how online fits into the marketing mix

Matthew Buckland | OPA Chair | GM: M&G Online | www.opa.org.za,

How online fits into the marketing mixMatthew BucklandOPA ChairGM: Mail & Guardian [email protected]


Who & what is the OPA?

The OPA is a grouping of SA's most prominent online publishersPromote growth & profitability of online publishing industryMeeting the needs of marketing & advertising professionals Speak english & speak marketing to advertisers not tech talk


www.opa.org.za


Path Analysis

Measurement and Web Statistics

Site Statistics

Market RankingsBrowser Based Measurement

Page Impressions

Unique Browsers

Frequency

Duration

Trend

Site DemographicsOnline Surveys

AudienceProfiling

Target Audience

Locate Affinity


TOTAL UB LOCAL UBPUBLISHER Q2 AVE Q2 AVEMarket Aggregate 8,124,022 3,791,233

Media24 2,924,673 1,432,724Independent Online 2,105,151 809,117MWEB 1,048,735 838,501Interface 734,087 629,294SuperSport Zone 550,295 291,988Ananzi (Pty) Ltd 548,416 443,264iafrica.com 526,497 243,349Mail & Guardian Online 517,791 195,722Johncom 452,225 243,999bidorbuy (Pty) Ltd 362,954 187,626CareerJunction 297,484 260,445Moneyweb Holdings 242,980 89,325Auto Trader 231,313 184,962Electronic Media Network 199,060 117,542Yellow Pages SA 197,073 175,831

TOTAL UB LOCAL UBPUBLISHER Q2 AVE Q2 AVEMarket Aggregate 8,124,022 3,791,233

Bizcommunity.com 185,571 129,332Junk Mail 185,395 168,419Private Property 182,220 160,105365 Digital Publishing 150,586 90,810SABCNews.com 137,355 80,899Creamer Media (Pty) Ltd 133,732 63,644MultiChoice 129,671 103,180Telkom SA 116,751 101,103ITWeb Limited 113,649 80,5305FM 90,095 83,022Ramsay, Son & Parker 87,850 60,744UCM 43,817 30,558New Media Publishing 22,043 19,271Funnel 16,851 15,150Business in Africa 14,116 3,369


<1%<10%


8,114,396Monthly World-wide

readers/UBs

4,159,420Monthly Local readers/UBs


Less than 10% internet

penetration in SA


BUT, what is the internet penetration

of your target market or product?


SA online population bigger than

country of Ireland


0.6

1.91.7

3.8

0.7

8.0

0.0

2.0

4.0

6.0

8.0

10.0

Print Cinema Radio Outdoor TV Internet

Ratio: media LSM 9-10 reach vs media spendInfo: Adex Apr 05 – Mar 06. AMPS 2005RA

LSM 9-10 media usage to media adspendSource: Acceleration Media


#1Medium for reaching people @ work


The key day-time channelOnline has found its nicheReach day-time professionals at their desks, at workWorking professionals with disposable incomeAttractive to advertisers


Key benefits of going onlineAccess high LSM, working professionalsMeasureable ROI (clicks, leads, acquisitions)Branding & interactive & transactiveSearchable: jobs & classifieds advertisingReach consumer on multiple platforms


Interactive Advertising Bureau

http://www.iab.net


Future trendsMultimedia ads Convergence of TV and online advertisingBroadband Bigger ads, more creative rich media adsProfiling of users behavioural targeted advertisingMore targeted advertsing Less wastage, higher clickthrough rates


Future trendsNew types of content advertising on UGC & niche audiencesIncreasing home use as broadband takes holdGlobalisation advertising local & int’l (eg: facebook)Many platforms cellphones, playstations, internet enabled fridges!


It’s all going digitalIt’s all going online


http://www.opa.org.za/advertising

OPA Secretary,Theresa Vitale

[email protected] | 011 454 3534

OPA Online advertising guide (pdf):

http://www.slideshare.net/matthewbuckland