Walk through the streets of Kampala and one thing becomes immediately clear: advertising is everywhere. From towering billboards and street poles to wall posters, car stickers, and shop signages, almost every corner is plastered with a brand message. In most shopping arcades, the signage is so overwhelming that shop numbers and entrances are obscured — making it nearly impossible for a first-time visitor to find a specific store.

On radio, the clutter is equally deafening. It’s not unusual to hear 10–12 ads squeezed into a two-minute commercial break, with stations often cutting spots short and thereby diluting the advertiser’s key message. To an outsider, this frenzy might look like proof of a thriving advertising sector. But in reality, it represents misdirected energy and wasted investment.

The Illusion of Visibility

Ugandan businesses often mistake visibility for effectiveness. The belief that “if everyone sees or hears it, it will work” dominates boardrooms. Yet advertising science tells us the opposite: not everyone is your customer. According to the IPA (Institute of Practitioners in Advertising, UK), campaigns targeted to well-defined audiences deliver up to 30% higher ROI compared to scattershot approaches.

But in Uganda, the temptation to “shout the loudest” overshadows strategic focus. This explains why we see print-style creative slapped on LED billboards, or generic radio jingles running on stations with little relevance to the intended customer.

Why Planning Matters

Uganda’s advertising suffers from two systemic issues: poor planning and poor execution. It is not unusual to find a single kilometer stretch along Jinja Road carrying 50 street poles, 10 billboards, and several LED screens, not counting wall posters. This saturation benefits no one. In fact, studies by Nielsen Global Media show that beyond a certain frequency, additional exposure reduces ad recall by 20–25% due to cognitive overload.

Compounding this problem is the decision-making process within organizations. Many campaigns are delayed or watered down because “everyone must have input.” While inclusivity is admirable, it often stifles clear, bold decision-making — leading to campaigns that are neither creative nor effective.

Lessons from Mature Markets

Contrast Kampala with cities like New York, Paris, or Amsterdam. These markets have far larger consumer bases and far more products competing for attention, yet outdoor advertising is carefully regulated. Billboards are limited, signage is controlled, and clutter is minimized. Instead, advertisers invest in data-driven digital media, content marketing, and precision targeting, ensuring efficiency.

Uganda’s GDP has been growing steadily — 5.2% in 2024 according to the World Bank — and its consumer base is expanding. But unless advertisers embrace smart targeting, they risk wasting resources in a loud but ineffective race for attention.

The Power of Consistency

History shows us that impactful advertising is built on consistency, not clutter. Think back to Crane Forex Bureau’s iconic jingle on Sanyu FM, City Tyres’ “Keeping you safe on the road,” or the evergreen East African Newspaper ad on NTV. These campaigns worked not because they were everywhere, but because they were memorable, consistent, and relevant.

In marketing, long-term brand building drives 60% of sales uplift, while short-term “noise” contributes only 40% (Les Binet & Peter Field, The Long and Short of It). Uganda’s brands must learn that powerful advertising is not about being the loudest in the room — it’s about being clear, strategic, and consistent.

As Metternich once said of the Vienna Congress, Uganda’s current advertising scene risks being a “loud sounding nothing.” But with smarter planning, sharper targeting, and disciplined execution, it can evolve into a powerful driver of both commerce and culture.

— The writer, Joshua Kamugabirwe, is the Business Head at TROI Media Limited, a communications Agency.