This month, we chatted to Riezkah Allan, Strategic Lead at The MediaShop. What show are you currently bingeing – and on which platform can we find it?  I’m deep into a nostalgic rewatch of One Tree Hill on Amazon Prime, and whenever I need a comfort fix, I dive into my favourite K-Dramas on Netflix.   What’s the one thing about this show that hooked you? (no spoilers!) There’s just something magical about K-Dramas – the storytelling, the emotion, the language... I swear, I’m a South Korean wannabe in another life!   If you had to pitch this show to a friend in one sentence, what would you say? It’s an emotional rollercoaster packed with love, heartbreak, and drama. Basically, everything you didn’t know you needed in a single show.   What brand of TV/ Connected Devices do you have at home? Samsung & Hisense   How many hours do you watch per week? Roughly 10 hours…just enough to keep my sanity and stay entertained!   Do you still watch traditional TV? Nope, haven’t touched it in ages.   Why do you choose to work with the Reach Africa team? Because they just get it. Strategic thinkers, standout service, and a team that always delivers beyond expectations.

This month, we chatted to Reg West, Strategy Lead: Tiger Brands – Bakeries, Home/Personal Care, Beverages & Grains at Zenith Media. What show are you currently bingeing, and on which platform can we find it? I’m a bit of a reality TV junkie (no judging, right?) Right now, I’m deep into  The Block  (Australia),  Deal or No Deal: Island , and the new season of  Survivor . I stream everything via Plex – that’s my go-to for shows and movies.   What’s the one thing about this show that hooked you? (no spoilers!) It’s just  good TV  – entertaining, engaging, and I don’t have to overthink it. I love getting pulled into the drama, watching characters clash, alliances shift, and surprises land. Perfect for taking my mind off things.   If you had to pitch this show to a friend in one sentence, what would you say? “Think ultimate competition, real human drama, and plot twists – all rolled into an easy, addictive watch.”   What brand of TV / connected devices do you have at home? I’ve got an LG Smart TV (which handles Plex really nicely).   How many hours do you watch per week? I save my binge sessions for weekends – I’d say I average 2 to 3 hours per day on those days. So maybe 6 to 9 hours over the weekend.   Do you still watch traditional TV? Only for sports. Everything else – shows, series, movies – I stream.   Why do you choose to work with the Reach Africa team? I work with Reach Africa because they truly get the dynamics of modern content consumption in Africa. Their expertise in Advertising Video on Demand (AVOD) and free ad-supported TV (FAST) means they know how to connect content owners, audiences, and brands in meaningful ways. Les (Adams – Sales Director) is always responsive, thoughtful, and committed to helping me navigate the evolving landscape of streaming and monetisation.

This month, we chatted to Bianca Sidelsky, Group Strategy and Innovation Director at PHD Media. What show are you currently bingeing – and on which platform can we find it? I’ve just finished Hunting Wives on Netflix.   What’s the one thing about this show that hooked you? (no spoilers!) Each episode ended on a cliffhanger, as well as a ‘what-did-I-just-watch’ moment.   If you had to pitch this show to a friend in one sentence, what would you say? Crazy Texas housewives drama, mixed with explicit scenes and twists at every turn.   What brand of CTV service do you have at home? There isn’t a single legal CTV service we don’t subscribe to at home –  we are heavy users!   How many hours do you watch per week? Depends on how busy I am. I usually fall asleep in the first 5 minutes when I get into bed during weekdays, so a single episode can last 2 weeks! But when I have time to binge during weekends or holiday downtime, I can easily binge 3-4 episodes in one day.   Do you still watch traditional TV? Yes, for live sport, breaking news and anything my clients sponsor. As an industry, we are not the majority of South Africans, so it’s important to still have a view of what the majority of the population is watching every day. I also love watching DIY TV and awards shows (linear).   Why do you choose to work with the Reach Africa team? The offering is good and the sales team is lovely.

