`Effect of Digital Migration on Performance of Advertising Agencies in Kenya For The Period 2015 to 2019
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Date
2024-10
Authors
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Publisher
Daystar University, School of Communication
Abstract
The migration to digital broadcasting can be outlined as a switchover from analog services to digital-based networks over a definite time. In order to fully certify that all analog services are simulated to digital networks, the main purpose of migration is to ensure that the end goal of the switch off of analog services to digital services is done over a specified time. In February 2015, Kenya switched from analog to digital broadcasting amid resistance from media houses and other stakeholders in the media industry. This study sought to examine the implications of the switch on advertisers in Kenya. The objectives of the study were to examine the effect of digital migration on performance of advertising agencies, describe digital migration activities, determine the relationship between digital migration and client acquisition, and establish the effect of client retention and digital migration on performance of advertising agencies in Kenya. The study was guided by the multi-step flow theory and the technology acceptance model (TAM). It employed a descriptive survey design. The study’s population comprised 15 advertising agencies (specialized institutions dealing with advertising campaigns on behalf of their clients in Kenya) registered under the Association of Practitioners in Advertising. Therefore, it adopted a census study survey since the sample size was all 15 advertising agencies. Managing directors or the client service directors, finance managers, and media managers were selected to take part in the survey to limit self-reporting bias that would occur if only one person per agency had been selected. The number of respondents was 45. Primary data was collected by administering semi-structured questionnaires. The questionnaires were then coded and analyzed using the Statistical Package for the Social Sciences (SPSS), version 24. The study then used descriptive statistics (frequencies and percentages) to interpret the results. Inferential statistics used was the analysis of variance (ANOVA) to determine mean differences in order to establish the effects of digital migration on aspects of advertising agencies. The study found mixed results on whether digital migration affected the performance of advertising agencies. Quantitative results showed that the respondents were mostly neutral on whether and how digital migration had affected both client acquisition and retention. Based on the results, the study concludes that a few positive changes were observed in terms of changes in advertising presentation styles, design of advertising content, availability of more accurate tools to measure advertising reach, and an increase in advertising spend. The study recommends that advertising agencies should work on understanding what aspects of their business have not improved and why in order to improve their overall performance. Since most agencies agree that their efficiencies were improved, it would be important to address other aspects of the business that may have made some of the agencies not observe positive changes due to the digital shift.
Description
Master of Arts in Communication
Keywords
digital broadcasting
Citation
Wangui, N. (2024). `Effect of Digital Migration on Performance of Advertising Agencies in Kenya For The Period 2015 to 2019. Daystar University, School of Communication