Introduction

This chapter covers advertising performance in the digital advertising space, investigating how digital advertising may be evaluated in terms of effectiveness and performance. It discusses with discourses on globalisation and investment flows before ending with an emphasis on glocalisation as an effective hybrid advertising strategy. The chapter focuses on sub-Saharan Africa, there are insights and examples throughout that allow us to see the dynamics of advertising in the region as well as to understand the important brands and their contributions to their respective countries. It investigates concepts such as meaningful co-creation, celebrity endorsement, and cultural resonance with exemplary advertising campaigns. The chapter provides a contextually rich account of how political turmoil, cultural diversity and national identity negotiate their relationship with globalisation as an ongoing process. Also briefly explored is the notion of the 'Indian consumer' as a post-colonial construct, and the possibility for dynamic futures of the Indian advertising industry.