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African marketers will be working hard to establish the best approaches to mobile advertising. The mix of smartphones and feature phones in the market make implementation challenging, as many African users have limited functionality on their device. Thus, brands should begin with text-based search ads, SMS advertising and mobi-optimized sites. In time, this will give way to screen takeovers, location-based advertising, apps and augmented reality. Dependent on the target audience, most marketers will need to take a two-pronged approach, developing mobile ad strategies for both basic phones and the fast-growing smartphone audience. Our recent AdReaction study showed that mobile marketing favorability.