Digital media influencing tipping point

The sixth edition of this South African guide to the advertising and marketing industry will be published on 24 April 24.

“Consumers are becoming savvy and more demanding, so my advice to SA marketers is that they should put online advertising in their thinking and consider build it up if they want to catch up with the tipping point and stay relevant,” he added.

“I know that it is still a small market, but I am confident that within a few years, online marketing could be as big as radio advertising.”

Currently, radio advertising accounts for 11% of SA's total annual advertising income.

Furthermore, Koenderman called for agencies to contribute to this year's editorial material; the deadline to send in their contributions is 28 February.

For more information, go to www.adreviewclub.co.za. All the editorial material should be emailed to .