by MarkLives. What are the expectations for the marketing and advertising industry in 2018? Next up is Odette van der Haar of the Association for Communication and Advertising.
by MarkLives. What have brands learnt in their search for new agencies and agency relationships? What have agencies learnt about clients?
For many people MWEB is still the big black box, which it launched in 1997, the same year the business was established by MIH Limited (a Naspers company). The big black box, in case you don’t get it, was a box, and black, and offered wary South Africans everything they needed to connect to the Internet via dial-up modem, with the payoff line “Just like that” (I still hear the finger snap in the background).
The commercial Internet was new, exciting, and big business was getting in on the act. The first dot com bubble had yet to burst and MWEB was spending large swathes of money buying up rival ISPs before its 1998 listing on the JSE.
Today it is a friendly consumer brand wholly owned by Naspers. Its pay-off line has changed to Connect & You Can to reflect the growing acceptance and integration of the Internet into daily lives. It serves a user base of over 300 000 subscribers (which is not that much higher than figures available for 2005 – although it has had success in converting many of those to ADSL) of whom more than 200 000 sits on ADSL. They consume 4.5 petabytes (4,500,000,000,000,000 bytes) of bandwidth per month.
New research by ZenithOptimedia shows that developing markets, including South Africa, are quickly expanding their share of global ad revenue and remain key drivers of global ad revenue growth. In its Advertising Expenditure Forecast report, updated on a quarterly basis, ZenithOptimedia says developing markets will increase their share of global ad expenditure from 30.9% in 2010 to 35.1% in 2013.