Tag Archives: online advertising

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 […]

The meaning of it all, in XML

Here’s a relatively new web service for publishers and developers that’s a different spin on the semantic web. Amplify is mostly a semantic web service, although it tries to differentiate itself from other semantic services by saying it focuses on understanding content rather than classifying content — which is what the semantic web has been […]

What economic downturn?

Could the online advertising industry escape these turbulent economic times relatively unscathed? Commentators say online advertising may buck an economic downturn, and – controversially – even gain from it. An article in the Financial Times notes that pressure on companies to cut costs as the economy softens could “hasten the switch in spending from traditional […]

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 […]

The mobile web: Why the future really is on the small screen

According to a report on Reuters last year, world wide mobile phone subscriptions reached 3.3-billion users or half the world’s population. Compare this to television usage (about 1,5-billion users) or desktop internet usage (about 1,1-billion users), and it is not hard to see why there is so much excitement about the potential of the mobile […]

Online media strategies & the future of print: Interview with Mags magazine

Did this interview Gareth Richards from Mags Magazine on online media… 1 Can you give me your views on how important your online presence is to the newspaper? Has it grown more quickly/slowly than the paper version? At the Mail & Guardian we are in the fortunate position where both our newspaper and website are […]

Another SA online ranking site launched

A newly formed website umbrella body, Website Association of South Africa (WASA), has launched a brand-new web metrics and rankings system for the country. So far it consists of 97 sites and about 20 publishers. At first glance, WASA’s stats appear to be overwhelmingly taken from the Online Publishers Association (OPA) Nielsen//Netratings rankings and a […]

The media should take note of bloggers

It’s been easy for some to dismiss the blogosphere as a fringe publishing phenomenon. Publishers, who have had a monopoly on mainstream publishing since the invention of the printing press, don’t react terribly well to competition – especially competition they can’t really get a handle on. In the wood-panelled offices on the 78th floor, you […]

IT Web to pay bloggers for content

Jovan Regaseck the founder of IT Web and a man who I very much admire and respect, is quoted by Tectonic as saying: “In a state of madness (perhaps), I decided that we needed a world first. Something never done before.” It Web says it is going to pay bloggers a generous 10c per page […]

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)

Where are the great online magazines? Where?

Magazines have not enjoyed the same high profile, runaway success of their newspaper counterparts in the online world. Magazines aren’t big online. Websites of print magazines have had a rather low profile in more than 10 years of internet in this country. Compare this to the high-profile online news brands that rake in big numbers and you will see what I mean. It’s no secret that the news brands dominate the top half of the local online readership rankings, whereas very few magazines even make the top 50 sites….

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?

Battle of the business sites

Websites that report on financial news and information were always going to crack it online. The web is the perfect medium for delivering up-to-the-minute financial news and data. Moreover, the LSM of the average business news reader matches that of the online reader: Both are high. The five biggest consumer-focused business sites, reporting on general financial news in South Africa, are engaged in a tussle to capture a bigger share of this lucrative reader and advertising market….

Mail & Guardian Online, a great 2006, even better 2007

It’s been a mad couple of years. It’s been gratifying being part of the Mail & Guardian Online success story. We have a small staff of only 10 full timers or so, but they are passionate about the brand. We have seen the site double its local readership and triple its international readership in just over a year or so to become the fourth biggest online publisher in the country (so say Nielsens)….

Is Google a monster?

On Poynter emedia tidbits on which I am a fellow contributor, the big question is asked of the dot.com mega success story, Google: “Can someone please step up and say we’re facing a monster?” It goes on, referring to the Google Youtube acquisition: “As Google continues to grow, it has shown some stripes that clash […]

Online is no ‘threat’

It’s time to leave the dark ages. The traditional advertising and media industry needs to see the potential of online or get left behind. This sentiment comes from a survey conducted independently by respected technology analyst Arthur Goldstuck for the Online Publishers Association.   It finds that there is a general lack of awareness within […]

The future of online advertising

Here’s a prediction: Expect online advertising to increasingly resemble television commercials. Soon there won’t be too much difference between an advert you see on your TV and an advert you see on a website you are visiting. They may even be one and the same thing. As technology and bandwidth on the web advances, so […]