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The first disruptor.2012/08/23 Source – Amazon.com/Jeff Jarvis. http://amzn.to/PzzqcL (Recommended) 3 3
• Steve Jobs of the 1500’s - one of the earliest media entrepreneurs• Took an existing market/process and disrupted entirely• Made money (and BTW lost money)• Fundamentally transformed how information is shared.• Created an army of imitators and technical competition/innovation2012/08/23 4 4
So what is the relevance.• Mainstream media is a going through a turbulent time.BUT• This is not a new thing, media disruption not a new thing, been with us for + 500 years. The difference now is speed and scale!2012/08/23 5 5
Median Spend – 12 months250,000200,000150,000100,000 50,000 0 2011-07 2011-08 2011-09 2011-10 2011-11 2011-12 2012-01 2012-02 2012-03 2012-04 2012-05 2012-06 Median Spend Top 250 Linear (Median Spend Top 250)2012/08/23 Source – ADEX. Rate card value. 22 22 22
What the disruption looks like in establishedmarkets.2012/08/23 23 23 23 http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
So what is the take-away.• Excellent growth; 20, 22, 30% in the past three years – Still disproportionate to time spent.• Number of active advertisers and spend rate increasing• Spend dominated by a few with loooong tail of brands engaging at low investment rates – Glass half-full huge potential, but still requires work.2012/08/23 24 24 24
Audience trends - why so important?• Stating the obvious - audience = our currency• DMMA = Reserve Bank of Digital Audience in SA• DMMA engaging with SAARF on new methodologies to incorporate into SA research2012/08/23 25 25 25
Unique Browsers – Past 12 Months18,000,00016,000,00014,000,00012,000,00010,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 July August September October November December January February March April May June July UBs2012/08/23 Source – Effective Measure. 26 26 26
1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 0 500,000 24.com 2012/08/23 DStv Online Junk Mail Publishing (PTY) LTD Interface Holdings (Pty) Ltd Brabys Media Holdings BBC.com Mail & Guardian Online Bizcommunity.com BDFM Publishers Moneyweb ITWeb Limited Caxton Digital Sharenet (Pty) Ltd Kahuna Mobility Solutions Pty Ltd NewsCentral Media Newsclip Media Monitoring Ndalo Media Hayibo.com Source – Effective Measure. Maritz Publishing ABN Media Group TheMarketingSite.com Vottle Pty Ltd PNet BizAssist.co.za Digital Media and Marketing Association … Pajero Owners Club of South Africa iDRIVE.co.za Fortress of Solitude Tourism CC FaraiToday Audience distribution – publishers July 2012 Whats UP 2oceansvibe Media Melodi Media29 29 Scrollmedia 29 Gradx
So what is the take-away.• Disruption happening - decent growth over the past 12 months – +5m Ubs July 2011 – May 2012 – Good advertising growth• Mobile is clearly gaining traction – Biggest % contribution to growth – Duplication of audience NB• Measured market extending• Fat-head/long tail still at play – Smaller destinations need to acquire audience and market share2012/08/23 30 30 30
Issues to look forward to• Paywalls and their impact on audience• Mobile the big disruptor – but adspend limited – Prevailing CPMs 4x smaller on mobile• Significant spend going to Ad Networks and social – Increase ease of booking and efficiency – Protect premium proposition – Build case for brand engagement – Know your audience• Press Freedom and legislative changes• Increase in exposure of international brands.2012/08/23 31 31 31