ADVERTISING

IAB calls for industry participation in ‘Online AdSpend Report’

By our African Marketing Confederation News Team | 2024

Annual report is vital as it measures the year-on-year state of online advertising in South Africa, IAB SA says.

The International Advertising Bureau of South Africa (IAB SA) has released a call for participation in its ‘2024 Online AdSpend Report’. Since 2012, the IAB SA has published its ‘Internet Advertising Revenue Report’, which is compiled by PwC and more commonly known as the ‘Online AdSpend Report’.

Photo by RDNE Stock project from Pexels

It aims to provide the digital media and marketing industry with accurate and reliable data about the digital investment landscape in the country. 

In 2024, the IAB SA once again calls on industry stakeholders to participate by completing an anonymised short online survey, the results of which will be aggregated to quantify the scope of internet revenues based on actual figures. 

“The industry’s input for the annual report is vital as we get to measure year-on-year what the state of online advertising is in South Africa,” says Razia Pillay, CEO at IAB SA.

Local version of a global IAB research project

“IAB across the globe provides such a report in partnership with PwC, and we are looking forward to seeing the insights from the South African market.

“The IAB South Africa has chosen to place a focus on generative AI in 2024. And while the 2023 report touched on new digital innovations and technology, such as the metaverse and applications of AI, we are still optimising the current advertising landscape,” Pillay adds. 

“There are exciting opportunities to leverage, as we see an uptake in AI capabilities in the years to come. Together, we can benchmark online adspend on an annual basis, so we urge agencies to contribute.”

Those interested in participating are encouraged to attend the national online workshop on Monday, 18 March at 10am. This will provide further context around the survey and how it supports the wider agenda of the advertising and marketing industries. 

Individuals can register for the IAB SA / PwC ‘Internet Advertising Revenue Report’ Workshop here. 

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