How to effectively make the most of monetising your mobile content in Africa with ad placements discussed by Nicolle Harding from Buzz City

1. HOW TO EFFECTIVELY
MONETISE YOUR
CONTENT IN AFRICA
THROUGH AD
PLACEMENTS
NICOLLE HARDING
COUNTRY MANAGER - BUZZCITY &
VICE CHAIR MOBILE MARKETING ASSOCIATION SOUTH AFRICA

2. BACK IN THE DAY…

3. DESKTOP…
Information Is Easier Than Ever To Access

4. ENGAGE WITH EACH OTHER

5. SOCIAL…

6. 15 YEARS AGO WE HAD
THESE

7. NOW ALL OF THOSE FIT INTO
ONE OF THESE

8. MOBILE VS DESKTOP

9. MOBILE INTERNET GROWTH
4,000
Banner Ads Served
Millions
3,500
3,000
2,500
South Africa
Nigeria
2,000
Kenya
Tanzania
1,500
1,000
500
0
Q1 10Q2 10Q3 10Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 Q1 12Q2 12Q3 12Q4 12Q1 13Q2 13Q3 13
Ghana

10. RECENT IN AFRICA-2013
Billions
70
60
50
40
Africa
EU
Latam
30
20
10
2011
2012
2013

11. ATTITUDE TOWARDS DIGITAL
ADS
Mobile Ads
Africa
42%
Global
23%
Online Ads With Video
45%
28%
Online Music Players
37%
23%
Games
41%
25%
Social Media Ads
53%
33%
Opt-In Email Ads
47%
45%
OnlineSearch Ads
50%
39%
Websites / Microsites
48%
36%
Online Display Ads
57%
36%
Social Media News Feeds
69%
42%
Millwood Brown

12. DIGITAL MAP
Need:
Audience
Want:
Positive Attitude
Where: Engaging Content
How:
Display Advertising Ecosystem
Millwood Brown

13. RESPECT FOR THIS AUDIENCE
Surprise
and Delight
Time and
Place
Relevance
Play to
Strengths
Engagement
Millwood Brown

14. THE CONTENT OPPORTUNITY
70%
60%
50%
40%
30%
20%
10%
0%
Ghana
Kenya
Nigeria
South Africa
BuzzCity Content Survey

15. DISPLAY AD
ECOSYSTEM

16. OPTIONS
Sell your Own
Inventory
Sales House
Publisher
Ad Network or
Exchange
Google

17. HYBRID MODEL
Grow
Unsold
Sell
Earn
$
Build

18. DON’T CANNIBALISE PREMIUM
Aggregated
Vertical
Search
Lifestyle
Motoring
Entertainment
Categorise Your
Ads
Tier 1:
Home Page
Tier 2:
Article View Above
the Fold
Tier 3:
Article View Below
the Fold
Blind Ad Networks
or Exchanges

19. SUMMARY
Engaged
Users
Increased
Revenue
Users

20. THANK YOU
Nicolle Harding
nicolle@buzzcity.com
@noodlenikita