Although still in its infancy, the web has undergone a
remarkable transformation in the past three years, changing
from a novelty into a serious medium attracting significant
advertising dollars. This unprecedented growth, and the rapid
changes that come with it have left advertisers, advertising
agencies an content providers grappling with some important
questions about how online advertising should be purchased,
measured and evaluated.
To address these concerns, a panel of experts met at an ABC
Interactive presentation held in conjunction with the Audit
Bureau of Circulation's' (ABC) Annual Conference. During the
panel discussion, an audience of several hundred online
professionals had the opportunity to ask questions about
"Buying Advertising on the Web".
Internet Measurement Standards
The aim of ABIS
The aim of creating ABC-endorsed Internet measurement
standards is to provide advertisers on Web sites with
standardised Web site traffic information. This will give
advertisers a common base with which to compare advertising
Like other ABC standards (for magazines, newspapers, movie
houses, etc.) the Internet measurement standards aim to be
representative across the advertising and media industries.
Web site traffic will therefore be audited by external
auditors according to the common standards. The site auditor
will issue official Web site audit certificates that are
compiled to an agreed ABC standard on a regular basis.
The Web site owners can use this information in their
advertisement marketing efforts.
The primary objective is to define mandatory measurement
standards that will be used to quantify Web site traffic.
These measurement standards should be accepted by the industry
and related parties as being the primary criteria for
comparing Web site traffic. As such these definitions need to
be comprehensively encapsulated in simple paragraphs which are
easily understandable by the public at large. The primary
measurement standard will be the number of page impressions.
A page access is a single page requested by a user and
fulfilled by the server. Non-requested files (e.g. images,
gifs, surplus html files served to build frame-sets, etc.) are
excluded. One request by a valid user should result in one
page access being recorded. Valid users exclude the staff of
the organisation and related parties according to an exclusion
list compiled by the staff of the organisation and related
parties according to an exclusion list compiled by the
auditor. Valid page impressions exclude redirects, errors and
accesses from non-human entities such as search engines. This
number may be understated due to caching the proxy servers.
Automated search engines, indexers, etc. will be classified
as invalid traffic. Defined by the "Web site auditor" on an
exclusion list of IP numbers are not valid unique hosts or
users. Pages requested by valid users via links displayed by
search engines are valid traffic. If a unique host requests a
page and the server pushes one or more extra pages to the
unique host then the extra non-requested pages are not valid
In order to understand the site traffic and to provide a
first level of service to the media buyers the top ten pages
by number of page impressions should be disclosed on the audit
Cache and proxy settings: Log files may not register all page
impressions due to caching and proxy servers. ABIS now accepts
electronic counting techniques to ensure that the issues with
caching and proxies do not undermine the credibility of the
Frames: The use of frames on a site can increase the number
of valid HTML pages served to a browser. Only the frame that
contains the content should be counted for the purposes of
ABIS numbers. Other frame pages should be excluded, it is the
duty of the auditor to ensure that the extra pages are
Refreshing: Pages that are set to refresh automatically
must be separately disclosed to the auditor and the number of
page impressions shown on the audit certificate. Although the
pages served may be valid there is no manner of knowing if
each page was seen by a viewer at the time.
The ABC (Audited Bureau of Circulation) has endorsed ABIS
and the Internet Measurement Standards it has set. The
standards provide advertisers on Web Sites with standardised
Web site traffic information.
On the World Wide Web, visitors or traffic is calculated in
different ways. Various options exist with regards to how to
measure a Web site's visits or page impressions. But almost
none of these can tell whether an actual, real person accessed
a specific page on a site. This affects all sites wanting to
sell valuble advertising space and to provide assurance for
web advertisers. With these and other issues in mind the aim
of ABIS is to provide advertisers on Web Sites with
standardised Web traffic information.
ON LINE AGENCIES IN SOUTH AFRICA: THE THREE MAIN PLAYERS
1. REAL MEDIA
Real Media™ brings to Africa the power of a world leader in
online advertising to maximise the return on investment for
local advertisers. As its basic premise Real Media™ is
committed to results-driven advertising.
