The second and final day of the Audiences & Advertising Summit – Africa 2025 closed on a forward-looking note, with conversations centring on consumer trust, innovation, and the evolving balance between regulation and growth in Africa’s media and advertising space.
Opening the day’s discussions, Gail Schimmel, CEO of the Advertising Regulatory Board (ARB) of South Africa, underscored the importance of credibility and self-regulation in advertising.
“When consumers stop trusting what they see on their screens, the system collapses. We cannot allow that. The industry must commit to transparent practices, ethical storytelling, and standards that protect audiences,” Schimmel noted.
She further highlighted the increasing challenges posed by AI-driven content and influencer marketing, stressing that regulatory frameworks must evolve as fast as the technology. She says safeguarding children and vulnerable groups remains at the heart of ARB’s agenda: “Our role is not to stifle creativity but to make sure innovation thrives in a responsible ecosystem.”
Bringing a commercial perspective, Craig Kelly, Founder and CEO of Premium Free TV, argued that African audiences are redefining the value of content. “The truth is, African viewers want access to quality without being locked behind high subscription walls. That’s where advertising-funded premium free-to-air models can change the game,” Kelly said.
He emphasised that advertising-funded free premium TV represents a sustainable business model and a gateway to inclusivity, ensuring that content reaches wider audiences regardless of income.
Kelly also challenged brands to rethink how they engage audiences: “It’s not just about selling airtime anymore—it’s about offering advertisers data-driven targeting and storytelling platforms that respect the viewer’s time and intelligence.”
As the summit concluded, speakers and delegates echoed a shared sentiment: Africa’s advertising and broadcasting sectors are at a tipping point. With technological disruption accelerating, the future will belong to those who build trust with audiences while unlocking new models of access and monetisation.
The final message was clear—responsibility, innovation, and inclusivity must guide the next era of African media and advertising.
To view the highlights from the event, click here.
