
Kenya’s Safaricom is the most valuable non-SA brand, study finds
South African brands again dominate the latest Brand Finance Africa-wide study, but several Kenyan brands put in a strong showing.
DIGITAL ADSPEND
By our News Team | 2022
Desktop’s share of digital adspend may become negligible over the next decade, as consumers increasingly use mobile technology to access the internet.
For marketers, the digital world is increasingly going mobile, which is evident in the advertising projections for the next few years. According to figures presented by a StockApps.com analysis, mobile’s share of digital advertising spending is expected to grow up to 70% in 2026.
In 2021, the percentage of mobile ad spending, versus desktop, was 60%. Looking back to 2017, mobile’s percentage of adspend stood at just 44%.
Thus, over the course of the nine years, mobile’s share of adspend is expected to grow by 59%, versus that of desktop-based digital ads.
In a blog post published on the StockApps website, Vyom Chaudhary, an editor at the company, says the estimates are that the share of mobile ads will increase by approximately 2% every year for the next five years.
Photo by Darlene Alderson from Pexels
Annual growth rate of digital adspend will slow
In 2018, the annual rate of growth of ad spending on mobile platforms was 11%. It fell to 9% in 2019 and further to 7% in 2020, Chaudhary explains. From 2021 onwards, the annual growth rate is expected to hover around 3 to 4%.
In the case of desktop-based adspend, the annual growth rate was at minus 9% in 2018, and it is expected to hover around minus 5-6% in the next five years.
“Even though the growth rate of mobile ads is expected to slow down in the coming years, it is evident that the digital ad industry is headed in only one direction: mobile,” notes Chaudhary.
“In the last few years, mobile phones and devices have become the preferred choice for users to access the internet. It’s hard to predict the technology in 2026 perfectly, but one thing is certain: that we are growing more and more mobile.
“Hence, it wouldn’t be a surprise to see desktop ad share become negligent over the next decade.”
South African brands again dominate the latest Brand Finance Africa-wide study, but several Kenyan brands put in a strong showing.
Hypothetically, consumers would even go as far as to pay to prevent their personal information being resold to third parties.
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
While culture and history still permeate the North African consumer experience, it is also a region undergoing a dramatic evolution.
Company says order-fulfilment software from the US digitises and optimises the picking, packing, staging and distribution of online orders.
Placing goods that are not on promotion next to ones that are being discounted can have both positive and negative effects.
AzamPesa mobile money wallet set to close the gap between urban and rural areas in terms of access to financial products and solutions?
Survey finds people spend a month of their lives waiting for call centre agents to pick up. So insurer unveils ‘#StopHoldMusic’ campaign.
Top brands of the future will not be focused on the products they sell, but rather on serving an ecosystem of stakeholder needs.
Growth is expected to resume in 2023 at more than double the rate of last year, with the retail sector being the biggest spender.
Non-fungible tokens (NFTs) are usually associated with celebrities and market volatility. But there is untapped potential for marketers.