This month, we chatted to Babalwa Nyembezi, Strategy Partner at Dentsu Red Star.   What show are you currently bingeing – and on which platform can we find it? I love nostalgia. I just finished re-watching Grey’s Anatomy on Disney+. Right now, I’m enjoying And Just LikeThat Season 3…the evolution of the girls from Sex and the City . I’m loving bingeing it on DSTV Stream.    What’s the one thing about this show that hooked you? (no spoilers!) I love seeing the girls from Sex and the City evolve into their best selves in their 50s; it makes me look forward to getting older and cuter :)    If you had to pitch this show to a friend in one sentence, what would you say? Three words: Fashion. Light-hearted. Nostalgia.    What brand of TV/ Connected Devices do you have at home? We actually have an Apple TV connected to a projector.    How many hours do you watch per week? Many. But we don’t have a TV because we want to tune into any viewing intentionally rather than having it on mindlessly in the background.   Do you still watch traditional TV? For the Springboks and the tennis.    Why do you choose to work with the Reach Africa team? Roche (Moola) is the best; she’s kind and super open to collaboration. I love that we get to interact with her good energy. It makes work easy!

Viewers might go on holiday, but viewing certainly doesn’t, says Leslie Adams, Sales Director at Reach Africa.   For years, the industry has repeated the same old December cliché: Come the unofficial start of the summer holidays with the long weekend of the 16th, expect all audiences to pack up, head out and “switch off”, leaving their screens behind in favour of gazing at the gentle ocean swell.   Yet the data – and anyone who has been cooped up in a holiday home when it’s raining – tells a different story. Holidays loosen the schedule in all the best ways, with kids staying up later, teens streaming movies when not swimming, parents finally settling in with that binge-watch they missed earlier in the year, and families getting together to watch their festive favourites. And since everyone is more relaxed, with fewer distractions and no rigid routines and bedtimes, viewing doesn’t slow down during the festive season; it just shifts.   While data in South Africa is admittedly limited, the global numbers point to the fact that over the holiday period, streaming actually surges . According to Nielsen, streaming consumption continues to climb over the holiday period, with December 2024 viewership rising 9% compared to November and accounting for 43.4% of all TV watch time. Over the peak holiday interval (from Thanksgiving through Christmas) audiences drove four separate days of more than 100 billion minutes viewed. Industry reports echo the trend, highlighting that platforms such as Netflix, Amazon Prime Video and YouTube hit record-high viewership in November and December last year, fueled by festive programming and major live events.   Now consider that from a South African perspective, the country’s digital backbone has never been stronger, making a strong argument for our nation following suit with our global peers. As of early 2025, South Africa counts around 50.8 million internet users – roughly 78.9% of the population – and a staggering 124 million mobile connections, which shows that we stay connected wherever we go. Streaming behaviour is well established too: by October 2024, nearly half of South Africans with internet access were subscribing to a streaming service.   This is the setup families take with them down the N1 and N3 as they shift from office and school hours to holiday mode. Screens come along for the ride, packed into cars along with the padkos to keep the kids entertained in the back. They get plugged in wherever families settle in, from the caravan resort to the family holiday cottage, with all the cousins sharing a room and a tablet. And once the pace slows, viewing becomes simple: people watch when they feel like it, without the usual rush of the week. There’s no more “dinner time prime time”, with morning cartoons helping Mom and Dad enjoy a lie-in and afternoon movies giving everyone a time to chill. With fewer demands and no fixed schedule, viewers are more relaxed and more open to what they’re watching – which matters for advertisers.   December spending proves it. Online retail sales rose 23.3% year-on-year during the 2024 festive season, and cash orders hit R87.7 billion over the same period. This is when wallets loosen a little, when we all have more time (and the bonus money!) to spoil our families. Put that alongside Connected TV (CTV), which offers premium content and precise targeting, and it becomes one of the most effective places a brand can show up at this time of year. Another advantage is that CTV adapts to wherever the audience goes. Whether a family is watching on a TV in a rented apartment, a tablet on the road or a phone between beach trips, the experience stays consistent. It remains high-quality, brand-safe and fully measurable. Even when people scatter across the country, CTV keeps them reachable in one place.   For brands, the takeaway is straightforward. December isn’t downtime; it’s a high-attention, high-spend stretchwhere viewers finally have the headspace to notice the products in front of them, consider what they want and decided what to buy. The brands that stay present now are the ones that hold attention going into the new year.   South Africans don’t switch off over the holidays. They just change scenery – and their screens go with them. For advertisers who lean into CTV, the audience is right there: engaged, connected and primed to buy.   Ready to tap into December’s real prime time? Chat to us to ensure your brand shows up where holiday audiences really are.

