[Marcus Stephens] South African advertisers that want to maximise their returns from their digital spending, should consider allocating a significant portion of their budgets to direct buys of premium display advertising from top tier publishers.
[Marcus Stephens] Offering advertisers integrated media buys that include digital advertising as well as other media such as print, radio or television, is a powerful way for premium digital publishers to compete in a world where online advertising rates are under pressure and content has become commoditised.
[Marcus Stephens] Many South African media buyers and advertisers make the mistake of paying a premium for a print publication's entire subscriber base, or even its claimed pass-on readership, when they are simply aiming to talk to a small sub-set of that audience.
[Marcus Stephens] Publishers face the challenges of becoming a true partner with their key clients; learning to segment and package audiences for marketers; and quantifying the impact their offerings have on advertisers' brands.
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