West africa online space

WEST AFRICA …NIGERIA

…WHAT IS HAPPENING IN

THE DIGITAL / ON LINE

SPACE

PESHWA ACHARYA

http://www.wildfusions.com 1

NIGERIAN INTERNET POPULATION 2010


MEDIA LANDSCAPE

TOTAL AD SPEND

2010

€314

m N62.8bn

Source: MMS 2010

TV 39%

Radio 20%

Press 9%

Outdoor 32%

2010 Spend Split by Medium

9,534.92

5,341.31

3,497.68

2,771.23

2,002.81

1,712.78

1,324.60

1,087.25

867.22

842.43

610.73

601.11

587.56

543.10

514.60

511.08

487.40

478.42

445.40

431.24

MTN

GLOBACOM

ETISALAT(EMTS)

AIRTEL

GUINNESS STOUT

STAR

PEAK MILK

MALTINA

INDOMIE NOODLES

NOKIA PHONES

GULDER

LEGEND EXTRA

NACA (CORP)

HEINEKEN BEER

DIAMOND BANK

COCA-COLA

MALTA GUINNESS

FIRST BANK

DETTOL DISINFECTANT

THREE (3) CROWNS…

2010 Ad Spend – Top 20 Brands (N’000’000)

NIGERIAN INTERNET POPULATION

2011

http://www.wildfusions.com 60 % of internet queries from Nigeria are made on Mobile according to Google

MOBILE USAGE NIGERIA

MOBILE MARKETING POTENTIAL REACH

90m mobile subscribers in Nigeria-

NCC

According to Google over 60% of

search queries in Nigeria come from

mobile devices

20 Most Visited Sites in Nigeria/Top 10 Queries

(Alexa Ratings)

November 22, 2011

20.

http://www.microsoft.com

This site is in the “Microsoft Corporation”

category of websites. Relative to the overall

population of internet users, Microsoft.com's

users tend to be aged under 25 and over 45,

and they are disproportionately men browsing

from school and work.

The top queries driving traffic to microsoft.com

from search engines. Updated monthly.

Query/Percent of Search Traffic

1 hotmail 1.24%

2 microsoft 0.81%

3 internet explorer 0.62%

4 microsoft security essentials 0.49%

5 windows 0.37%

6 windows 7 0.35%

7 microsoft office 0.28%

8 directx 0.23%

9 windows 7 themes 0.22%

10 office 2010 0.21% NOT ON THE GOOGLE NETWORK

http://www.microsoft.com/

19. VConnect is the largest local

search engine in Nigeria

The top queries driving traffic

to vconnect.com from search

engines. Updated monthly.

Query/Percent of Search

Traffic

1 vconnect 4.39%

2 upcoming events in nigeria

2011 1.90%

3 house 0.63%

4 vconnect nigeria 0.60%

5 m/s donacks 0.54%

6 adora lingerie 0.49%

7 v connect 0.49%

8 www.vconnect.com 0.43%

9 fareno semovita 0.35%

10 gsm arena 0.33%

http://www.vconnect.com/

NOT ON THE GOOGLE NETWORK

http://www.vconnect.com/

18. This interactive tool provides you

with a dictionary and additional

information on words found

within any Windows application.

Forum, support pages,

professional and adware

versions.

The top queries driving traffic to

babylon.com from search


Query Percent of Search Traffic

1 traductor ingles español 2.15%

2 traductor 1.91%

3 tradutor 1.45%

4 italian translation 1.08%

5 traduttore 1.07%

6 french translation 0.78%

7 french to english translation

0.72%

8 spanish translation 0.69%

9 traduction 0.56%

10 übersetzer 0.56%

http://www.babylon.com/


http://www.babylon.com/

17. Visitors to the site spend about two

minutes per visit to the site and 26

seconds per pageview, and the site has

been online for more than nine years.

