According to the current market and financial estimates, search advertising is responsible for 40.5% of the total digital advertising revenue. However, by 2027, 77% of digital advertising revenue will come from programmatic advertising (statista.com).

So, what is programmatic advertising and how is it different from search advertising?

Programmatic Advertising

Programmatic advertising is a type of digital advertising that uses data and algorithms to purchase advertising spaces in real-time. This form of advertising is often referred to as “proactive advertising,” as it targets audiences who could be interested in the advertised product or service, but who may not be actively searching for it. The banner ads you see on websites represent a good example of programmatic advertising.

Read Also: Monetizing African Content: The Lucrative World of Display Advertising

Search Advertising

Just as the name implies, search advertising targets people who are already searching for the product or service being advertised. It draws its strength from using keywords to reach its target audience. This form of advertising can be described as “reactive advertising.” 

Why is Programmatic Advertising on the Rise in Africa?

One key reason can be attributed to this: Increased internet penetration. According to internetworldstats.com, Africa’s internet penetration rate stands at 42.3% — meaning almost half of the continent’s population have access to the internet. It also means that Africa makes up 11.2% of the global internet users.

The implication of this is that global advertisers are now looking more favourably towards Africa, hence the increase in revenue from digital media advertising.

Read Also: Overcoming Payment Delays: How Atunwa Helps Content Publishers Deal With Cashflow Challenges

Impact for You as an African Digital Content Publisher

As an African digital content publisher, it is not enough to simply put out content and hope for advertisers to knock on your door. As it stands, and from our records, African content publishers earn 30-40% less than their global counterparts.

Therefore, it becomes imperative to optimize your content and platform for monetization. And one of the fastest ways to get monetized is via programmatic ads.

At Atunwa, we work with African publishers and help them monetize their digital content and reach an even wider audience. 

If you currently struggle with monetization or you believe you’re not being monetized well enough, you can reach us via mac@atunwadigital.com for a quick chat.

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