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PLEASE NOTE:
This section is for ONLINE CAMPAIGNS exclusively.
For placing ads in the newspapers please click here.

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BACKGROUND

IOL, the electronic division of Independent News and Media, was established with a view to delivering what few other South African content providers can - an electronic gateway to the freshest, most reliable local and international information available on the web.

By drawing on the immense editorial resources of the Independent group's 14 daily and weekly newspaper titles (see below), Independent Online is able to offer free and immediate access to the most extensive database of news, entertainment, property, careers, sport, motoring and classified ads in South Africa.

IOL provides an interface between advertisers and a large, affluent national audience. The site creates a potent and cost-effective environment within which brand messages can be delivered and products showcased. All this in direct association with the quality editorial content from Africa's largest newspaper group.

 THE INDEPENDENT GROUP NEWSPAPERS
GautengKwa-Zulu NatalWestern Cape
The StarThe Daily NewsThe Cape Argus
The Saturday StarThe MercuryThe Cape Times
The Sunday IndependentThe Independent on SaturdayThe Saturday Argus
The Pretoria NewsThe Sunday TribuneThe Sunday Argus
The DFAThe Post


SOUTH AFRICAN INTERNET USER DEMOGRAPHICS

Number of users:

Approximately 1 million (in the past four weeks) or about 4% of the total adult population, of which:
  • 45,4% accessed the internet from work
  • 40,9% accessed from home
  • 23,3% accessed from elsewhere
Age GroupIncome Group
16 - 24: 35%R 1,400 - R 3,999: 8.6%
25 - 34: 30%R 4,000 - R 5,999: 8.9%
35 - 49: 28%R 6,000 - R 9,999: 24.2%
Over 50: 7%Over R 10,000: 52.3%

Geographic SplitMarital Status
Gauteng: 44.1%Living together/married: 56%
Western Cape: 22.3%Single: 37%
Other: 33.6%Divorced: 7%
(Figures supplied by AMPS)


ADVERTISING ONLINE

With the current pace of technological change and the rapid spread of the World Wide Web, advertising online provides a gateway to the fastest growing media audience the world has seen.

Online advertising provides an interactive element that no other traditional advertising media is able to. Web based ads allow companies to develop a one-to-one relationship with prospective and existing clients. With one click of the mouse a viewer can be transported to the advertiser's own electronic web space or cyber-store. This element can be a vital addition to businesses that target audiences that are constantly being bombarded with traditional print, visual and audio media messages.


BANNERS & BUTTONS

These are the standard types of graphic advertising that are found on web sites and are used to promote awareness, build brand image and develop relationship marketing. In general these ads, as well as having a visual impact, also link the audience directly to the advertiser's web page through hyperlinks.

Within IOL, the long rectangular banners, can be found running horizontally across the tops and bottoms of the majority of the site's pages. The smaller 'buttons' are generally found on the right hand sides of the pages, adjacent to the main body of text.


HITS & IMPRESSIONS

In general, online advertising is sold on an impression basis, with an impression being a successful request for a complete web page. In this way, an impression must be understood as a single view of a page (and its associated banner or button advertising material) by a single web audience member.

Impressions must not be confused with the related concept of 'hits'. A hit is essentially a request for a specific element of a page. The majority of web pages are made up of a number of separate elements, which when delivered together, make up the entire page. Therefore, a page impression is made up of a number of individual hits.


TARGETING & MEASURABILITY

Online advertising campaigns are run through a sophisticated software program known as an ad server. This software works in liaison with the IOL web server, delivering banner or button ads to the IOL web pages as they are requested by the online audience.

The ad server offers a complete ad management facility with the scheduling, targeting, and monitoring of each campaign being accounted for. As a result of this, campaigns can be tailored to the advertiser's needs with the required number of impressions being delivered to a specific area within the site, over a specified time frame and to a particular audience.

The IOL ad server is able to target specific markets and audience groups through the customization of individual ad campaigns. These can be tailored to your specific needs in the following ways:
  • Time of Day
  • Day of Week
  • Frequency:
    the number of times an individual user is exposed to your ad. This helps to prevent audience over exposure and desensitization
  • User's Browser Type
  • User's Operating System
The targeting of online ad campaigns to specific audience groups goes a great deal of the way to eliminating advertising wastage and increases the yield of individual campaigns.


ADVERTISING RATES: BANNERS

Banner advertising rates on IOL are calculated in terms of impressions or individual views of the ad. In general the advertiser will book a specific number of impressions that will be delivered across a specific section or sections of the site, over a specific time period. Advertising rates vary per section but for an effective campaign and comprehensive service please see contact details below.


ADVERTISING RATES: BUTTONS AND SPONSORSHIPS

In addition to banner campaigns, button advertising and sponsorships of specific IOL sections provide excellent exposure opportunities for advertisers. The rates for this type of advertising depend upon the expected traffic to the specified area and the quantity of brand exposure involved. Advertisers will be billed a predetermined rate that will be negotiated with the advetiser before hand.

 MATERIAL REQUIREMENTS
Banners
Dimensions468 x 60 pixels
Resolution72 dpi
File Formatsgif, animated gif or jpg
File Sizemaximum of 12Kb
Buttons
Dimensions120 x 60 pixels
Resolution72 dpi
File Formatsgif, animated gif or jpg
File Sizemaximum of 6Kb


 CONTACT DETAILS
Nationwide enquiries:
Contact:Leon Lategan
Position:Sales & Marketing Director
Phone:(021) 422 1833
Fax:(021) 481 6294
Email:Leon Lategan


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