MonitoringAndrew Lanning

Who is Andrew Lanning?

• Editor and publisher of www.sport24.co.za. Part of 24.com

• Started the online division at Touchline Media in 2001, creating and managing digital sides to Kickoff, Sports Illustrated, Shape, Men’s Health, Runners World, Golf Digest, and Bicycling

• Ran the Touchline Media sports photo agency called Touchline Photo for 5 years

• Graduate of UCT: Soc.Sci in Economics, Post grad diploma in marketing. Naspers media management course at Maties. Publishing on the Web course at Stanford

• Played tighthead prop for SA schools and Western Province .

• Author of the Front Row Grunt

On the menu today …

• Adex – how, what, why?

• Rate Card vs Actual spend …

• The next step – AdRelevance

• OPA Monitoring – the objectives

Adex …. WHAT IS IT?

• Collate (via publisher submissions) and present the national industry online ad spend.

• Adex is handled by Nielsen (and NOT the OPA)• Submissions a pain in the butt?• NO way you are lifting your skirt …• But – it’s actually quite a simple process• No one outside your organisation gets to see your actual

ad revenues• Only one person at Nielsen sees rate card submissions. • Neither the OPA or Adex will EVER publish an individual

companies submitted revenues …

Adex …. HOW?

• So what we need from publishers:

• Use provided form to report the previous month’s advertising revenues (valued according

to your rate card) by the 10th of each month to: – Mthuthuzeli September– Tel : 011 495 3110 – Fax: 011835 3410– E mail: mthuthuzeli.september@nielsen.com

Adex …. WHY SUBMIT?

• Quite simple – so we, as an online industry can produce fair and true figures for comparison against other media such as print, TV, outdoor, radio and cinema.

• Enough of being the “Poor cousin” of the media space? Well, now you (quite literally) can help change that …

• Why the rate card rate?– Because every other medium does it that way!– Those are the figures in the public domain– No one would ever submit their actual ad revenues!

Global share – Online ad spend …

Rate Card vs Actual rate …

Rate Card vs Actual rate

• “Online advertising in South Africa grew at the fastest rate of all countries in the English-language world in 2008, and is likely to repeat this performance in 2009

• 32% growth in online advertising in 2008, after an equally positive 27% growth in 2007.

• Actual online advertising spend in 2008 was up to R319-million.

• The figures contrast strongly with the statistics from Nielsens but are based on actual revenue figures derived directly from publishers, and not rate card rates”

• Arthur Goldstuck - World Wide Worx in collaboration with the Online Publishers Association (OPA).

Ad revenue - DEFINITIONS

• When comparing with other mediums, need a common definition:• Any ‘real estate’ purchased by a business client for them to convey

an advertising/PR/Marketing message to a consumer.

• Inclusions:– Sponsorships – Electronic Mailers – Search/keyword ads – Listing fees/subscriptions (Cars, Jobs etc) – Press Boxes/Zones– Sponsored links

• Exclusions:– E-commerce retail transactions with consumers.– Any content/data sales to a 3rd party. – Payment received for services/tools (or groups of services)

Online ad formats …

Hence the Google conundrum!

• “However, neither Nielsen’s nor the commissioned study were able to obtain data from Google, which would further increase the figure significantly.”

• Arthur Goldstuck - World Wide Worx in collaboration with the Online Publishers Association (OPA).

• Until Google submit their numbers the official online adspend in South Africa will always be undervalued.

AdRelevance ….

• But that may all change VERY soon!

AdRelevance – WHAT?

• The service crawls more than 5,000 websites all day every day

• Providing insight into who is advertising online, on which sites campaigns are running, the duration and frequency of campaigns

• Provides an archive of the creative content of the individual campaigns.

How can I use AdRelevance? AD AGENCY

• Compare campaigns in the sectors of your choice by different criteria, including where it is placed, the creative used, campaign frequency, and number of impressions achieved

• Estimate how much competitors are spending on their online campaigns, and how many ad impressions they are receiving

• Understand the average ad spend in a sector to ensure that your clients are making the maximum impact for their budget

• Assess which sectors and advertisers are the most active

How can I use AdRelevance? PUBLISHER

• Identify new business opportunities by understanding which advertisers are running campaigns, where, and how frequently

• Assess individual market sectors to understand which are spending the most on their advertising

• Compare advertising on your competitors websites with your own

• Identify top spenders, both on specific websites, and by market sector

AdRelevance - TOOLS

• Monthly Ad Spend and Impressions

Rankings are provided of the top advertisers, the top spenders, biggest number of ad impressions, by both sector, sub-sector, and overall.

• Keyword Search and Sponsored Links

Reports to allow you to see what advertising is booked against a particular keyword search e.g. “credit card”, “insurance”, “loans”, “sports

Monitoring objectives … 2009

• Educate members re submissions to Adex• Educate re the confidentiality of Adex submissions• Grow the number of members submitting to Adex• Streamline the process of submitting numbers to Adex• Explore and explain the “Actual vs Rate Card” reasoning• Reduce the amount of discounting going on• Aim to get companies to produce realistic rate cards• Have a good look at agency commission structures

Monitoring … Andrew Lanning

• That’s it from me … Any questions?