By Leslie Adams, Sales Director at Reach Africa   Not long ago, watching television was a shared ritual: families gathered around the same screen, tuning in to the daily soaps or the Sunday night 8pm movie. Today, the experience has become deeply personal. Each viewer chooses what to watch, when to watch and even which ads they see. For marketers, this shift is not just a change in technology; it’s a change in attention…and attention is the currency that drives modern advertising.   New research from Samsung Ads and Kantar shows just how powerful that attention can be. Connected TV (CTV) is not simply another platform in the media mix; it is one that meaningfully lifts brand awareness and purchase intent.   For advertisers navigating Africa’s fast-moving digital landscape, that insight is transformative. The Beyond Awareness study analysed more than 100 brand lift campaigns on Samsung Smart TVs. The findings were clear: CTV exposure drove a 7.9% increase in consumer consideration overall. Among Gen Z viewers aged 18 to 24, it boosted purchase intent by 8.5% and brand favourability by 9.1%. Campaigns that reached audiences four or more times delivered double the impact on key brand metrics.   These results matter in Africa, where viewing habits are evolving rapidly and every marketing rand must work harder. At Reach Africa, we see first-hand how CTV is becoming the home of high-value audiences; peoplewho are more engaged, more intentional and more receptive to advertising than ever before.   As traditional pay TV splinters and streaming grows, CTV has become where quality attention lives. The global industry is increasingly blending approaches: using linear TV for broad awareness, then layering CTV to deepen engagement and prompt action. The environment is more immersive, the viewer more focused and the targeting far sharper. Moreover, unlike skippable short-form ads on mobile, CTV enables longer storytelling formats that rekindle the emotional power of traditional TV. By matching creative messaging with smart audience data, location and viewing behaviour, we can reach those most likely to act. The result is measurable: higher view-through rates, stronger recall and a clearer path to conversion.   For years, one of the biggest challenges in TV was that it was hard to show attribution. However, with CTV’s digital capabilities, that barrier is starting to fall. Moreover, the brand building power of TV can now be combined with digital’s measurability, to show real impact and return. And the Samsung-Kantar research provides evidence that CTV doesn’t just drive awareness; it influences the entire decision journey, from consideration to intent.   With this data, marketers can now design campaigns that invest confidently in CTV, knowing it contributes to real commercial outcomes. Of course, success on CTV requires more than simply showing up. Strategy matters, and so does frequency. The research found that campaigns seen four or more times achieved nearly twice the uplift of those seen fewer times.   Relevance is equally important. Ads need to fit the content, the moment and the mindset of the viewer. And because attention is earned, not assumed, measurement must be trusted and built on partnerships that can verify both brand impact and behavioural change. In markets like South Africa, where unified measurement standards are still evolving, this will take time – but the imminent Total Video Measurement Service (which replaces TAMS), is set to change that.   The opportunity for African marketers is enormous. CTV reaches audiences when they are relaxed, attentive and open to discovery. It gives advertisers a chance to connect with viewers on the biggest screen in the home, in moments that matter.   As streaming platforms expand across the continent, those moments will only multiply. Brands that start testing, learning and refining their CTV strategies now will be the ones that lead as the market matures.   CTV is no longer just a tool for building awareness. It is shaping how people think, feel and decide what to buy. And with this cutting-edge research to back that up, the message is clear: CTV works. The question is no longer if it drives performance, but how each brand can make it work best.   If you’re ready to explore how CTV can turn your brand’s audience into active buyers, Reach Africa can help. As SA’s leading CTV and streaming specialist, we partner with brands to design data-led, high-impact campaigns that reach audiences across premium environments and deliver measurable results.

