1. 1. HOW TO EFFECTIVELY MONETISE YOUR CONTENT IN AFRICA THROUGH AD PLACEMENTS NICOLLE HARDING COUNTRY MANAGER - BUZZCITY &VICE CHAIR MOBILE MARKETING ASSOCIATION SOUTH AFRICA
2. 2. BACK IN THE DAY
3. 3. DESKTOPInformation Is Easier Than Ever To Access
4. 4. ENGAGE WITH EACH OTHER
5. 5. SOCIAL
6. 6. 15 YEARS AGO WE HAD THESE
7. 7. NOW ALL OF THOSE FIT INTO ONE OF THESE
8. 8. MOBILE VS DESKTOP
9. 9. MOBILE INTERNET GROWTH 4,000Banner Ads ServedMillions3,5003,0002,500 South Africa Nigeria 2,000Kenya Tanzania1,5001,0005000 Q1 10Q2 10Q3 10Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 Q1 12Q2 12Q3 12Q4 12Q1 13Q2 13Q3 13Ghana
10. 10. RECENT IN AFRICA-2013 Billions70 6050 40Africa EU Latam30 20 10201120122013
11. 11. ATTITUDE TOWARDS DIGITAL ADS Mobile AdsAfrica 42%Global 23%Online Ads With Video45%28%Online Music Players37%23%Games41%25%Social Media Ads53%33%Opt-In Email Ads47%45%OnlineSearch Ads50%39%Websites / Microsites48%36%Online Display Ads57%36%Social Media News Feeds69%42% Millwood Brown
12. 12. DIGITAL MAPNeed:AudienceWant:Positive AttitudeWhere: Engaging Content How:Display Advertising EcosystemMillwood Brown
13. 13. RESPECT FOR THIS AUDIENCESurprise and Delight Time and PlaceRelevancePlay to Strengths EngagementMillwood Brown
14. 14. THE CONTENT OPPORTUNITY 70% 60%50% 40% 30% 20% 10% 0%Ghana KenyaNigeria South AfricaBuzzCity Content Survey
15. 15. DISPLAY AD ECOSYSTEM
16. 16. OPTIONS Sell your Own InventorySales HousePublisherAd Network or ExchangeGoogle
17. 17. HYBRID MODEL GrowUnsoldSellEarn$ Build
18. 18. DONT CANNIBALISE PREMIUM Aggregated Vertical Search LifestyleMotoringEntertainmentCategorise Your AdsTier 1: Home Page Tier 2: Article View Above the Fold Tier 3: Article View Below the FoldBlind Ad Networks or Exchanges
19. 19. SUMMARYEngagedUsersIncreasedRevenueUsers
20. 20. THANK YOUNicolle Harding nicolle@buzzcity.com @noodlenikita