How online fits into the marketing mix

Matthew Buckland

OPA Chair

GM: Mail & Guardian Online

[email_address]

Who & what is the OPA?

The OPA is a grouping of SA's most prominent online publishers

Promote growth & profitability of online publishing industry

Meeting the needs of marketing & advertising professionals

Speak english & speak marketing to advertisers not tech talk

www.opa.org.za

Path Analysis Measurement and Web Statistics Site Statistics Market Rankings Browser Based Measurement Page Impressions Unique Browsers Frequency Duration Trend Site Demographics Online Surveys Audience Profiling Target Audience Locate Affinity

<1% <10%

8,114,396 Monthly World-wide readers/UBs 4,159,420 Monthly Local readers/UBs

Less than 10% internet penetration in SA

BUT, what is the internet penetration of your target market or product?

SA online population bigger than country of Ireland

Info: Adex Apr 05 – Mar 06. AMPS 2005RA LSM 9-10 media usage to media adspend Source: Acceleration Media

#1 Medium for reaching people @ work

The key day-time channel

Online has found its niche

Reach day-time professionals at their desks, at work

Working professionals with disposable income

Attractive to advertisers

Key benefits of going online

Access high LSM, working professionals

Measureable ROI (clicks, leads, acquisitions)

Branding & interactive & transactive

Searchable: jobs & classifieds advertising

Reach consumer on multiple platforms

Interactive Advertising Bureau http://www.iab.net

Future trends

Multimedia ads  Convergence of TV and online advertising

Broadband  Bigger ads, more creative rich media ads

Profiling of users  behavioural targeted advertising

More targeted advertsing  Less wastage, higher clickthrough rates

Future trends

New types of content  advertising on UGC & niche audiences

Increasing home use  as broadband takes hold

Globalisation  advertising local & int’l (eg: facebook)

Many platforms  cellphones, playstations, internet enabled fridges!

It’s all going digital It’s all going online

http://www.opa.org.za/advertising OPA Secretary, Theresa Vitale [email_address] | 011 454 3534 OPA Online advertising guide (pdf): http://www.slideshare.net/matthewbuckland