Advertising - South Africa | Statista Market Forecast

Ad spending in the Advertising market in South Africa is forecasted to reach US$2.17bn in 2024.
The largest market is TV & Video Advertising with a market volume of US$701.70m in 2024.
When looking at global comparisons, the United States is expected to lead in ad spending with US$425.90bn in 2024.
Within the Advertising market in South Africa, 52% of total ad spending is projected to come from digital sources by 2030.
The average ad spending per capita in the TV & Video Advertising market is estimated to be US$11.50 in 2024.
Furthermore, within the Advertising market in South Africa, Advertising market of 83% revenue will be generated through programmatic advertising by 2030.
South Africa's advertising market is embracing influencer partnerships to reach diverse audiences and capitalize on the digital age.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in South Africa has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Advertising market in South Africa have shifted towards digital platforms, as consumers increasingly spend more time online. This has led to a rise in digital advertising, with businesses investing in online channels to reach their target audience. Additionally, there is a growing demand for personalized and targeted advertising, as consumers expect relevant and tailored content. Advertisers are focusing on data-driven strategies to deliver personalized messages to consumers, which has further fueled the growth of the digital advertising sector. Trends in the market indicate a shift towards mobile advertising, as the majority of South Africans now own smartphones. Mobile advertising offers advertisers the opportunity to reach consumers on-the-go and target them based on their location, interests, and behavior. This trend is expected to continue as mobile penetration in South Africa continues to increase. Another trend in the Advertising market in South Africa is the rise of influencer marketing. Influencers, who have a large following on social media platforms, are being used by brands to promote their products or services. This form of marketing enables businesses to reach a wider audience and leverage the trust and credibility that influencers have built with their followers. Local special circumstances in South Africa, such as the diverse cultural landscape and multiple languages spoken, have also influenced the Advertising market. Advertisers need to consider these factors when creating campaigns to ensure they are culturally relevant and resonate with the target audience. Localization and cultural sensitivity are key factors for success in the South African market. Underlying macroeconomic factors, such as the steady economic growth in South Africa, have contributed to the development of the Advertising market. As the economy grows, businesses have more resources to invest in advertising and marketing activities. Additionally, the increasing urbanization and middle-class population in South Africa have created a larger consumer base for advertisers to target. In conclusion, the Advertising market in South Africa is experiencing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital advertising, mobile advertising, influencer marketing, and the need for cultural relevance are shaping the market in South Africa. As the economy continues to grow and consumer behavior evolves, the Advertising market is expected to further expand in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.