COURTS STOPPED OFFICIALS’ ILLEGAL BEHAVIOUR

In two separate incidents over the past months officials of SANRAL and officials of eThekwini Municipality took the law into their own hands and started removing advertising structures belonging to two outdoor companies. These illicit removals were recently stopped by the courts.

As long ago as 2002 a full bench of the KZN High Court ruled that city officials may not remove advertising structures without a court order.  In the case of African Billboard Advertising (Pty) Ltd v North and South Central Local Councils, Durban the  High Court ruled that:

“The principle applies equally to the rights of public bodies such as municipalities or provincial councils or any similar bodies, and even to State Departments. Individual members of a State Department normally cannot, in the interest of their Department, take the law into their own hands and enforce State rights without the State having made use of the assistance of its judicial Department in order to help it to acquire possession of property to which the State may be entitled.”

In December 2017 officials of the eThekwini Municipality took the law into their own hands and started removing billboards of Strawberry without a court order. This was despite an interdict awarded to Strawberry prior to the removal. eThekwini went back to court to have the interdict discharged without notifying Strawberry and then continue with the removal before they were interdicted again on 23 December where the court granted a temporary order. On 19 February 2018, the matter was again before the court and the interdict was made permanent. The said billboards were all on Provincial Roads and was installed in terms of approvals granted by the KZN Provincial Government.

In 2018 SANRAL followed the same unlawful behaviour where they start braking down billboards on bridges that belong to the municipality of Ekurhuleni who also approved the said advertising structures. The outdoor company was Jinja Outdoor who obtained an urgent temporary interdict against SANRAL on Saturday 3 February 2018 in the South Gauteng High Court.

There are more complex legal issues at stake like jurisdiction etc but this type of behaviour will not be tolerated by the courts. Both parties indicated that they have suffered substantial damages to their structures as well as the loss of advertising revenue and they are obtaining legal advice with the view of suing the state entities for damages. If such damages are to be granted by court it would be borne by the us, the taxpayers.

Top 5 out-of-home advertising trends

The static billboards of the past are increasingly being replaced by dynamic digital signs that update in real time and are activated by mobile devices or connected cars, pointing to how the integration of digital technology with out-of-home (OOH) advertising unlocks interesting opportunities for marketers.

Delta Airlines and Equinox Fitness showcased how digital is changing billboard advertising with a campaign this summer that used real-time flight data to encourage international travelers arriving at Los Angeles International Airport to “sweat away” their jet lag. Dynamic opportunities like this are helping drive channel growth, as OOH ad spend rose 1.2% last year compared to 2016, accounting for $7.7 billion, according to the Outdoor Advertising Association of America (OAAA). By 2021, a MAGNA Intelligence study predicts OOH spend will reach $33 billion.

Other changes are also evident as OOH advertising evolves. Trade organization Traffic Audit Bureau for Media Measurement, which has audited the circulation of OOH media in the U.S. since 1933, changed its name to Geopath in 2016 and is now embracing data, technology and media research to measure and analyze how consumers engage with OOH ads. In an interview with Marketing Dive, Geopath CEO Kym Frank discussed some of the changes taking place in the space and highlighted key trends impacting marketers.

Dynamic creative and custom triggers

While printed signs still dominate, digital OOH inventory is taking new shape and presenting advertisers with the potential to deliver more dynamic creative and custom triggers. Jukeboxes in bars, large format digital signs lining highways, digital bus shelters and signage in malls and restaurants across America are spurring marketers to experiment with the channel. In the past, such deployments were often considered experimental or a one-off test, but nowadays dynamic creative in OOH is becoming more scalable, Frank said.

For instance, advertisers can now change the creative based on the speed of traffic going past a digital billboard. If traffic is flowing at 60 miles an hour, drivers may only have time to read 10 words or so on a billboard. But if traffic is congested or at a standstill, drivers may be able to read up to 150 words. Messaging and creative can be instantly adjusted to match these conditions and better capture consumers’ attention.

“Digital is allowing advertisers to be more reactive and serve dynamic creative often based on custom triggers,” Frank said.

Integration of mobile into OOH

Advertisers can also dynamically trigger ads based on the types of mobile devices near the OOH channel, meaning an iPhone owner might see a different ad than an Android user. Advertisers are also geofencing their digital billboards so after drivers who have seen the ad leave the area, they can be retargeted with a personalized ad on their mobile device. For example, if searches for flu medication are peaking in the area, a billboard ad for a pharmacy might adjust the creative to promote certain products at the pharmacy and then the retailer can send passersby an offer.

