Digital sponsorship provides good ROI
Sponsorships are an opportunity for brands to acquire a portal’s inventory for a particular topic or significant event that matters to their target audience
South African organisations are upping their investment in digital advertising, with the total value of internet advertising growing 16.5% to R5.14bn in 2017, according to PwC’s Entertainment & Media Outlook: 2018 – 2022. As they increase their spending on digital, the question of how to improve return on investment (ROI) from this channel is top of mind for brands. International practice and research shows that marketing and advertising displayed in a contextually relevant, premium environment outperforms the average display ad. A study from the Association for Online Publishing, for example, shows that ads in premium vehicles elicit stronger levels of response in terms of engagement and memory encoding than ads encountered during general free browsing. This search for consumer-relevant, premium inventory is driving growing advertiser interest in the concept of digital sponsorships. Sponsorships are an opportunity for brands to acquire a portal’s inventory for a particular topic (t...
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