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Online advertising growth in mobile not true picture
The annual IAB SA Internet Advertising Revenue Report, conducted by PwC, indicates that online advertising has grown by 15% from 2013 to 2014 and was estimated to be worth a total of R1.5bn in 2014.
Image via 123RF
"According to the report, online advertising revenues rose from R452m to R566m," says Spark Media's commercial director Marius Greeff. "This is good news and we are excited about this growth as it means that marketers and agencies are starting to understand the efficacy of digital."
"Although the report indicates a drop in mobile revenue, from R172m to R64m, these figures are misleading. This figure also excludes search while spend is moving internationally and therefore not reported locally but mobile remains the primary 'do it all device' that reaches more consumers than any singular medium."
The proof is in the numbers - 61% of South Africa's web traffic is generated by mobile devices and, as data becomes cheaper and more accessible and access to 'smart' phones becomes even more mainstream, this number will increase dramatically over the next couple of years.
"This is precisely why we are pleased with a partnership in all things digital. From mobile, via the BBM and Vodacom platforms, and social through our partnerships and alignments with LinkedIn, Facebook, Twitter and Instagram, we are ready to capitalise immediately on all trends for our clients," concludes Greeff.
To read the IAB, go to http://goo.gl/yNGWzz.
