1    1
Who is this dude and can we trust him – hmmm                                               2
The first disruptor.2012/08/23             Source – Amazon.com/Jeff Jarvis. http://amzn.to/PzzqcL (Recommended)           ...
• Steve Jobs of the 1500’s - one of the earliest media  entrepreneurs• Took an existing market/process and disrupted entir...
So what is the relevance.• Mainstream media is a going through a turbulent  time.BUT• This is not a new thing, media disru...
2012/08/23                                                                        6             http://www.slideshare.net/...
2012/08/23                                                                        7             http://www.slideshare.net/...
2012/08/23                                                                        8             http://www.slideshare.net/...
2012/08/23                                                                        9             http://www.slideshare.net/...
2012/08/23                                                                        10             http://www.slideshare.net...
2012/08/23                                                                        11             http://www.slideshare.net...
2012/08/23                                                                        12             http://www.slideshare.net...
2012/08/23                                                                        13             http://www.slideshare.net...
2012/08/23                                                                        14             http://www.slideshare.net...
2012/08/23                                                                        15             http://www.slideshare.net...
2012/08/23                                                                        16             http://www.slideshare.net...
2012/08/23                                                                        17             http://www.slideshare.net...
What is on the menu.  •Advertising trends  •Audience trends  •Issues and outliers                         18
Advertising spend total 2007 - 2012800,000,000700,000,000600,000,000500,000,000400,000,000300,000,000200,000,000100,000,00...
Advertising spend by brand – 12 months200000001800000016000000140000001200000010000000 8000000 6000000 4000000 2000000    ...
Advertising spend total – 12 months250000002000000015000000              Increase in number of advertisers              sp...
Median Spend – 12 months250,000200,000150,000100,000 50,000     0          2011-07   2011-08   2011-09   2011-10   2011-11...
What the disruption looks like in establishedmarkets.2012/08/23                                                           ...
So what is the take-away.• Excellent growth; 20, 22, 30% in the past three years     – Still disproportionate to time spen...
Audience trends - why so important?• Stating the obvious - audience = our currency• DMMA = Reserve Bank of Digital Audienc...
Unique Browsers – Past 12 Months18,000,00016,000,00014,000,00012,000,00010,000,000 8,000,000 6,000,000 4,000,000 2,000,000...
Session vs Session Duration – Past 12 Months140,000,000                                                        7.4        ...
Mobile share18,000,000                                              25.00%16,000,000                                      ...
1,000,000                                                                                                           1,500,...
So what is the take-away.• Disruption happening - decent growth over the past 12 months     – +5m Ubs July 2011 – May 2012...
Issues to look forward to• Paywalls and their impact on audience• Mobile the big disruptor – but adspend limited     – Pre...
Thank you.Questions?             32               32
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  • 2009 – 22%2010 – 23%2011 - 30%
  • Dmma august briefing g cohen presentation

    1. 1. 1 1
    2. 2. Who is this dude and can we trust him – hmmm 2
    3. 3. The first disruptor.2012/08/23 Source – Amazon.com/Jeff Jarvis. http://amzn.to/PzzqcL (Recommended) 3 3
    4. 4. • Steve Jobs of the 1500’s - one of the earliest media entrepreneurs• Took an existing market/process and disrupted entirely• Made money (and BTW lost money)• Fundamentally transformed how information is shared.• Created an army of imitators and technical competition/innovation2012/08/23 4 4
    5. 5. So what is the relevance.• Mainstream media is a going through a turbulent time.BUT• This is not a new thing, media disruption not a new thing, been with us for + 500 years. The difference now is speed and scale!2012/08/23 5 5
    6. 6. 2012/08/23 6 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 6
    7. 7. 2012/08/23 7 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 7
    8. 8. 2012/08/23 8 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 8
    9. 9. 2012/08/23 9 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 9
    10. 10. 2012/08/23 10 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 10
