SOUTH AFRICA, Jan. 18 -- For the past three years, advertising spend in Mzanzi has gone up. I know that thanks to a chat I had with my smart mate Chris Botha, group managing director of The MediaShop. It went up roughly R2billion last year and this year it's likely to grow even more.
But how will this money be spent in 2019? By that I don't mean in which mediums (Botha can tell that story much better than I), but rather what will the approach be to the creation of the advertising itself?
The efficacy of brand advertising versus retail advertising has been long debated. But now, with the sophistication of social media increasing and influence of the data giants on the rise, the debate is shifting somewhat.
In 2019 and beyond we will see ...