Video is no longer optional – it’s the backbone of digital engagement. South Africa’s digital advertising market is projected to reach $2.40 billion in 2026, with video advertising representing a significant and growing portion of that investment. The market is accelerating – a trajectory no brand can afford to ignore.
Globally, digital video ad spend continues to surge. This growth is driven by a fundamental shift in how audiences consume content: mobile-first, video-first and increasingly on their own terms. The attention challenge is real. The average attention span for online video ads is just eight seconds, and 70% of viewers will stop watching if they’re not engaged within the first three seconds.
But here’s the opportunity: when content is valuable and chosen (not forced), engagement transforms entirely. Enter podcasts and vodcasts. Video podcast consumption has reached a tipping point: 82% of weekly podcast consumers now watch video content, compared with 78% who listen to audio-only. More importantly, 76% of weekly podcast consumers report taking action after hearing a podcast ad, such as visiting a website, making a purchase or using a promo code.
With 127 million active cellular mobile connections in South Africa (98.7% broadband-enabled) and major platforms experiencing significant ad reach growth, the infrastructure for video and vodcast storytelling has never been stronger. Video and audio storytelling allow brands to become part of the conversation, not an interruption. When delivered through trusted editorial environments like Media24’s platforms, these formats combine brand safety with performance, giving you both reach and resonance.
See it in action
Here are two vodcast success stories.
Money: It’s Not Black or White
- Partner: GoTyme Bank × News24
- Format: Vodcast/podcast series
- Release schedule: New episodes every second Wednesday
The story
Breaking financial taboos by exploring how culture, identity, family and tradition shape money decisions. This vodcast series tackles the real conversations South Africans are having about money – topics that are often difficult to discuss but crucial to understand.
The impact
Deep engagement with financially curious audiences in a trusted editorial environment. By positioning GoTyme Bank as a thought leader rather than just a service provider, the series builds lasting brand affinity through valuable, authentic content that audiences choose to consume.
Why it works
Combines News24’s editorial credibility with culturally resonant storytelling. In an environment where 70% of viewers stop watching if not engaged within the first three seconds, long-form vodcast content succeeds because audiences actively seek it out rather than scroll past it. With 76% of podcast listeners taking action after hearing ads, the format delivers both engagement and conversion.
iNova’s Medicine Cabinet
- Partner: iNova Pharmaceuticals
- Format: Six-episode branded podcast series
The story
Expert-led health and wellness guidance delivered in accessible, practical formats that audiences actually want to consume. The series demystifies medical topics and provides actionable advice in an engaging, listener-friendly style.
The impact
Positions iNova as a trusted health partner, not just a product seller. By delivering genuine value through education and expertise, the podcast builds credibility and brand consideration beyond traditional advertising metrics.
Why it works
Health content delivered through audio formats creates intimate, trusted connections with audiences. The eight-second attention span challenge disappears when audiences are actively choosing to listen. With 82% of podcast consumers now watching video content and 76% taking action after hearing ads, the format delivers measurable results.
