F5.5G Leap-forward Development of Broadband in Africa The Africa Broadband Forum 2024 (BBAF 2024) was successfully held in Cape Town, South Africa recently, under…
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…
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…
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 life of obscurity in some dusty library archive….
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 generate return on investment. Through the campaign there will be branding for the advertiser, click-throughs on the advert, leads and hopefully acquisition of the product. Everyone’s happy?