By Leslie Adams, Sales Director at Reach Africa South Africa is on the brink of one of the most game-changing moves in media measurement in decades: in September, the Broadcast Research Council of South Africa (BRC) announced that it had appointed GfK (an NIQ company) to design and deploy the next-generation Total Video Measurement service. This will replace the current Total Audience Measurement Survey (TAMS) as audience measurement and data analytics company Nielsen simultaneously exits SA.   While this evolution is somewhat overdue, it is certainly worth recognising both the trust and consistency that Nielsen brought to the industry in establishing an uninterrupted benchmark for television measurement, so that media planners and buyers could offer their brands an indication of ROI (even if the data was arguably flawed or incomplete). Without this universal yardstick, the medium would have found itself facing the very same challenges as radio: the Radio Audience Measurement Survey (RAMS) has been on pause since 2023, which has meant less granular insights, slower campaign optimisation, and reduced trust and accountability in the medium across the industry. With the introduction of the Total Video Measurement, this will be a rather significant evolution and “level-up” for advertisers, as our market moves towards a single currency that reflects how South Africans really watch content today. However, more than a step up, it is also a chance for South African TV to lead the way; adopting the best of digital – rich, granular, individual-level insights – while retaining the mass reach and impact of the traditional TV medium. This evolution comes at a critical juncture, as streaming in South Africa continues to boom: 15.6 million South Africans now stream content compared to 10.8 million who subscribe to pay-TV. One in four South Africans is streaming, with heavy streamers averaging five hours of daily viewing. The question for brands isn’t whether audiences are watching, but where, how and why …and the answers lie in knowing the right metrics. It's time to prepare Richer measurement enhances the ability to determine success. With better data, brands can understand not just how many people saw an ad, but who they are, how they engaged, and what drove them to act. As I often remind clients: what if broadcasters had access to the same level of data as Netflix? Suddenly, campaign planning and performance measurement would shift from blunt reach figures to nuanced insights, making every rand work harder.This is what brands need to prepare for. The future of media measurement isn’t about chasing views; it’s about understanding audiences in a way that drives real return on investment. If content is the vehicle, then data is the compass Are YouTube shorts still “TV”? TikTok clips? Micro-dramas? High-end streaming series?   However, the current debate over “what counts as TV” misses the point. Audiences don’t care about the definition of TV; but they do care about the experience of watching. Watching video across multiple screens is the new reality, and if you could measure across those with a single currency, the conversation around what is TV becomes irrelevant. It’s about where the audience places their most valuable attention at any given time. For brands, this means content is still the vehicle, but data is the compass. Whether your audience is leaning back on the couch with a long-form drama, or leaning in on their phone for a short clip, what matters is that you can track, compare and plan across platforms in a unified way. The metrics that matter So what should advertisers focus on as we enter the new era of measurement? Four things stand out: - Audience relevance: Know exactly who you’re targeting, and why they matter to your brand. Wasted reach is wasted spend; precision ensures your message lands with who it is supposed to. - Engagement & community: Measure beyond impressions; look at shareability, conversations, completion rates and dwell time. True impact is not just about being seen, it’s being shared, discussed and remembered. - Adaptability: Ensure your campaigns are designed for multi-screen, multi-format, and on-demand consumption. As audiences move fluidly across screens, your brand needs to move with them. - Brand fit: Integration that feels authentic and natural, not bolted on as an afterthought. This builds trust and equity rather than irritation or rejection.   South Africa’s fragmented landscape with its mix of rural and metro audiences, varying technologies and uneven connectivity makes these metrics even more vital. The biggest challenge isn’t the technology itself, but solving how we measure one-to-one digital media versus one-to-many broadcast media. Crack that, and suddenly the “messy soup” of disparate datasets becomes a clear picture of audience behaviour. And for you, the advertiser? The media industry is at a crossroads. With new measurement tools on the horizon, advertisers have a rare opportunity to plan and prepare for what they want success to look like in a converged TV and streaming world. The bottom line?   Know the metrics that matter to your brand. Because the more robust the data, the better we can understand audiences – and the better equipped your brand will be to meet them where they are, with relevance, resonance and impact.

