Adex – what, how why? Why it’s ratecard rather than actual spend. How it works in other industries like print, radio and TV
Streamlining Adex submissions – it’s not that bad! The next step - AdRelevance
OPA South Africa Workshops on Online Industry In SA Andrew Lanning - Head of Monitoring
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
• 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: email@example.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!
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-
• The figures contrast strongly with the statistics from
Nielsens but are based on actual revenue figures
derived directly from publishers, and not rate card
• 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.
– Electronic Mailers
– Search/keyword ads
– Listing fees/subscriptions (Cars, Jobs etc)
– Press Boxes/Zones
– Sponsored links
– E-commerce retail transactions with consumers.
– Any content/data sales to a 3rd party.
– Payment received for services/tools (or groups of services)
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.
• 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
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?