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In terms of capabilities, mobile phones have progressed in leaps and bounds in recent years. So today’s SMS and USSD mechanics of current mobile campaigns can be seen as primitive in the context of some African markets.

A few years ago most feature phones in Africa lacked online browsers and related features. Well Opera Mini-powered feature phones and ‘budget’ smartphones have changed all of that. For example, feature phones have had Google search capabilities for some time now. Opera Mini’s low mobile data usage and feature phone compatibility have resulted in its widespread use in Africa.

African advertising agencies need to reflect on what exactly is creative mobile advertising, work that has well-executed elements of novelty and effectiveness. Client return on investment demands value, which are all the product of well-executed mobile campaigns. Read more on BizCommunity