For optimum reach and efficiency, your unique message needs to
reach your targeted customers. We can dictate the exact
composition of your advertising audience, enabling you to
target specific markets and consumers by qualifying your
campaign according to your media strategy.
When it comes to planning and placement, we recommend only
premium sites of proven performance: highly branded and
recognised in their fields, whether of general interest or
along thematic lines. Our online representation is unrivalled
on the African Continent, and enables us to negotiate optimum
value for our advertising clients.
Most important of all, at the end of the campaign (and at
intervals along the way) we provide a detailed reporting
service that measures its success against objectives agreed at
the start. Accountability is part of the deal, and we stand
or fall by the results we achieve on your behalf.
Apart from basic planning and buying, the main elements of our
• A defined service level to the agency and client.
• Agency training programmes and knowledge sharing.
• An easy approach to strategy definition.
• A direct link to advertising technology including 3rd Party
• World class reporting
• Best Pricing
• 16.5% Rebates to all Agencies
A unique and trusted of selection of top branded sites,
attracting a variety of high-end, well-defined, valuable
audiences. They cover all interest groups and include portal,
media, finance, computer, travel, entertainment, B-2-B, and a
variety of other sites (see portfolio attached)
Strong relationships that have been built with top
sites providing advertisers access to the audience they want
to reach, optimising campaign returns
Expertise in creating online strategies together …
Determining your Target Audience
Maximising your reach
Applying our International and local experience to give you
the best value / best return campaigns possible
2.1 Media Buying - Made easy for you…
- Assist you with your research across the net, looking at
the sites, and what they offer. Together with our expertise,
experience, know how, and credible portfolio of sites, we
will assist you in fulfilling your brief most effectively
- Do Internet advertising buying for you. Real Media™ has
built long-term relationships with the major players in the
Online Media industry, locally and internationally, and our
bulk buying agreements ensure that you always get the best
- Buying Online Media across the Real Media™ Portfolio
costs you nothing! Purchases outside of the Real Media
Portfolio carry a 6.5% handling fee.
- Negotiate discounts and added value on your behalf
- Get more value for your money and your clients
- Provide you with centralised billing. You pay us we pay
2.2 Media Planning
- Should your agency not yet be in a position to fulfil
the complete planning function, Real Media™ has the
experience and know how to provide you with this service.
- Once again our bulk buying capacity will always ensure
that you get the best deal possible across the most targeted
- Strategy is our focus at Real Media™ and we believe that
no media schedule should be created in isolation.
- Online and offline advertising synergy is essential to
guarantee your client the most successful campaign possible.
- We work closely with you to develop and strategise
effective campaigns, cutting wastage down to the bare
minimum and maximising your clients return on investment.
2.3 Campaign Management
- Implement and manage your online campaigns, ensuring the
campaign is booked and implemented. Your campaign will
therefore run smoothly and efficiently
- Provide you, the client, with access to your online
campaign reporting details so that you may monitor your own
campaign if you so wish. The team will also, implement any
banner / campaign changes during the campaign within a 24
- Provide bi-weekly interim reporting, which includes
monitoring by site and per banner. Upon completion of the
campaign a comprehensive report is supplied within 48 hours
of the campaign completion date. (A report sample will
2.3.1 What can the reporting tell me?
- Measurement of Impressions Delivered (‘Eyeballs’)
- Measurement of Click-Thrus (‘Response’)
- Click Thru Yield – The ratio of impressions delivered to
- Browser type / version
- Impression and click- thru by hour of day, day of week &
- Measurement by creative – which banners were most
effective in a campaign
- Websites most effective in a campaign
- Real Media™ Africa proprietary software, OpenAdstream™,
allows sites and agencies to manage all aspects of the
advertising process with maximum security and full data
- OpenAdstream™ was developed together with the most
successful sites, to deliver the most flexible tool for
online advertising management
- Some of the top South African Sites choose OpenAdstream™
for their advertising measurement requirements, amongst
others these include Johnnic e-Ventures; Independent Online
(IOL); iafrica.com and SABC
- Our constant access to this software and the information
that it supplies to us ensures that we are always on the
cutting edge of technology
3. Targeting Options
Online Scheduling Options
• Competitive Category
OpenAdStream™ and many of the leading ad delivery software
engines will insure that competing advertisers do not appear
on a page at the same time
• Time and Day Delivery
Based on Statistics of Internet users and their browsing
habits, we can schedule a campaign to run on specific Hours of
the day and/or specific Days of the week
Targeting an audience
• Target only to specific sections within a site.
