Presentation on research initiatives and advertising trends in South Africa delivered at an Online Publishers Association breakfast in Johannesburg, South Africa

2. About Me
 Passionate about digital media and publishing
 Served on the OPA Exco as head of the research portfolio since 2007
 Represent the OPA on the South African Advertising Research
Foundation (SAARF) board since 2009
 Previously Publisher of The Times Online and Head of the AvusaiLab
 Currently Head of Digital at Auto Trader (Trader Media Group)

3. Research Portfolio
 Conduct surveys and commission research reports
 Strive to keep members well informed and abreast of industry trends
 Collaborate with other portfolios on promoting the online industry and
securing representation on media boards and organizations

4. Online Media in South Africa 2009
 In 2008 the OPA commissioned World Wide Work (Arthur Goldstuck) to
produce a report on the status of online media and advertising in SA
 44 publishers participated – largest and most comprehensive study of
its kind to date
 A number of questions were repeated or amended from a 2006 survey,
allowing for trends & comparisons to be made for the first time
 The report includes a case-study section which provides rare insight
into successful local online campaigns & business models
 All OPA members entitled to a free copy

5. Key Findings: Online Advertising
 Online advertising in SA grew at the fastest rate of all countries in the
English-language world in 2008, and it’s likely to be replicated in 2009
Year Ad Revenue Growth Rand Growth Total Adspend
2003 R 67,624,867.35 0.5%
2004 R 104,466,201.48 55% 37m 0.7%
2005 R 151,757,599.75 45% 47m 0.9%
2006 R 188 807 314.00 24% 37m 0.9%
2007 R 240 968 659.00 27% 52m 1.0%
2008 R 318 969 793.00 32% 78m 1.3%
2009 R 419 133 256.00 32% 101m 1.7%
(forecast)

6. Key Findings: Online Advertising
 This robust growth rate reflects growing confidence in the medium by
advertisers & the ability of online to deliver a ROI
 Furthermore, the adoption of the medium by traditional and specialized
digital agencies has increased their contribution to ±50% – could rise to
as much as 60% in 2009
 The fact that this growth rate is taking place in the midst of a global
economic recession is testament to the power & strength of the medium
– Online is here to stay!

7. Research Initiatives 2009/2010
 Quarterly/bi-annual updates (member climate survey)
 Links to relevant local/international industry news and trends
(newsletters)
 Additional categories in monthly Netratings reports eg. blog networks
and social media, directories and search etc.
 2010 major research project scheduled

8. Questions?
@youngblood on Twitter
http://www.linkedin.com/in/colindaniels on LinkedIn