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The Advertising Industry in South Africa 2018

  • ID: 4559389
  • Report
  • Region: Africa, South Africa
  • 126 Pages
  • Who Owns Whom
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FEATURED COMPANIES

  • Ad Outpost (Pty) Ltd
  • Boomtown (Pty) Ltd
  • FCB Africa (Pty) Ltd
  • Mfelane Creations CC
  • Outdoor Network Ltd
  • Primedia (Pty) Ltd
  • MORE

Activities of Advertising Agents: The South African advertising industry includes advertisements for print media, radio, television, online media, cinema, direct mail and out-of-home media such as billboards. South Africa’s advertising sector is dominated by four foreign-owned international media groups, WPP (UK), Omnicom Media Group (USA), Publicis (France) and Interpublic (USA). The sector, which is predominantly male-dominated and white-owned and managed, set targets of increasing black ownership to 45% and increasing black women ownership to 30% by April 2018.;

The Move to Digital: Although locally Television is still the predominant advertising medium, accounting for 56.3% of total advertising spend of R38.13bn between July 2016 and June 2017, the traditional platforms for advertising are being affected by a shift in the increasing usage of digital devices and the Internet. Statistics from the Interactive Advertising Bureau (IAB) report show that Internet advertising spend increased from R1.3bn in 2013 to R3.95bn in 2016, largely benefitting international companies Google and Facebook. Original digital video (ODV) advertising spend is also increasing. A recent study showed that more than half of media buyers are planning to increase their digital and mobile video spending in the next year. Investment in OVD programming has climbed steadily since 2016 and is expected to grow 68% by the end of 2018.;

Report Coverage: The report on the South African advertising sector describes current conditions, recent developments and factors influencing the success of the industry. Profiles for 35 companies are provided. These include Black Powder Studios (Pty) Ltd, which was launched as a through the line agency and recently transformed from a majority black-owned to a 100% black-owned business. Also profiled are Provantage Media Group, which acquired a majority stake in leading African billboard company, Global Outdoor Systems in 2018, making it one of the largest out-of-home media owners on the continent, and Dentsu Aegis Network which purchased a 52.05% stake in advertising agency FoxP2, a deal that highlights the trend for media and creative agencies to work together.

Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Ad Outpost (Pty) Ltd
  • Boomtown (Pty) Ltd
  • FCB Africa (Pty) Ltd
  • Mfelane Creations CC
  • Outdoor Network Ltd
  • Primedia (Pty) Ltd
  • MORE

1. INTRODUCTION

2. DESCRIPTION OF THE INDUSTRY
2.1. Industry Value Chain
2.2. Geographic Position

3. SIZE OF THE INDUSTRY

4. STATE OF THE INDUSTRY
4.1. Local
4.1.1. Corporate Actions
4.1.2. Regulations
4.1.3. Enterprise Development and Social Economic Development
4.2. Continental
4.3. International

5. INFLUENCING FACTORS
5.1. Economic Environment
5.2. Ban on Alcohol Advertising
5.3. Labour Resources
5.4. Ad-free Business Models
5.5. Technology, Research and Development (R&D) and Innovation
5.6. Environment

