Sagini Onyancha, Head of Sales and Marketing at BrighterMonday.com made a compelling argument for online adverting in Kenya. Less than 1% of advertising budget currently go to online adverting, Onyancha estimated, but his team tirelessly work on educating media buyers on the benefits and returns online advertising offers. With over 4 million Kenyans accessing the internet regularly, online advertising offers huge potential. Onyancha concluded by challenging the Government of Kenya to step in and support the growth of online marketing.
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Presented at the Tandaa Symposium on Local Digital Content, March 8, 2010 at the iHub-Nairobi's Innovation Hub. Hosted by Kenya ICT Board, sponsored by Google.
1. Tandaa Symposium on Local Digital Content
Presented by:
Sagini Onyancha, Head of Sales & Marketing
2. Contents
ï About Us
ï Our Experience Selling Online Advertising
ï The future of Online Advertising
ï Opportunities for Building Brands Online
Duration: 15 minutes
4. About us
ï Weâre an Internet Publisher
ï Launching several other online publications
ï Clients place Job Ads and other Ads on our network
ï Presence in Kenya, Tanzania & Uganda, Nigeria (2010)
ï Largest online recruitment network in EA
ï Recognised brand
9. Our experience selling online
advertising â Whoâs online?
ï 10% of Kenyans are Advertising spend by Media
online (4M)* Q1 2009 Q1 2008 % Change
ï Internet time eating into Media
Radio 55% 45% 10%
Radio, TV & Print
TV 31% 34% -3%
ï Annual ad spend
is KES 20B Print 13% 20% -7%
ï Those online expect to ï Radio growing due to
perform more of their better targeting & lower
activities online production costs*
ï Most desk based ï Internet offers above
professionals are online advantages + reporting!
10. Our experience selling online
advertising â The challenges
ï Online advertising not on most campaign budgets
ï Ad Agencies without digital divisions
ï You charge!?
ï Decision makers arenât content consumers
ï Online reach is not measured reliably
(Alexa vs Logs, Nation vs Standard, Defunct sites, Shared PCs)
ï Government advertising directives
11. Our experience selling online
advertising â Defying the challenges
ï Tirelessly educate media buyers
(reach, hits, views, visits, budgets)
ï Provide performance based options
ï Extreme flexibility
(concepts, budgets, ad options)
ï Free consulting to clients with a budget
ï Looking beyond CTRs (Click Through Rates)
13. The future of online advertising
ï Ad agencies will be more e-aware
ï Will be more performance based
ï Push for independent measurability
opportunity for content publishers (UK)
ï Mobile content may take off
more âfreeâ local content needed â no advertisers
ï New decision makers = Increased advertising
ï Content needs paying advertisers
My Symposium wish-list
1. Temporary GoK directive on online advertising
2. Publishers begin discussing measurement
15. Opportunities for building brands
online âThe upcoming generation
(current 18-24) will be
regular internet usersâ
ï Several sectors donât have brand
leaders online e.g. banking
ï Major brands still lack serious presence
ï Small & new brands are taking advantage
(younger management, flexibility, win custom)
ï Advertising costs are relatively lower
ï Deskbound research & other tasks
ï Brand differentiation opportunities galore