Highest-performing websites and apps

Ads displayed on online news portals are significantly more engaging compared to other websites. Examining the list of the most effective websites for ads in Ghana, news portals account for 55 percent and technology resources sites comprise 15 percent. To get these results, Eskimi researchers analyzed over 14,000 banner advertising campaigns worldwide, including in Ghana.

Although news portals lead among websites, a different trend is observed in mobile applications. Here, communication apps perform best, followed by sports applications.

"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, besides other factors, impacts campaign success. Evaluating platform reputation and content quality is essential," says Chukwudi Uketui, commercial director for Eskimi in West Africa.

Local vs international platforms and industry leaders

According to Uketui, it is interesting that as many as 95% of the websites Eskimi identified as most valuable for advertising in Ghana are international. When evaluating campaigns on mobile applications, researchers found a similar trend.

Eskimi's analysis of campaigns in Ghana also found that fast moving consumer goods (FMCG) and finance brands most frequently placed ads on the top-performing websites and mobile apps.

"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," says Uketui.

Tips for better ad engagement

Uketui shares recommendations for advertisers to make their ads better engaged:

- Focus on creatives. Dare to invest in original content and experiment with new formats.

- Think of specific websites and apps. When creating a list of go-to sites, consider the best-performing platform types in Ghana.

- Diversify your channel choices. Utilize both web and mobile solutions for your campaigns - it helps broaden your reach.

- Consult with media agencies or demand-side platform (DSP) providers. Working daily with campaign delivery strategies, these organizations can help develop a well-thought-out plan for your ads.

Methodology

Eskimi evaluated over 14,000 digital advertising campaigns globally, which were displayed on various websites and mobile applications from June 18 to December 18, 2024. After selecting campaigns that were shown more than 500,000 times, researchers categorized them by country and engagement rate and also assigned a thematic category (website or app type; international reach).

ABOUT ESKIMI

Eskimi is a global, full-stack, end-to-end creative and media tech platform. It delivers data-driven creatives that capture attention, quality supply, precise audience targeting, reaching 2.5 billion users, and local relevance that captures attention and creates brand impact. Eskimi operates worldwide with people on the ground in over 30 markets.