Collectively, the group's Internet properties attract over 1.4 million unique visitors per month, making the group the largest Internet and new media player in the country. According to Russel Hanly of e-Media24, visitors to the group's online properties represent an attractive audience for advertisers. "Because these are for the most part paying subscribers, they are a quality audience with a high level of loyalty who use the online medium regularly. And, because of M-Web's personalisation tool which enables users to select the information they want to see online, we have the ability to segment and understand this audience - who they are and what their interests are online. This is particularly significant considering that over 125 000 people have personalized."
In addition to ensuring tailored, targeted campaigns, results are measurable, enabling marketers to track the audience and directly measure the effects of the communication. "Measurability is key," says Hanly. "Mass media - such as TV and print - focuses on selling numbers such as reach, frequency etc. while some media owners - particularly radio and pay-TV - have sold the quality of the audience.
"Mpower is the next step in media evolution as it transcends the anonymity of mass media by building relationships with people in an environment that they actively choose to interact with. And it does this in a way that is measurable both in the immediate and long term. Mpower unlocks the true value of the digital world by building measurable, one-on-one relationships with its customers, its audiences and the brands it serves."
