At a time when traditional methods of publishing are undergoing rapid change, digital allows new opportunities to connect with readers and consumers. However, audiences are no longer a given. Publishers and advertisers need to meticulously tailor their content to survive in a cutthroat media landscape says Josephine Buys, CEO IAB SA.

Where are we with digital?
A recent study conducted by World Wide Worx in collaboration with Cisco Internet Business Solutions Group has shown that as early as 2010 the number of South African internet users surpassed the 5 million mark. Since then, the numbers have been growing exponentially and by the end of 2015 we reached just under 25 million internet users – that’s almost 47% of our total population! Data shows that on average South African’s are spending just over 5 hours a day accessing the internet from laptops and computers and 3 hours a day from mobile phones. PricewaterhouseCoopers has predicted that by 2017 South African consumers will be spending a total of R59.6 billion on internet access (a massive leap from 2014’s R19.8 billion).

In countries such as Kenya and Nigeria, mobile penetration is high which subsequently increases the number of online users who are constantly browsing publisher websites with digital adverts being displayed 24/7.

What does this mean for traditional advertising?
Data has proven that although the number of smartphone and tablet users have increased, but that these users are accessing their mobile devices for multiple reasons including listening to the radio or watching shows. 20 percent of radio is listened to via cell phones. With only 15 percent smartphone penetration in the country, it is likely that this is via the FM functionality that comes standard with many basic handsets. Many users are also accessing their tablets and smartphones during prime time hours meaning that they are simultaneously watching TV and looking at their devices.

Choosing one advertising platform over the other could be a disaster or complete success for your campaign. At Get Set Go Media, we analyse your target market and help you choose the best mediums available. These mediums may include digital, TV, radio and print, and will differ from country to country. Instead of focussing on digital vs. traditional, rather go back to basics. Who is your audience? What is the best combination of ways to reach them? And what is going to delight them? Ultimately it is about great content and getting to know your users! That is always the secret to a winning advertising campaign.