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.

WORLDS LARGEST BILLBOARD

It’s been a big year for Ford, in more ways than one! In February, the vehicle company unveiled a record-breaking billboard in Madrid, Spain. The installation featured an advertisement for the new Ford EcoSport SUV, but that wasn’t what made it such a huge deal.

The billboard measured approximately 56,672 square feet square feet, making it the worlds largest billboard.

For one month, the advertisement proudly inspired Madrid with the bold statement, “Life is out there. Are you?”

It was awarded the official Guinness World Record for Worlds Largest Billboard soon after installation. The previous record had been set four years prior, in 2014.

An official Guinness Records judge confirmed the measurements in February and certified the EcoSport installation as the record-holder for worlds largest billboard.

Engineers mounted the billboard on the front of the magnificent Edificio España in Madrid. The building is the eighth tallest in all of Madrid. It accommodated the huge billboard — which was the size equivalent of 20 tennis courts– for most of February. Engineers removed the 4,409-pound billboard at the end of the month. However, all that effort wasn’t wasted. Ford then donated all materials used on the billboard to the Apascovi Foundation.  The foundation is renowned as an employment center for people with disabilities. The center will repurpose all donated materials used in the construction of the worlds largest billboard, giving the achievement a second life.

The decision to design a billboard large enough to sweep the Guinness World Record was inspired by Ford’s famous tagline, “Go Further.” In tandem with the unveiling of their new EcoSport SUV in the European market, Ford decided to take their famed motto literally. The company aimed to “go further” figuratively and literally. In fact, Ford went further than the previous record holder by over 2,000 feet.

Worlds Largest Billboard

 

DIGITAL BILLBOARDS VS TRADITIONAL BILLBOARDS

With the changing technology behind billboard advertising options, potential advertisers have a tough choice ahead of them. Does it make more sense to invest in a prime spot on an LED digital billboard, or purchase a traditional static display? Are all the bells and whistles necessary to increase your customer base, or is the basic idea behind a billboard enough for a company to see a return on their investment?

The truth is, both types of billboards have great merits. It depends on the prospective clients of the company, the placement of the board and the budget for advertising. With these factors, a traditional static billboard may prove more effective, or vice versa.

ATTRACTING CLIENTELE WITH DIGITAL BILLBOARDS VS. TRADITIONAL BILLBOARDS

Digital billboards open up a world of options for changing screens, special effects, stopwatches and other features. The options for these extra frills are pretty limited on a traditional billboard. Companies attempting to capture their target audience should definitely consider this. For example, a younger demographic will have a shorter attention span for advertising, as studies on commercials and ads have revealed.

The 8 second slots on a 64 second loop that digital billboards have may be the perfect way to keep the message short and sweet. It will catch the eye without giving the viewer the chance to be dismissed.

However, older travelers are used to looking at billboards as a way to break up the monotony of the road. You’re more likely to snag the attention of an older demographic, plus they will have a chance to see the billboard clearly as they approach it before the screen changes. Depending on the age of your prospective client, this may be an important factor in the decision process!

Digital Billboard Outdoor Media

PLACEMENT DECISIONS IN DIGITAL VS. TRADITIONAL BILLBOARDS

Just as prospective customers are important to consider when examining advertising options, placement is key. While it may seem like a great idea to invest in a fast- moving digital billboard with all the bells and whistles, take a moment to decide on whether the location will work best for this approach.

The prime spot for a billboard to be located in? Where there’s a captive audience.

High traffic areas, where bumper to bumper traffic or frequent stop lights creates captive audiences, as do long stretches of road through the country with little else to look at.

Consider both locations. A frustrated individual caught in bumper to bumper traffic might find irritation receding with visual interest and something else to focus on. An LED digital billboard can offer this. However, an advertisement that stays static as a driver approaches may be appropriate for a highway billboard. After all, a restaurant or retail location off a nondescript exit doesn’t want a driver to miss seeing their ad when the screen changes!

Using Digital Billboards

BUDGET DECISIONS FOR DIGITAL VS. TRADITIONAL BILLBOARDS

For obvious reasons, LED and digital advertising with its various effects might cost more than a traditional billboard. Although placement and style will also affect the cost, it’s important for a company to ensure the addition of this expense makes sense for the company.

If the company draws in more clients through strategically placed advertisements, investing in the best of the best in this segment makes sense.

However, if word of mouth and repeat clientele brings in more income for your business, a traditional approach may make more sense!

DIGITAL BILLBOARDS VS. TRADITIONAL BILLBOARDS

The truth is, both styles of advertisement have valuable merits for a company to consider. Slight nuances in company marketing goals reveal which style will make more sense on an individual basis. Bottom line, strategic advertisement will improve your bottom line no matter which style you wind up selecting!