As audiences move from broadcast to CTV, the real question is when local advertisers will catch up.   For decades, television was the heavyweight of media spend. If you wanted mass reach, you bought primetime TV. Simple. But audiences don’t consume video the way they used to. The living room screen is still central, but it’s now connected, streaming, and personalised – and that shift is pulling advertising budgets in a new direction.   The rise of Connected TV (CTV) is at the heart of this change. Instead of being tied to a broadcast schedule, viewers now move fluidly between Showmax, YouTube and Netflix apps on smart TVs, mobile phones or tablets. For advertisers, this means relying solely on linear TV for mass reach is no longer a guarantee. The power is moving to platforms where audiences actually spend their time, and where ROI can be tracked with the same clarity as digital.   Globally, the transition is already visible. In the US, digital video – including CTV – is on track to capture nearly 60% of all TV and video ad spend by 2025, with CTV alone projected at $26.6 billion. In the UK, video-on-demand advertising now accounts for just over a quarter of all TV ad revenue (£1.3 billion in 2024), and forecasts suggest another 17% increase in 2025.   Perhaps even more pertinent– given that it’s considered an emerging market, like South Africa – India is now showing the same cracks: as connected devices get cheaper and broadband spreads, advertisers are reallocating budgets from linear to CTV. The market has grown to represent 4.4% of television ad spend, with forecasts suggesting it could climb to 42% by 2027.   Audiences are moving, and brands will have to move too.   South Africa is not quite there yet, but the signals are getting harder to ignore. Smart TV ownership is climbing as costs drop and manufacturers bundle internet-ready sets. Streaming platforms like Netflix, Disney+, Showmax, YouTube and Plex are now woven into everyday viewing. For younger audiences, streaming has already become the default, while older viewers are dividing their time more evenly, creating a gradual but undeniable shift.   Measurement is the next domino. Historically, TV offered reach but little proof of ROI. With CTV, advertisers can access digital-style transparency: granular targeting, impression-level reporting, frequency management and performance data that makes it easier to justify spend. Once agencies and planners grow fully comfortable with programmatic CTV buying, the resistance to budget reallocation will weaken further.   Then comes the cost equation. CTV promises efficiency: fewer wasted impressions and more precise targeting. Instead of paying for every viewer in a primetime slot, a brand can focus spend on the right geography, behaviour or interest group. In a market like ours, where budgets are closely scrutinised, this kind of efficiency could tip the scales.   But none of this means South Africa will leap straight into a CTV-first economy. Local infrastructure, consumer behaviour and brand conservatism tend to slow the pace. We have historically lagged global media shifts by two to three years. But the trajectory is consistent: the same forces that pulled spend into social media a decade ago are now reshaping video.   One bold move could spark a chain reaction.   The tipping point is likely to arrive when one or two major advertisers visibly reallocate significant portions of their TV budgets to CTV – and see results. That kind of proof case will ripple quickly across the industry, pushing planners and brands who have been hesitant to follow suit. In India, those reallocations are already moving from experimental to systematic. South Africa may not be far behind.   What should marketers do now?   First, understand where their audiences really are. The data shows that time spent on streaming platforms is rising across age groups, and CTV offers access to those eyeballs with better targeting and reporting. Second, test early. Building internal expertise in CTV planning and programmatic buying now will pay off when competition intensifies. And finally, be ready to reimagine creative. CTV’s formats reward agility and cultural relevance in ways traditional TV spots cannot.   Television is not disappearing. It is evolving into something more hybrid, more measurable and ultimately more accountable. For brands, the challenge is to evolve with it. Those who cling to the comfort of linear buys may soon find themselves paying more for less attention.   Those who lean into CTV early as part of their broadcast “platform advertising stack” could unlock the same disruptive advantages that digital and social once delivered.   The tipping point is coming. The only question left is who will lead the charge – and who will be left playing catch-up.