OUTDOOR NETWORK LAUNCHES ROTATING DIGITAL LED OUTSIDE CRESTA MALL

Outdoor Network has unveiled its latest state-of-the-art rotating digital billboard site, adjacent to one of Johannesburg’s busiest malls – Cresta Shopping Centre– as it continues to grow its national network in key commuter nodes.

The site is on the corner of Beyers NaudéDrive and Republic Road in the suburb of Blackheath, opposite Cresta Shopping Centre, which is the focal point for entertainment and retail in the broader Randburg area. Randburg is a highly desirable location for retail, motoring and services brands among others, as it provides an ideal mix of residential, business and shopping environments.

Cresta Shopping Centre has over 260 stores and is a hub of fashion, food, décor, tech and services, ensuring consistent footfall and traffic of over a million people a month into and out of the mall.

Beyers Naudé Drive is a large arterial route starting at the University of Johannesburg in Auckland Parkand transports commutersfrom a number of feeder suburbs, beforetraversing the N1 Western Bypass at Randpark Ridge. It eventually terminates at the N14 freeway near Muldersdrift, meaning it’s a popular route connecting the Johannesburg CBD and its surrounds with the West Rand.

“The launch of another of our innovative rotating billboards will offer brands a world-class advertising opportunity on one of Johannesburg’s busiest thoroughfares,” says Warren Dugmore, Outdoor Network’s Head of Sales, Billboards. “Our continued investment in high impact sites is with a view to providing advertisers with targeted audiences and a greater return on investment for their marketing spend.”

The strategically placed 3x6m rotating LED billboard is expected to reach an audience of over 390 000 consumers. With a frequency rate of 8, the site will deliver more than 2.98 million impacts every month (ROAD2015/2016/2017C), offering significant exposure for any brand taking up the space.

According to Nielsen’s 2017 Digital Billboard Study, one of its top five findings found that: “Of travellers surveyed, 75% noticed a digital billboard in the past month, whilst of these respondents, 60% noticed a digital billboard in the past week. Over half of the travellers (55%) who noticed a digital billboard in the past month noticed specific messages on the billboard either every time or most of the time they passed one.”

GLOBAL OUT OF HOME MEDIA SECURES RIGHTS IN YAOUNDÈ, CAMEROON

Global Out Of Home Media, which provides advertising solutions across Africa, continues to expand its footprint of quality sites following the renewal and extension of its contract with the Urban Community of Yaoundé, Cameroon.

The contract which came into effect in September 2018 grants shared rights along the highly sought after 23km long Presidential Road in the city. The road extends from the Palace of the President to Yaoundé Nsimalen International Airport, including the new highway section which runs from the airport through to the centre of the city.

Says Sylvain Rouch, GM at Global Out Of Home Media, “In recognition of Global’s understanding and service within the Out-of-Home environment in the city, the renewal has been concluded with a longer than normal contract period of eight years. The city was looking to partner with organisations that would provide investment in the area, and deliver a long term vision that would see investment directed at an increased number of premium structures and solutions in key demand locations.”

In addition to media rights with access and visibility to highly desirable consumers segments, the contract calls for the beautification of the immediate area along the route. The inclusion of the above provides additional value to the city in its continued efforts to deliver a superior service offering to both visitors and residents, in line with its position as one of the leading West African capital cities.

Yaoundé’s built-up urban area extends over 231 square kilometres and is home to an estimated 3.2 million inhabitants who enjoy a relatively higher standard of living and security compared to the rest of Cameroon. In recognition of this, several zones within the city have been reclassified in terms of Out-of-Home advertising where only static and digital billboards, billboards and innovative street furniture may be installed.This strategy effectively streamlines and maximizes the effectiveness of outdoor advertising campaigns.

Yaoundé is one of Cameroon’s top tourism destinations, and home to most of the country’s national monuments, a number of museums and sport stadiums.The country is often described by as “Africa in miniature”, promoting its diversity of climate, culture, and geography. This label taking on an expanded meaning as the country plays host to the 2019 edition of the Africa Cup of Nations, the most prestigious football competition in Africa. Cameroon are the current title holders of the tournament, with the national team set to defend their title during June and July next year.

Yaoundé’s Paul Biya Stadiumwill play host to the opening game and tournament finals among others, and is joined by the city’s Stade Ahmadou Ahidjowhere Group matches will also be played. An expanded tournament, sponsored by some of the world’s biggest brands, sees 24 teams from Africa taking part, resulting in broader interest, higher levels of media coverage and more eyes on activities in this vibrant city, not to mention increased sports tourism from neighbouring states and beyond.

