Online ad spending is continuing to grow in Africa

Posted on April 21, 2015 12:01 am

There’s a big jump in online advertising spending in sub saharan Africa as people spend more time staring at digital screens.Spending on online advertising took off in the first quarter of 2015, soaring by more than 30 per cent from similar period in 2014, according to figures out yesterday.The researchers spoke with about 200 major media owners and agencies in Sub Saharan Africa to find out how much money was spent on online advertising in the first three months this year.Results showed total spending in the quarter was $2.120.56 million, 16 per cent more than the last quarter of 2014 and a 30 per cent jump from the same period last year.Carried out in conjunction with an auditing company, the research broke down online advertising into different segments, including classifieds, banner, search and directories, mobile, and social media.By far the biggest growth was in mobile advertising, which surged by 66 per cent year-on-year and 19 per cent from the first quarter. However, at $102 million, this still only represented roughly ten per cent of the overall mix.More than five per cent of all African now owned a smartphone, report said.Video ad spending lifted to up 22 per cent from a year ago and 39 per cent since the first three months of this year.

The report said 166 million Africans south of the Sahara now watched video content online at an average of 45.8 minutes per week.Advertising on social media sites such as Pinterest, Tumblr, Google+ and Twitter grew 19 per cent, in the first quarter.That came as membership on Pinterest was up by 102 per cent from a year ago and Tumblr up 98 per cent, report said.According to Rodriguez, a friend who was involved in the study, a partner at a US based research giant, said growth in online ad spending was being seen all over the Africa as people owned more devices and spent more time on them.”Whatever the screen is, it’s a vehicle to advertise on. The more devices, the more opportunity to interact with the consumer,” said Rodriguez.Digital was undoubtedly becoming a greater area of focus in Africa.”What you’ve got is advertisers, business, among others seeing the opportunity to turn their advertising channel to online. They’re becoming more attuned to what consumers are doing.”Other significant movement included 72 per cent annual growth in search and directories, and a 36 per cent growth in display ads from the first quarter.The total online ad spend so far this year has been $669.33 million more compared to the same point last year.Of the total online ad space, the biggest share belonged to search and directories.

Contador Harrison