Digital Advertising - South Africa

Ad spending in the Digital Advertising market is projected to reach US$566.30m in 2023.
The market's largest segment is Search Advertising with a market volume of US$209.00m in 2023.
In global comparison, most ad spending will be generated in the United States (US$297.40bn in 2023).
The average ad spending per user in the Social Media Advertising segment is projected to amount to US$4.48 in 2023.
In the Digital Advertising market, 73% of total ad spending will be generated through mobile in 2027.
In the Digital Advertising market, 88% of the Digital Advertising revenue will be generated through programmatic advertising in 2027.

Digital Advertising uses the internet to deliver marketing messages via various formats to internet users. This includes Search Advertising, Advertising, Banner Advertising, Video Advertising as well as Classifieds.

Furthermore, the Digital Advertising market is segmented into Desktop and Mobile revenues depending on the delivery method such as desktop computers (incl. notebooks) or mobile devices (smartphones and tablet PCs).

Social Media Advertising includes all ad revenue generated by social networks or business networks such as Facebook, Twitter, and/or LinkedIn. Ads in social networks can appear as sponsored posts within organic content or alongside the newsfeed. Detailed definitions of these segments can be found on the sub-pages for the corresponding market segments.

Our data is based on ad spendings coming from domestic companies within the selected market regardless of where an advertisement is ultimately displayed.

E-mail marketing, audio ads, influencer marketing or sponsorships, product placement, and commission-based affiliate systems are not considered here.

in-scope

Digital advertising with online revenues from video, banner, classifieds, and search advertising in Desktop and Mobile revenues
Social Media Advertising with revenue from social networks or business networks

out-of-scope

E-mail marketing and audio ads
Influencer marketing or sponsorships
Product placement
Commission-based affiliate systems

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