In 2026, Eswatini's display advertising CTR remains modest at 0.45%, reflecting increased competition and ad saturation. Digital ad spend has grown to approximately E100 million, signaling rising confidence in online marketing channels. The majority of campaigns focus on mobile users, with 78% of ad impressions served on mobile devices, highlighting the country's mobile-first digital landscape. Marketers are increasingly optimizing for mobile to maximize engagement and conversions.
The average CPC stands at E8, or about $0.54, indicating a relatively affordable paid advertising environment. With over 12,500 PPC campaigns running, businesses are leveraging targeted ads to reach their audiences efficiently. As digital marketing matures, Eswatini's advertisers are adopting more data-driven strategies to improve CTRs and ROI, reflecting a growing digital economy and increased online activity among consumers.