Kenya is projected to become the world’s fastest-growing internet advertising market, while a new retirement survey has raised concerns over the financial security of millions of workers despite increasing awareness of the need to save.
According to PwC’s Africa Entertainment and Media Outlook 2026–2030, Kenya’s digital advertising revenue is expected to nearly double from KSh40.6 billion in 2025 to KSh78.2 billion by 2030.
The report projects an annual growth rate of 14 per cent, almost twice the global average of 7.2 per cent. Video internet advertising is expected to expand even faster, at 18.2 per cent annually, driven by increased use of social media platforms and connected television.
PwC Kenya Entertainment and Media Partner Michael Mugasa says businesses that understand their audiences, use data responsibly and measure advertising performance will be better positioned to benefit from the expanding digital market.
Meanwhile, the inaugural SanlamAllianz Kenya Retirement Benchmark has revealed that seven in 10 Kenyans are not on track for a comfortable retirement, highlighting the financial pressures facing households.
The survey identified household expenses as the leading barrier to retirement savings, cited by 44 per cent of respondents. Irregular income followed at 37 per cent, while 24 per cent pointed to debt repayments.
The study further found that 53 per cent of respondents who left employment or businesses with retirement savings withdrew at least part of their funds, with 65 per cent later regretting the decision.
Additionally, 45 per cent of working-age contributors did not know how much they had accumulated in savings, while 51 per cent lacked a guaranteed monthly income plan for retirement.
SanlamAllianz says improved financial education, accessible retirement products and better guidance are essential to helping Kenyans build sustainable income for their later years.
In the agricultural sector, dairy stakeholders have trained more than 15,000 farmers in Murang’a, Nyandarua, Narok and Bomet counties on improved milking practices and udder care.
The campaign, led by Sawa Milking Jelly, reached farmers through visits to 119 farms, practical demonstrations and radio and television engagements focused on milking hygiene and teat care.
Pwani Oil Products Commercial Director Rajul Malde says direct engagement with farmers helps provide practical knowledge that can improve dairy farming practices.
The initiative also involved agrovets, stockists, dairy cooperatives and farmer groups to strengthen farmer education and access to dairy care products.
Elsewhere, Dangote Petroleum Refinery and Petrochemicals has extended the deadline for its initial public offering (IPO) to October 27, 2026, following strong investor interest.
The offer comprises 4.1 billion ordinary shares priced at 525 Nigerian naira each. The extension is intended to give investors additional time to complete registration and regulatory requirements.
Managing Director and Chief Executive Officer David Bird says the extension will allow more investors across Africa to participate in the offer.
The allotment is scheduled for November 17, 2026, with listing and trading expected to begin 15 business days later.
The developments highlight key trends across Africa’s economic landscape, including the rapid expansion of digital advertising, persistent retirement-planning challenges, continued investment in agricultural productivity and growing investor participation in major corporate offerings.
