2020 proved to be a tumultuous year for advertising. Overnight, budgets were cut, strategies were changed, and priorities were re-looked – but some platforms fared better than others.
TV benefited from a captive, stay at home audience with more time on their hands. Newspapers and magazines suffered as traditional distribution channels were decimated. OOH fell off a cliff, as there was nobody out and about. And the platform that arguably benefitted the most? Digital.
We saw increased numbers of people online seeking entertainment, looking for news on the pandemic, shifting their shopping patterns online, and trying to stay in touch with their friends and families. This is the reason we have seen increased investment by advertisers into social media platforms, and other forms of digital advertising as well. In fact, digital ad spend grew by double digits year-on-year (almost 20%), while overall adspend declined for the first time in decades.
To read more on the article titled “The state of social media in South Africa” click here.