Market Insights Advertising & Media Advertising TV & Video Advertising

Digital Video Advertising - South Africa

South Africa

Ad spending in the Digital Video Advertising market in South Africa is forecasted to reach US$189.70m in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 4.68%, leading to a projected market volume of US$238.50m by 2029.
With a projected market volume of US$84,610.00m in 2024, the majority of revenue will be generated within South AfriIn the Digital Video Advertising market in South Africa, 88.44% of total ad spending will be generated through mobile in 2029.
The average ad spending per internet user in the Digital Video Advertising market in South Africa is estimated to be US$3.85 in 2024.
Connected TV ad spending in the Digital Video Advertising market in South Africa is expected to reach US$16.02m in 2024.
Connected TV is projected to demonstrate an annual growth rate (CAGR 2024-2029) of 4.92%, resulting in a projected market volume of US$20.37m by 2029.
The Ad spending on short-form videos in the Digital Video Advertising market in South Africa is projected to reach US$76.46m in 2024.
The Ad spending on short-form videos is predicted to show an annual growth rate (CAGR 2024-2029) of 9.90%, leading to a projected market volume of US$122.60m by 2029.
South Africa's Digital Video Advertising market shows a growing preference for programmatic buying, enhancing targeting and efficiency in ad placements.

Key regions: United Kingdom, Australia, Japan, Germany, India

Market

Region

Region comparison

Currency

Analyst Opinion

The Digital Video Advertising market in South Africa is experiencing significant growth and development.

Customer preferences: South African consumers are increasingly turning to digital platforms for their entertainment and information needs. The rise of smartphones and affordable internet access has led to a surge in online video consumption. Consumers are spending more time watching videos on platforms such as YouTube and social media sites. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through digital video advertising.

Trends in the market: One of the key trends in the South African Digital Video Advertising market is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the need for advertisers to reach their target audience in a highly targeted and personalized manner. Another trend in the market is the growing popularity of mobile video advertising. With the widespread adoption of smartphones, South African consumers are spending more time watching videos on their mobile devices. Advertisers are capitalizing on this trend by investing in mobile video advertising campaigns to engage with their target audience on the go.

Local special circumstances: South Africa has a diverse population with multiple official languages and cultural backgrounds. This presents a unique challenge for advertisers to create content that resonates with the local audience. Advertisers need to consider cultural nuances and language preferences when developing their digital video advertising campaigns.

Underlying macroeconomic factors: The South African economy is experiencing slow economic growth, which has led to budget constraints for advertisers. As a result, advertisers are looking for cost-effective advertising solutions that provide maximum reach and impact. Digital video advertising offers a cost-effective way for advertisers to reach a large audience and measure the effectiveness of their campaigns. Furthermore, South Africa has a high mobile penetration rate, with a large portion of the population accessing the internet through their mobile devices. This presents a significant opportunity for advertisers to reach a wide audience through mobile video advertising. In conclusion, the Digital Video Advertising market in South Africa is growing rapidly due to changing consumer preferences, the adoption of programmatic advertising, the popularity of mobile video advertising, and the need for cost-effective advertising solutions in a challenging economic environment. Advertisers need to understand the local market dynamics and tailor their digital video advertising campaigns to resonate with the diverse South African audience.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.