4. • 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
2012/08/23 4
4
5. 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!
2012/08/23 5
5
22. Median Spend – 12 months
250,000
200,000
150,000
100,000
50,000
0
2011-07 2011-08 2011-09 2011-10 2011-11 2011-12 2012-01 2012-02 2012-03 2012-04 2012-05 2012-06
Median Spend Top 250 Linear (Median Spend Top 250)
2012/08/23
Source – ADEX. Rate card value. 22
22
22
23. What the disruption looks like in established
markets.
2012/08/23 23
23
23
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
24. 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.
2012/08/23 24
24
24
25. 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
2012/08/23 25
25
25
26. Unique Browsers – Past 12 Months
18,000,000
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
July August September October November December January February March April May June July
UB's
2012/08/23
Source – Effective Measure. 26
26
26
29. 1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
0
500,000
24.com
2012/08/23
DStv Online
Junk Mail Publishing (PTY) LTD
Interface Holdings (Pty) Ltd
Brabys Media Holdings
BBC.com
Mail & Guardian Online
Bizcommunity.com
BDFM Publishers
Moneyweb
ITWeb Limited
Caxton Digital
Sharenet (Pty) Ltd
Kahuna Mobility Solutions Pty Ltd
NewsCentral Media
Newsclip Media Monitoring
Ndalo Media
Hayibo.com
Source – Effective Measure.
Maritz Publishing
ABN Media Group
TheMarketingSite.com
Vottle Pty Ltd
PNet
BizAssist.co.za
Digital Media and Marketing Association …
Pajero Owners Club of South Africa
iDRIVE.co.za
Fortress of Solitude
Tourism CC
FaraiToday
Audience distribution – publishers July 2012
What's UP
2oceansvibe Media
Melodi Media
29
29
Scrollmedia
29
Gradx
30. 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
2012/08/23 30
30
30
31. 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.
2012/08/23 31
31
31