• Run of Site – throughout all sections
• Section Specific – e.g. Home Page, Motoring, Entertainment,
Domain or IP Address
• OpenAdStream™ can deliver an ad campaign to users using a
specific ISP or from specific domains
• Target only South Africans (.co.za targeting) or
international visitors (eg. .co.uk targeting)
Operating System (due to inventory availability in SA this is
not yet widely utilized)
• This feature allows you to target a campaign based on the
Operating system that is in use on the visitor’s computer – eg.
Web Browser (due to inventory availability in SA this is not
yet widely utilized)
• Target a campaign based on the type and version of web
browser that the visitor to the web is using
Cookies / User Profile
• OpenAdStream™ can make use of user profile information to
deliver ads by age, gender, income, or any other information
the site has collected on its visitors. The Privacy Proxy
protects this information. OpenAdStream™ uses the information
present in a profile cookie to target ad deliveries. The site
will determine the type of information they wish to gather and
then target accordingly.
Together with the site owners Real Media™ will work towards
providing you with effective strategies, meeting your
objectives and considering all the latest trends in internet
advertising, which have proven results.
- Rich Media – Flash / animation
- Email marketing and Permissive Marketing
- Viral Marketing
- Ticker Tapes
- Pop – ups
- Real – catchers
- Unique user stats
As a sales organization working closely with advertisers
and publishers throughout the world, our fingers are on the
pulse of online advertising. We will work with you to ensure
your online strategies are at the forefront of the industry
and make the best of what the online market offers today.
Crucial to your success is a partner with whom you can have
constant dialogue. With professional local teams in 17
countries, our know-how is based on high-quality, long-lasting
relationships allowing us to provide services tailored to your
Sales and technological expertise coupled with several
years of internet experience give Real Media™ a unique
position to support you in a proactive, efficient manner.
Our Objective: to capatilise on the best opportunities to
ensure optimum return on your investments.
We represent a network of high quality local market Web sites
designed to give advertisers maximum reach and efficiency. We
eliminate the time consuming and inefficient process of
placing market-specific Internet advertising across multiple
Web sites. With the advent of information publishing on the
Web, online newspapers have become the neighborhoods of choice
on the Internet offering strong local content, trusted brand
identity, captive promotional vehicles, and building long-term
relationships with all consumers and businesses in specific
Real Media™ Africa offers three complementary services key to
your success in commercial interactive communication.
Real Media Africa proprietary software, Open Adstream™,
allows sites and agencies to manage all aspects of the
advertising process with maximum security and full data
Open Adstream™ was developed together with the most
successful sites, to deliver the most flexible tool for online
Committed to offer the best solution to meet your objectives,
Real Media™ Africa has developed a Media planning and buying
division dedicated to provide personalized services.
Our Media Services teams will assist sites and advertisers
in defining interactive marketing strategies and in
implementing them. Services include outsourced advertising and
database management, specific sponsoring and advertising and
packages or content syndication. Use our experience to create
tailored solutions that deliver beyond your expectations.
Feedback from the Industry:
- Real Media plan and buy across sites that only use the
open Adstream software or existing clients sites.
- Real Media work on a fee basis with their clients and
base most of their planning on the number of impressions
- Based in JHB
- Real Media represent various sites and tend to include
their sites that they represent into their planning and are
not that independent in lateral planning.
- They tend to place the sites they represent in a media
plan due to the sales commission that they earn on the sites
Our approach is called Metric MarketingTM a method we use to
establish and benchmark key business metrics such as:
- cost per customer acquisition
- cost per lead
- cost per sale
- cost per registration
Marketing strategies and partnerships are developed to
achieve these metrics in the most cost-effective way possible,
minimizing risk and maximizing Return on Investment.
