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Pan African Online Video Advertising Case Study

Pan African Online Video Advertising Case Study. Will Green Managing Director and Founder. Introduction. African Internet Profile. Internet by Global and Africa. Case Studies Video metrics Listed Learning's from SA and Pan-African Campaigns .

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Pan African Online Video Advertising Case Study

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  1. Pan African Online Video Advertising Case Study Will Green Managing Director and Founder

  2. Introduction \ African Internet Profile. \ Internet by Global and Africa. \ Case Studies \ Video metrics \ Listed Learning's from SA and Pan-African Campaigns

  3. Who is Online?

  4. African Internet Profile: Male dominated % Male Source: National Surveys in each country

  5. African Internet Profile: Younger % Up To 34 years old Source: National Surveys in each country

  6. African Internet Profile: Better Educated % with education beyond secondary school Source: National Surveys in each country

  7. African Internet Profile: Higher Income % top two household income groups * Household income data not available for other countries. Source: National Surveys in each country

  8. Plugging into Africa

  9. South African Media Mix • South African Media Industry valued at $2.8 billion (2008) • Dominated by TV (36%) and Magazines (33%) • Internet only represents 1.5% of total spend ($37m) Source: Nielsen Media Research

  10. In South Africa Growth is Internet • Internet is the fast growing Medium (07/08 - 25%) • Forecasted to account for 3% of total Media spend by 2010. Source: Nielsen Media Research

  11. Global Growth is also Internet • Internet is the fast growing Medium (07/08 - 25%) • Forecasted to account for 3% of total Media spend by 2010. Source: WARC 2005 - 2006

  12. Internet Ad Revenue by Format • Growth is Search 41% (2007) to 45% (2008) • Growth is Digital Video 2% (2007) to 3% (2008) Source: IAB PwC 2008 Annual Results

  13. From the Click and beyond

  14. Case Study: Face of Africa

  15. Case Study: Face of Africa Source: Third Party campaign data

  16. Case Study: Big Brother Africa

  17. Case Study: Big Brother Africa Source: Third Party campaign data

  18. Case Study: Vodacom Online Video Source: Third Party campaign data

  19. Benchmarks for Online Video Performance Source: Eyeblaster.com

  20. Pan African Learnings: • Objectives: Establish your long term objectives and work with the digital media owner in achieving these. • Creative: Invest in good quality creative (allocate 10-20% of total media costs for production costs). • Relevance: Localise with language, currency or imagery & Keep campaign fresh - min of a set of new creatives every 4 weeks. • Target: Target all your advertising and media. • Frequency: Cap your campaigns to maximise your budget and response rates. • Interactive: Strong call to action, Incentivise and reward. Entertain.

  21. Internet Benefits into Africa: 1. Control. 2. Scalability. 3. Measurability. 4. Cost efficiencies. 5. Ease of Implementation.

  22. Thank You “If You want to go quickly, go alone. If you want to go far, go together.” - African Proverb

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