The fraction of visits to

Mywebsearch.com referred by search

engines is roughly 2%


mywebsearch.com from search



1 mywebsearch 19.45%

2 my web search 14.41%

3 my web face 14.17%

4 mywebface 4.38%

5 mywebsearch.com 2.47%

6 search 2.23%

7 my web 2.04%

8 search.mywebsearch.com 1.98%

9 302 found 1.68%

10 mywebsearsh 1.19%

http://home.mywebsearch.com/

NOT 0N THE GOOGLE NETWORK

http://home.mywebsearch.com/

16. About 11% of visits to it are

referred by search engines.

Visitors to Bbc.co.uk spend about

seven minutes per visit to the

site and 63 seconds per

pageview. About 38% of visitors

to the site come from the UK,

where it has attained a traffic

rank of 5


bbc.co.uk from search engines.

Updated monthly.

Query /Percent of Search Traffic

1 bbc 8.44%

2 bbc news 3.65%

3 weather 1.64%

4 bbc weather 1.46%

5 bbc iplayer 1.45%

6 bbc sport 1.14%

7 iplayer 0.79%

8 bbc football 0.69%

9 doctor who 0.65%

10 radio 1 0.50%

http://www.bbc.co.uk/


http://www.bbc.co.uk/

15. Jobs, Careers, Opportunities,

Scholarships, Advice and

Salary Talk in Nigeria


to jobberman.com from

search engines. Updated

monthly.

Query/ Percent of Search

Traffic

1 jobberman 16.25%

2 jobberman.com 6.61%

3 power management system

4.22%

4 latest jobs in nigeria 3.16%

5 jobs in nigeria 1.77%

6 dealfish nigeria 1.61%

7 auditors in nigeria 1.44%

8 jobberman recruiting 2.0

1.40%

9 jobs in nigeria 2011 1.20%

10 ayodeji adewunmi

jobberman 1.13%

http://www.jobberman.com/


http://www.jobberman.com/

14. Amazon.com seeks to be Earth's

most customer-centric company,

where customers can find and

discover anything they might

want to buy online, and endeavors

to offer its customers the lowest

possible prices.


amazon.com from search engines.

Updated monthly.

Query/ Percent of Search Traffic

1 amazon 8.65%

2 amazon.com 0.68%

3 amazon books 0.21%

4 kindle 0.15%

5 amazon associates 0.10%

6 amazon affiliate 0.09%

7 amazon app store 0.08%

8 amazon s3 0.08%

9 amazon kindle 0.06%

10 amazon prime 0.05%

http://www.amazon.com/


http://www.amazon.com/

13. Guaranty Trust Bank plc is a

leading African Bank that

offers Online/Internet

Banking, Retail Banking,

Corporate Banking,

Investment Banking ad Asset

Management services.


to gtbank.com from search


Query /Percent of Search

Traffic

1 gtbank 29.30%

2 gtb 9.45%

3 guaranty trust bank 6.53%

4 gtb internet banking 6.05%

5 gtb bank 3.11%

6 gt bank 1.79%

7 www.gtbank.com 1.72%

8 gtbank internet banking

1.55%

9 gtbank nigeria 1.53%

10 gtpay 0.83%

http://gtbank.com/


http://gtbank.com/

12. The time spent in a typical visit

to this site is about eight

minutes, with 34 seconds spent

on each pageview, and visitors

to Live.com view an average of

6.1 unique pages per day


live.com from search engines.

Updated monthly.

Query/Percent of Search Traffic

1 hotmail 26.33%

2 hotmail iniciar sesion 6.27%

3 hotmail.com 5.18%

4 windows live 4.68%

5 www.hotmail.com 2.24%

6 messenger 2.01%

7 windows live messenger 1.98%

8 hotmail sign in 1.77%

9 skydrive 1.23%

10 live.com 1.03%

https://login.live.com/


https://login.live.com/

11. A networking tool to find

connections to recommended

job candidates, industry

experts and business partners.

Allows registered users to

maintain a list of contact

details of people they know

and trust in business.


