Learnings on how to optimize ads in East Africa: How to use messaging
Cutting through the clutter is the first job of any ad. Whether on radio, billboards, social media, or YouTube, ads have mere seconds to grab attention - and once they do, the real work begins: delivering a message that sticks and drives action.
In this blog, we deep-dive into the anatomy of great ad messaging - what works, what doesn’t, and how to craft messages that move audiences in East Africa and beyond.
1. Relevance is everything
Your message must speak directly to your audience’s heart and mind. Relevance is about understanding what matters to your audience - what keeps them up at night, what excites them, and what they value. The most effective ads are those that reflect the audience’s aspirations, challenges, and culture.
2. The power of emotional vs. functional messaging
Emotional messaging connects on a human level - think hope, pride, care, or belonging. Functional messaging highlights practical benefits - think affordability, speed, or convenience. An IPA study found that campaigns with emotional messaging outperform purely rational ones by 31% in terms of effectiveness. A good example is MTN Uganda, Everywhere You Go 20-Year Anniversary Campaign. The ad reflects on how MTN has been part of Ugandans’ lives for 20+ years, from childhood to parenthood. Storytelling spans generations, showing emotional moments like reunions, graduations, and milestones. Evokes nostalgia and loyalty, reinforcing MTN’s long-standing presence.
The sweet spot? Combine both. For example, “Save time for what matters” blends a functional benefit (saving time) with an emotional payoff (more moments with family).
3. Clarity wins: One message to rule them all
Simplicity is your superpower. Ads with a single clear message are much easier for audiences to understand and remember.
Multiple messages dilute impact and confuse audiences. Focus on one core idea that aligns with your campaign goal – whether that’s “We offer the best price” or “Our service is the fastest in Nairobi.” The Ehrenberg-Bass Institute shows that ads with one clear idea have 30–50% better recall and comprehension than multi-message ads.
4. Make it memorable: Boosting ad recall
Ad recall is the metric that matters: it measures how well your audience remembers your ad after seeing it. High recall means your brand is top-of-mind when it’s time to buy.
To maximize recall:
· Target the right audience: Personalize your message based on audience data and insights.
· Stay consistent: Use the same tone, visuals, and message across all platforms.
· Tell a story: Storytelling humanizes your brand, making your message more relatable and sticky.
· Use catchy headlines: Grab attention in the first second—don’t bury your lead.
5. Personalization and storytelling
Personalize your messaging to address specific pain points and aspirations of different customer segments.
Incorporate storytelling to make your brand more relatable and memorable. Stories connect, entertain, and persuade - turning your message from forgettable to shareable.
6. Call to action: Make it easy
A great message is only as good as what comes next. Your Call to Action (CTA) is the final nudge - so make it crystal clear and impossible to ignore. Don’t leave your audience guessing. Tell them exactly what to do
Takeaway: Be brave, be focused
In a world where attention is currency, the most effective ads in East Africa are those that deliver a single, relevant, and emotionally resonant message - clearly and memorably. Don’t try to say everything. Say the one thing that matters most, and say it well.