This city is a melting pot, one with a diverse consumer base who love watching football and listening to music. These are consumers that are habitual, often buying the same brand, where across all segments, brand loyalty and affordability are key purchase drivers. With over 40% of total monthly household expenditure going to consumer packaged goods, Cameroon, and Yaoundé in particular has the ability to deliver valuable return on investment for brands launching advertising campaigns in the market.

“The terms of the agreement between ourselves and Yaoundé Urban City reinforces the ability of Global to not only provide effective solutions for the city, but also to add value in terms of beautification and administrative assistance.  We are excited at the prospect of partnering with the city that hosts many key international and African events, such as AFCON 2019, PROMOTE International Exhibition for SMEs and Partnerships of Yaoundeand the PAN-Africa Health Conferencein the early part of the year to name a few. We look forward to increasing our digital footprint and providing more premium type offerings in the city and country at large,” concludes Rouch.

OUTSMART CONTINUES TO GROW ITS OOH NATIONAL FOOTPRINT

Outdoor advertising agency, Outsmart continues to grow its national footprint in the Out of Home (OOH) market with the addition of Newcastle’s taxi rank network to its portfolio.

The Newcastle Municipality in KwaZulu-Natal appointed Outsmart as its preferred partner in the design, maintenance and operation of taxi rank branding, taxi rank TV and billboards in the municipality’s taxi rank network.

“This is another feather in our cap that we are incredibly proud of. The OOH market is extremely competitive, so as a growing player we are humbled to take on this responsibility. We can’t wait to bring value not only to our advertisers, but to that community too,” said Joyleen Mahanetsa, Managing Director at Outsmart.

This follows Outsmart s successful tender bid to the Newcastle Municipality to exclusively operate in that OOH market. Newcastle is the seat for KZN’s Amajuba District and is the province’s third-largest urban centre.

Outsmart has proven itself a leader in unconventional and innovative OOH media solutions that are targeted at the LSM 4 – 8 markets. Their work in the tax rank environment is particularly notable, executing pioneering campaigns for their clients, including McDonalds, MTN and African Bank.

“We love what we do, so it is incredibly gratifying to bring solutions to advertisers that help them connect with their customers in a meaningful way. The opportunity to play and create memorable touch points in the OOH space is what drives us.

“There are often challenges in this industry that you simply can’t plan for, but one of our biggest strengths is our ability to push through and deliver excellence no matter how tight the deadline is. We are extremely lucky to have great relationship in this industry, whether it be our suppliers, landlords, advertisers or media buyers – we have built a family at Outsmart,” Mahanetsa added.

Outsmart manages several mixed media OOH rights in Gauteng, Limpopo, KwaZulu-Natal and the Free State. The company has also executed several campaigns at the country’s major airports.

“Growing our footprint across South Africa will not only allow us to extend our reach for advertisers, but it is a massive win for small to medium enterprises. It showcases entrepreneurship and that small companies can deliver superior results.

“Winning this latest tender affirms that our work ethic and values stand strong; that the work we deliver is carried out with integrity; and that the respect we have in the industry was honestly earned,” said Mahanetsa.

Outsmart is the fastest growing 100% black female owned OOH company in South Africa and was established in 2006. The dynamic team, 60% of which are female, collectively have over 20 years’ experience in the OOH industry.

The company is a member of FEPE International, a global OOH association that seeks to promote and improve the industry on behalf of its members. It is also a member of the Advertising Media Association of South Africa (AMASA).

3 Reasons why Pop Up stores are reinventing Brand engagement

Pop Up stores have become a trend that has stuck and one that keeps evolving, bringing something new and exciting to shoppers. The worldwide Pop Up phenomenon is a consequence of a culmination of factors, and is working effectively for both brands wanting the bricks and mortar element and malls needing to rent out unoccupied space.

When it comes to retail, it has become very much a consumer’s world. As such, the mall environment needs to consistently keep up with the trends and even stay slightly ahead of the curve in order to keep attracting consumers or risk becoming redundant. Pop Up stores within the mall environment are starting to become a popular method of keeping a brand top of mind, generating sales and filling empty shop space. In fact, brands should consider the concept as part of their overall sales and marketing strategy. Below are three reasons.

  1. The concept is multi-faceted and many stakeholders benefit – brand, landlord and consumer

The concept of Pop Up shops has evolved from an experimental exercise to an enduring experiential brand extension. Furthermore, it is a way of providing retail opportunities for brands where a fully-fledged retail presence – with long-term leases and everything else that goes with it – is not a viable option.

