Programmatic in South Africa

The South African digital market shows considerable growth. The use of programmatic buying has emerged and has been implemented over the past few years. It is now estimated to expand even further.

DIGITAL ADS MARKET

According to Statista Digital Advertising Report 2020, in 2019 digital ad spending was $686 million, and is about to reach $738 million in 2020. Nowadays, South Africa has quite an active programmatic ads market. Over the past few years, programmatic has taken  up a major role in the sphere of digital advertising. In 2019, 79% of digital ads were generated by programmatic. This percentage is predicted to reach up to 83% in 2024. 

According to Statista Report, 2020

AVAILABLE AUDIENCE

Reach: 23.17 million cookies
Impressions: 4.97 billion

AD FORMATS

Over the past 10 years, there was a rapid increase of consumers that use mobile phones in South Africa. Nearly 98.4% of internet users at the aged 16-64 have smartphones. Moreover, nine out of 10 of them use social media. According to statistics, 65% of website traffic came from mobile phones in 2019. Optimizing ads for mobile devices will definitely help to reach a wider audience. Video ads are also gaining in popularity.

INVENTORY

Top Websites Ranking

google.com, facebook.com, youtube.com, google.co.za, instagram.com, twitter.com, dstv.com, netflix.com, takealot.com

Top SSPs used in South Africa:

  • Google Ad Manager
  • AppNexus
  • Rubicon
  • BidSwitch
  • Brightroll
  • MoPub
  • TeadsTV
  • Waze
  • Open.X

Top DSPs used in South Africa:

  • AppNexus
  • DV 360
  • The Trade Desk
  • MediaMath
  • Turn
  • Efficient Frontier
  • bRealtime
  • MicroAd
  • DataXu
  • Emerse

MARKET PECULIARITIES

  • In South Africa, private auctions are the most common type of deal in programmatic ads.