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…
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)
Why can’t we all just get along?
The media world is undergoing profound change. We know the great catalyst for these changes has been the onward march of the digital age and the arrival of the internet.
This changing mediascape is often incorrectly portrayed as a battlefield, with two main skirmishes on the go. In the first “battle”, the soldiers have grown weary or just rather bored. This battle involves traditional media (newspapers, radio, TV) versus online media. The second “battle” is a much more interesting to look at. This skirmish involves mainstream media (which in this instance includes online publishers as they mostly practise traditional journalism) versus citizen media, which includes bloggers, vloggers and podcasters….
Sunday Times revamps website
Sunday Times has relaunch their site. The redesign looks great. Following the latest trend in creating wide-format sites, their website really hits the spot…
Bloggers show online publishers how to use the net
It’s no surprise that the blogosphere has grown so big, so quickly. Not only is it easier and cheaper to publish than ever before via blogs,…
