The Bookmarks

Get your Bookmarks entries in now

Written on 23 Sep 2009

The following article appeared on Marketingweb on 22 September 2009. You can read the article on Marketingweb by clicking here.

The Bookmarks, South Africa’s only award dedicated to digital advertising, publishing and social media, is counting the days until entries close. This week, Marketingweb speaks to Nikki Cockcroft, Deputy Chairperson of the Online Publishers Association (OPA) and CEO of Primedia Online.

In what way will the Bookmarks benefit online publishers? How do South African online publishers compare to those overseas? And, What are the challenges that online publishers face today?

How will The Bookmarks benefit online publishers?

This year we have taken The Bookmarks to an even higher level by expanding the categories to include all elements that contribute to effective online publishing. Functionality, Navigation, Content, Design and Site Structure are just a few of the elements that will be considered in the judging process. The Bookmarks will set the benchmark for online publishers in South Africa. In addition, The Bookmarks will highlight the overall mission of the Online Publisher’s Association (OPA) to grow online media in South Africa by learning from both our competitors and partners, with the over arching aim to grow the medium as a whole. Ultimately this will result in a higher standard of online publishing and effective monetization of our websites.

How do South African online publishers compare to international online publishers?

Over the past 2 years I have observed a massive improvement in the standards of online publishers in South Africa. Increased focus on the back-end technology has resulted in more advanced Content Management Systems (CMS) being locally developed to meet the needs (functionality, support and price) of online publishers in SA. A greater understanding of content to advertising ratios and effective use of ad serving platforms has resulted in local publishers meeting the standards set by the international leaders. We have structured the online publishing categories around the guidelines of international publishing awards as it is important to compare ourselves to international online publishers.

What are our challenges?

Our challenges range from bandwidth and infrastructure limitations all the way through to integrated media plans from traditional and through-the-line communication agencies. On the first issue, we wait with bated breath for the arrival of our new Seacom cable and the reduction in bandwidth costs to make online publishing more cost effective for the media owners and a better experience for online users. This is happening, it is just a matter of time and we will see a dramatic change in the number of Unique Users online as well as increased usage of rich media content on our local sites. In addition, design agencies will be able to fully execute their creative concepts with improvement on the delivery of rich media creative. Our second biggest challenge in online media is education and understanding of this medium. It is up to the publishers (with the support of the OPA) to educate and enthuse the agencies about integrated media plans including online media rather than seeing it as a separate campaign with its own objectives. We continue to do this through initiatives like The Bookmarks and we are seeing a greater response from the more traditional players in the industry.

Where do you see the growth?

Online Publishers are seeing continuous growth in this medium in a number of areas:

• New Online publishers: using the OPA membership as a base to measure this growth we have seen a dramatic increase in the number of applications and members in 2009.
• Online users: The latest Nielsen online figures for July 2009 put local users at the 6.99-million mark, compared to 5.66-million in July 2008; that’s a growth of 1.3-million users, or a percentage increase of 23.6.
• Increased Online Ad Spend: After seeing a 32% increase in spend in 2008 we have, in spite of the economic climate, seen an equally healthy increase in 2009.

I believe that we have reached a tipping point and we are in the middle of an online media explosion. The increase in recognition of this medium and uptake from tertiary education facilities to include online marketing in their course curriculums coupled with the increased interest by traditional media players has been phenomenal and I believe that the tough economic climate has been beneficial to the online medium as there are more users spending time online and a greater interest in the online advertising opportunities.

Don’t miss the chance to benchmark your digital craft, and, if you are one of the many marketers who shy away from online because of intimidating industry jargon, why not book a seat at Tony Koenderman’s Brainstorm conference and workshop, run in conjunction with The Bookmarks. This conference will offer marketers, creatives and business executives the rare opportunity to listen to world class digital luminaries, including Fernanda Romano and Chris Colborn. Log onto www.thebookmarks.co.za for the list of hard working topics- all geared to rapidly advance one’s online knowledge.

For more information on the Bookmarks, visit the website and for tickets to the workshops, contact Terry Barker on adbrainstorm@telkomsa.net.