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All posts tagged "advertising model"

  • Your brand and mobile: How to make it all happen

    Advertising campaigns used to be every marketers logistic nightmare. From the initial executive pitch to allocating resources, time, banners and newspaper ads, logos, video and radio editing and more, within a significantly minuscule budget, had brand marketers at an often panicky edge. In an earlier time marketers were generally known as salesmen, the main driving force behind ensuring revenue. In today's technology-driven times, we coin the term "marketer" or "e-marketer" but the  salesperson title still...

  • Ad Dynamo: A plucky Google David-and-Goliath story?

    By far the biggest contender to the online revenue stream for advertising would be the Pay-per-click model, largely dominated by Google's famed contextual advertising network: AdSense. Companies love it because it is a risk-free way of advertising, but many traditional online publishers are weary because it generally pulls in significantly less revenue than traditional advertising. But one thing for sure: It has revolutionised the online, and even the offline, advertising model for good. So if you were considering a business in this sphere, you would be crazy to compete with the mighty Google. Right? Not so for one ambitious startup....

  • Web predictions for the new year

    We may be in the throes of a global financial crisis, but that doesn’t mean we won’t see innovation on the web. In fact, leading trend analysis blog Read Write Web reminds us of the old cliché that “tech innovation thrives in times of recession”. Tight economic conditions incubate intense creative and lateral thought, because a person’s very survival is at stake. And the stakes are high. There just isn’t money to throw...

  • Online media, platforms, innovation and advertising

    Just did this interview with a publication. Thought I'd publish it here. Does a newspaper’s online platform cannabalise the print advertising at all? And what about print readers- will the online platform steal readers away from the print title? It's time to move on from using words like "cannabalise" and "steal" with reference to the print-online relationship. We should stop using these words. A media company's objective is to secure readership and...

  • Business of online media and blogosphere

    At the Digital Citizen's Indaba, I presented on the business issues of online media and the blogosphere, from my own experiences as a blogger and working as a media professional at the M&G Online. Banner ads in online media are still relatively unsophisticated. The problem is that most online advertising models on media still resemble traditional media advertising models. For example, the advertising model in newspapers has merely been transplanted to the web,...

  • Online ‘permanence’

    Imagine a world where you could actively sell advertising on archived content. Well, it’s here Content on a website should never die. Never, ever. To delete content on a website is a waste. Online articles and their links should be permanent. In the world of the dead tree, articles have limited lifespans. You read your paper, then it’s used to wrap fish and chips, is thrown in the rubbish bin, or lives a lonely...

  • It’s about branding, stupid

    Online advertising is not only about clicks, leads and acquisitions… branding is important too.... There are a number of competing online advertising models on the net. By far the most dominant one used by online publishers is the Cost-per-Thousand (CPM) model. CPM is the closest online advertising gets to advertising in traditional media. The advertiser pays in advance to place an advert that will be displayed to the website’s readership base, which should...

  • Battle of the business sites

    From Netsavvy Websites that report on financial news and information were always going to crack it online. The web is the perfect medium for delivering up-to-the-minute financial news and data. Moreover, the LSM of the average business news reader matches that of the online reader: Both are high. The five biggest consumer-focused business sites, reporting on general financial news in South Africa, are engaged in a tussle to capture a bigger share of this...

  • Is Google a monster?

    On Poynter emedia tidbits on which I am a fellow contributor, the big question is asked of the dot.com mega success story, Google: "Can someone please step up and say we're facing a monster?" It goes on, referring to the Google Youtube acquisition: "As Google continues to grow, it has shown some stripes that clash with its "don't be evil" mantra. The idea that Google will leave YouTube intact is possibly wishful thinking...

  • Roll on broadband

    from my column in the media, called net savvy If a survey by search engine Google is to be believed, the British apparently now spend more time on the Internet than watching television. The report, carried by news agency AFP in March this year, showed that British Internet users spend an average of 164 minutes online daily -- the equivalent of 41 days a year -- compared to 148 minutes watching television. According to...

  • The internet goes from free to fee

    The internet goes from free to fee By Matthew Buckland If only the internet had been invented by a businessman. It’s a common lament of internet publishers who are buckling and wheezing under the financial strain of running unprofitable websites. These are the web publishers who somehow managed to survive the dotcom crash by the silicon of their circuit boards, but have struggled to find solid business models -- this despite bringing in huge audiences...

  • Why we love and hate Google

    net savvy Why we love and hate Google Local online publishers need to keep an eye on Google Publishers love and hate the world’s biggest search engine. Google is getting bigger and scarier everyday, or as Wired magazine puts it, going from “guerrilla startup to 800-pound gorilla”. Now that Google appears to be making a beeline for this continent, local publishers need to keep an eye on the search monster’s...

  • Web 2.0 a Poo Sandwich?

    net savvy Web 2.0 a Poo Sandwich? Some say “Web 2.0” is just the latest meaningless buzzword in a long list of internet hyperbole. But Matthew Buckland argues that such labels can be useful. A well-known blogger wrote that whenever he hears the phrase “Web 2.0” he feels a little bit stupider for the rest of the day. Critics have dismissed the term as the latest meaningless, hyperbolic obfuscation to hit the...

  • International traffic on local websites: Name in Lights

    On Google’s news page recently, Matthew Buckland saw the name of East London’s Dispatch Online above some world famous brands. But could they cash in on it? The other day I saw a story from East London’s Daily Dispatch website, Dispatch Online, highlighted on Google’s news site. It was up there with world famous brands like the New York Times, Washington Post, Guardian and CNN. The Google news search engine had picked up...

  • Online advertising: Behind the Growth

    If it’s not the traffic or the advertising model, why is online experience a massive growth in revenues? Matthew Buckland finds some answers in a Standard Bank. case study. A greater number of companies are starting to allocate bigger portions of their advertising spend to this thing called the internet. The figures backing this fact up are relatively well known by now: according to the Online Publishers Association, the sector recorded...