Advertisers reap the benefits of print and digital media
Advertisers reap the benefits of print and digital media
“Print and digital media remain a strong proposition for advertisers as they continue to reap the benefits from campaigns in the sector,” says Ingrid Louw, CEO of Print and Digital Media South Africa (PDMSA), commenting on PwC’s South African Media and Entertainment Outlook 2012-2016 published this week.
The report revealed that revenue from advertising in newspapers and the print media last year increased by 5.7%, equating to R11.4 billion, and that the sector was expected to grow at an annual rate of 5.1%.
It also noted that digital media consisted of 20.4% of the overall advertising spend for the same period and was expected to increase by 52% over the next five years.
“One of the reasons that digital media is seeing a growth in advertising spend is that we have reached the end of the digital beginning. Advertisers are more aware of the successful online news media brands and also now have more accurate information about them, allowing them to make better informed decisions and target audiences more accurately,” says Louw.
“With regards to print media, advertisers have always been assured that readers are loyal, particularly in newspapers, and that its diverse audiences can easily be segmented. Print media can also reach consumers on a daily basis in the communities in which they live resulting in one of the most effective ways of targeting specific markets,” says Louw.
“The synergistic relationship between print and digital media is a vital component of communication strategies from both an advertising and PR perspective. Advertisers are clearly getting solid returns on their investments, with all signs indicating that this will continue,” says Louw.
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