tandaa sypmosium brightermonday.com 2010.03.08
DESCRIPTION
Sagini Onyancha, Head of Sales and Marketing at BrighterMonday.com made a compelling argument for online adverting in Kenya. Less than 1% of advertising budget currently go to online adverting, Onyancha estimated, but his team tirelessly work on educating media buyers on the benefits and returns online advertising offers. With over 4 million Kenyans accessing the internet regularly, online advertising offers huge potential. Onyancha concluded by challenging the Government of Kenya to step in and support the growth of online marketing.----Presented at the Tandaa Symposium on Local Digital Content, March 8, 2010 at the iHub-Nairobi's Innovation Hub. Hosted by Kenya ICT Board, sponsored by Google.TRANSCRIPT
Tandaa Symposium on Local Digital Content
Presented by: Sagini Onyancha, Head of Sales & Marketing
Contents About Us Our Experience Selling Online Advertising The future of Online Advertising Opportunities for Building Brands Online
Duration: 15 minutes
“We’re an online publishergenerating 0.6m to 1m visits per month”
About us We’re an Internet Publisher Launching several other online publications Clients place Job Ads and other Ads on our network Presence in Kenya, Tanzania & Uganda, Nigeria (2010) Largest online recruitment network in EA Recognised brand
About us – some clients
Amongstmany others
About Us - Our reach
“Requires tireless client education and immense flexibility on the publisher’s part.“
Our experience selling online advertising
.
Our experience selling online advertising – Who’s online? 10% of Kenyans are
online (4M)* Internet time eating into
Radio, TV & Print Annual ad spend
is KES 20B Those online expect to
perform more of their activities online
Most desk based professionals are online
MediaQ1 2009 Q1 2008 % Change
Radio 55% 45% 10%
TV 31% 34% -3%
Print 13% 20% -7%
Radio growing due to better targeting & lower production costs*
Internet offers aboveadvantages + reporting!
Advertising spend by Media
Our experience selling online advertising – The challenges Online advertising not on most campaign budgets Ad Agencies without digital divisions You charge!? Decision makers aren’t content consumers Online reach is not measured reliably
(Alexa vs Logs, Nation vs Standard, Defunct sites, Shared PCs)
Government advertising directives
Our experience selling online advertising – Defying the challenges Tirelessly educate media buyers
(reach, hits, views, visits, budgets) Provide performance based options Extreme flexibility
(concepts, budgets, ad options) Free consulting to clients with a budget Looking beyond CTRs (Click Through Rates)
“Content needs paying advertisers.Online advertising will be more performance based.”
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 advertising Content needs paying advertisers
My Symposium wish-list1. Temporary GoK directive on online advertising2. Publishers begin discussing measurement
“The upcoming generation will be regular internet users”
Opportunities for building brands online Several sectors don’t have brand
leaders online e.g. banking Major brands still lack serious presence Small & new brands are taking advantage
(younger management, flexibility, win custom) Advertising costs are relatively lower Deskbound research & other tasks Brand differentiation opportunities galore
“The upcoming generation (current 18-24) will be regular internet users”
“....
Summary Our experience:
flexibility & tireless education
The future: performance based, measurability, GoK
Opportunities to build brands: the upcoming generation (18 – 24) will be regular internet users
