OPA South Africa Workshops on Online Industry In SA Andrew Lanning - Head of Monitoring

Monitoring Andrew Lanning

Who is Andrew Lanning? • Editor and publisher of www.sport24.co.za. Part of 24.com • Started the online division at Touchline Media in 2001, creating and managing digital sides to Kickoff, Sports Illustrated, Shape, Men’s Health, Runners World, Golf Digest, and Bicycling • Ran the Touchline Media sports photo agency called Touchline Photo for 5 years • Graduate of UCT: Soc.Sci in Economics, Post grad diploma in marketing. Naspers media management course at Maties. Publishing on the Web course at Stanford • Played tighthead prop for SA schools and Western Province . • Author of the Front Row Grunt

On the menu today … • Adex – how, what, why? • Rate Card vs Actual spend … • The next step – AdRelevance • OPA Monitoring – the objectives

Adex …. WHAT IS IT? • Collate (via publisher submissions) and present the national industry online ad spend. • Adex is handled by Nielsen (and NOT the OPA) • Submissions a pain in the butt? • NO way you are lifting your skirt … • But – it’s actually quite a simple process • No one outside your organisation gets to see your actual ad revenues • Only one person at Nielsen sees rate card submissions. • Neither the OPA or Adex will EVER publish an individual companies submitted revenues …

Adex …. HOW? • So what we need from publishers: • Use provided form to report the previous month’s advertising revenues (valued according to your rate card) by the 10th of each month to: – Mthuthuzeli September – Tel : 011 495 3110 – Fax: 011835 3410 – E mail: mthuthuzeli.september@nielsen.com

Adex …. WHY SUBMIT? • Quite simple – so we, as an online industry can produce fair and true figures for comparison against other media such as print, TV, outdoor, radio and cinema. • Enough of being the “Poor cousin” of the media space? Well, now you (quite literally) can help change that … • Why the rate card rate? – Because every other medium does it that way! – Those are the figures in the public domain – No one would ever submit their actual ad revenues!

Global share – Online ad spend …

Rate Card vs Actual rate …

Rate Card vs Actual rate • “Online advertising in South Africa grew at the fastest rate of all countries in the English-language world in 2008, and is likely to repeat this performance in 2009 • 32% growth in online advertising in 2008, after an equally positive 27% growth in 2007. • Actual online advertising spend in 2008 was up to R319- million. • The figures contrast strongly with the statistics from Nielsens but are based on actual revenue figures derived directly from publishers, and not rate card rates” • Arthur Goldstuck - World Wide Worx in collaboration with the Online Publishers Association (OPA).

Ad revenue - DEFINITIONS • When comparing with other mediums, need a common definition: • Any ‘real estate’ purchased by a business client for them to convey an advertising/PR/Marketing message to a consumer. • Inclusions: – Sponsorships – Electronic Mailers – Search/keyword ads – Listing fees/subscriptions (Cars, Jobs etc) – Press Boxes/Zones – Sponsored links • Exclusions: – E-commerce retail transactions with consumers. – Any content/data sales to a 3rd party. – Payment received for services/tools (or groups of services)

Online ad formats …

Hence the Google conundrum! • “However, neither Nielsen’s nor the commissioned study were able to obtain data from Google, which would further increase the figure significantly.” • Arthur Goldstuck - World Wide Worx in collaboration with the Online Publishers Association (OPA). • Until Google submit their numbers the official online adspend in South Africa will always be undervalued.

AdRelevance …. • But that may all change VERY soon!

AdRelevance – WHAT? • The service crawls more than 5,000 websites all day every day • Providing insight into who is advertising online, on which sites campaigns are running, the duration and frequency of campaigns • Provides an archive of the creative content of the individual campaigns.

How can I use AdRelevance? AD AGENCY • Compare campaigns in the sectors of your choice by different criteria, including where it is placed, the creative used, campaign frequency, and number of impressions achieved • Estimate how much competitors are spending on their online campaigns, and how many ad impressions they are receiving • Understand the average ad spend in a sector to ensure that your clients are making the maximum impact for their budget • Assess which sectors and advertisers are the most active

How can I use AdRelevance? PUBLISHER • Identify new business opportunities by understanding which advertisers are running campaigns, where, and how frequently • Assess individual market sectors to understand which are spending the most on their advertising • Compare advertising on your competitors websites with your own • Identify top spenders, both on specific websites, and by market sector

AdRelevance - TOOLS • Monthly Ad Spend and Impressions Rankings are provided of the top advertisers, the top spenders, biggest number of ad impressions, by both sector, sub-sector, and overall. • Keyword Search and Sponsored Links Reports to allow you to see what advertising is booked against a particular keyword search e.g. “credit card”, “insurance”, “loans”, “sports

Monitoring objectives … 2009 • Educate members re submissions to Adex • Educate re the confidentiality of Adex submissions • Grow the number of members submitting to Adex • Streamline the process of submitting numbers to Adex • Explore and explain the “Actual vs Rate Card” reasoning • Reduce the amount of discounting going on • Aim to get companies to produce realistic rate cards • Have a good look at agency commission structures

Monitoring … Andrew Lanning • That’s it from me … Any questions?

OPA South Africa Workshops on Online Industry In SA Andrew Lanning - Head of Monitoring

by Theresa on Jul 10, 2009

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