Ad CPM Rates in South Africa: 2020-2021

This article has been penned down to discuss ad CPM rates in South Africa. Selling ad spots on your site used to be a complete pain and not worth the effort. It was a full-time job just setting them up and keeping them going. Then Google AdSense came around and made the monetization of a website a comfortable and carefree process.

There are thousands of blogs in South Africa not being monetized, and if you’re one of them, you’re probably wondering how much traffic do I need to earn a living? Could my blogging bring in a reasonable side income? Well, today, you’re in luck because we aim to answer these questions and a lot more so we can help South African bloggers earn from their blogging efforts.

Understanding Network CPM Rates

One of the most common Internet advertising models is CPM, or cost per mille, which pays the advertiser a flat rate every 1,000 times an advertisement is displayed on their website. The price of the CPM is reflective of the quality of impressions an advertiser is receiving. So, for example, if an ad is being displayed many times but resulting in few sales, an advertiser will pay a lower CPM to account for the low-quality traffic.

How to Increase Website CPM Rates?

Give your ads key position. Successful advertising depends mainly upon the location of the ad. The most valuable real estate on a website is the area referred to as “above the fold,” meaning the part of a page a user can see without scrolling down. Placing ads in this area will increase the probability that they will be clicked on, thereby increasing the value of the ad displays you are serving.

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CPM Rates in South Africa
CPM Rates in South Africa

Display Ad CPM Rates in South Africa

Display advertising is a method of attracting the audience of a website, social media platform, or other digital mediums to take a specific action. These are often made up of text-based, image, or video advertisements that encourage users to click through to a landing page and take action (e.g., make a purchase). The CPM rates vary depending on the site’s niche and how well the traffic converts for the advertisers. For general purpose sites like news, entertainment, etc., the US display CPM is around USD 0.5 to USD 1. For specific niche sites, it goes higher due to the increased competition. However, it is comparatively lesser than AdSense.

ADX CPM Rates in South Africa

Of late, ADX has shifted to the first-price auction, and publishers saw some fluctuations in their ad revenue. ADX tends to perform on websites that have high volume traffic and offers better scope for advertisers. The ad exchange CPM rates hover around USD 0.50 to USD 0.75 for South African traffic.

AdSense CPM Rates in South Africa

The performance and eCPMs of AdSense ads are tough to beat, and the initial setup is also quite simple. With many changes happening in the ad tech world, AdSense continues to maintain its pace and innovate at the same time. AdSense CPM rates can vary depending upon the category of the website. It is usually USD 1 to USD 2 and can go higher for niche websites. Over the years, we have seen many ad units coming up like in-article ads, in-feed ads, auto ads, and more. Refer to the following image or read the article: AdSense CPM rates in South Africa for more information.

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AdSense CPM Rates in South Africa
AdSense CPM Rates in South Africa

Native Ads CPM Rates in South Africa

Native ads give a steady widget RPM of USD 0.50. Like banner ads, the CPM rates for native ads hugely vary and depend on the niche of the content, the demographics, and advertiser conversions. Publishers often find it challenging to choose the highest paying native ad network based on their traffic geos.

Video Ads CPM Rates in South Africa

The video ad industry has exploded in recent years. More publishers have started incorporating video content into their sites, and advertisers have embraced this medium as an effective way to promote their products and services. This growth is expected to continue for the foreseeable future, with many advertisers shifting budgets towards video. As a result, the video CPM rates for US traffic vary from USD 3 to USD 7 for general and entertainment sites.

The most lucrative approach to maximizing revenue is selling ads directly to advertisers and hosting the video within your site. This approach requires developing relationships with advertisers and agencies, which can be a very time-consuming process. But it allows publishers to keep 100% of the revenue generated.


I hope this article on ad CPM rates in South Africa gives you a holistic summary of the current CPM rates across the various digital ad formats, including a display, video, native. We will continue supplementing new ad formats like VR, podcast, in-app, and others, so feel free to check back this article after a few days for the latest version.

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