Tag Archives: online advertiser

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 […]

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)

SA’s web stands up and gets counted

Websites seem to think in millions. Web traffic is always a million this or a million that with unique users in the hundreds of thousands. For the major online publishers in South Africa, the numbers have always been big and impressive.

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 […]

Online advertising: Cautious Optimism

Net Savvy Cautious Optimism In the softest, most understated tone he can muster, Matthew Buckland explains why the local and international online sectors have good reason to be upbeat. I’ve always wondered where the gazillions in online advertising revenue went. If the pundits and their skyward-pointing graphs were to be believed, I doubt very much […]