This document discusses the shift from traditional to digital media and content consumption. It notes that most respondents said the internet displaces other media like newspapers, magazines, television and radio. Nearly 60% found online ads most relevant. Content needs to be curated and relevant to users' interests. Social media platforms like Facebook and Twitter are hugely popular in South Africa. Content producers need to better respond to changing consumption habits. Native advertising is aimed at gaining attention through relevant content placement.

1. This document is offered compliments of
BSP Media Group. www.bspmediagroup.com
All rights reserved.

2. Traditional Media –vs- Digital Media
Asked whether the Internet displaces other media, most respondents
said it did, with the bulk reporting a decline in their consumption of
newspapers and magazines. A sizeable 45% of respondents said they
watched less television and 28% said they listened to less radio because
they had Internet access. Nearly 60% of those surveyed said they found
advertisements on websites most relevant, followed by social networks
(36%). DMMA Commissioned Report for September 2013

3. Fitting a Square Peg Into A Round Hole
Research by MandLoys indicates that 70% of those onliine want to learn
about a company or a product through content…..Old models just are
not working…7 out of 10 pre-rolls (online version of a commercial) are
skipped and people rarely click on banners by choice. Google’s user
behaviour defined search may be a bit scary, but it works.
Give people what they want when and where they want it

4. Market Fragmentation
Where do you get your daily news and updates? People’s attention is
becoming more fragmented and more niche.

5. There are 5 things needed to foster a healthy
digital commerce
1. Affordable internet enabled devices
2. Affordable data (connectivity)
3. Ubiquitous Payment Mechanisms
4. Trusted Delivery Mechanisms
5. Relevant Content

6. What is relevant content?
•
•
•
•
600 word article?
Banner Ads?
Irrelevant Product Placements?
Consistently goading me to download Candy Crush Saga as I play
my Word for Friends?,
Or
• Curated content in line with my interests
• Articles or stories that extend my knowledge of whatever is
catching my attention at the moment
• Showing me what my friends and fellow Twitterers, FB users feel
about you and or your brand?
• Should you tell me what matters to me or have smart ways of
confirming what I tell you matters?

7. Our viewing / reading habits
• Facebook now has 9.4 million active users in South Africa
• SA’s number one genre is soap opera, and by an extraordinary
margin “Of all TV viewing in 2012, 36.7% of it was devoted to
soapies.
• 1.215 million viewers per soap – Biggest is Generations with 7,5
million viewers
• Twitter has grown a whopping 129% in the last 12 months, from
2.4-million to 5.5-million
• Photo-sharing app Instagram has proved a huge hit with social
media users, exploding from below 100 000 a year ago to 680 000
in August 2013
• Overall, 71% of respondents across the 24 countries reported
using social networks for an average of 3.6 hours per day.

9. Clearly Content Consumption is Changing
Why aren’t content producers responding?

10. The advertising story…

11. Define Advertising
A form of marketing communication used to encourage,
persuade or manipulate an audience to take or continue to
take some action

12. Define Native Advertising
Native advertising is a web advertising method in which the advertiser
attempts to gain attention by providing content in the context of the
user's experience. Native ad formats match both the form and the
function of the user experience in which it is placed.

16. STEP 1
Visit our website and create
your own Mimiboard

17. STEP 2
Add your selected content by
authorising your social media channels

18. STEP 3
Add your selected content
and adverts to your board
Share the code with your web
developers

19. STEP 4
Enjoy your new Mimiboard on your
site or on publishers sites

20. Stephen A. Newton
Stephen.newton@umuntumedia.com
+27(0)781952251
Twitter: @smanla
Skype: Stephen.Armond