Kenya has a digital landscape primed for engagement.

Speaking during the recent INMA Africa Media Revenue Summit, Joe Otin, CEO of The Collective , based in Nairobi, explained the rapidly evolving media and advertising industry in Kenya.

The country has a total population of over 52 million people, with about 32.8 million individuals aged 15 or older and nearly 19 million employed. Of those, approximately 19 million are active Internet users, which is directly correlated with those who are employed. 

“You can listen to the radio for free, you can watch television for free, but you can’t use the Internet for free,” Otin shares.  

Urban populations account for 58% of the populace, showing a clear shift in media consumption trends and accessibility. Media use in the past seven days reflects a modern multi-channel engagement: 78% listened to radio, 75% watched TV, 58% accessed digital media, while only 16% consumed print newspapers. 

Device ownership underpins this behaviour: 55% of households own a smartphone, while 53% have a television and 50% a radio. On average, Kenyans spend six hours and 40 minutes online daily, compared to just over three hours of television viewing. These numbers emphasise the rising influence of digital platforms and the need for marketers to align spending with audience behaviour.

“We’re taking Kenya as an example/sample of the African market,” Otin said, outlining seven key considerations for success in digital advertising:

1. Spend follows audiences

In Kenya, 63% of the population uses the Internet compared to the global average of 66.2%. However, while global advertising budgets still lean toward linear media (72% vs. 28% digital), Kenya’s local spend is nearing parity: 50% digital, 53% linear (the overlap suggesting multichannel campaigns).

This highlights a critical inflection point: Advertisers must follow audiences where they are spending time — online. 

“So if you’ve got about 58% of Internet users, 42% non-users, and you find that only 28% of the advertising is going towards digital, you can see that there’s a bit of potential there,” Otin said. “You start to see there’s a tremendous amount of potential here in Africa.”

2. Media clutter is intensifying

As digital adoption grows, so does competition. 

The average Kenyan Internet user visits multiple platforms daily, including Web sites with millions of unique visitors. Social media platforms see significant engagement, but the challenge is clear: Consumer attention is fragmented. 

Advertisers are vying for limited mindshare in an environment that is both noisy and fast-moving. The implication is stark: To stand out, brands need sharper targeting, better creative, and precise media planning. 

Otin cited Facebook’s use of a dynamic advertising feature, “which focuses on being able to deliver custom-made advertising down to individual, based on AI functionality.”

3. Word-of-mouth is highly potent

Digital media isn’t just about exposure — it’s about influence. 

Word-of-mouth remains an incredibly strong driver of consumer behaviour. The majority of Internet users go online to find information, keep in touch with friends and family, watch videos, and keep up with news and events. 

Social media plays a critical role in this, with reasons for usage including chatting, networking, reading news, and discovering what’s trending. In a mistrustful climate, personal recommendations often outweigh formal advertising in credibility and impact.

4. We are more cynical than ever

Trust in traditional institutions is waning. 

According to the Edelman Trust Barometer, 80% of Kenyans worry about misinformation from government leaders, 72% distrust journalists, and 65% are skeptical of business leaders. 

This increasing cynicism puts the onus on advertisers to build genuine, transparent, and honest brand narratives. Consumers today are not only selective but skeptical. They need a reason to believe, and brands must earn their trust. 

Otin mentioned the repercussions of breaking such trust in today’s media climate: “When mass media became universal, it started the creation of freedom of expression … with social media, we’re seeing people demand social justice.”

5. Creative ads interrupt established behaviour

Creativity remains a powerful differentiator. 

Highly creative advertising, defined by its divergence (novelty) and relevance (value), is proven to outperform ordinary ads across multiple dimensions: drawing attention, improving recall, enhancing product evaluations, and driving purchase intent. In a saturated media environment, creativity is not a luxury — it’s a necessity. 

The Hierarchy of Effects model illustrates how creative advertising helps build brand awareness, fosters learning and recall, and ultimately leads to brand loyalty: “Creativity allows us to talk to people and connect with them on an emotional level … . We need to use creativity to interrupt established behaviour,” Otin said.

Creative ads wear out more slowly and have a more lasting impact because they engage viewers on a deeper cognitive and emotional level. Moreover, they help break through consumer resistance — especially when curiosity overcomes skepticism and leads to trial or purchase.

6. Gen Z is taking over from Millennials

Kenya’s Generation Z is now stepping into economic power. This generation —shaped by high-speed Internet, global connectivity, and post-2008 sociopolitical events — demonstrates independence, innovation, and adaptability. 

Though misunderstood by many, Gen Z is not unfocused or rebellious. Instead, they are practical, digitally native, and deeply engaged in social issues.

Traditional media isn’t irrelevant to them, but it’s repackaged: streamed, shared, and stored in their phones. They trust influencers, favour humour and popular music, and crave relevance and authenticity. They want to interact with content, not passively consume it. For marketers, this means crafting ads that are short, emotional, peer-endorsed, and speak to Gen Z’s aspirations and values.

7. E-commerce is at the tipping point

Digital commerce in Kenya is rapidly maturing. 

Mobile money usage is dominant, with 68.7% using services like M-Pesa, followed by financial institutions (50.6%), debit cards (22.4%), and credit cards (6.4%). Beyond money movement, digital financial behaviour is robust: 75.8% have made digital payments, 69% have sent money online, 44.9% have paid bills, and 16.3% have made digital purchases. 

This signals the infrastructure for digital commerce is not just present, it’s thriving. For brands, the opportunity lies in facilitating seamless online transactions and integrating e-commerce into their marketing and sales strategies. Consumer readiness is no longer the bottleneck; brand activation is.

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