Digital Tailor Agency Limited was responsible for end-to-enddigital media buying and optimisation, including:

• Media planning and channel strategy
• Publisher selection and rate negotiation
• Geo-targeted and regional campaign execution
• Ongoing optimisation and delivery monitoring
• Performance tracking, reporting, and insights

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Our role focused on maximising reach and engagement acrossAfrica while maintaining efficiency and transparency throughout the campaignlifecycle.

1. Pan-African Media Strategy

We designed a multi-market digital media plan that balanced continental reach with country-level relevance. The strategy prioritised:

• Tier-one African news and business publishers
• Regional hubs in East, West, Southern, and North Africa
• Mobile-first delivery to reflect African digital consumption patterns

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This ensured broad visibility while maintaining contextualrelevance in each market.

2. High-Affinity Publisher Network

We leveraged a wide network of trusted African publishers with strong reach among:

• Government officials and policymakers
• Business leaders and investors
• Development practitioners and NGOs
• Academia, youth, and civil society

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Publishers were selected based on audience quality, regionalinfluence, and editorial credibility.

3. Geo-Targeted & Regional Execution

Campaigns were deployed using a combination of:

• Country-specific targeting for priority markets
• Regional targeting to extend reach efficiently
• Contextual placement within governance, business, development, and policy content

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This approach allowed the campaign to scale while remaininglocally relevant.

4. Continuous Optimisation & Oversight

Live campaigns were monitored closely to ensure:

• Full delivery of booked inventory
• Balanced distribution across regions and publishers
• Optimisation toward high-performing markets and formats

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Adjustments were made throughout the campaign to improvedelivery efficiency and engagement quality.

• Strong continental reach across multiple African countries
• High visibility among policy, business, and development audiences
• Consistent delivery across diverse publisher environments
• Effective optimisation that maximised value across markets
• Clear, transparent reporting aligned with public-sector accountability expectations

The campaign successfully supported TICAD 9’s objectives ofawareness, engagement, and international participation across Africa.

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Why This Case Study Matters

This engagement demonstrates Digital Tailor Agency Limited’sability to:

• Execute complex, multi-country digital media buys
• Operate at continental scale with precision and control
• Manage institutional and diplomatic communications responsibly
• Deliver measurable digital impact for high-profile international initiatives

Conclusion

Through strategic media planning, high-quality publisherpartnerships, and disciplined execution, Digital Tailor Agency Limitedsuccessfully delivered a pan-African digital media buying campaign insupport of TICAD 9.

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The project highlights the agency’s strength as a trusteddigital partner for international conferences, governments, and developmentinstitutions, capable of delivering large-scale awareness and engagementcampaigns across Africa with professionalism and accountability.