    11. 11. 2012/08/23 11 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 11
    12. 12. 2012/08/23 12 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 12
    13. 13. 2012/08/23 13 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 13
    14. 14. 2012/08/23 14 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 14
    15. 15. 2012/08/23 15 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 15
    16. 16. 2012/08/23 16 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 16
    17. 17. 2012/08/23 17 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012 17
    18. 18. What is on the menu. •Advertising trends •Audience trends •Issues and outliers 18
    19. 19. Advertising spend total 2007 - 2012800,000,000700,000,000600,000,000500,000,000400,000,000300,000,000200,000,000100,000,000 0 2007 2008 2009 2010 2011 2012 Source – ADEX. Rate card value. 19
    20. 20. Advertising spend by brand – 12 months200000001800000016000000140000001200000010000000 8000000 6000000 4000000 2000000 0 1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 101106111116121126131136141146151156161166171176181186191196 2011 2nd Half 12 1st Half2012/08/23 Source – ADEX. Rate card value. 20 20 20
    21. 21. Advertising spend total – 12 months250000002000000015000000 Increase in number of advertisers spending above R5m10000000 5000000 0 1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101 105 109 113 117 121 125 129 133 137 141 145 149 153 157 161 165 169 173 177 181 185 189 193 197 Grand Total 2011 2nd Half 12 1st Half 2012/08/23 Source – ADEX. Rate card value. 21 21 21
    22. 22. Median Spend – 12 months250,000200,000150,000100,000 50,000 0 2011-07 2011-08 2011-09 2011-10 2011-11 2011-12 2012-01 2012-02 2012-03 2012-04 2012-05 2012-06 Median Spend Top 250 Linear (Median Spend Top 250)2012/08/23 Source – ADEX. Rate card value. 22 22 22
    23. 23. What the disruption looks like in establishedmarkets.2012/08/23 23 23 23 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
    24. 24. So what is the take-away.• Excellent growth; 20, 22, 30% in the past three years – Still disproportionate to time spent.• Number of active advertisers and spend rate increasing• Spend dominated by a few with loooong tail of brands engaging at low investment rates – Glass half-full huge potential, but still requires work.2012/08/23 24 24 24
    25. 25. Audience trends - why so important?• Stating the obvious - audience = our currency• DMMA = Reserve Bank of Digital Audience in SA• DMMA engaging with SAARF on new methodologies to incorporate into SA research2012/08/23 25 25 25
    26. 26. Unique Browsers – Past 12 Months18,000,00016,000,00014,000,00012,000,00010,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 July August September October November December January February March April May June July UBs2012/08/23 Source – Effective Measure. 26 26 26
    27. 27. Session vs Session Duration – Past 12 Months140,000,000 7.4 7.2120,000,000 7100,000,000 6.8 6.6 80,000,000 6.4 60,000,000 6.2 40,000,000 6 5.8 20,000,000 5.6 0 5.4 Unique Sessions Session Duration2012/08/23 Source – Effective Measure. 27 27 27
    28. 28. Mobile share18,000,000 25.00%16,000,000 20.00%14,000,00012,000,000 15.00%10,000,000 8,000,000 10.00% 6,000,000 4,000,000 5.00% 2,000,000 0 0.00% Unique Browsers % Mobile2012/08/23 Source – Effective Measure. 28 28 28
    29. 29. 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 0 500,000 24.com 2012/08/23 DStv Online Junk Mail Publishing (PTY) LTD Interface Holdings (Pty) Ltd Brabys Media Holdings BBC.com Mail & Guardian Online Bizcommunity.com BDFM Publishers Moneyweb ITWeb Limited Caxton Digital Sharenet (Pty) Ltd Kahuna Mobility Solutions Pty Ltd NewsCentral Media Newsclip Media Monitoring Ndalo Media Hayibo.com Source – Effective Measure. Maritz Publishing ABN Media Group TheMarketingSite.com Vottle Pty Ltd PNet BizAssist.co.za Digital Media and Marketing Association … Pajero Owners Club of South Africa iDRIVE.co.za Fortress of Solitude Tourism CC FaraiToday Audience distribution – publishers July 2012 Whats UP 2oceansvibe Media Melodi Media29 29 Scrollmedia 29 Gradx
    30. 30. So what is the take-away.• Disruption happening - decent growth over the past 12 months – +5m Ubs July 2011 – May 2012 – Good advertising growth• Mobile is clearly gaining traction – Biggest % contribution to growth – Duplication of audience NB• Measured market extending• Fat-head/long tail still at play – Smaller destinations need to acquire audience and market share2012/08/23 30 30 30
    31. 31. Issues to look forward to• Paywalls and their impact on audience• Mobile the big disruptor – but adspend limited – Prevailing CPMs 4x smaller on mobile• Significant spend going to Ad Networks and social – Increase ease of booking and efficiency – Protect premium proposition – Build case for brand engagement – Know your audience• Press Freedom and legislative changes• Increase in exposure of international brands.2012/08/23 31 31 31
    32. 32. Thank you.Questions? 32 32

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