Head of Presidential Special Projects and Creative Economy Dennis Itumbi has unveiled a new, creator-driven advertising model aimed at transforming the digital marketing landscape.
Speaking on Thursday, Itumbi announced that ImagineBC and TrulyKe are piloting the innovative system, which allows both content creators and viewers to earn from advertisements.
According to Itumbi, the platform operates on a dual reward structure — creators are compensated for hosting ads on their content, while viewers receive direct rewards for watching them.
Itumbi Partners with ImagineBC and TrulyKe to Launch Creator-Led Ad System. Photo: Courtesy.
He described the initiative as a major step toward making the advertising ecosystem more inclusive, transparent, and beneficial to all participants.
Itumbi noted that more information on how local creators and audiences can join the program will be announced in the coming days.
He went on to emphasize that the message of channeling advertisements through creators is gaining traction, with stakeholders willing to ensure the process maintains transparency and meets global standards.
The announcement comes amid increasing government focus on supporting Kenya’s digital content creation sector.
Recent initiatives have included partnerships with major social media platforms to provide creators with training and resources.
