tandaa symposium brightermonday.com 2010.03.08

8/14/2019 Tandaa Symposium BrighterMonday.com 2010.03.08

1/18

Tandaa Symposium on Local Digital Content

Presented by:Sagini Onyancha, Head of Sales & Marketing


2/18

Contents About UsOur Experience Selling Online Advertising

The future of Online AdvertisingOpportunities for Building Brands Online

Duration: 15 minutes


3/18

Were an online publishergenerating 0.6m to 1m visits per month


4/18

About us Were an Internet PublisherLaunching several other online publications

Clients place Job Ads and other Ads on our networkPresence in Kenya, Tanzania & Uganda, Nigeria (2010)Largest online recruitment network in EA Recognised brand


5/18

About us some clients

Amongstmany others


6/18

About Us - Our reach


7/18

Requires tireless client education andimmense flexibility on the publishers part.


8/18

Our experience selling online

advertising.


9/18


advertising Whos online?10% of Kenyans areonline (4M)*Internet time eating intoRadio, TV & Print Annual ad spendis KES 20BThose online expect toperform more of theiractivities onlineMost desk basedprofessionals are online

MediaQ1 2009 Q1 2008 % Change

Radio 55% 45% 10%TV 31% 34% -3%Print 13% 20% -7%

Radio growing due tobetter targeting & lowerproduction costs*Internet offers aboveadvantages + reporting!

Advertising spend by Media


10/18


advertising The challengesOnline advertising not on most campaign budgets Ad Agencies without digital divisions

You charge!?Decision makers arent content consumersOnline reach is not measured reliably (Alexa vs Logs, Nation vs Standard, Defunct sites, Shared PCs)

Government advertising directives


11/18


advertising Defying the challengesTirelessly educate media buyers(reach, hits, views, visits, budgets)

Provide performance based optionsExtreme flexibility (concepts, budgets, ad options)Free consulting to clients with a budget

Looking beyond CTRs (Click Through Rates)


12/18

Content needs paying advertisers.Online advertising will be more performance based.


13/18

The future of online advertising Ad agencies will be more e-aware Will be more performance based

Push for independent measurability opportunity for content publishers (UK)Mobile content may take off more free local content needed no advertisers

New decision makers = Increased advertisingContent needs paying advertisers

My Symposium wish-list1. Temporary GoK directive on online advertising2. Publishers begin discussing measurement


14/18

The upcoming generation will beregular internet users


15/18

Opportunities for building brands

onlineSeveral sectors dont have brandleaders online e.g. banking

Major brands still lack serious presenceSmall & new brands are taking advantage(younger management, f lexibility, win custom) Advertising costs are relatively lowerDeskbound research & other tasksBrand differentiation opportunities galore

The upcoming generation(current 18-24) will beregular internet users


16/18

....


17/18


18/18

tandaa symposium brightermonday.com 2010.03.08

Documents