14:00-14:10
(Cape Town time)
Welcome, overview, setting the scene
Be welcomed to the INMA Africa Media Revenue Summit where we will set the stage for this virtual
event and tell the story through the lens of Africa monetisation successes in advertising, subscriptions, events, and partnerships.
Zubeidah Kananu, Summit Moderator, Broadcast Journalist, and President, Kenya Editors Guild, Kenya
The evolving media landscape in Africa and how revenues have trended over time shaped by trends,
who are the winners, the losers ... and why? This overview will share insights and set the stage
for media businesses to understand where the sustainability sweet spots are and what
avenues of revenue are ripe for development.
Media 24 launched Match24, an AI-powered advertising solution that focuses on
contextual targeting to deliver relevant and privacy-conscious ads. Match24
uses AI to analyze the content being viewed on Media24's platforms and then
matches relevant ads to that content. This means ads are displayed based on the
subject matter of the content, not on user browsing history or personal data.
Match24 optimises the user experience and the advertiser communication objectives,
creating better engagement for all.
This session will look at the outcome to a successful collaboration for two powerhouse brands, Toyota and Heineken.
The case includes two groundbreaking campaigns that emerged as beacons of success in revenue innovation at Independent Media.
Learn from Independent Media how they leveraged their media ecosystem to push the Toyota Fortuner Challenge and Heineken's
revolutionary returnable bottle campaign to unprecedented heights, captivating millions and achieving record-breaking engagement,
a testament to the power of strategic media collaboration. This promises to be a masterclass in sustainable marketing that delivered
a staggering 4x ROI and ignited a social media frenzy. These campaigns worked to drive change and set new benchmarks for what's possible when vision meets execution.
In this session we see how Monitor Publications have adapted their content
selection criteria to align with the fast-paced nature of digital platforms by focusing on
audience segmentation and social media trends. While traditional media, such as print
and radio, still hold some significance, the penetration of internet and growth of digital has
transformed news consumption habits and now influences our content selection process, which has led us on the path to identify unique audience monetisation strategies that have proven effective in generating revenue, reflecting its adaptability as an organisation in response to changing market conditions.
Why do publishers with similar traffic often earn dramatically different ad revenue? In this session, Legit.ng — the biggest news Web site in Nigeria, part of Legit —
shares how they’ve leveraged technology and user behaviour to succeed in revenue growth. From improving ad formats to monetizing overlooked page types, you’ll hear practical insights, real cases, and smart strategies to optimise your monetisation.
In this finale we explore alternative models of funding journalism in Africa,
how to get it and more importantly how to keep it. The Continent is a weekly newspaper
produced by African reporters, photographers, illustrators, and editors. It is designed
to be read and shared on WhatsApp (and other social messaging platforms) and has
become the continent's most widely distributed newspaper.