Traffic

1 linkedin 7.75%

2 linked in 1.02%

3 linkedin login 0.21%

4 linkedin.com 0.09%

5 linked 0.08%

6 linkdin 0.07%

7 linkin 0.04%

8 linkedin logo 0.04%

9 www.linkedin.com 0.03%

10 kweku adoboli 0.02%

http://www.linkedin.com/


http://www.linkedin.com/

10. A big, broad discussion forum for

Nigerians. Covers dozens of topics

including romance, technology,

careers, business, and

entertainment. With over half a

million members, the number one

Nigerian community online

continues to grow.


nairaland.com from search engines.

Updated monthly.


1 nairaland 1.66%

2 crystal services nairaland 0.43%

3 nigerian forum 0.32%

4 fixed deposit vs stock market

0.28%

5 1honeybee 0.22%

6 mtn nigeria 0.18%

7 british american tobacco 0.16%

8 unilag 0.14%

9 free music download 0.14%

10 global news 0.13%

http://www.nairaland.com/

ON THE GOOGLE NETWORK

http://www.nairaland.com/

9. Social networking and

microblogging service utilising

instant messaging, SMS or a

web interface.

Search Query/ 1 Month

Decline

1 twitter 4.49%

2 lulzsec 0.12%

3 twiter 0.09%

4 twitter.com 0.07%

5 pottermore 0.07%

6 hilal cebeci twitter 0.04%

7 平野綾 twitter 0.03%

8 twitter en español 0.03%

9 tweeter 0.02%

10 cm punk twitter 0.02%

http://www.twitter.com


http://www.alexa.com/search?p=moverkey&r=site_site&s=twitter.com&q=twitter

http://www.alexa.com/search?p=moverkey&r=site_site&s=twitter.com&q=lulzsec

http://www.alexa.com/search?p=moverkey&r=site_site&s=twitter.com&q=twiter

http://www.alexa.com/search?p=moverkey&r=site_site&s=twitter.com&q=twitter.com

http://www.alexa.com/search?p=moverkey&r=site_site&s=twitter.com&q=pottermore

http://www.alexa.com/search?p=moverkey&r=site_site&s=twitter.com&q=hilal+cebeci+twitter

http://www.alexa.com/search?p=moverkey&r=site_site&s=twitter.com&q=%E5%B9%B3%E9%87%8E%E7%B6%BE+twitter



http://www.alexa.com/search?p=moverkey&r=site_site&s=twitter.com&q=twitter+en+espa%C3%B1ol

http://www.alexa.com/search?p=moverkey&r=site_site&s=twitter.com&q=tweeter

http://www.alexa.com/search?p=moverkey&r=site_site&s=twitter.com&q=cm+punk+twitter

http://www.twitter.com/

8. Online version of a Nigerian daily

newspaper covering general

national news, politics, business,

sports, entertainment,

fashion,lifestyle human interest

stories and the Niger Delta region,

etc.


vanguardngr.com from search



1 vanguard 7.57%

2 nigerian newspapers 5.93%

3 news 4.30%

4 nigeria newspaper 2.43%

5 nigeria news 2.08%

6 vanguard newspaper 2.04%

7 mercy johnson 1.90%

8 nigeria newspapers 1.44%

9 nigeria 1.41%

10 vanguardngr 1.27%

http://www.vanguardngr.com/


http://www.vanguardngr.com/

7. A free encyclopedia built

collaboratively using wiki

software. (Creative

Commons Attribution-

ShareAlike License).

The top queries driving

traffic to wikipedia.org

from search engines.

Updated monthly.


Traffic

1 wikipedia 0.60%

2 facebook 0.47%

3 youtube 0.15%

4 freddie mercury 0.13%

5 google 0.09%

6 jim henson 0.07%

7 wiki 0.06%

8 scarlett johansson

0.06%

9 twitter 0.06%

10 ebay 0.06%

http://www.wikipedia.org/


http://www.wikipedia.org/

6. Free, automated weblog

publishing tool that sends

updates to a site via FTP.


traffic to blogspot.com

from search engines.

