Marketers have traditionally worked on the assumption that digital reaches a small audience of high-income earners while television serves the mass market. That picture has changed dramatically over the past five years, and the time has come for brands to rethink how and where they allocate their media budgets.

Let’s start with a quick look at recent statistics. Though different researchers come up with slightly different figures, the more conservative sources estimate that internet penetration in SA is around 54%. This is driven in part by the mobile revolution, with falling smartphone and data prices making the internet more accessible to a mass market...

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