According to the World Advertising and Research Center (WARC), the total global ad spend is set to rise a respectable 2.5% next year. Furthermore, digital ads on platforms like YouTube and Google will account for over half of world ad spend for the first time in 2020.

"The world's biggest ad spenders are focusing less on mass clutter and more on creative partnerships expressed in smart digital campaigns, [which are] executed on measurable new media platforms like YouTube. The result is a far better understanding of individual consumers," says Shaun Rosen, CEO of digital adtech firm Mobiclicks.

This projected increase in global digital ad spend is good news for South African-based agencies that are equipped to offer world-leading digital executions to pan-African and global clients. "Consumers are heading to digital channels to research product recommendations and shop; appropriate campaign technology is vital," says Rosen.

"Brands can link their ads to in-video events for the first time. YouTube Moments is a powerful campaign tool for brands wanting to rise above the mass market clutter," says Rosen. "To be seen in digital, you need to be on YouTube."

"YouTube Moments is revolutionary. Brands are shifting their TV spend to YouTube, and we've secured the rights to patented technology that enables a YouTube-focussed advertising campaign to target identifiable in-video moments — it's really powerful stuff," he says.

"Mobile video clips are being consumed globally at the rate of hundreds of millions every single day. It's clear that there are tremendous opportunities in video for the mobile and digital marketer," says Rosen.

"We're pleased to be able to help brands connect with a growing trend. This is the world's best and it's on offer from a South African-based digital ad firm. That's something the local marketing community can be proud of," concludes Rosen. 

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