• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Digital

SA’s programmatic video budgets still spent mainly on YouTube but there is positive progress

by Glenda Nevill
April 8, 2019
in Digital
0 0
0
SA’s programmatic video budgets still spent mainly on YouTube but there is positive progress
Share on FacebookShare on Twitter

Programmatic advertising has been around for a decade, which saw the medium undergoing constant change with developments in the space, and ongoing updates in best practice.

While it’s no longer unusual to find programmatic being implemented into media strategies, concerns over ad fraud, brand safety and viewability remain.

Nevertheless, trends in 2019 point to increasing personalisation (delivering improved performance and providing greater relevancy with personalised messaging), a move towards bridging the gap between TV and online advertising (Britain’s ITV announced this week that it had signed a deal with digital advertising tech company, Amobee for end-to-end programmatic buying and selling of premium video inventory on the ITV Hub), and added focus on brand safety.

Mark 1‘s Joe Steyn-Begley says in developed markets, “video buys are shifting to programmatic TV, with PWC predicting that it will represent approximately a third of global TV ad revenue by 2021″.

Bringing it home to South Africa, he says from what he can see, “a large amount of programmatic video budgets are still only spent on YouTube with a smaller percentage being apportioned to video exchanges and premium publishers”.


Read more: Three reasons why programmatic media buying is effective for marketers


Still, there is progress in the sector, Steyn-Begley says. “One of the more positive developments locally has been the formalisation of programmatic trading agreements between buyers and sellers”.

Most, if not all of the largest publishers in South Africa, he says, have “worked hard to open up their inventory to the programmatic marketplace and a large portion of direct IO-based buys are now being bought programmatically”.

The main issue hindering progress in the space is lack of knowledge, says Steyn-Begley. “Specifically around costs and effectiveness,” he emphasises. “
If we are truly able to measure results through proper attribution modelling, clients will start to see the real business impact programmatic buying can deliver.”

Data scientist Nkateko Mongwe, writing for The Media Online, says programmatic media buying “is effective for advertisers and marketers because it offers extensive reach as impressions are purchased on a discounted rate due to trading on unsold inventory”.

And he adds: “For instance direct IO buys on premium sites for premium display, CPM (Cost Per Thousand) on average costs around R250-R350 or even R400 on some very premium sites where else through programmatic average CPM is around R150-R100 or even R50.

“This means a digital media campaign with a budget of R100 000 scheduled for programmatic will generate around two to three million impressions. This high reach & frequency provides awareness and consideration benefits and thus programmatic plays an important part in the awareness & consideration phase of a digital media strategy.”


Tags: ad fraudautomationdataJoe Steyn-BegleyMark1 MediaNkateko Mongwepersonalisationprogrammatic buying

Glenda Nevill

Glenda Nevill is the editor of www.themediaonline.co.za She is also a writer, communicator, dog walker, mother, worshipper of Burmese cats. Loves rugby and beach walks. Hates bad grammar and bad manners.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

Recent News

AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?