6. COMPETITION
6.1. Barriers to Entry

7. SWOT ANALYSIS

8. OUTLOOK

9. INDUSTRY ASSOCIATIONS

10. REFERENCES
10.1. Publications
10.2. Websites
APPENDIX 1
List of ASA Members
APPENDIX 2
List of ACA members
APPENDIX 3
Acts Affecting Advertising
APPENDIX 4
List of SA POPAI Members
COMPANY PROFILES
AD OUTPOST (PTY) LTD
AD OUTPOST TWO THOUSAND AND SEVEN (PTY) LTD
ADREACH (PTY) LTD
AEGIS MEDIA SOUTH AFRICA (PTY) LTD
BLACK KHAKI ADVERTISING (PTY) LTD
BLACK POWDER STUDIOS (PTY) LTD
BOO MEDIA AND COMMUNICATION (PTY) LTD
BOOMTOWN (PTY) LTD
BUSI NTULI COMMUNICATIONS (PTY) LTD
CATGRAPHICS (PTY) LTD
ELEMENTS CREATIVE DYNAMICS (PTY) LTD
FCB AFRICA (PTY) LTD
HORSLEY'S MARKETING SERVICES CC
J WALTER THOMPSON COMPANY SOUTH AFRICA (PTY) LTD
JCDECAUX SOUTH AFRICA (PTY) LTD
JUPITER DRAWING ROOM (CAPE TOWN) (PTY) LTD (THE)
KENA OUTDOOR (PTY) LTD
KING JAMES ADVERTISING CAPE TOWN (PTY) LTD
MCCANN WORLDGROUP SOUTH AFRICA (PTY) LTD
METROPOLITANREPUBLIC INTEGRATED COMMUNICATIONS (JHB) (PTY) LTD
MFELANE CREATIONS CC
MMS COMMUNICATIONS SOUTH AFRICA (PTY) LTD
MULLEN LOWE GROUP (SOUTH AFRICA) (PTY) LTD
NETHWORK BBDO (PTY) LTD
OGILVY AND MATHER SOUTH AFRICA (PTY) LTD
OUTDOOR NETWORK LTD
OUTSMART OUT OF HOME ADVERTISING (PTY) LTD
PENNY BLACK OUTDOOR (PTY) LTD
POSTERSCOPE (PTY) LTD
PRIMEDIA (PTY) LTD
PROVANTAGE (PTY) LTD
SAATCHI AND SAATCHI (PTY) LTD
SOUTHERN AMBITION 1385 CC
TBWA SOUTH AFRICA (PTY) LTD
TRACTOR MEDIA HOLDINGS (PTY) LTD
VML SOUTH AFRICA (PTY) LTD

Note: Product cover images may vary from those shown
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  • Ad Outpost (Pty) Ltd
  • Ad Outpost Two Thousand and Seven (Pty) Ltd
  • ADreach (Pty) Ltd
  • Aegis Media South Africa (Pty) Ltd
  • Black Khaki Advertising (Pty) Ltd
  • Black Powder Studios (Pty) Ltd
  • Boo Media and Communication (Pty) Ltd
  • Boomtown (Pty) Ltd
  • Busi Ntuli Communications (Pty) Ltd
  • Catgraphics (Pty) Ltd
  • Elements Creative Dynamics (Pty) Ltd
  • FCB Africa (Pty) Ltd
  • Horsley's Marketing Services CC
  • J Walter Thompson Company South Africa (Pty) Ltd
  • JCDeCaux South Africa (Pty) Ltd
  • Jupiter Drawing Room (Cape Town) (Pty) Ltd (The)
  • Kena Outdoor (Pty) Ltd
  • King James Advertising Cape Town (Pty) Ltd
  • McCann Worldgroup South Africa (Pty) Ltd
  • MetropolitanRepublic Integrated Communications (JHB) (Pty) Ltd
  • Mfelane Creations CC
  • MMS Communications South Africa (Pty) Ltd
  • Mullen Lowe Group (South Africa) (Pty) Ltd
  • Nethwork BBDO (Pty) Ltd
  • Ogilvy and Mather South Africa (Pty) Ltd
  • Outdoor Network Ltd
  • Outsmart Out of Home Advertising (Pty) Ltd
  • Penny Black Outdoor (Pty) Ltd
  • Posterscope (Pty) Ltd
  • Primedia (Pty) Ltd
  • Provantage (Pty) Ltd
  • Saatchi and Saatchi (Pty) Ltd
  • Southern Ambition 1385 CC
  • TBWA South Africa (Pty) Ltd
  • Tractor Media Holdings (Pty) Ltd
  • VML South Africa (Pty) Ltd
Note: Product cover images may vary from those shown
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