Connected TV isn’t new – it’s simply the next step in how we watch television. For media planners, that means unlocking bigger budgets, sharper targeting and more engaged viewers.   The media industry loves a shiny acronym. OTT, AVOD, FAST – and now CTV. But in the rush to categorise every shift in viewing habits, we sometimes forget the simple truth: this is still television. Connected TV (CTV) isn’t a separate medium. It’s TV, delivered via the internet instead of a broadcast signal or satellite dish.   We’ve seen this evolution play out before. First there was linear TV: live, scheduled programming on free-to-air channels. Then came pay TV, offering more choice and premium content through satellite or cable. Now we have CTV, powered by streaming and smart devices. Different format, same purpose. Viewers are still sitting down to watch shows and movies. They’re just doing it through an app instead of a satellite and decoder.   For advertisers, this means CTV shouldn’t be treated as an add-on to digital plans. It should be considered as part of a holistic television strategy; one that reflects how people actually consume content today. Active viewing means higher attention   One of the most important differences between CTV and traditional TV is how people engage with it. With broadcast or pay TV, something is already playing the moment you turn it on. But CTV offers a home screen, with a menu of apps to choose between. You need to actively engage with it, by deciding what to watch, where to watch it, and when. That makes CTV a highly intentional, active viewing experience.   And that’s good news for advertisers. When someone has made a deliberate decision to sit down and stream a specific show or film, they’re more focused. There’s less background noise, more screen time, and greater attention. Add to that the fact that most CTV content is long-form and viewed on the biggest screen in the house, and you’ve got a premium environment for storytelling – one where well-placed advertising can have real impact.   In a media world obsessed with short-form content and shrinking attention spans, this kind of focus is rare. And it’s a big reason why CTV deserves its place in the TV budget.   App-switching is the new channel-surfing   Today’s viewers are spoiled for choice. There’s no longer a single destination for great content. Instead, audiences toggle between apps, switching from Showmax to YouTube to Netflix depending on what’s trending or recommended. Just like we used to flip channels, we now jump between platforms. Many big telcos and broadcasters are now even bundling apps, making it easier and more accessible for the viewer to get their content fix.   But more choice means more fragmentation – and less loyalty. Viewers go where the content is, not where the platform is. That makes the discovery phase of the viewing journey crucial. And in this space, the home screen of a smart TV plays a major role.   This is why formats like Reach Africa’s homescreen Hero Billboard, which is positioned directly on the CTV home screen, are so valuable. Before the viewer has chosen what to watch or even which app to open, you have a moment of attention. It’s the new front door to their viewing experience, and brands should be there.   It’s not digital versus TV – it’s the best of both   What makes CTV so powerful is that it offers the impact of TV with the precision of digital. You can target specific audiences, measure performance, and adapt campaigns in real time, all while appearing in a familiar, TV-like environment. It’s not “either/or.” It’s both.   And in South Africa, where cost-conscious consumers are increasingly turning to ad-supported options, this model is only becoming more relevant. Platforms are rolling out more advertising video on demand (AVOD) options, and global players like Netflix, Prime Video and Disney+ are already experimenting with ad tiers in other markets. Local adoption isn’t far behind.   Planning needs to catch up   Viewing habits have shifted. Technology has kept pace. But media planning is still lagging. CTV is often dropped into the digital budget or left off the plan entirely. That’s a missed opportunity – especially when audiences are now moving fluidly between linear, pay and connected platforms, often within a single day.   Planning needs to reflect this reality. The TV ecosystem may be broader than before, but the foundation is unchanged.   CTV combines reach, attention and precision. It’s not a fringe channel or a niche experiment. It’s television – evolved, measurable and ready for investment.

In today’s evolving media landscape, it’s no longer enough to create compelling content – it must also be commercially viable.   At this year’s MIP Africa , Reach Africa’s Sales Director Leslie Adams will challenge traditional approaches to monetisation and offer a fresh perspective on how producers can turn their content into brand-ready platforms, in his keynote address, ‘ Rethinking content monetisation: from screens to brand scenes .’   With the rise of connected TV, AVOD, and FAST channels across Africa, there’s never been a better time to explore innovative, audience-centric strategies that attract both broadcasters and advertisers. Through real-world case studies, this session will illustrate how successful producers have written brands into scripts, developed audience-specific formats, and structured co-branded partnerships that deliver commercial and creative wins. These examples will provide tangible insights into how African content creators can build content that’s not only watched but actively wanted by buyers and brands alike.   Catch Leslie at MIP Africa on Monday, 1 September from 11h30 – 12h15 in the Brain Box at CTICC 2, Cape Town, South Africa.

