South African publishers and brands that want to experience the best returns from their investments in digital advertising and marketing, must be responsible and ethical in the ways that they use the wealth of consumer data they harvest.
By Marcus Stephens 24 Apr 2014 07:38
Advertising in the past was indiscriminate, and from the audience's point of view, often intrusive and annoying. That picture is changing rapidly as marketers begin to use targeting to deliver digital ads that are more relevant, engaging and interesting for the viewer.
By Marcus Stephens 14 Jan 2014 11:27
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.
By Marcus Stephens 1 Oct 2013 15:30
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.
By Marcus Stephens 16 Aug 2013 07:30
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.
By Marcus Stephens 22 Jul 2013 07:30