Banner advertising is the earliest form of online advertising having been around since 1994. While the web has changed dramatically since then, the banner ad has not. There are new sizes and formats that have increased the interactivity and provided new content opportunities within the banner space but the fundamental way the banner ad is sold and measured has not varied much in the last 19 years. Many marketers dismiss banner advertising as expensive and ineffective and in many instances they are correct. However, the problem is not with the ad format but rather the way we measure it.
There is a question that I often get asked when socialising (yes I do that on the odd occasion); “What do you do for a living?” to which I answer; “I am a digital strategist.” This is usually followed by a quizical look and the inevitible “Oh… what does a digital strategist do?” Continue reading “What is digital strategy?”
You have no doubt noticed the lack of South African digital research available online. Most Google searches turn up poorly written articles, unreliable sources, outdated data, global statistics or formal research that you have to pay a fortune for (such as World Wide Worx or TNS). However, the guys at Google have created a really awesome suite of digital tools and research that is freely available. Continue reading “South African Digital Media toolkit”
So I read a great post by @CapeTown_Girl today about bloggers not getting paid by brands to write posts and it got me thinking about the constant battle between bloggers and advertisers in terms of value and budgets. Seeing as I qualify as both a digital advertiser and a blogger I wanted to add my two cents… Continue reading “How should bloggers charge advertisers?”