Young Kenyans are not ignoring ads. They are ignoring bad deals.
Skipping an ad is a rational response to an exchange that gives nothing back. Change the exchange and the behaviour follows.
The Communications Authority reported smartphone penetration of 80.8 percent in March 2025. More people than ever carry a screen that can show an ad, and more people than ever have learned to skip one.
Businesses don’t want advertising. Businesses want customers. And many consumers do not hate advertising; they skip advertising that gives them nothing.
What a fair exchange looks like
- The value is stated before the ad starts, along with how long it takes.
- The reward is something people already use: airtime, data, cashback, a voucher.
- The reward arrives now, confirmed by SMS, not after ten visits.
When those three things are true, attention stops being taken and starts being traded. That is a better deal for the viewer, and a far better signal for the advertiser.
Written by Teleeza Insights
