Category Archives: advertising & marketing

The Fowl Language ad, by Nandos

With reference to the “Fuck you” by Democratic Alliance (DA) MP Dianne Kohler-Barnard in Parliament last week, the sharp advertising minds at Nandos released this advertisement, which I thought was very clever:

Le Web 2009, Day 2: The good, the bad and the vacuous

For day two of Le Web, this Travelling Geek went to one of the side rooms for the “deep discussion” session. There was the word “future” in quite a few of the session titles, which caught my attention. Analyst Jeremiah Owyang gave an interesting talk, making provocative, juicy statements like the real-time seems “so yesterday” […]

Obummer!

Yet more responsive advertising by Nandos (the chicken people). This one picking up on the USA’s 3-2 loss to Brazil in the Fifa Confederations Cup. Nandos must have one of the most responsive marketing departments around. It churns these clever little ads out quickly.

Nandos strikes with Confed Cup viral campaign

It’s so rare that Bafana Bafana win, so when they do we revel in it. For some inexplicable reason, we also particularly revel in beating Australia and New Zealand (at pretty much everything or anything). Enter Nandos with this clever viral marketing campaign:

Promoting your site

Just did this interview for the Kulula inflight mag on online advertising and promoting your website. Thought I’d publish it here too: 1. Why does online advertising account for so little of the advertising pie in SA? For various reasons — and it’s not only a story about low internet penetration. Many South African products […]

The future of online advertising lies in the collapse of print

I guess it seems a bit negative to define the growth of a medium in the collapse of another, but here’s why: For most media organisations, online advertising* currently accounts for less than 20% of the advertising pie, with print still taking the lion’s share. My 20% estimate is high. A world-wide, median figure is […]

Big Idea: How online publishers can rival Google

Quite sometime ago I did a rather entrepreneurial proposal to the World Association of Newspapers (WAN) about a new, non-profit industry-focused search engine and advertising network to rival Google. I know what you’re thinking, apart from the general nuttiness of the idea itself: I must be crazy approaching a “newspaper” body? But the idea around […]

Controversial new Nandos ad

This one should get a few tongues wagging. Here’s the new Nandos ad that is being released today on TV. Given the recent launch of the new breakaway Congress of the People (Cope) party from the ruling African National Congress (ANC) — and imminent elections next year, this one is going to be hotter than […]

Online advertising: What media sites are earning

This is a slide from a recent Digital conference in Amsterdam. Looking mainly at newspapers, it shows growth in online advertising revenue in 2007, and demonstrates online ad revenue as a percentage of total gross revenue.

New local online awards launched

The Online Publishers Association (OPA) has launched a new online award called The Bookmarks. It’s a local online award that recognises the best in creative digital media. These awards have been on the cards for a while now at the OPA (in fact three years!), so well done for getting the initiative launched! The awards […]

Online media, platforms, innovation and advertising

Just did this interview with a publication. Thought I’d publish it here. Does a newspaper’s online platform cannabalise the print advertising at all? And what about print readers- will the online platform steal readers away from the print title? It’s time to move on from using words like “cannabalise” and “steal” with reference to the […]

Publish Online conference: 24.com to launch local Adsense in 2008

At the first inaugural Publish Online conference in Cape Town and there is a good turn out. Hope there will be another one, maybe Jo’burg?. Couple of familiar faces from my iafrica.com days: Alan Hammond (the organiser), Robin Parker (now of biz-comm), Debby Byrne (still iafrica.com). Been some interesting presentations. Noticed only 4 laptops and […]

Unlocking the Bolton Deventer riddle… close but no cigar

Hmmmm, I thought I had my eureka moment on the Bolton Deventer riddle after a bit of sleuthing work this weekend. I was checking the source code of Deventer’s blog to see if the person behind the persona had slipped up and was using the identical Google analytics code profile (indicated in the source by […]

Business of online media and blogosphere

At the Digital Citizen’s Indaba, I presented on the business issues of online media and the blogosphere, from my own experiences as a blogger and working as a media professional at the M&G Online. Banner ads in online media are still relatively unsophisticated. The problem is that most online advertising models on media still resemble […]

News headlines on your Facebook profile

We’ve created this simple news headline application for Facebook. It’s not for everyone, but if you want to catch the news on your profile when you log into Facebook, well then it’s worth checking out. If it proves to be popular we’ll add some more apps such as gig guides and movie reviews etc. If […]

Surviving an online brand attack

I’m becoming a regular reader of the Quirk blog (and not just because of their recent SEO article). Here is a piece on ten practical steps a company can follow to survive an “online brand attack”. It reminds me of a time at a conference when a guy from Absa asked me — “What’s the […]

A cellphone & the power of the blogosphere

I’m a gadget freak. Need the latest with most buttons. Gotta have Gotta have… you know how it is. It’s an expensive little vice I have, so it means I got a great phone in my pocket, but my T-shirt and shoes have holes in them. I was doing a search for my latest obsession […]

Online ads: What’s working?

Online advertising as we know it is crude. But it is entering a new era of sophistication….

The internet allows us to target advertising to an unprecedented degree, so why are most banner ads still served on such a hit-and-miss basis?

Publishers slap up an insurance ad on a homepage in the hope they will get the industry average 0,3% click-through rate or more. If they achieve that click-through rate, everyone is happy. But here is the question — what happened to the other 99,7%? Surely by any standards this is a pretty inefficient ratio? It may be at first glance, but that 0,3% is still valuable enough for advertisers to achieve major return on investment by forking out big bucks to be on the major sites.

The type of client found on local online publishers give us a clue as to what is working on the web. For example, insurance and car companies have had a very successful love affair with the internet. The one thing they have in common is that a single acquisition equals very high value for them, for example someone buying a car or taking out a long-term insurance policy. It’s also why the high-worth online audience, which can afford to pay regular premiums, works for their brand… (read on)

Online ‘permanence’

Imagine a world where you could actively sell advertising on archived content. Well, it’s here. Content on a website should never die. Never, ever. To delete content on a website is a waste. Online articles and their links should be permanent. In the world of the dead tree, articles have limited lifespans. You read your paper, then it’s used to wrap fish and chips, is thrown in the rubbish bin, or lives a lonely life of obscurity in some dusty library archive….

It’s about branding, stupid

Online advertising is not only about clicks, leads and acquisitions… branding is important too. There are a number of competing online advertising models on the net. By far the most dominant one used by online publishers is the Cost-per-Thousand (CPM) model. CPM is the closest online advertising gets to advertising in traditional media. The advertiser pays in advance to place an advert that will be displayed to the website’s readership base, which should generate return on investment. Through the campaign there will be branding for the advertiser, click-throughs on the advert, leads and hopefully acquisition of the product. Everyone’s happy?