Public Relations
Communication firm receives recognition for its work on the 2021 Marine Protected Areas (MPA) Day campaign.
DIGITAL MEDIA LANDSCAPE
Study shows a 31% year-on-year growth in SA’s digital media landscape
By our News Team | 2022
Finance, FMCG and alcohol remain the categories with the highest percentage of media spend in South Africa.
The Interactive Advertising Bureau (IAB) South Africa has released the IAB South Africa / PwC Internet Advertising Revenue Report — 2021 Study. The report was compiled in collaboration with business consultancy PwC.
“The analysis and resulting findings are based on actual figures and provide realistic, reliable and trustworthy data that can be used by media agencies, publishers and marketers for improved decision-making for them and their clients,” says Haydn Townsend, Chairperson at IAB South Africa.
Photo by Andrea Piacquadio from Pexels
Inputs from various market stakeholders are included in the study. Among them:
- The Advertising Media Forum.
- Online and mobile publishers and agencies.
- Advertisers for the year 2021.
IAB’s Research Council, which is chaired by Shaun Frazao, Global Strategy Partner at media agency Wavemaker, drove the report.
“The study is conducted with buy-side advertising agencies and clients and this information is then cross-checked with information from research provider Omdia before being independently compiled by PwC,” Frazao explains.
Among the key insights is a 31% year-on-year growth in digital media, which is up by 21% from the same period in 2020. Despite the impacts of the Covid-19 pandemic, sustainable high digital growth is expected as the economy recovers.
Other findings include:
- Internet advertising is at an all-time high of 32.3% of the overall ad market, being up from 29.6% in 2020 and 22.8% in 2019.
- Total Internet advertising revenue for 2021 was worth R12.1-billion (US$710-million), R2.9-billion (US$170-million) more than in 2020.
- Paid search grew by 16.8% to 20.4% in 2021, which is up from 3.6% in 2020.
- Google remains the market leader in paid search, with 99.0% of revenue in 2021.
- Google Chrome remains the most popular browser in South Africa, with 69.4% of people using it.
- South Africans remain worried about data privacy, with 47.5% reporting they decline cookies at least some of the time and 40.4% using ad blockers.
- 61.5% of South Africans aged 13 or older use social media, with Meta accounting for 80.3% of paid social revenue in 2021.
- Finance (29%), FMCG (14%) and alcohol (11%) remain the categories with the highest percentage of media spend.
- Performance-based ad campaigns remain the most popular, accounting for 47% of purchases.
“Being able to benchmark available ad revenues over time is a measure of the health and opportunity in South Africa’s media and marketing space,” says Claire Cobbledick, Vice Chairperson at IAB SA.
Corporate Social Responsibility
Many firms leverage social initiatives to generate positive publicity, to attract the best talent, and to keep pace with their competitors.
Marketing Spend
The knee-jerk reaction in a recessionary environment is to reduce spending on marketing. But study finds it’s detrimental in the longer term.
Market Insights
Consultancy says it aims to get beyond the tactical and generalist research to drive more impact and business transformation.
Personal Branding
He made Tesla a household name. But a tangled private life, provocative comments and the Twitter no-deal may be taking a toll on the brand.
Brand Values
MTN surges up the Kantar BrandZ ranking to take the No.1 spot for the first time as South Africa’s most valuable brand.
Shopping Trends
Easy online shopping is leading to overconsumption. Encouraging a stronger movement to buying pre-loved goods is therefore vital.
Consumer Outlook
New polling by Ipsos across 28 countries finds that in many markets the public expect recent cost of living pressures to continue.
Television Advertising
As spending on traditional advertising starts to increase again, marketers must ensure consumers don’t ‘zap’ their TV ads.
Marketing Ethics
Research by Australian academics shows how companies are using the growing TikTok platform to push unhealthy eating amongst kids.
Outdoor Advertising
One-time civil engineer promoted to take over the reins of outdoor advertising giant’s South African business.