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Africa
South Africa
Digital advertising benchmarks, audience data, and channel insights for South Africa (ZA).
Key Advertising Metrics
CPM
$1.8
CPC
$0.18
CPA
$6
CPV
$0.005
CPL
$8
CPI
$0.4
Market Overview
Ad Spend
$2.1B
YoY Growth
12%
Mobile Share
85%
Market Maturity
Emerging
Currency
ZAR
Population
60M
Digital Penetration
Internet68%
Social Media45%
Mobile62%
Smartphone59%
Platform Dominance
Top Platform
Google
Social Dominant
Meta
Search Dominant
Google
Video Dominant
YouTube
Messaging App
WhatsApp
E-Commerce Platform
Takealot
Channel Share Breakdown
Programmatic50%
Social28%
Search22%
Display12%
Video15%
CTV3%
Audio2%
Retail Media2%
DOOH2%
Demographics
Median Age
28
Gender Split
48% M / 52% F
Urban
68%
Rural
32%
HH Income (avg)
$7,240
Literacy Rate
92%
Age Brackets
13-178%
18-2418%
25-3424%
35-4420%
45-5416%
55-6410%
65+4%
Performance Benchmarks
Avg CTR
2.8%
Avg CVR
2.4%
Avg VTR
60%
Engagement Rate
2%
Viewability
50%
Brand Safety
50%
Regulation & Privacy
Privacy Framework
POPIA
Cookie Status
Limited
Ad Tax
None
Data Localization
Limited
METRIX — Advertising Intelligence Platform