This document discusses digital media trends in South Africa. It notes that while digital is growing, connectivity infrastructure in South Africa is lacking compared to countries like South Korea. Several charts and statistics are presented on topics like internet penetration in South Africa, broadband growth, global digital advertising spending trends divided by format like search, display and video, and comparisons of television versus digital advertising spending globally and in South Africa. Newspapers are also discussed, with statistics on declining print circulations and growing digital revenues. The top performing television programs on DSTV and SABC in South Africa are listed. Throughout, the document emphasizes that digital growth is significant but traditional media still dominate in South Africa.

1. @justininza

2. @justininza
Digital is beautiful
Digital is sexy
Digital is an enabler

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On a simplistic marketing level
Advertising = persuasion to consideration
Digital (some) = conversion to sale
Symbiosis is obvious

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Obstacle majeure = connectivity

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Ministry of Communications as guilty of neglect as
Ministry of Energy (IMHO)

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SAT3 340 Gbps
WACS 5,120 Gbps
ACE 5,120 Gbps
EASSy 4,720 Gbps
SAex 12,800 Gbps

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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Fixed broadband Mobile broadband Households with
internet
Individuals with
internet
2,2%
26,0%
25,5%
41,0%
Source: ITU/ UNESCO “The State of Broadband 2013”
SA Internet penetration

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Source: ITU/ UNESCO “The State of Broadband 2013”
ADSLGPRS HDTV

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Source: Point Topic Ltd 2013
Broadband penetration & growth
Source: Point Topic World Broadband Statistics 2013

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This is South Africa, not South Korea

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“The Digital Revolution is over.
We won”.

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16. @justininza
(v): to come forth gradually
into being;
develop; undergo evolution

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Revolution: (n)
an overthrow or repudiation
and thorough replacement of
an established system;
a sudden, complete or marked
change in something

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Context: media and
communications

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0
100
200
300
400
500
600
700
2012 2013 2014 2015 2016 2017
OOH
Radio
Magazines
Newspapers
Digital
Television
$bn
Global adspend by channel (F2013-2017)
Source: PwC Global Entertainment and Media Outlook 2013-2017

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0
10
20
30
40
50
60
70
80
2012 2013 2014 2015 2016 2017
Search
Display
Classified
Mobile
Video
Forecast global digital adspend by segment
Source: PwC Global Entertainment and Media Outlook 2013-2017
$bn

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0
10
20
30
40
50
60
70
80
90
100
2012 2013 2014 2015 2016 2017
57,4
65,1
72,6
80,4
88,1
95,9
Search
Classified
Total
$bn
Forecast global digital adspend:
search & classified
Source: PwC Global Entertainment and Media Outlook 2013-2017

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Classified = non-
commercial

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Search = signage
(landmark & directional)

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0
100
200
300
400
500
600
700
2012 2013 2014 2015 2016 2017
OOH
Radio
Magazines
Newspapers
Digital
Television
$bn
Global adspend by channel (F2013-2017)
Source: PwC Global Entertainment and Media Outlook 2013-2017

26. @justininza
0
100
200
300
400
500
600
2012 2013 2014 2015 2016 2017
OOH
Radio
Magazines
Newspapers
Digital*
Television
$bn
Global adspend by channel (F2013-2017)
* Digital adjusted to exclude search and classified
Source: PwC Global Entertainment and Media Outlook 2013-2017

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0
100
200
300
400
500
600
700
2012 2013 2014 2015 2016 2017
0
100
200
300
400
500
600
2012 2013 2014 2015 2016 2017
$bn $bn

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0
20
40
60
80
100
120
140
160
180
200
220
2012 2013 2014 2015 2016 2017
Television
Digital*
Newspapers
Magazines
Radio
OOH
Global adspend by primary channel
*Digital adjusted to exclude search and classified
$bn Source: PwC Global Entertainment and Media Outlook 2013-2017

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30. @justininza
460
480
500
520
540
560
580
600
2008 2012 2017*
516
547
594
Physical newspaper circulations worldwide
2008, 2012, & 2017* (*estimated)
mn
Source: PwC Global Entertainment and Media Outlook 2013-2017

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95%
5%
89%
11%
Global newspaper revenues split as print & digital
2012 Print
2012 Digital
2017 Print
2017 Digital
Source: PwC Global Entertainment and Media Outlook 2013-2017

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5,6m daily readers!

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SA adspend by channel 2012 actual, 2013-17 forecast
ZAR bn
Source: PwC SA Entertainment and Media Outlook 2013-2017
-
5 000
10 000
15 000
20 000
25 000
30 000
35 000
40 000
45 000
2012 2013 2014 2015 2016 2017
Internet
OOH
Radio
Magazines
Newspapers
Television
4%
9%

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-
200 000
400 000
600 000
800 000
1 000 000
1 200 000
1 400 000
1 600 000
Isibaya SupeRugby Carte Blanche
Mzansi SS1 M-Net
DsTV
1 551 000
857 000
586 000
DsTV best performing programmes Jan - Mar 2014
Source: DsTV Arianna

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SABC best performing programmes Jan - Mar 2014
-
1 000 000
2 000 000
3 000 000
4 000 000
5 000 000
6 000 000
7 000 000
8 000 000
9 000 000
Isibaya SupeRugby Carte
Blanche
Generations Pirates v
Chiefs
Afcon
Mzansi SS1 M-Net S1 S1 S1
DsTV SABC
1 551 000
857 000
586 000
8 375 000
2 030 000
1 237 000
Source: DsTV Arianna and SABC

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-
100 000
200 000
300 000
400 000
500 000
600 000
M-Net Top Ten performing programmes of 2013
Source: DsTV Arianna

41. @justininza

42. @justininza
This is South Africa, not South Korea

43. @justininza
"Marketers always overestimate the attraction of
new things and underestimate the power of
traditional consumer behaviour."
Bob Hoffman
AKA The AdContrarian

44. @justininza
justininza
Justin McCarthy
@justininza