Digital media remains a big driver of growth in global advertising and is likely to capture 33% of the global advertising pie in 2017. This is according to a forecast by GroupM, the world's largest advertising buyer. TV continues to attract the largest share of ad spend, although this will decrease slightly from 42% in 2016 to 41% in 2017. < href="/index.php/component/content/article?id=145:join-now&catid=97">Read More...a

Global marketers lacking in digital skills

Today’s marketers do not have all the skills they need to operate in a digital world – and the gaps and shortfalls are bigger than companies think. The warning comes from the international Boston Consulting Group, which says many organisations have failed to realise that modern marketing is, in many instances, a technology-driven enterprise. Boston believes the signs for the future are even more troubling, as marketers seem focused on catching up on yesterday’s needs rather than embedding into their organisations the capabilities and expertise that will be required tomorrow. < href="/index.php/component/content/article?id=145:join-now&catid=97">Read More...a
Although South Africa has yet to feel the recommended site same impact of ad blocking being suffered elsewhere, the local advertising and marketing industry should not necessarily regard it as the big bad digital wolf that some fear will soon kill off the concept of the ‘free’ Internet. Indeed, rather than taking advertising revenue from digital platforms, ad blocking could be one of the best things to happen to online marketing, reports the April-May 2016 issue of ‘Strategic Marketing’ magazine, the publication of the Institute of Marketing Management (IMM). This is because it encourages marketers and agencies to be more relevant, compels publishers to reduce clutter and develop other streams of venue, and improves the overall experience of the Internet. < href="/index.php/component/content/article?id=145:join-now&catid=97">Read More...a
The blame for the ad blocking crisis that faces global digital and online advertising lies squarely with the advertising industry itself, a top executive with the Saatchi & Saatchi group has warned. Richard Huntington, the Group Chief Strategy Officer, says advertising has only ever worked – and can only ever work – with the agreement of the public. “Consent is a collective agreement that we are happy for the medium and buy viagra online legitimate pharmacy content we are using to be interrupted (and therefore commercially supported) through advertising activity,” he writes in a recent edition of the UK-based ‘Marketing’ magazine. Read More...
Digital advertisers and digital publishers – already concerned about the levitra alternative treatment growth of ad-blocking technology that enables consumers to block digital ads on their laptops, tablets and mobile phones – are now facing another threat: from mobile phone operators looking to block digital ads on behalf of their customers. Britain’s biggest operator, EE, announced last week that it will decide whether to help its 27-million customers restrict the quantity and type of digital advertising that reaches their devices. The ‘Daily Telegraph’ newspaper reports that this comes “amid concern over increasingly intrusive practices [by digital advertisers]”. Read More...

Facebook seeks more African advertising

Facebook has announced the opening of its first African office as it seeks to continue growing the social network’s footprint on the continent and take advantage of the advertising and commercial opportunities presented by the ever-increasing number of Africans who are using the network.

The office is located in Johannesburg but will focus on the entire sub-Saharan African region, which a special emphasis on the key markets of Nigeria, Kenya and South Africa. Facebook says it is enlisting the help of governments, telecom operators, agencies and other stakeholders to help drive the effort. 


Programmatic buying of online advertisements is becoming big business as marketers work to drive more value from their ad spending and just try! to leverage customer data more effectively. While still in its infancy in South Africa, it is a trend that seems set for lift-off, predicts Andre Steenkamp, CEO of local digital agency 25AM.

He says the media buying tool has been available in the country for three or four years, but it's only now that local marketers and their agencies are beginning to pay attention. Drivers for adoption include a need for brands to make their advertising spending work harder and a growing focus on data-driven, customer-centric marketing.


Online video is the second-fastest growing advertising medium after mobile, according to BI Intelligence, the research service of New York-based business and technology news website 'Business Insider'. With an ever-increasing base of online video viewers across the world, it's easy to see why marketers are embracing video. But what is the situation in Africa?

Given that experts are forecasting an unprecedented 19,5% three-year compound annual estimated growth rate in video advertising income through to 2016, and with news from market research company E-marketer that digital will make up more than 25% of total ad expenditure in 2015, the increasing prevalence of online video is clear.


Half of online ads not being seen

More than half of all Internet-based display advertisements served by Google are not being seen by online consumers, according to research findings released by the company late last week.

“With the advancement of new technologies we now know that many display ads that are served never actually have the opportunity to be seen by a user,” Google’s Group Product Manager, Sanaz Ahari, said.

The research was conducted in October and analysed data from a wide array of global online publishers, ranging from small blogs through to national newspapers. It looked specifically at display ads across Google’s Display Network (GDN), DoubleClick for Publishers and DoubleClick ad Exchange. A future study will look at video and mobile-based ads.


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