Tag Archives: local online publishers

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 […]

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)

Sunday Times revamps website

Well done to Sunday Times with their relaunch. The redesign looks great. Following the latest trend in creating wide-format sites, their website really hits the spot for me and raises the bar for local online publishers from a design point of view. The old site was in bad need of a redesign, but this makes […]

Why we love and hate Google

net savvy Why we love and hate Google Local online publishers need to keep an eye on Google Publishers love and hate the world’s biggest search engine. Google is getting bigger and scarier everyday, or as Wired magazine puts it, going from “guerrilla startup to 800-pound gorilla”. Now that Google appears to be making a […]

the online advertising edge

Net Savvy The Ad Edge Matthew Buckland looks at what the net does in the advertising arena that traditional media can’t. A great philosopher once said: I think, therefore I click. I think his name was Desmond or something, but click he did. After the click followed the advertiser’s website, which listed the product and […]