Shifting global media spend patterns

It is not news that print is in decline globally. According to Bloomberg, In the US in 2018 newspaper spend is set to decline by 18,7% and magazines by 14.5%. Magna tells us that in the US “TV ad sales are expected to drop if cyclical events like Fifa’s World Cup and elections are not factored in.” We also know about the growth of digital, which according to Statista will grow by 12.6% in 2018, which interestingly has come down from 2017’s 15% growth and 2016’s 17.1% growth.

The big recipients of this income from digital growth are predominantly the FAANG’s (an acronym for the market’s five most popular and best-performing tech stocks, namely Facebook, Apple, Amazon, Netflix and Google) and other such social media and paid search entities. What is interesting is that these Silicon Valley titans push online ads, but then choose to spend this income on Out of Home Advertising.
Largest media market spending on OOH

In 2017 in the US (the largest media market on the planet), Apple, Google, Amazon, and Netflix made the top 10 spenders and users of OOH. This is driving growth in one of the oldest forms of marketing and is one reason why the category is the only traditional channel expected to grow this year.

The conviction that these tech companies have in OOH is so strong that Netflix concluded the purchase of billboards owned by OOH company Regency in West Hollywood in the second quarter of this year. The idea behind the purchase was to lock up prime advertising space for their own use.

This phenomenon is not particular to the US alone. Asia’s tech monolith, Alibaba has as recently as July ‘18 purchased a minority stake in Chinese OOH Company, Focus Media, for a notable price of USD$1.43bn.

OOH drives more online activity

Possibly this is the case because according to Nielsen, OOH drives more online activity per ad dollar spent than any other traditional media. OOH is 382% more effective than TV, 200% more effective than print, and 63% more effective than radio in driving consumers online.

” Things that people can physically see and touch are much more believable.”

Said Chris Garbutt, global chief creative officer for ad agency TBWA, which works with top tech companies including Apple and Intel. “It makes sense for these tech companies to use outdoor advertising.”

This renewed belief in Out of Home, presented by the smartest minds of Silicon Valley, known to be pundits of big data and ROI prove to show the medium as more relevant and more important than ever before. OOH is therefore seen as more of a “core” media buy than it was previously.

Exploring successful brand stories in a connected world with JCDecaux

JCDecaux, the number one outdoor advertising company worldwide, is pleased to announce its second annual Conversation: Connected Brand Stories, which takes place on 30 August 2018, at the Bryanston Country Club. 
The event showcases the latest tech, like hologram and projection mapping as well as the state-of-the-art capabilities of virtual reality and augmented reality, and considers their application in marketing to an increasingly connected world.
In addition, a stellar line-up of world-class speakers will explore the connections that bring research, strategy, consumers and marketers together for brand conversations in connected world.
JCDecaux invites industry thought leaders to attend and share their insights into what makes a successful marketing strategy as we delve into how marketers can effectively reach, and build relationships with, connected consumers through digital and integrated campaigns.
The all-star cast of speakers for 2018 Conversations
Dion Chang,innovator and creative thinker extraordinaire, is one of South Africa’s most respected trend analysts. Chang takes a global perspective to gauge the zeitgeist and track ahead-of-the-curve trends which he applies to a local context to identify unexpected business opportunities. His extensive experience in the magazine industry as a journalist and media spokesman enables him provide insight into the flux between brands, consumers and the communication channels that bind them.
Carmen Murray,is thefounder of Boo-Yah!, an African inspired Advisory and Educational Marketing Services Company. Murray’s inspirational “masterclasses” – which cover everything from 4thtech transformation and gamification to brand purpose and creativity and inspiring innovation – have made her a household name among business professionals. Her presentations offer a knowledge that is easy to understand and is actionable and entertaining.
Neil Eddleston,Managing Director of JCDecaux OneWorld. With extensive experience in marketing research, London-based Eddleson heads up OneWorld JCDecaux’s division responsible for international sales, marketing and research in more than 80 countries. He holds joint responsibility for the development of JCDecaux’s digital, programmatic and data strategy as well as social media tools throughout the group
Other speakers include:Khumo Theko, Researcher and Trend Spotter at Flux Trends; Prescillia Avenel-Delpha, Chief Marketing Officer at Trace Mobile;Lotang Mokoena, Digital Strategist at VML South Africa;Dawn Rowlands, Dentsu Aegis Network Sub-Saharan Africa andValentine Gaudin-Muteba, VP for Channels and Operations at Trace Mobile.
Event Details
Date:Thursday 30 August 2018
Time:08h30
Venue:Bryanston Country Club, 63 Bryanston Drive, Bryanston, Sandton
Cost:The event is fully sponsored by JCDecaux Africa
Booking:Please clickhereto book your place
Join our marketing, media and trend gurus for a day of networking and insight as we chart the way forward in an ever-changing world.
For more information contact Wandile Setlhodi on (011) 514 1619 orwandile.setlhodi@jcdecaux.com.

