A new study by global AdTech company Eskimi reveals that online advertisements in Tanzania achieve the highest engagement on news websites and sports-related applications. Overall, ads displayed on websites outperform those on apps.

Online news portals are significantly more engaging for ads compared to other websites in Tanzania. News portals account for 35 percent of the most effective websites for ads, while job hunting sites make up 20 percent. 

These findings are based on Eskimi's analysis of over 14,000 banner advertising campaigns worldwide, including in Tanzania.

Conversely, a different trend emerges for mobile applications. Sports-related apps show the best performance, followed by technology applications.

Beatrice Njiraini, regional director for Eskimi in East Africa, commented, "Many online ads quickly become information noise—a major challenge in today's advertising landscape. When businesses neglect audience behavior and creativity, their ads get lost. 

This study demonstrates that channel choice, among other factors, impacts campaign success. Evaluating platform reputation and content quality is essential."

Njiraini noted that 65 percent of the websites Eskimi identified as most valuable for advertising in Tanzania are international platforms. A similar trend was observed for mobile applications.

Eskimi's analysis also found that telecommunications and fast-moving consumer goods (FMCG) brands were the most frequent advertisers on these top-performing websites and mobile apps in Tanzania.

"When running campaigns, many companies are now selecting which websites or mobile platforms they want to display their ads on. This helps not only protect their reputation but also ensures that the advertisement isn't wasted and engages the consumer," Njiraini explained.

Njiraini offers the following advice for advertisers seeking to enhance ad engagement: Focus on creatives, investing in original content and experimenting with new formats. Consider specific websites and apps; when curating a list of preferred sites, prioritize the best-performing platform types in Tanzania. 

Diversify your channel choices, utilizing both display and mobile solutions for campaigns to broaden your reach. Finally, consult with media agencies or demand-side platform (DSP) providers, as these organizations, with their daily experience in campaign delivery strategies, can help develop a well-thought-out plan for your ads.

Eskimi evaluated over 14,000 digital advertising campaigns globally, displayed across various websites and mobile applications from June 18 to December 18, 2024. 

Campaigns with over 500,000 impressions were selected and then categorized by country, engagement rate, and thematic category (website or app type, international reach).