Presentation on research initiatives and advertising trends in South Africa delivered at an Online Publishers Association breakfast in Johannesburg, South Africa
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OPA Research Presentation 2009
1.
2. About Me
Passionate about digital media and publishing
Served on the OPA Exco as head of the research portfolio since 2007
Represent the OPA on the South African Advertising Research
Foundation (SAARF) board since 2009
Previously Publisher of The Times Online and Head of the AvusaiLab
Currently Head of Digital at Auto Trader (Trader Media Group)
3. Research Portfolio
Conduct surveys and commission research reports
Strive to keep members well informed and abreast of industry trends
Collaborate with other portfolios on promoting the online industry and
securing representation on media boards and organizations
4. Online Media in South Africa 2009
In 2008 the OPA commissioned World Wide Work (Arthur Goldstuck) to
produce a report on the status of online media and advertising in SA
44 publishers participated – largest and most comprehensive study of
its kind to date
A number of questions were repeated or amended from a 2006 survey,
allowing for trends & comparisons to be made for the first time
The report includes a case-study section which provides rare insight
into successful local online campaigns & business models
All OPA members entitled to a free copy
5. Key Findings: Online Advertising
Online advertising in SA grew at the fastest rate of all countries in the
English-language world in 2008, and it’s likely to be replicated in 2009
Year Ad Revenue Growth Rand Growth Total Adspend
2003 R 67,624,867.35 0.5%
2004 R 104,466,201.48 55% 37m 0.7%
2005 R 151,757,599.75 45% 47m 0.9%
2006 R 188 807 314.00 24% 37m 0.9%
2007 R 240 968 659.00 27% 52m 1.0%
2008 R 318 969 793.00 32% 78m 1.3%
2009 R 419 133 256.00 32% 101m 1.7%
(forecast)
6. Key Findings: Online Advertising
This robust growth rate reflects growing confidence in the medium by
advertisers & the ability of online to deliver a ROI
Furthermore, the adoption of the medium by traditional and specialized
digital agencies has increased their contribution to ±50% – could rise to
as much as 60% in 2009
The fact that this growth rate is taking place in the midst of a global
economic recession is testament to the power & strength of the medium
– Online is here to stay!
7. Research Initiatives 2009/2010
Quarterly/bi-annual updates (member climate survey)
Links to relevant local/international industry news and trends
(newsletters)
Additional categories in monthly Netratings reports eg. blog networks
and social media, directories and search etc.
2010 major research project scheduled
8. Questions?
@youngblood on Twitter
http://www.linkedin.com/in/colindaniels on LinkedIn