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 accounting for a significant and growing share of that investment. The market is accelerating, a trajectory no brand can afford to ignore.
Globally, digital video ad spend continues to surge, driven by a fundamental shift in how audiences consume content: mobile-first, video-first and increasingly on their own terms.
The stakes are high: 70% of viewers decide within the first three seconds whether to engage. This is why expertly crafted video creative, precise targeting and compelling messaging are essential; together, they deliver unmatched reach and performance. But reach is just the beginning. Once you’ve captured attention and driven awareness, how do you deepen that relationship? This is where branded podcasts and vodcasts complement your video strategy. Video podcast consumption has reached a tipping point: 82% of weekly podcast consumers now watch video content and 76% take action after hearing a podcast ad.
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. When delivered through Media24’s trusted editorial environments, your complete video strategy benefits from the credibility of premium publishers. The brands winning in 2026 are those deploying video across the full spectrum of formats.
See it in action
Here are three vodcast success stories.
Money: It’s Not Black or White
- Partner: GoTyme Bank × News24
- Format: vodcast 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 3 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.
- 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 attention-span challenge disappears when audiences actively choose to listen.
- Partner: AVBOB × Daily Sun
- Format: sponsored editorial content series
The story
Shining a light on the often-overlooked realities of widowhood through authentic storytelling that resonates with Daily Sun’s highly engaged audience. The series combines the lived experiences of widows and their families with expert guidance, offering practical support during one of life’s most difficult transitions.
The impact
Deep emotional connection with an audience facing real challenges. By providing genuine value, practical advice, emotional support and shared experiences, AVBOB positions itself as a compassionate partner rather than just a service provider. The content drives sustained engagement by addressing topics that matter deeply to Daily Sun readers.
Why it works
Branded content succeeds when it delivers value first and promotion second. Widow’s Wisdom addresses a genuine need in the community with empathy and expertise. In a media environment where audiences take action after engaging with valuable content, this approach builds trust and brand affinity by meeting audiences where they are, with content that feels authentic to the Daily Sun voice and genuinely helpful to their lives.
Own the spotlight on our homepages
Send us your video ads to feature in our premium video player, front and centre on our news sites’ homepages. It’s the ideal way to capture the attention of our highly engaged audiences and put your brand top of mind.
Simply share your creative and we’ll handle the rest.
