KWAMI AHIABENU,II PRESIDENT  INTERNATIONAL INSTITUTE FOR ICT  JOURNALISM(PENPLUSBYTES) [email_address]   WWW.KNOWLEDGECHIE...
About Penplusbytes  <ul><li>International Institute for ICT Journalism- penplusbytes  </li></ul><ul><li>Out of Accra with ...
Presentation Agenda  <ul><li>An overview of the concept of Online Advertising </li></ul><ul><li>Types of online ads- banne...
An overview of the concept of Online Advertising <ul><li>The web represents  the most innovative, exciting, disruptive and...
Types  <ul><li>Banner ads(click throughs),  </li></ul><ul><li>Advertising networks,  </li></ul><ul><li>Search engine resul...
Online ads market dynamics in Ghana  <ul><li>Market is still at its infancy stage  </li></ul><ul><li>Online ad share of to...
Opportunities of online ads  <ul><li>Global reach  </li></ul><ul><li>Ability to reach out to niche audience </li></ul><ul>...
Challenges of online Ads  <ul><li>Lack of online payments system in Ghana </li></ul><ul><li>Online audience measurement  <...
Conclusion  <ul><li>An urgent need for a fundamental shift by the ad industry in order for us to  harness the opportunitie...
Thank you  <ul><li>Contact </li></ul><ul><li>[email_address]   </li></ul><ul><li>www.penplusbytes.blogspot.com   </li></ul>
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Kwami Ahiabenu,Ii Cyberseries Online Ads In Ghana March 2008

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"Kwami Ahiabenu,II Presentation on online ads in Ghana at Cyber Series March 2008

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Kwami Ahiabenu,Ii Cyberseries Online Ads In Ghana March 2008

  1. 1. KWAMI AHIABENU,II PRESIDENT INTERNATIONAL INSTITUTE FOR ICT JOURNALISM(PENPLUSBYTES) [email_address] WWW.KNOWLEDGECHIEF.BLOGSPOT.COM ONLINE ADVERTISING – A SMART CHOICE FOR BUSINESSES.
  2. 2. About Penplusbytes <ul><li>International Institute for ICT Journalism- penplusbytes </li></ul><ul><li>Out of Accra with a global reach </li></ul><ul><li>Working journalists on the use of ICTs to improve the level of journalism </li></ul><ul><li>Research, workshops, training, teaching, publication and projects in ICT Journalism </li></ul><ul><li>www.penplusbytes.blogspot.com </li></ul>
  3. 3. Presentation Agenda <ul><li>An overview of the concept of Online Advertising </li></ul><ul><li>Types of online ads- banner ads, advertising networks, search engine results pages, email marketing( email spam) contextual, behavioral and interactive ads </li></ul><ul><li>Challenges and opportunities of online ads </li></ul><ul><li>Online ads market dynamics (Ghana relevant) </li></ul><ul><li>Conclusion </li></ul>
  4. 4. An overview of the concept of Online Advertising <ul><li>The web represents the most innovative, exciting, disruptive and fastest growing advert media </li></ul><ul><li>Online ads is a form of ads that make use of the Internet- including world wide web, online chats, emails, web 2.0 etc </li></ul><ul><li>To virtually deliver messages </li></ul><ul><li>In order to attract and influence consumers leading purchasing decisions </li></ul><ul><li>For most businesses online ads complement f2f ads </li></ul>
  5. 5. Types <ul><li>Banner ads(click throughs), </li></ul><ul><li>Advertising networks, </li></ul><ul><li>Search engine results pages, </li></ul><ul><li>Email marketing( email spam) </li></ul><ul><li>Interactive adverts (dialogue) </li></ul><ul><li>Contextual adverts </li></ul><ul><li>Behavioral adverts </li></ul>
  6. 6. Online ads market dynamics in Ghana <ul><li>Market is still at its infancy stage </li></ul><ul><li>Online ad share of total ads market is very insignificant </li></ul><ul><li>Low number of online consumers </li></ul><ul><li>There are not virtual ad agencies </li></ul><ul><li>Services area dominant online ads </li></ul><ul><li>There are no industrial standards or bodies </li></ul><ul><li>Lack of research/statistical data </li></ul><ul><li>Media buying is still heavily traditional </li></ul>
  7. 7. Opportunities of online ads <ul><li>Global reach </li></ul><ul><li>Ability to reach out to niche audience </li></ul><ul><li>Value for money </li></ul><ul><li>Pay as you click </li></ul><ul><li>Provides tools for measurement </li></ul><ul><li>It is quite effective to reach out to Ghanaians living abroad. </li></ul>
  8. 8. Challenges of online Ads <ul><li>Lack of online payments system in Ghana </li></ul><ul><li>Online audience measurement </li></ul><ul><li>Lack of places to advertise online especially in Ghana </li></ul><ul><li>Low level of E-commerce in Ghana which is an important driver of online ads. </li></ul><ul><li>Awareness level of online ads is relatively low in Ghana </li></ul><ul><li>Selling online ads is hard work </li></ul><ul><li>Business models of online ads is still not tried and tested </li></ul>
  9. 9. Conclusion <ul><li>An urgent need for a fundamental shift by the ad industry in order for us to harness the opportunities of online adverts. </li></ul><ul><li>Also we need to increase investment in this area, understand its dynamics and more importantly work to overcome some of its challenges </li></ul>
  10. 10. Thank you <ul><li>Contact </li></ul><ul><li>[email_address] </li></ul><ul><li>www.penplusbytes.blogspot.com </li></ul>

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