HOW TO EFFECTIVELY
MONETISE YOUR
CONTENT IN AFRICA
THROUGH AD
PLACEMENTS
NICOLLE HARDING
COUNTRY MANAGER - BUZZCITY &

VIC...
BACK IN THE DAY…
DESKTOP…

Information Is Easier Than Ever To Access
ENGAGE WITH EACH OTHER
SOCIAL…
15 YEARS AGO WE HAD
THESE
NOW ALL OF THOSE FIT INTO
ONE OF THESE
MOBILE VS DESKTOP
MOBILE INTERNET GROWTH
4,000

Banner Ads Served

Millions

3,500

3,000

2,500
South Africa
Nigeria
2,000

Kenya
Tanzania
...
RECENT IN AFRICA-2013
Billions

70
60

50
40

Africa
EU
Latam

30
20
10

2011

2012

2013
ATTITUDE TOWARDS DIGITAL
ADS
Mobile Ads

Africa
42%

Global
23%

Online Ads With Video

45%

28%

Online Music Players

37...
DIGITAL MAP

Need:

Audience

Want:

Positive Attitude

Where: Engaging Content
How:

Display Advertising Ecosystem

M...
RESPECT FOR THIS AUDIENCE

Surprise
and Delight
Time and
Place

Relevance

Play to
Strengths
Engagement

Millwood Brown
THE CONTENT OPPORTUNITY
70%
60%

50%
40%
30%
20%
10%
0%

Ghana
Kenya

Nigeria
South Africa

BuzzCity Content Survey
DISPLAY AD
ECOSYSTEM
OPTIONS
Sell your Own
Inventory

Sales House

Publisher

Ad Network or
Exchange

Google
HYBRID MODEL
Grow

Unsold

Sell

Earn

$
Build
DON’T CANNIBALISE PREMIUM
Aggregated
Vertical
Search
Lifestyle

Motoring

Entertainment

Categorise Your
Ads

Tier 1:
Home...
SUMMARY

Engaged

Users

Increased

Revenue

Users
THANK YOU

Nicolle Harding
nicolle@buzzcity.com
@noodlenikita
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How to effectively make the most of monetising your mobile content in Africa with ad placements - Nicolle Harding

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How to effectively make the most of monetising your mobile content in Africa with ad placements discussed by Nicolle Harding from Buzz City

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How to effectively make the most of monetising your mobile content in Africa with ad placements - Nicolle Harding

  1. 1. HOW TO EFFECTIVELY MONETISE YOUR CONTENT IN AFRICA THROUGH AD PLACEMENTS NICOLLE HARDING COUNTRY MANAGER - BUZZCITY & VICE CHAIR MOBILE MARKETING ASSOCIATION SOUTH AFRICA
  2. 2. BACK IN THE DAY…
  3. 3. DESKTOP… Information Is Easier Than Ever To Access
  4. 4. ENGAGE WITH EACH OTHER
  5. 5. SOCIAL…
  6. 6. 15 YEARS AGO WE HAD THESE
  7. 7. NOW ALL OF THOSE FIT INTO ONE OF THESE
  8. 8. MOBILE VS DESKTOP
  9. 9. MOBILE INTERNET GROWTH 4,000 Banner Ads Served Millions 3,500 3,000 2,500 South Africa Nigeria 2,000 Kenya Tanzania 1,500 1,000 500 0 Q1 10Q2 10Q3 10Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 Q1 12Q2 12Q3 12Q4 12Q1 13Q2 13Q3 13 Ghana
  10. 10. RECENT IN AFRICA-2013 Billions 70 60 50 40 Africa EU Latam 30 20 10 2011 2012 2013
  11. 11. ATTITUDE TOWARDS DIGITAL ADS Mobile Ads Africa 42% Global 23% Online Ads With Video 45% 28% Online Music Players 37% 23% Games 41% 25% Social Media Ads 53% 33% Opt-In Email Ads 47% 45% OnlineSearch Ads 50% 39% Websites / Microsites 48% 36% Online Display Ads 57% 36% Social Media News Feeds 69% 42% Millwood Brown
  12. 12. DIGITAL MAP Need: Audience Want: Positive Attitude Where: Engaging Content How: Display Advertising Ecosystem Millwood Brown
  13. 13. RESPECT FOR THIS AUDIENCE Surprise and Delight Time and Place Relevance Play to Strengths Engagement Millwood Brown
  14. 14. THE CONTENT OPPORTUNITY 70% 60% 50% 40% 30% 20% 10% 0% Ghana Kenya Nigeria South Africa BuzzCity Content Survey
  15. 15. DISPLAY AD ECOSYSTEM
  16. 16. OPTIONS Sell your Own Inventory Sales House Publisher Ad Network or Exchange Google
  17. 17. HYBRID MODEL Grow Unsold Sell Earn $ Build
  18. 18. DON’T CANNIBALISE PREMIUM Aggregated Vertical Search Lifestyle Motoring Entertainment Categorise Your Ads Tier 1: Home Page Tier 2: Article View Above the Fold Tier 3: Article View Below the Fold Blind Ad Networks or Exchanges
  19. 19. SUMMARY Engaged Users Increased Revenue Users
  20. 20. THANK YOU Nicolle Harding nicolle@buzzcity.com @noodlenikita

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