Eswatini's digital advertising landscape is rapidly expanding, with mobile platforms dominating over three-quarters of the ad spend. Despite growth, digital ad fraud remains a concern, with an estimated 4.2% of impressions being fraudulent, impacting campaign effectiveness and ROI. As internet penetration increases, advertisers are investing more in targeted mobile campaigns to reach a broader audience efficiently.
The total digital ad spend is projected to reach $12 million USD in 2026, reflecting increased confidence in online marketing channels. The average CPC remains low at $0.25 USD, making digital ads an accessible option for local businesses. The digital ad reach of 1.5 million users highlights the country's growing digital ecosystem and the need for robust fraud prevention measures to maximize ad investment impact.