On 28 May 2025, Media24 hosted an advertising and content marketing event at the Westcliff Hotel in Johannesburg, bringing together industry professionals to explore the latest innovations in digital marketing. A highlight of the event was a presentation by Craig Nicholson, Media24’s sales director for digital, who introduced two groundbreaking advertising solutions: Match24 and AdNami.
Smart targeting with Match24
Nicholson presented the newly launched Match24 – an AI-driven solution that enables contextual ad targeting without relying on cookies or personal data. This innovation addresses growing privacy concerns while unlocking the power of content relevance.
Match24’s AI scans articles across platforms like News24 and Netwerk24, classifying not only topics but also sentiment, helping advertisers place their messages alongside content that resonates emotionally with consumers in the moment they’re reading. Nicholson used the example of a Mitsubishi SUV campaign, where ads were matched to content about road trips, family vehicles, and weekend getaways – resulting in a 50%–150% increase in click-through rates.
Elevating digital presence with AdNami
Nicholson also introduced AdNami, a high-impact display and rich media advertising platform. With immersive video and display formats, AdNami ensures ads remain visible for significantly longer – up to 12 seconds – compared to the rapid scroll environment of social media. The platform delivers high-definition experiences through real-time micro-packets, even on low-bandwidth connections.
AdNami allows for real-time performance tracking with actionable insights, giving advertisers the data they need to continuously optimise creative and placement. With better viewability and higher engagement, AdNami promises to make every impression count.
A panel of powerhouses
Following the product demonstrations, Wicus Pistorius facilitated an engaging panel discussion featuring senior leaders from across Media24. Each panellist discussed the value proposition of their respective media brands and platforms, providing insight into how Media24 can help advertisers build meaningful connections with South African audiences:
- Adriaan Basson – editor-in-chief of News24 and English media
- Jerusha Raath – publisher of News24, Daily Sun, and English media
- Henriëtte Loubser – editor-in-chief of Netwerk24 and Afrikaans media
- Tammy van Zyl – publisher for Netwerk24, Die Burger, and all Afrikaans media within Media24
- Mbali Soga – assistant editor of News24 and lifestyle editor of Drum and True Love)
- Francois Malan – head of events
- Yvonne Beyers – editor-in-chief of Huisgenoot and YOU
Panellists shared real-world examples of successful campaigns, audience engagement strategies, and how different titles under the Media24 banner offer targeted, brand-safe, and culturally resonant opportunities for advertisers. The conversation reinforced Media24’s strength in providing integrated media solutions across language groups, demographics, and content verticals.
Looking ahead
Media24’s launch of Match24 and AdNami marks a shift in the way brands can ethically and effectively engage with South African consumers. The emphasis on contextual relevance, engaging formats, and data transparency positions Media24 as a leader in the evolving advertising landscape.
The team at SA Pork will investigate ways to utilise this technology and offering to promote the pork category to relevant Media24 consumers. With strong content platforms in food, health, and lifestyle, these tools present an exciting opportunity to grow consumer interest and deepen awareness of pork’s nutritional and culinary value – right at the moment of highest engagement.
