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How online fits into the   marketing   mix <ul><li>Matthew Buckland </li></ul><ul><li>OPA Chair </li></ul><ul><li>GM: Mail...
Who & what is the OPA? <ul><li>The OPA is a grouping of SA's  most prominent online publishers </li></ul><ul><li>Promote  ...
www.opa.org.za
 
 
Path Analysis Measurement and Web Statistics Site Statistics Market Rankings Browser Based   Measurement Page Impressions ...
 
<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 <ul><li>Online has found its niche </li></ul><ul><li>Reach  day-time professionals  at their desk...
Key benefits of going online <ul><li>Access high LSM, working professionals </li></ul><ul><li>Measureable ROI (clicks, lea...
Interactive Advertising Bureau http://www.iab.net
Future trends <ul><li>Multimedia ads    Convergence of TV and online advertising </li></ul><ul><li>Broadband    Bigger a...
Future trends <ul><li>New types of content    advertising on UGC & niche audiences </li></ul><ul><li>Increasing home use ...
 
 
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 gui...
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How online fits into the marketing mix

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A presentation by the South African Online Publishers association on the local online advertising market

Published in: Business, News & Politics
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How online fits into the marketing mix

  1. 1. How online fits into the marketing mix <ul><li>Matthew Buckland </li></ul><ul><li>OPA Chair </li></ul><ul><li>GM: Mail & Guardian Online </li></ul><ul><li>[email_address] </li></ul>
  2. 2. Who & what is the OPA? <ul><li>The OPA is a grouping of SA's most prominent online publishers </li></ul><ul><li>Promote growth & profitability of online publishing industry </li></ul><ul><li>Meeting the needs of marketing & advertising professionals </li></ul><ul><li>Speak english & speak marketing to advertisers not tech talk </li></ul>
  3. 3. www.opa.org.za
  4. 6. 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
  5. 8. <1% <10%
  6. 10. 8,114,396 Monthly World-wide readers/UBs 4,159,420 Monthly Local readers/UBs
  7. 11. Less than 10% internet penetration in SA
  8. 12. BUT, what is the internet penetration of your target market or product?
  9. 13. SA online population bigger than country of Ireland
  10. 16. Info: Adex Apr 05 – Mar 06. AMPS 2005RA LSM 9-10 media usage to media adspend Source: Acceleration Media
  11. 17. #1 Medium for reaching people @ work
  12. 18. The key day-time channel <ul><li>Online has found its niche </li></ul><ul><li>Reach day-time professionals at their desks, at work </li></ul><ul><li>Working professionals with disposable income </li></ul><ul><li>Attractive to advertisers </li></ul>
  13. 19. Key benefits of going online <ul><li>Access high LSM, working professionals </li></ul><ul><li>Measureable ROI (clicks, leads, acquisitions) </li></ul><ul><li>Branding & interactive & transactive </li></ul><ul><li>Searchable: jobs & classifieds advertising </li></ul><ul><li>Reach consumer on multiple platforms </li></ul>
  14. 20. Interactive Advertising Bureau http://www.iab.net
  15. 21. Future trends <ul><li>Multimedia ads  Convergence of TV and online advertising </li></ul><ul><li>Broadband  Bigger ads, more creative rich media ads </li></ul><ul><li>Profiling of users  behavioural targeted advertising </li></ul><ul><li>More targeted advertsing  Less wastage, higher clickthrough rates </li></ul>
  16. 22. Future trends <ul><li>New types of content  advertising on UGC & niche audiences </li></ul><ul><li>Increasing home use  as broadband takes hold </li></ul><ul><li>Globalisation  advertising local & int’l (eg: facebook) </li></ul><ul><li>Many platforms  cellphones, playstations, internet enabled fridges! </li></ul>
  17. 25. It’s all going digital It’s all going online
  18. 26. 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

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