KWAMI AHIABENU,II PRESIDENT INTERNATIONAL INSTITUTE FOR ICT JOURNALISM(PENPLUSBYTES) [email_address] WWW.KNOWLEDGECHIEF.BLOGSPOT.COM ONLINE ADVERTISING – A SMART CHOICE FOR BUSINESSES.

About Penplusbytes International Institute for ICT Journalism- penplusbytes Out of Accra with a global reach Working journalists on the use of ICTs to improve the level of journalism Research, workshops, training, teaching, publication and projects in ICT Journalism www.penplusbytes.blogspot.com

International Institute for ICT Journalism- penplusbytes

Out of Accra with a global reach

Working journalists on the use of ICTs to improve the level of journalism

Research, workshops, training, teaching, publication and projects in ICT Journalism

www.penplusbytes.blogspot.com

Presentation Agenda An overview of the concept of Online Advertising Types of online ads- banner ads, advertising networks, search engine results pages, email marketing( email spam) contextual, behavioral and interactive ads Challenges and opportunities of online ads Online ads market dynamics (Ghana relevant) Conclusion

An overview of the concept of Online Advertising

Types of online ads- banner ads, advertising networks, search engine results pages, email marketing( email spam) contextual, behavioral and interactive ads

Challenges and opportunities of online ads

Online ads market dynamics (Ghana relevant)

Conclusion

An overview of the concept of Online Advertising The web represents the most innovative, exciting, disruptive and fastest growing advert media Online ads is a form of ads that make use of the Internet- including world wide web, online chats, emails, web 2.0 etc To virtually deliver messages In order to attract and influence consumers leading purchasing decisions For most businesses online ads complement f2f ads

The web represents the most innovative, exciting, disruptive and fastest growing advert media

Online ads is a form of ads that make use of the Internet- including world wide web, online chats, emails, web 2.0 etc

To virtually deliver messages

In order to attract and influence consumers leading purchasing decisions

For most businesses online ads complement f2f ads

Types Banner ads(click throughs), Advertising networks, Search engine results pages, Email marketing( email spam) Interactive adverts (dialogue) Contextual adverts Behavioral adverts

Banner ads(click throughs),

Advertising networks,

Search engine results pages,

Email marketing( email spam)

Interactive adverts (dialogue)

Contextual adverts

Behavioral adverts

Online ads market dynamics in Ghana Market is still at its infancy stage Online ad share of total ads market is very insignificant Low number of online consumers There are not virtual ad agencies Services area dominant online ads There are no industrial standards or bodies Lack of research/statistical data Media buying is still heavily traditional

Market is still at its infancy stage

Online ad share of total ads market is very insignificant

Low number of online consumers

There are not virtual ad agencies

Services area dominant online ads

There are no industrial standards or bodies

Lack of research/statistical data

Media buying is still heavily traditional

Opportunities of online ads Global reach Ability to reach out to niche audience Value for money Pay as you click Provides tools for measurement It is quite effective to reach out to Ghanaians living abroad.

Global reach

Ability to reach out to niche audience

Value for money

Pay as you click

Provides tools for measurement

It is quite effective to reach out to Ghanaians living abroad.

Challenges of online Ads Lack of online payments system in Ghana Online audience measurement Lack of places to advertise online especially in Ghana Low level of E-commerce in Ghana which is an important driver of online ads. Awareness level of online ads is relatively low in Ghana Selling online ads is hard work Business models of online ads is still not tried and tested

Lack of online payments system in Ghana

Online audience measurement

Lack of places to advertise online especially in Ghana

Low level of E-commerce in Ghana which is an important driver of online ads.

Awareness level of online ads is relatively low in Ghana

Selling online ads is hard work

Business models of online ads is still not tried and tested

Conclusion An urgent need for a fundamental shift by the ad industry in order for us to harness the opportunities of online adverts. Also we need to increase investment in this area, understand its dynamics and more importantly work to overcome some of its challenges

An urgent need for a fundamental shift by the ad industry in order for us to harness the opportunities of online adverts.

Also we need to increase investment in this area, understand its dynamics and more importantly work to overcome some of its challenges

Thank you Contact [email_address] www.penplusbytes.blogspot.com

Contact

[email_address]

www.penplusbytes.blogspot.com