Dmma august briefing g cohen presentation

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Online AdvertisingandPublishing Update

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Who is this dude and can we trust him – hmmm

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The first disruptor.

Source – Amazon.com/Jeff Jarvis. http://amzn.to/PzzqcL (Recommended)

http://amzn.to/PzzqcL

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• 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

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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

http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012

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What is on the menu.

• Advertising trends

• Audience trends

• Issues and outliers

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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.

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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


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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


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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


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What the disruption looks like in established markets.



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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.

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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

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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.

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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


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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


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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


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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

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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.

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Thank you.

Questions?

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Dmma august briefing g cohen presentation

Technology

Transcript of Dmma august briefing g cohen presentation