In a culture that is becoming ever more consumer-centric, brands are realising that in order to grab attention, they need to do things differently. They need to focus on their uniqueness and take advantage of that. Brands are also seeing the need to meet consumers where they are and this is where Pop Up stores fit squarely in the picture.

  1. A fresh way to connect with consumers

The Pop Up store isn’t just about selling merchandise, it’s also about connecting with the consumer in a way that is fresh and surprising. For example, online clothing brand BiBi Rouge opened a Pop Up at Coachman’s Crossing in Bryanston so that shoppers could engage with the clothing ranges in a more tangible way. It also helps conversion to sales as consumers are more likely to take their shopping basket to the till point, instead of leaving everything and walking out, as it so often happens in online shopping.

From the point of view of extended brand communication, the concept affords moments that are Instagram-able, Pinterest-able and drive social media sharing, thus further enhancing brand image and recall. A Pop Up allows consumers to connect with the brand on various levels.

This type of out the box thinking and implementation helps to unlock income opportunities within the mall environment for both clients and landlords. For teambuilding company Playworks, Mall Ads™ set up a Pop Up at Musgrave Centre in KwaZulu-Natal. Playworks is traditionally a team development specialist brand with an established clientele. The Pop Up aims to extend reach and brand recognition while increasing customer base. It is also bringing an added entertainment point to the mall and attracting shoppers who wouldn’t necessarily go to that mall. The justification isn’t just about selling, it’s about communicating elements of a brand and bringing a deeper understanding of what the brand stands for, in a physical environment.

  1. The Pop Up is online retail reinvented

Another development in the pop up trend is that it is helping to drive the reinvention of online retail. It is starting to happen in South Africa such as with BiBi Rouge, but in other markets we are seeing significant roll out. The Pop Up allows ecommerce companies to continue growing after hitting a threshold online.

In terms of mall landlords, Pop Up stores make spaces profitable, they attract feet and add to the tenant mix. For brands, they provide the opportunity for greater conversion, give their consumers an experience and also allows them to test the market before embarking on something more permanent.

The Digital Out-of-Home Industry Is Reaching a Programmatic Tipping Point, Execs Say

Digital advertising is bleeding into the physical world in more ways than ever before, but nascent out-of-home ad technology still has a ways to go before it reaches it’s true potential.

Digital advertising is bleeding into the physical world in more ways than ever before, but nascent out-of-home ad technology still has a ways to go before it reaches it’s true potential.

That was the sense among marketers, startup execs and old-guard OOH media vendors at the Digital Place Based Advertising Association’s Video Everywhere Summit this week, among displays touting emotion-tracking facial recognition tech, targeted billboards and other emerging tech that is transforming the space.

Emarketer estimates that digital currently accounts for about 23 percent of all OOH spending, but its share is projected to continue growing steadily in the next few years. While automation of the sales process is still in its infancy, the portion of that money that goes to OOH media sold programmatically is also expected to inch upward.

But as that happens, the industry will have to grapple with how to standardize attribution metrics, consolidate disparate marketplaces and grapple with consumer privacy concerns, industry professionals say.

Adweek spoke with five digital OOH execs about their predictions for the space in the next few years.

Click to read further

The Digital Out-of-Home Industry Is Reaching a Programmatic Tipping Point, Execs Say

Transit Ads awarded rights to Johannesburg’s Rea Vaya

Transit Ads™,  has been awarded the exclusive advertising rights to the Rea Vaya Rapid Transit System (BRT) 1B in Johannesburg, along specific routes. In addition to a comprehensive, national and impactful portfolio of branding opportunities, Transit Ads now offers advertisers another highly valuable engagement point, increasing audience reach by 1,7 million every month.

Shamy Naidu Executive; Transit Ads™ believes that the exclusive rights will have a significant impact on reach and ROI. “Transit Ads™ already has exclusive media rights to the MyCiTi buses in Cape Town and now, with the addition of the rights to the BRT in Johannesburg, we can offer a wider footprint and another key engagement point that is extremely impactful, highly visible and offers excellent daily frequency.”

“One of the key elements to ensuring that advertising investment receives excellent return in terms of awareness, assimilation and response to call to action is to consistently bring new opportunities to the table. Opportunities that are in line with, and take advantage of, consumer growth, urbanization, infrastructure development and socio-economic shifts. With the addition of Rea Vaya into our extensive portfolio, we are doing exactly that,” continues Naidu.

Rea Vaya transports 80 000 commuters per day and this number is continuously growing in line with the expansion on the network. Rea Vaya is the backbone to the Corridor developments, and the blue, red and white buses have become a familiar part of the Johannesburg landscape.

