of the
population

10. At the same time, SSA is going through a Mobile Internet Revolution

11. Look at this. This graph shows the explosion in
Mobile Data Traffic expected to take place in the
next 5 years. 20 times growth - 20x is amazing
isn’t it? This will be fuelled by the arrival of
Smartphones under $50 - Under $50!

12. Google have just released “Android One” an
initiative to help manufacturers produce well
spec’ed budget smartphones at scale.The first
devices are due to come out in the next couple of
months.

13. Remember Gen Z are born with Tablets and
Smartphones. And they don’t understand why the
internet is sometimes off!
54% of children with mobile phones, and 87% of those
with smartphones, access the mobile internet.

14. For a marketer, touching people on their
smartphone is the closest you can be to your
customers

15. And it is always ON. Most people are always
within an arm’s reach of their phone. 24/7

16. I just love this pic of the modern sitting room.
Does that ring true to some of you here?
I’m Guilty. And for marketers this Nth-Screen
shift is huge, and it is also why TV alone does not
do it anymore…

17. OK so this is Africa, but how about Tanzania?
We’ve all come here to talk about TZ right? Let’s
have a look at the Tanzanian landscape now…

18. The latest Regulator quarterly report shows that
over 9M people are online here.
9.1 Million Tanzanians are online

19. And Tanzanians are social - with over 2M active
on FB
Over 2 Million Tanzanians are on Facebook

20. 1 person in 5 owns a smartphone
in Urban Areas

21. Google Search has over 90% Market Share

22. Android Dominates with around 40% Market Share

23. In terms of growth, we really are on the edge of
something big. I remember when being online was
really a big money consideration. In fact when I was
in Dar back in 2008, I remember that the first 3G
deployments had started to arrive, and a daring
company was the first to sell 1GB for I think
90,000TZS… And now you can get unlimited for a
month for 7,000 15,000 or 20,000 - wouldn’t you
agree that it is a lot simpler to get online. The staff
are trained to install these APNs in a few seconds
now. In the past 2 months, I started to track FB users
in Tanzania, and the numbers grew by 360k
already… This is huge. Twitter , Sean confessed that
TZ is one of the leading countries globally on growth!
FB Grew 20% over the past 2 months
TZ is one of the Fastest Growing Countries on
TWITTER

24. What is the most popular Internet Browser in
Tanzania?
Yep Opera - very popular as it compresses data
and helps users save on their data
consumption… 45% market share - and in fact
mobile browsers account for 70% of the
Tanzanian web. (Globally it is 30% only)
Opera is the most popular Browser

25. I wanted to also talk about the advances of
Mobile Money and what it means to the digital
economy. One of the main issues in launching
eCommerce in any country is Forms of Payments.
Credit card penetration is still very low here, but
on the other hand, 31M accounts are right there -
ready to pay, with massive Wakala networks.
TZ Has 31M Mobile Money Accounts and
11M Active Mobile Money Users

26. Now this is an interesting chart from the GSM Association. Kenya is always referred to as the Mobile
Money country. Yes MPesa started there first, but I forecast that Tanzania will be the global leader in
Mobile Money by 2015. What do you think?
MOBILE MONEY

27. http://www.gsma.com/mobilefordevelopment/wp-content/uploads/2014/03/Tanzania-Enabling-Mobile-Money-Policies.pdf
More on Mobile Money in Tanzania

28. Now I am going to tell you a little story about
Sheep. Kondoo right?
So in Kuweit, you can buy Sheep on Instagram -
just as simple as that…

29. In fact you can sell anything on Instagram there -
take a pic slap a price tag and sell.
Pretty cool right?

30. But in Thailand, people prefer selling straight on
Facebook, over 10000 shops operate just like
that. Even in Kenya there are massive FB groups
called Soko Mkuu and Soko Nyeusi where people
sell everything.

31. Do you think we’re ready for that here?
e-Commerce in Tanzania?

32. Well I’ll start with a lady who started iMalaika - a shop
and blog and FB page and instagram account. Now
some brands will go green as she reaches over 100k
followers on FB. And she sells. Check out those 200
likes on this sample post
e-Commerce in Tanzania?

33. As I searched more, I found many more examples a
cake shop
e-Commerce in Tanzania?

34. a fashion importer
e-Commerce in Tanzania?

35. a make up artist with over 30k followers on Instagram…
e-Commerce in Tanzania?

36. Now this site most of you may know, but I wanted to
remind everyone that kivuko.com was last year on CNN
list of the top 10 African startup to watch.
Now this site most of you may know, but I wanted
to remind everyone that kivuko.com was last year
on CNN list of the top 10 African startup to
watch.

37. Another business I found is Zooks. They sell high-end
branded goods and I hear they are quite popular.. What
does this all mean for you?
Another business I found is Zooks. They sell high-end branded goods and I hear they are quite popular.
What does this all mean for you?
ZOOKS.co.tz

38. ● a Growing Population
● coming online rapidly
● on cheaper devices
● constantly on Social, Search and consuming
Digital Content
● using Mobile Money
● All the Ingredients for eCommerce
DIGITAL IS MAINSTREAM
IT IS JUST SMART ADVERTISING
SUMMARY

39. A good example of smart advertising is this guy.
Diamond is the biggest Youtube artist in East
Africa.

40. His channel gets over 200k views every day. He
has 60k subscribers and 11M total page views. A
true digital star, with active presence on G+, FB,
Instagram as well as YT who went from obscurity
to national and international fame.