Technologies and platforms in the digital world are changing at such a fast rate that the roleplayers involved in the environment must reinvent themselves continually to stay relevant. The rapid rise of smartphones and tablets has brought about the “multiscreened experience” where consumers interact with content from multiple sources (for example, an iPad and/or mobile and the TV) at the same time. But, South Africa is lagging international spend in digital advertising. Here, only 2.5% of total ad spend goes to online display inventory compared to 20% in the US, 30% in the UK and 5% in many other major emerging markets. South African publishers and advertisers have some catching up to do, as the digital audience compares in size to local satellite television, with four million people alone interacting with Kagiso Media’s digital platforms regularly, by way of example.
Source: Craig Corte, CEO, Kagiso New Media at Kagiso Digital’s Adfu Symposium