“The Rea Vaya IRT system and its bus fleet are world class and the ability for brands to reach consumers via these moving billboards even more so. The exclusive rights allow us to provide unmatched opportunities for brands to communicate their message on premium media space. In terms of advertising in a high traffic, high consumer density environment, the exposure and the ability to cut through clutter is incomparable,” concludes Naidu.

Joburg By-law case postponed

On Monday 15 October 2018 the much awaited case between the South African Property Owners Association and others against City of Johannesburg was postponed to an undetermined future date. The postponement is as a result by a late amendment by SAPOA to their case and the court rules that the amendment must be served on the Minister of Co-Operative Governance And Traditional Affairs before the matter can proceed.

In May SAPOA launched an urgent court application to stop the promulgation and implementation of the 2018 advertising by-laws. This resulted in a court order that the by-laws will not be enforced until the case is heard.

After the amendment is served on the Minister a new court date will be allocated.

SAPOA’s main attack against the 2018 By-laws is that:

  • The public participation process was not in compliance with the law;
  • the City is commercially compromised and therefore lack the required impartiality to adjudicate applications fairly
  • that the by-laws imposes and unlawful tax on private properties for the display of advertisements as the City itself is exempted from such a tax.

The City’s defense is that:

  • The substance of the public participation process followed was sufficient;
  • The power to adjudicate applications and be commercially active is authorized by the Municipal Systems Act;
  • The tax imposed is reasonable under the circumstances.

eThekwini Starts Again

The eThekwini Municipality has announced this week that they have recently award a tender to remove illegal advertising sites. This by implication means that this will be done without court orders, despite a judgement in February this year</a> that has interdicted the eThekwini from doing exactly that. See a <href=https://www.wonsa.co.za/courts-stopped-officials-illegal-behaviour/>

The city said the move was in a bid to address the number of illegal signs which had been erected throughout the city without proper approval, adding the three year contract, is a result of illegal signs that have “mushroomed at public and privately owned property without approval by the municipality”.

The Head of Development Planning, Environmental and Management Unit, Musa Mbhele said illegal billboards have a negative impact when it comes to attracting tourists and businesses.

“It is for this reason that we have taken this decision to clamp down on illegal billboards to ensure that outdoor advertising is managed properly to create tidy and safe city,” said Mbhele.

The city further added that it regulates all forms of advertising in terms of policy and by-laws. “This to ensure that various organisations and businesses are given equal opportunity to advertise in line with the public safety and reasonable standards of appearance that will not degrade amenities neighbourhoods.”

As long ago as 2002 a full bench of the KZN High Court ruled that city officials may not remove advertising structures without a court order.  In the case of African Billboard Advertising (Pty) Ltd v North and South Central Local Councils, Durban the  High Court ruled that:

The principle applies equally to the rights of public bodies such as municipalities or provincial councils or any similar bodies, and even to State Departments. Individual members of a State Department normally cannot, in the interest of their Department, take the law into their own hands and enforce State rights without the State having made use of the assistance of its judicial Department in order to help it to acquire possession of property to which the State may be entitled.”

The action proposed by the City is in spite of the fact that the 1932 by-laws on which they rely is been under constitutional attack in numerous cases pending before the KZN High Court. Outdoor companies need to be vigilant to prevent this from happening

JCDECAUX DRAW THE CURTAIN ON ‘THE KENSINGTON’

JCDecaux has commissioned the globally renowned Zaha Hadid Design to create a landmark advertisingstructure in London. The billboard integrates public art, contemporary design, and digital media.

Unveiled today, The Kensington provides brands with a unique communications’ channel in the capital. The channel combines the latest in digital screen technology with a spectacular, curved double-ribbon stainless steel design.

The first billboard by Zaha Hadid Design, The Kensington is a curvilinear ribbon of matte steel, framing a curved digital screen. The billboard is located on West Cromwell Road – the key route linking central London and Heathrow Airport.

“We’re delighted to have Audi and Coty as our first brand partners, using this powerful new platform as part of their launch strategy for the Audi Q8 and CK Women. Design is at the heart of JCDecaux’s DNA, and we are proud to have worked in partnership with Zaha Hadid Design to bring this exceptional vision for a contemporary advertising structure to London.

“This project underlines how JCDecaux works with the world’s leading designers to transform cityscapes for the benefit of the public and advertising clients. We would like to pay tribute to Zaha Hadid’s commitment to design excellence and to her team for bringing our joint vision to fruition and to thank our launch partners for their commitment to this unique new advertising structure.”