By Leslie Adams, Sales Director at Reach Africa   Once upon a primetime , advertising had its place: neatly slotted between soapies on TV or nestled between the pages of your favourite magazine. It interrupted, yes, but in a predictable, acceptable, run-of-the-mill kinda way.   Then the Internet Age arrived, and with it, borderless content. Licensing windows collapsed. If you were open to early-hour alarms and bleary eyes the next day,  you could watch Game of Thrones from your apartment in Maboneng at the same time as viewers in New York – sparking a global cultural phenomenon and the rise of the term "spoiler alert."   Streaming platforms took off, content exploded, and the humble ad break started fading as fast as the internet dial-up tone we once thought we’d never forget.   Now, we’re entering a new era: the Age of AI. Content is more curated, personalised and on-demand than ever before. And while we have never liked to be interrupted by ads when we’re enjoying our media, we now have more options to skip it: in a global study , 65% of users says they would skip an ad when the skip button is available.   And it’s not only because attention spans are shortening: in the era of so much choice, we are inundated with media vying for our attention. We’ve had to become more and more selective in what we give our attention to. So yes, while we might skip the ads on YouTube, we can still binge Sirens in one sitting.   The truth is: ads can’t afford to be disruptive anymore. They need to be intentional, intelligent, and integral to the viewing experience.   Ads aren’t the enemy. Irrelevance is.   In the same way that content has become more curated, so too must advertising. We live in an age of infinite choice, where consumers have learned to filter out anything that doesn’t serve them. Attention spans are short, but they’re not the enemy, i rrelevance is.   According to the report Ad blockers and advocacy: Why Gen Z is blocking paid ads in favour of real voices , 99% of Gen Z consumers will skip an ad if it’s an option while 63% use ad blockers to avoid online adverts.  They give a lot of attention to the things they care about and almost none to what they don’t.   But let’s be honest. No one wants to see ads. Not Gen Z. Not Millennials. Not even Boomers. But people do want to discover new ideas, innovations and solutions – so long as they’re timely and will add real value to their lives.   The implication for brands? Stop interrupting and start integrating.   Ads evolving into the key that unlocks content.   Think of platforms like YouTube, Spotify or even eVOD’s ad-supported tier. In these environments, ads are the price of access to content. If you’re not paying with money, you’re paying with attention.   Advertising video on demand (AVOD) is now powering access to high-quality content for audiences who may not be able (or willing) to fork out monthly subscription fees, while CTV home screen advertising is capturing viewers before they’ve even decided which streamer they plan on browsing.   But not all ads are created equal. From pause ads and pre-rolls to brand integrations and sponsored content, there’s an art – and a science – to delivering advertising that actually resonates. It’s not about shouting the loudest; it’s about showing up in the right place, at the right time, with the right message.   Enter AI: The future is customised   Here’s where it gets exciting. Thanks to AI, we can start building campaigns that adapt to the person watching; not just their demographic, but their mood, behaviour and needs. Soon, two people watching the same show might see completely different ads; not just in what they see, but how they see it. Creative will become modular, messaging more personalised, and delivery will be deeply intentional.   And it’s not just the content that’s changing: the very platforms we consume it on are evolving. Curated playlists have redefined music. AI-generated watchlists are reshaping TV. Even traditional search is being disrupted by generative tools that give us answers, not results. What happens when half of all global ad spend – currently funnelled into Search – needs to find a new home?   Advertising has never been more important   As digital content continues to grow and fragment, advertising isn’t going away. But it is being redefined. In a world of limited attention and unlimited content, advertising needs to work harder.   The good news? We now have the tools to do it. Technology is finally on the side of advertisers, allowing us to deliver campaigns that are not just targeted, but elegant .   Powerful ads are those that feel like part of the story. Whether that’s through AVOD, branded content, or CTV formats like home screen billboards – brands must show up with intelligence, not intrusion.   Because in the AI age, the best ads won’t interrupt your content. They’ll be the key that unlocks it.