Updated monthly.


Traffic

1 blogger 43.92%

2 blogspot 7.82%

3 blog 4.27%

4 blogger.com 1.95%

5 bloger 1.64%

6 blogspot.com 0.86%

7 how to create a blog

0.50%

8 blogger sign in 0.48%

بلوجر %0.41 9

10 blog spot 0.41%

http://www.blogger.com/


http://www.blogger.comg/



5. YouTube is a way to get

your videos to the people

who matter to you. Upload,

tag and share your videos

worldwide!


traffic to youtube.com from


monthly.


Traffic

1 youtube 12.04%

2 you tube 1.22%

youtube.comيوتيوب %0.49 4 3

0.22%

5 you 0.18%

6 www.youtube.com 0.13%

7 youtub 0.12%

8 utube 0.11%

9 yt 0.07%

10 youtube.de 0.07%

http://www.youtube.com


http://www.youtube.com/

4.

http://www.google.com.ng/


1 google 24.66%

2 web hosting in

nigeria 2.16%

3 nigerian

newspapers 1.50%

4 google translator 1.03%

5 google nigeria 1.01%

6 gogle 1.01%

7 google map 0.64%

8 catering 0.63%

9 hotels in lagos 0.56%

10 leeds university 0.54%


google.com.ng from search engines.

Updated monthly.


http://www.google.com.ng/

3. Enables users to search

the world's information,

including webpages,

images, and videos. Offers

unique features and search

technology.


traffic to google.com from


monthly.


Traffic

1 gmail 9.93%

2 google 7.11%

3 translate 1.49%

4 google translate 1.40%

5 google maps 1.35%

6 adsense 1.01%

7 maps 0.88%

8 google plus 0.67%

9 google.com 0.61%

10 google adsense 0.40%

http://www.google.com


http://www.google.com/

A major internet portal and

service provider offering

search results, customizable

content, chatrooms, free e-

mail, clubs, and pager.


to yahoo.com from search



Traffic

1 yahoo 7.48%

2 yahoo mail 2.87%

3 yahoo.com 0.78%

4 yahoomail 0.67%

5 www.yahoo.com 0.41%

6 mail 0.29%

7 yahoo.fr 0.26%

8 yahoo finance 0.18%

9 yahoo.es 0.14%

10 yahoo messenger 0.14%

http://www.yahoo.com/

2.


http://www.yahoo.com/

A social utility that connects

people, to keep up with

friends, upload photos, share

links and videos


traffic to facebook.com from


monthly.


Traffic

1 facebook 34.52%

2 fb 1.71%

3 face 1.59%

4 facebook login 1.46%

5 www.facebook.com 1.27%

فيس بوك %1.12 6

7 facebook.com 0.66%

8 face book 0.50%

9 facebook en español 0.49%

الفيس بوك %0.44 10

http://www.facebook.com/

1.


http://www.facebook.com/

ONLINE MARKETING EFFORTS BY TELCOS IN

NIGERIA

Etisalat on Facebook

Ad Impressions Operator

wise

• MTN dominates with 67% of Ad Impressions approx. 480 Mn Ad Impressions / Month

• Any Competitor Telecom Operator can run campaigns targeting MTN users to switch

• A Telecom Operator can reach to its existing customer cross selling / upselling products

67%

25%

8%

0%

MonthlyAdImpressionsOperatorwise

MTNNigeria EMTSNigeria Celtel/ZainNigeria GloMobile(Globacom)

Pan Nigeria Goal : Branding campaign 4 Etisalat on “Other” Telecom Operators Country : Nigeria Positioning: Etisalat as a pan Nigerian Telecom Brand Media Clutter: First of its kind on mobile, focusing on Youth Target : 350 mn Ad Impressions on competitor telecos ( MTN/Zain) to push people to switch to Etisalat Handset: Nokia/Samsung/RIM/Apple/Motorola/SonyEricsson

