Post on 08-May-2015
11
Online AdvertisingandPublishing Update
2
Who is this dude and can we trust him – hmmm
2023-04-11 33
The first disruptor.
Source – Amazon.com/Jeff Jarvis. http://amzn.to/PzzqcL (Recommended)
2023-04-11 44
• Steve Jobs of the 1500’s - one of the earliest media entrepreneurs
• Took an existing market/process and disrupted entirely
• Made money (and BTW lost money)
• Fundamentally transformed how information is shared.
• Created an army of imitators and technical competition/innovation
2023-04-11 55
So what is the relevance.
• Mainstream media is a going through a turbulent time.
BUT
• This is not a new thing, media disruption not a new thing, been with us for + 500 years. The difference now is speed and scale!
2023-04-11 66http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 77http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 88http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 99http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 1010http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 1111http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 1212http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 1313http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 1414http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 1515http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 1616http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 1717http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
18
What is on the menu.
• Advertising trends
• Audience trends
• Issues and outliers
19
Advertising spend total 2007 - 2012
2007 2008 2009 2010 2011 20120
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
Source – ADEX. Rate card value.
2023-04-11 202020
1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 163 169 175 181 187 193 1990
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
20000000
2011 2nd Half 12 1st Half
Advertising spend by brand – 12 months
Source – ADEX. Rate card value.
2023-04-11 212121
1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 157 163 169 175 181 187 193 1990
5000000
10000000
15000000
20000000
25000000
Grand Total 2011 2nd Half 12 1st Half
Advertising spend total – 12 months
Increase in number of advertisers spending above R5m
Source – ADEX. Rate card value.
2023-04-11 222222
2011-07 2011-08 2011-09 2011-10 2011-11 2011-12 2012-01 2012-02 2012-03 2012-04 2012-05 2012-060
50,000
100,000
150,000
200,000
250,000
Median Spend Top 250 Linear (Median Spend Top 250)
Median Spend – 12 months
Source – ADEX. Rate card value.
2023-04-11 232323
What the disruption looks like in established markets.
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
2023-04-11 242424
So what is the take-away.
• Excellent growth; 20, 22, 30% in the past three years– Still disproportionate to time spent.
• Number of active advertisers and spend rate increasing
• Spend dominated by a few with loooong tail of brands engaging at low investment rates– Glass half-full huge potential, but still requires work.
2023-04-11 252525
Audience trends - why so important?
• Stating the obvious - audience = our currency
• DMMA = Reserve Bank of Digital Audience in SA
• DMMA engaging with SAARF on new methodologies to incorporate into SA research
2023-04-11 262626
July August September October November December January February March April May June July0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
UB's
Unique Browsers – Past 12 Months
Source – Effective Measure.
2023-04-11 272727
July August September October November December January February March April May June July0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
5.4
5.6
5.8
6
6.2
6.4
6.6
6.8
7
7.2
7.4
Unique Sessions Session Duration
Session vs Session Duration – Past 12 Months
Source – Effective Measure.
2023-04-11 282828
July August September October November December January February March April May June July0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Unique Browsers % Mobile
Mobile share
Source – Effective Measure.
2023-04-11 292929
24.com Private Property Naspers Labs NewsCentral Media NewsTime CricBuzz Tourism CC SHEQ MANAGEMENT0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
Audience distribution – publishers July 2012
Source – Effective Measure.
2023-04-11 303030
So what is the take-away.
• Disruption happening - decent growth over the past 12 months– +5m Ubs July 2011 – May 2012– Good advertising growth
• Mobile is clearly gaining traction– Biggest % contribution to growth– Duplication of audience NB
• Measured market extending
• Fat-head/long tail still at play – Smaller destinations need to acquire audience and market share
2023-04-11 313131
Issues to look forward to
• Paywalls and their impact on audience
• Mobile the big disruptor – but adspend limited– Prevailing CPMs 4x smaller on mobile
• Significant spend going to Ad Networks and social– Increase ease of booking and efficiency– Protect premium proposition– Build case for brand engagement– Know your audience
• Press Freedom and legislative changes
• Increase in exposure of international brands.
32
Thank you.
Questions?
32