The internet market in South Africa:

• 5 million internet users in SA
• an estimated 3 million browsers are heavily interactive: kulula sells R2m worth of tickets per day online
• reduction of connection costs will increase home connections
• as browsers mature, they will spend more leisure time online.

Is the SA’s 5million online users small in world terms?

• Austria: 4.4 m users; $ 108m spend online
• Finland: 3.1 m users; $ 151 m spend
• Greece: 2.2 m users; $65m
• Romania: 4m users; $ 35m
• SA: 5 m users; $ 30m

Do we need to grow the online audience or interact more effectively with the audience we have?
How can we grow the online spend?

1. increasing the education and understanding of online advertising
2. end obsession with the click: implement cross campaign evaluation, ie. post click tracking
3. improving creativity: call to action, strong brand awareness