The company was founded in April 1999. In September 2000
senior management concluded a 40% repurchase of shares from
Institutional Investors. The management and staff of
Acceleration now hold 90% with the remainder being held by a
private venture partner. The ownership structure of
Acceleration reinforces the management and staff's commitment
to harnessing future opportunities and allows us to leverage
our independence in the marketplace.
Feedback from the industry:
- Leaders in the industry from a lateral thought process
when it comes to putting together full online strategies.
- Based in Cape Town
- Use spotlight technology
3. JAGLY INTERMEDIA
- Jagly Intermedia has been in operation since 01 March
- Started by Jenny Briggs (formerly of SBBW advertising)
and Lynn Halberstadt and Glenn Chapman (both formerly of
Oracle On-line). All 3 are joint directors of Jagly.
- The 3 people responsible for forming Jagly saw a gap in
the online advertising market for an objective, independent,
online media agency.
- Currently, there are a number of sales houses selling
advertising space on their own network of web sites (e.g.
Oracle On-line), but they are unable to place online
advertising outside their network.
- The Jagly team have considerable experience in
Internet advertising, marketing, sales, online media
planning & buying and online strategy;
• To this end, Jagly are also able to offer specialised
consulting services covering a variety of industry specific
- Jagly has identified key clients whom they currently
have a relationship with or who they are about to embark on
a mutually beneficial relationship with;
- Since Jagly’s policy is one of relationship marketing
and world class client service, Jagly value their clients
highly and wish to grow with these clients as the online
advertising industry grows.
Roles within Jagly
Jenny, as Managing Director, is responsible for all of
Jagly’s rate negotiations, advertising packaging and
operations within Jagly.
Lynn is Sales and Marketing director, in charge of sales,
marketing and client service.
Roles within Jagly
- Glenn is Director, Jagly Consulting, offering specialist
- Media Director, Dalene Van Niekerk, is responsible for
all Jagly’s online media planning and buying.
- Online Media Planning and buying;
- “Bulk” media buying, ensuring best rates and discounts
across some networks;
- Media Schedules and booking schedules of campaigns;
- Value Sheets for yield (click-through), cost per visitor
- Ongoing monitoring of campaign and monthly campaign post
- Ongoing research regarding new advertising opportunities
and industry trends;
- Creative direction regarding banner design and concept
and appraisal of clients’ web sites (if needed);
- Individual client workshops that could entail Internet
advertising trends and opportunities, Search Engine
Terrorism, Research and/or Competitive Analysis.
- Online marketing strategy;
- Brokering of strategic alliance relationships for
- Packaging of advertising opportunities on clients’ site
and rate card evaluations;
- Ad server technology planning and ROI models.
Absa / Aucor / Automark / American Express / Alexander Forbes
/ British Airways / Burchmores / Blue Bean.com / Bid or Buy /
Car Today.com / DStv / Eskom / Edgars / FNB / / Intel / Just
Juice/ JHI / Mr Delivery / McCarthy Call A Car Megashopper /
Nedbank / Nsureline / News.24.com / Permanent Bank / Standard
Bank / S A Eagle
Jagly’s professional fees include:
• Monthly Retainers;
• Per hour charge;
• Project fees;
• Agency Commission for media placed.
Feedback from the industry:
• The main independent online agency which offers the best in
full service planning.
• They work on a std commission of 16.5% and offer bulk buying
discounts to all of their clients.
• Don’t represent any sites and are owned by an existing
agency.However are completely removed and act totally
• Tend to negotiate the best deals with media owners so that
clients get the benefit.
• They tend to offer a holistic traditional solution to
4. AN OVERVIEW OF THE DIFFERENT SALES HOUSES
IOL is the online sales house for the Independent group of
companies and Media SA (PTY) Ltd
Oracle represents a number of different sites and operates as
the sales arm for MNET, Naspers and MSN.
c)Johnic E Ventures
Acts as the online sales representatives for all partly and
fully owned companies of Johnic Group.
? Where are they spending it? What does their creative look
like and what aspects of their products are they emphasising?