What if your brand was the first thing people saw when they turned on their smart TV? That moment is now prime real estate.   By Leslie Adams, Sales Director at Reach Africa   For decades, TV ruled the living room. It was where families gathered for the 8pm Sunday night movie, rushed home for the afternoon soapies and cleared their schedules for the big game on Saturday. It was the gold standard for brand-building – broad reach, big impact and a guaranteed seat in front of millions of viewers.   Then came digital, with its promise of precision and measurability. For years, the two coexisted: TV droveawareness, digital drove action. But as streaming took over, that balance started to shift. Today, the most valuable screen isn’t the prime-time one just before the Muvhango opening theme – it’s the first one you see when you turn on your smart TV. In this changing media landscape, Connected TV (CTV) has emerged as more than just another format. It brings together the commanding presence of TV with the data-driven precision of digital. And for brands looking to stay visible and relevant, it’s becoming the most powerful screen in the house.   When streaming took over, advertisers were left out   As South Africans flocked to subscription platforms such as Netflix, Showmax and Disney+, one thing quietly vanished: advertising. Suddenly, a massive, engaged audience was watching more TV than ever, but without seeing a single ad. For media planners, it felt like the lights had gone out, with streaming acting as a kind of ‘ad blocker’.   Where TV had once delivered guaranteed reach, the rise of ad-free streaming left a gap. The “Netflix-type viewer” became the new holy grail – highly engaged and with spending power, but increasingly out of reach.   For a while, CTV didn’t help much. It mirrored digital behaviour but with fewer ad opportunities. Brands were stuck between where audiences were going and where they could actually show up.   Advertising is back – smarter and stronger   That’s now changing. As ad-supported platforms grow and CTV matures, advertising is making a powerful comeback. But this time, it’s smarter. Brands can now target based on real behaviours, track performance and prove ROI – all in a high-attention environment. It’s the kind of shift advertisers have been waiting for: the reach of TV, the intelligence of digital and the ability to measure both brand lift and business impact.   And the pool of streaming viewers is growing – and fast. According to MAPS data (January 2021 - December 2023), eight million South Africans now have access to streaming services – representing 19% of the adult population. These users are most concentrated in metro areas (51%) and are largely made up of Gen Z (42%) and Millennials (41%) – a highly desirable audience segment for advertisers.   To put this in perspective, the streaming audience is comparable in size to the weekly viewership of e.tv 's top programmes. For instance, in October 2023, Scandal on e.tv attracted approximately 5.6 million viewers, while House of Zwide drew around 5.1 million viewers.   If TV used to start with a time slot, today it starts with a screen. Before anyone watches anything, they land on the smart TV home screen – a clean, uncluttered space where attention is at its peak.   That’s where solutions such as Reach CTV’s Hero Billboard come in. It’s a full-screen placement that appears the moment the Smart TV is switched on, alongside Netflix, YouTube and other streaming apps. It’s bold, impossible to miss and gets 100% share of voice in a moment of maximum focus.   What makes the hero billboard more than just a branding play is its built-in QR code functionality, turning passive views into real action. In a recent Hero Billboard campaign for a major consumer goods company in the US, 70% of viewers who scanned the QR code took further action – showing how early attention can drive meaningful engagement.   Start with the screen, not the channel   Too often, media planning begins with “who” and “where.” But in a screen-first world, the “when” and “how” matter just as much. That’s why placements like our Hero Billboard are more than just inventory – they’re the new front door. And if that’s where the viewer journey begins, it’s where your brand should be too.   Of course, the Hero Billboard is just one of many CTV advertising formats available that are enabling planners to reach streaming viewers; from advertising video on demand (AVOD) commercials to pause screens and content sponsorships. What unites them all is the opportunity to meet audiences in a high-quality environment with trackable outcomes.   From scattered screens to strategic reach   Audiences are everywhere. Hopping between platforms, skipping ads, bingeing series, watching in bursts. But that doesn’t mean advertisers have to chase them. With CTV, we can meet them at a natural pause point – when they’re leaning in, not tuning out.   At Reach Africa, we’ve embraced this shift. Moving beyond AVOD, we’ve invested fully in CTV because it reflects how people actually consume content now. Our focus is simple: show up where it matters, when it matters, and make the most of that moment.   CTV is the evolution of television. And with solutions like Reach CTV’s Hero Billboard, we’re helping brands turn visibility into real, measurable results – from the very first screen.