
Digital Marketing
Analysis finds social media used by less than 4% of people, while mobile phone connections are equivalent to less than 60% of Malawians.
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:
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:
“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.
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