Dear Industry Colleagues,
As we reflect on the achievements and challenges of the past year, it is evident that 2024 was a transformative period for the global digital media and marketing industry. Together, we have navigated a dynamic landscape marked by rapid innovation, evolving consumer behaviours and an increasing commitment to transparency, inclusivity and sustainability.
This year, generative artificial intelligence (AI) underwent remarkable advancements that revolutionised content creation and audience engagement. These tools enabled brands and agencies to craft hyper-personalised experiences at scale and prompted important conversations about ethics, data privacy and authenticity.
At IAB South Africa, we prioritised initiatives that empower our industry to adapt and thrive. Our annual Online Advertising Revenue Report, spearheaded by our Research & Measurement Council in partnership with PwC, provided critical insights into market trends, showcasing steady growth in digital ad spend despite economic pressures. The launch of the first Content Creator Charter in South Africa by our Influencer Marketing Committee and the Education Council’s monumental achievement of introducing a new Higher Occupational Certificate in Advertising further demonstrated our commitment to upskilling professionals across the ecosystem, ensuring they remain competitive in an ever-changing environment.
In 2024, we also bid farewell to our CEO of the past three years, Razia Pillay. Under her leadership, IAB South Africa has successfully initiated various innovative projects and her contributions have significantly enhanced the organisation and the sector as a whole. Together with Robyn Campbell and Pippa Misplon, she was pivotal in expanding the flagship Bookmark Awards to a must-attend industry event and the new Bookmark Awards Committee will further build on this successful endeavour in 2025.
Next year promises to be a year of continued innovation and opportunity. At IAB South Africa, we are committed to driving growth and collaboration by focusing on the following areas:
- Expanding our collaboration with brands, agencies and publishers to grow digital advertising to benefit the local digital ecosystem.
- A renewed focus on industry education, spearheaded by the Actionable Insight Series events and digital media white papers.
- Enhancing the industry-wide use of the IAB SA Measurement Dashboard, with the addition of key social, audio and video metrics.
All of these aspirations can only be achieved with your ongoing support. As members of this vibrant community, you are the catalysts for change, the innovators shaping the future and the stewards of a thriving industry.
Let us continue to collaborate, share knowledge and push boundaries in 2025. Together, we will overcome the challenges facing the digital media and marketing space while unlocking new opportunities that benefit businesses, consumers and society.
Here’s to a successful and inspiring 2025!
Chris Borain,
Executive Director, IAB South Africa