Service
Media Planning & Buying Across Sub-Saharan Africa
Five04 Media is a media planning and buying agency based in Lagos that helps brands reach the right audiences across Sub-Saharan Africa. We handle media strategy, channel selection, rate negotiation, and campaign deployment — across digital, broadcast, outdoor, and print. We serve brands across Nigeria, Ghana, South Africa, Kenya, and Tanzania who want their media spend to deliver measurable results, not just impressions on a report.
Our Approach
Media planning works when it starts with the audience, not the channels. We identify where your target audience actually spends time — across digital, TV, radio, outdoor, and print — then negotiate placements and allocate budget to maximise impact. Each plan is optimised for reach and efficiency. We track performance throughout the campaign and reallocate spend in real time when the data tells us to.
Why Media Planning in Africa
There's no single media channel that reaches everyone across Sub-Saharan Africa. The mix that works in Lagos — where digital and outdoor dominate — is different from Nairobi, where radio still carries significant weight, or Johannesburg, where broadcast remains strong. Getting the plan wrong means paying for reach that doesn't convert.
Rate structures, inventory availability, and audience measurement standards also vary by market. Buying media across borders without local knowledge leaves money on the table. We bring market-specific media intelligence, direct vendor relationships, and negotiation experience to each campaign we plan and buy.
What We Deliver
Media Strategy & Channel Selection
Audience analysis and channel mapping that identifies where your target audience is most reachable and most receptive.
Rate Negotiation & Buying
Direct relationships with media vendors across Sub-Saharan Africa. We negotiate rates, secure placements, and manage insertion orders.
Cross-Channel Campaign Deployment
Coordinated campaign rollouts across digital, broadcast, outdoor, and print — with market-specific scheduling and flighting.
Performance Tracking & Optimisation
Real-time monitoring, spend reallocation, and post-campaign reporting that shows exactly what your media investment delivered.
Markets We Cover
Nigeria is our home market — it's where our vendor relationships are strongest and where we manage the most media spend. We also plan and buy media in Ghana, South Africa, Kenya, and Tanzania, with market-specific rate knowledge and vendor networks in each.
Campaigns We've Delivered
Frequently Asked Questions
What media channels do you buy across?
Digital (social, display, search, programmatic), broadcast (TV, radio), outdoor (billboards, transit), and print. Channel selection is driven by your audience and objectives, not by what's easiest to buy.
Do you handle both traditional and digital media?
Yes. Most campaigns we plan include a mix. The balance depends on audience behaviour, market dynamics, and budget. We go where the audience is.
How do you negotiate media rates?
Through direct relationships with media vendors, volume commitments, and market knowledge of fair pricing. We benchmark rates across outlets and markets so you're not overpaying for reach.
Can you plan media campaigns across multiple African markets?
Yes. We've deployed campaigns across Nigeria, Ghana, South Africa, Kenya, and Tanzania. Each market gets its own media plan — different outlets, different rates, different scheduling.
How do you measure media campaign effectiveness?
We track reach, frequency, cost per result, and audience delivery against the media plan. Post-campaign reports break down performance by channel, market, and flight so you can see exactly where your budget went and what it delivered.
How do you handle budget allocation across channels?
We start with your total budget and objectives, then model allocation scenarios across channels based on projected reach, cost efficiency, and audience fit. Allocation isn't fixed — we reallocate during the campaign based on performance data.
Related Services
Every campaign is built to brief. Tell us what you're working on — we'll come back with a tailored approach.