The latest full year (2015) digital advertising spend report released by PwC on behalf of the IAB SA illustrates that the local industry has moved beyond the R3,4 billion spend (invoiced) mark in 2015. This translates to 36% overall year-on-year growth.
Certain sectors have witnessed exponential development. In terms of the PwC classification, mobile saw the biggest growth at 182%, followed by online at 68% and search at 22% (Search for 2014 was restated by PwC referencing the PwC Entertainment and media outlook: 2015 – 2019). South African advertisers spent R2.35 billion in 2015 on paid search. Online advertising (display and video) generated R952 million, which equates to 27% of total spend.