:Easy Cliq with Mobile Goal : Get Nigerian youth to switch to Etisalat Easy Cliq Position: Etisalat as a ‘Hip’ brand using mobile web channel to reach target market; will be first operator in Nigeria to do this Country : Nigeria Unique Consumers : InMobi reaches 2.5 million (30% of all mobile Internet users in the country) Handsets : 11% Smart Phones (Black Berry, iPhones, high end Nokia, Samsung) and 89% basic phones with Internet access Ad Formats : Text and Banner (static & animated) Mobile Sites: reach youth where they are including sports/community sites supersport.mobi, goal.com ,myspace, ebuddy

Multilinks on Mobile

MTN Banners on Google Display Network

MTN Ads across all internet platforms including Bellanaija

MOBILE


Nigeria Stats

#Mobile Subscribers ( March 2011)

90,655,000

% Data Users in Nigeria 10-12%

# Ad Impressions/month

(April 2011)

617 Million

Targeting Handsets, Telecom Operators,

Country, demographic

CTR 1-1.5% (campaign dependent)

Mobile Stats June 2011

Nigeria passed Ukraine

to take the #4 spot on

the top 20 countries

list. South Africa, China

and Turkey all went up

in the ranking of top 20

countries.

Snapshot: Nigeria

Page-view growth since June

2010: 464.5 %

Unique-user growth since June

2010: 436.5 %

Data transfer growth since June

2010: 424.9 %

Page views per user: 338

Data transferred per user (MB): 4

Data transferred per page view

(KB): 13

Top 10 sites in Nigeria (unique

users)

1. facebook.com

2. google.com

3. yahoo.com

4. vanguardngr.com (5)

5. bbc.co.uk (4)

6. goal.com (7)

7. wikipedia.org (6)

8. my.opera.com (9)

9. jamb.org.ng (new)

10.youtube.com

Top handsets for June 2011

1. Nokia 2700c

2. Nokia 5130 XpressMusic

3. Nokia X2.01

4. Nokia 2690

5. Nokia 3110c

6. Nokia C1

7. Nokia N72

8. Nokia 2330c

9. Nokia C3

10.Nokia 2600c

http://www.opera.com

http://www.opera.com/

52%

5%4%0%

0%

2%

37%

MonthlyAdImpressionsHandsetBreakup

Nokia Samsung SonyEricsson RIM Apple LG Others

Ad Impressions

Handset Break-UP

• Nokia dominates with 52% of Ad Impressions approx. 370 Mn Ad Impressions / Month

• Others primarily include Huawei , ZTE & Chinese handsets etc. very popular in Nigeria

• Smart Phones are growing in China esp. Blackberry.

MEDIA DETAILS

With billions of impressions reaching millions of consumers in almost every region around the globe, we provide unprecedented reach at significant scale. The technology platform enables sophisticated targeting with a multitude of options including demographic targeting, targeting at the handset level, targeting by country, and targeting by category.

Nigeria:

Globacom Limited can reach millions of mobile phone users in Nigeria

486m impressions generated from Nigeria alone

11 percent of all smartphones in Nigeria

Average CTR is between 0.4-1%

Our Mobile Clients include Multilinks, Samsung and Fela in Lagos event.


CONSUMER

TARGETING OPTIONS


Benefits •Advertising opportunities on various mobile sites

•Drive traffic to Globacom Limited mobile site

•Targeting Options includes: Countries, Carriers, Handsets, Categories, Demographics etc •Reach the Widest possible audience •Track the progress of the Campaign with real time, online reporting

MEASUREMENT AND EVALUATION


CAMPAIGN MEASUREMENT WITH GOOGLE

ANALYTICS


Analytics allows you to: Evaluate traffic sources by Nigerian cities to your landing page. Measure activities on site by users Measure time spent on site by users Measure and monitor your campaign performance It helps make informed decisions for offline activities

[email protected]

West africa online space

Technology

Transcript of West africa online space