AI-Enabled Samsung Galaxy Z Series with Innovative Foldable Form Factor & Significantly Improved Screen Delivers New User Experiences Across Productivity, Communication & Creativity The…
Online ads: What’s working?
Online advertising as we know it is crude. But it is entering a new era of sophistication….
The internet allows us to target advertising to an unprecedented degree, so why are most banner ads still served on such a hit-and-miss basis?
Publishers slap up an insurance ad on a homepage in the hope they will get the industry average 0,3% click-through rate or more. If they achieve that click-through rate, everyone is happy. But here is the question — what happened to the other 99,7%? Surely by any standards this is a pretty inefficient ratio? It may be at first glance, but that 0,3% is still valuable enough for advertisers to achieve major return on investment by forking out big bucks to be on the major sites.
The type of client found on local online publishers give us a clue as to what is working on the web. For example, insurance and car companies have had a very successful love affair with the internet. The one thing they have in common is that a single acquisition equals very high value for them, for example someone buying a car or taking out a long-term insurance policy. It’s also why the high-worth online audience, which can afford to pay regular premiums, works for their brand… (read on)
SA's online newspapers set to grow
Francois Nel from the For the Media blog pointed me towards his blog recently (pretty good, I must say). This post in particular caught…
Online media is the new black
I’ve been at Mail & Guardian for a long time now, five years and counting, flying the online flag. Am blogging from our 2007…
Decline of the homepage
Website consumption patterns are changing. Remember when the main way to surf a website was via its homepage? Well, that was the old days. The rise of super-fast, super-efficient search engines mean that users are increasingly accessing websites via deep links that bypass their homepages directly to a website’s articles. It’s essentially a backdoor into your website. Search engines aren’t the only ones to blame. Bloggers generally link directly to the articles they are writing about, ignoring homepages. RSS feeds, which allow users to subscribe directly to article feeds, are also responsible for the decline of the homepage. So what does this mean? Paradoxically it is both a problem and an opportunity for publishers.
