Description

This presentation, delivered at the just concluded Audiences & Advertising Summit 2025, which took place in Johannesburg, South Africa, shows that advertising remains the dominant source of revenue, with 39% of organizations relying on it. The report highlights that low ad revenue is the most significant monetization challenge, cited by 32% of respondents. The industry is also contending with limited willingness to pay (25%), high acquisition costs (14%), rising data costs (14%), and regulatory hurdles (14%).

To address these challenges, the top strategic priorities for 2025/2026 are developing new content formats (30%), leveraging audience data & analytics (22%), increasing digital ad revenue (22%), and forging advertiser partnerships (22%).

The report also identified the most effective advertising formats and approaches for reaching target audiences and delivering a strong return on investment

Some key points from the resource include:

● Sponsored/native content and interactive/immersive ads
● Advertising
● Ad-supported freemium models
● Pan-African standardised audience currency is gaining interest