Sagini Onyancha, Head of Sales and Marketing at BrighterMonday.com made a compelling argument for online adverting in Kenya. Less than 1% of advertising budget currently go to online adverting, Onyancha estimated, but his team tirelessly work on educating media buyers on the benefits and returns online advertising offers. With over 4 million Kenyans accessing the internet regularly, online advertising offers huge potential. Onyancha concluded by challenging the Government of Kenya to step in and support the growth of online marketing.
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Presented at the Tandaa Symposium on Local Digital Content, March 8, 2010 at the iHub-Nairobi's Innovation Hub. Hosted by Kenya ICT Board, sponsored by Google.
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Tandaa Sypmosium BrighterMonday.com 2010.03.08
1. Tandaa Symposium on Local Digital Content
Presented by:
Sagini Onyancha, Head of Sales & Marketing
2. Contents
About Us
Our Experience Selling Online Advertising
The future of Online Advertising
Opportunities for Building Brands Online
Duration: 15 minutes
3. “We’re an online publisher
generating 0.6m to 1m visits per month”
4. About us
We’re an Internet Publisher
Launching several other online publications
Clients place Job Ads and other Ads on our network
Presence in Kenya, Tanzania & Uganda, Nigeria (2010)
Largest online recruitment network in EA
Recognised brand
9. Our experience selling online
advertising – Who’s online?
10% of Kenyans are Advertising spend by Media
online (4M)* Q1 2009 Q1 2008 % Change
Internet time eating into Media
Radio 55% 45% 10%
Radio, TV & Print
TV 31% 34% -3%
Annual ad spend
is KES 20B Print 13% 20% -7%
Those online expect to Radio growing due to
perform more of their better targeting & lower
activities online production costs*
Most desk based Internet offers above
professionals are online advantages + reporting!
10. Our experience selling online
advertising – The challenges
Online advertising not on most campaign budgets
Ad Agencies without digital divisions
You charge!?
Decision makers aren’t content consumers
Online reach is not measured reliably
(Alexa vs Logs, Nation vs Standard, Defunct sites, Shared PCs)
Government advertising directives
11. Our experience selling online
advertising – Defying the challenges
Tirelessly educate media buyers
(reach, hits, views, visits, budgets)
Provide performance based options
Extreme flexibility
(concepts, budgets, ad options)
Free consulting to clients with a budget
Looking beyond CTRs (Click Through Rates)
12. “Content needs paying advertisers.
Online advertising will be more performance based.”
13. The future of online advertising
Ad agencies will be more e-aware
Will be more performance based
Push for independent measurability
opportunity for content publishers (UK)
Mobile content may take off
more ‘free’ local content needed – no advertisers
New decision makers = Increased advertising
Content needs paying advertisers
My Symposium wish-list
1. Temporary GoK directive on online advertising
2. Publishers begin discussing measurement
15. Opportunities for building brands
online “The upcoming generation
(current 18-24) will be
regular internet users”
Several sectors don’t have brand
leaders online e.g. banking
Major brands still lack serious presence
Small & new brands are taking advantage
(younger management, flexibility, win custom)
Advertising costs are relatively lower
Deskbound research & other tasks
Brand differentiation opportunities galore