Advertising spending in South Africa 2018-2021, by medium

The entire advertising market in South Africa in 2019 is estimated to be worth 30.4 billion South African rand (approximately 2.05 billion U.S. dollars), and TV and video advertising spending is projected to account for the largest share of that amount, around 21 percent. The internet is said to be the second largest medium in the country. However, looking at 2018-2023 compound growth rates, TV’s 1.8 percent CAGR in the period will be exceeded by internet’s 12.4 percent CAGR, which means that by the end of 2023 internet advertising will be higher than TV advertising for the first time.

Internet advertising in South Africa

Internet advertising in South Africa is expected to account for 25 percent of the total ad market in the country, with a value of over 580 million U.S. dollars by 2023. At the same time mobile will represent 50 percent of internet advertising revenue, up from 40 percent in 2018. These figures show the importance of mobile platforms to the future of South Africa’s advertising industry. Therefore, it comes as no surprise that some of the largest advertisers in South Africa are telecommunications companies such as Vodacom or and Mobile Telephone Network.