Description

At the Audience and Advertising Summit 2025 in Johannesburg, a panel discussed how shifts in media consumption are affecting content publishers. The conversation cantered on three main points:
Audiences are moving away from traditional media like TV and print and are instead consuming content on digital platforms, including streaming services and social media. This shift is largely driven by the increasing use of mobile phones and the internet across Africa, with a strong preference for video content.

This fragmentation of audiences makes it difficult for publishers to sell ads and measure their effectiveness. To adapt, the industry is exploring new monetization models, such as ad-supported freemium subscriptions, which are proving popular with local audiences.

The panel highlighted how technology like AI and blockchain is being used to improve ad targeting, increase transparency, and combat ad fraud. The key message was that to succeed, the industry must embrace innovation while also upholding ethical standards and consumer trust.

Some key points from the resource include:

● Impact on Ad Revenue
● The Role of Technology
● Changing Media Habits
● Fragmentation of audiences