Dennis Itumbi, the Head of Presidential Special Projects and Creative Economy, announced that his department is working on a plan that will allow both viewers and creators to benefit from online ads.
According to Itumbi, the system will pay Kenyans for the time they spend watching advertisements, while the content creators who host the ads will also receive a share of the revenue.
According to Itumbi, the system will pay Kenyans for the time they spend watching advertisements, while the content creators who host the ads will also receive a share of the revenue.
He explained that this model has already been tested successfully in countries like Nigeria and South Africa, and Kenya could be the next to implement it.
“The future of advertising is creator-led. Platforms like ImagineBC and TrulyKe are testing ways to reward viewers for watching ads while paying the creators. This is already happening in Nigeria and South Africa, and Kenya will join soon,” Itumbi stated on his social media page.
He added that his office is keen on ensuring transparency in how the system works, stressing that Kenya’s creative industry deserves to be supported with fair and innovative opportunities.
“The future of advertising is creator-led. Platforms like ImagineBC and TrulyKe are testing ways to reward viewers for watching ads while paying the creators. This is already happening in Nigeria and South Africa, and Kenya will join soon,” Itumbi stated on his social media page.
He added that his office is keen on ensuring transparency in how the system works, stressing that Kenya’s creative industry deserves to be supported with fair and innovative opportunities.
“Our message of channelling adverts through creators is being heard. There are partners willing to make sure the process meets global standards,” he said.
Itumbi’s remarks come a few months after he announced that the government was in talks with TikTok Global about introducing a monetisation program for Kenyan users.
Itumbi’s remarks come a few months after he announced that the government was in talks with TikTok Global about introducing a monetisation program for Kenyan users.
During a memorial service for comedian Mr. KK Mwenyewe in July, Itumbi said if TikTok fails to cooperate, Kenya might consider creating its own version of the platform to empower local content creators.
He also mentioned that creators who focus on government priority areas—such as housing, healthcare, job creation, and agriculture—could soon receive financial support from the state.
He also mentioned that creators who focus on government priority areas—such as housing, healthcare, job creation, and agriculture—could soon receive financial support from the state.
“The government is ready to invest money in content that aligns with national development goals,” he noted.
The move has been welcomed by many young Kenyans who see it as an opportunity to make money from their time online.
The move has been welcomed by many young Kenyans who see it as an opportunity to make money from their time online.
With the country’s growing number of influencers and digital marketers, this plan could transform Kenya’s creative economy and reduce unemployment by turning social media engagement into a source of income.
If successful, this initiative could place Kenya among the leading African countries using technology to empower content creators and promote digital entrepreneurship.
If successful, this initiative could place Kenya among the leading African countries using technology to empower content creators and promote digital entrepreneurship.
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