We’re kicking off something new in the Reach Africa newsletter: Play. Pause. Skip. – a quick, no-frills take on industry trends. Each month, we'll put three topics on the table, and our guest gives their instinctive reaction: Play (let's go!), Pause (let’s see), or Skip (not convinced), along with a quick take on why. First up, it’s our very own Adiela – the lady who needs no introduction.

The data on connected TV’s return on investment is hard to ignore. The slower uptake is harder to explain. By Leslie Adams, Sales Director at Reach Africa Say a marketing medium consistently delivered 30% higher ROI than almost everything else in your media mix, you would surely prioritise it, wouldn’t you? Yet Connected TV (CTV) receives just 7% of total media budgets, despite delivering a knockout punch on returns. According to analytics firm Analytic Partners, that

Connected TV is changing how brands reach television audiences, giving them more accessible and flexible options than ever before By Adiela Dramat, Senior Client Partner at Reach Africa For many years, TV advertising worked in a fairly simple way. Campaigns were planned around programme schedules, media was booked months in advance, and only brands with serious spend could compete for airtime. And while television has always been a powerful channel for reach and impact