24.3% impressions increase in SA – IAB

TRENDAFRiCA August 22, 2014

Key findings from IAB member sites in South Africa, show in excess of 1 billion page impressions and a 24.3% increase in unique browsers.

The Interactive Advertising Bureau (IAB) South Africa and Effective Measure have released the findings from the July 2014 dashboard statistics on the South African digital media industry, regarding usage of desktop and mobile profiles to access IAB member sites.

Web browsers visiting audited IAB member sites are assigned a unique cookie ID which accurately determines the browser ‘uniqueness’ figure. As a result, Effective Measure’s findings indicate that across both online and mobile, usage is accelerating rapidly in the local digital sector with South African monthly Unique Browsers having exceeded the 45.9 million mark in July 2014. This is a marked increase when compared to March 2014 which captured 27.4 million.

Effective Measure’s surveying software also operate in HTML in order to accurately determine the demographics of smart devices and mobile traffic; which show that 31.6% of online traffic is accessing digital platforms via their mobile devices. There were 165 772 active survey respondents in July 2014. These respondents are randomly selected across all IAB SA publishers website and their demographic profiles are linked back to each site visited.

Another key insight includes a large increase in page impressions, with the market smashing through the 1 billion mark.

According to Ryan Harris, head of measurement for the IAB: “The detailed data findings provided by Effective Measure give IAB members a far more holistic view of their target audiences and now allow them to tailor their campaigns far more effectively. Also, reaching 1 billion page impressions across the sites is a significant achievement for digital in SA showing that the medium is growing rapidly, reaching the masses and now a real option for brands to consider in their marketing mix”.

Some of the key findings from the report include:

  • The daily average of unique browsers has increased to over 3.4 million daily.
  • 31.4 % of respondent between the ages of 20 – 29 years.
  • 87.3 % of respondents use the internet to access emails.
  • 51% of respondents are female, and 49% are male.
  •  26.3% of respondents live in Johannesburg

Effective Measure will be releasing its next wave of research in early September, as detailed data results give IAB members a far more holistic view of their target audiences and allow them to tailor their campaigns far more effectively.


Source: The Interactive Advertising Bureau South Africa, formerly the DMMA, is an independent, voluntary, non-profit association focused on growing and sustaining a vibrant and profitable digital industry within South Africa. 



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