Description

This panel discussion delivered at the just concluded Audiences & Advertising Summit 2025, which took place in Johannesburg, South Africa, unpacked how media, technology and advertising are evolving in Africa, especially under the influence of streaming, data, and shifting consumption.

The panel aimed to unpack both the opportunities and challenges that Connected TV (CTV) and Over-The-Top (OTT) advertising present in the African market—how advertisers, platforms, agencies and broadcasters can position themselves to benefit.

Some key points from the resource include:

● Audience Shift: Growing viewership on streaming platforms, especially among younger and “cord-cutting” audiences.
● Opportunities: Precise targeting, programmatic buying, incremental reach, and creative ad formats.
● Challenges: Market fragmentation, limited inventory, high CPMs, and lack of standardised measurement.
● Strategic Advice: Start with pilots, build partnerships with local platforms, integrate OTT/CTV with other channels, and push for measurement standards.