PMG’s continued association with the APEX Awards

Provantage Media Group is proud to have partnered with the prestigious APEX awards hosted the by the Association for Communication and Advertising yet again in 2018. The APEX programme is aligned to Provantage Media Group’s values and principles of efficacy and of transformation as well as the upliftment of the youth.

This is a partnership that PMG is extremely proud of as it is the most sought after award in the industry from a business perspective. Through celebrating and awarding creative effectiveness, APEX highlights the fact that the broader marketing and communications sector delivers and is key to business success.

As was the case with 2017, as Key Partner, PMG was afforded the opportunity to once more be the official brand behind the highly respected APEX NeXt Level of Thinking Masterclass. This year the speakers, tapping into effectiveness in marketing and communications campaigns, looked at a topic which we believe is critical in terms of the narrative of the South African broader marketing and communications, that of diversity. Furthermore, the topics of AI and technology and how they continue to impact the communications environment were highlighted.

But before delegates were welcomed by Talk Show host and Champion South Africa Founder Ashraf Garda, attendees were offered a light breakfast and enticed by the aroma of freshly extracted 100% pure African Arabica coffees at the PMG coffee station.  Using the opportunity to highlight PMG’s further expansion into the African continent, a PMG branded coffee station provided delegates with a hot and much needed coffee fix as the event kicked off on an unusually cold Highveld morning.

 

The morning event was followed by the Gala Awards Ceremony in the evening where the most effective campaigns were announced in two categories namely The ABInBev Launch Category and The PMG Change Category. A Kantar Millward Brown special award was also handed out for a campaign that demonstrated the most ingenious response to limited advertising or research funds.

APEX awards the work that works and celebrates campaigns that have a positive effect on return on investment. It is with great pride that this year a campaign which PMG was involved in won two APEX awards.  The NSPCA ‘Dog Fight’ campaign from Grey South Africa received a Bronze APEX and also an APEX Special Award.

The campaign which flighted on PMG’s Trailer offering resulted in massive awareness and impact, with the response received far beyond what was expected. Placed on only one trailer, and strategically positioned, the campaign had an initial message, with a follow up message scheduled to be announced 5 days later.  This however was not the case as the second message had to be announced within mere hours of the campaign going live.

PMG is proud to be associated with such a creatively effective campaign, one that demonstrates not only the value that marketing and communications campaigns bring to brands, but one that highlights the efficacy and value proposition offered by Out-of-Home as a media channel.

The APEX Bursary Scheme has been an integral part of the awards programme since 2010 and it was an honour as Key Partner to once more have an opportunity to contribute toward the APEX Bursary scheme which ensures that deserving PDI students are provided the opportunity to complete their studies and enter the world of marketing communications.  This year eight bursaries were handed out, bringing the total number of bursaries since 2010 to eighty – a fantastic achievement.

PMG prides itself on providing a service offering that delivers relevant and effective marketing and advertising solutions within the Out-of-Home environment. Through continued and extensive investment in human resources, product offering and research, Provantage Media Group continues to bolster its prominence and leadership within the industry. It is this importance that PMG places on efficacy which ensures that the partnership with the APEX awards is one rooted in our own beliefs and actions, and in encouraging brands to keep targeting effective campaigns at all times.

Mall Ads™ brings Playworks pop-up store to Musgrave Centre

Mall Ads™ aims to unlock income opportunities within the mall environment through the launch of a new entertainment pop-up store at Musgrave Centre KwaZulu-Natal, Playworks.

Bonga Sibisi of Mall Ads™ says, “The Playworks pop-up store concept brings laser tag and Escape Room teambuilding fun and entertainment value to the mall retail offering – this is beneficial to both client and landlord. What’s more, it is attracting people who wouldn’t normally visit the mall.”

Angela Boshoff of Playworks adds, “Our mission is to develop South Africa’s human capital through fun team play. When the opportunity arose to maximise our brand exposure and create a new revenue stream with the Mall Ads solution at Musgrave Centre, we grabbed it. The concept store is attracting a variety of ages – from school going children to adults.”

Mall Ads™ aims to continue to create solutions for optimising non-GLA spaces that will create financial benefit for landlords as well as allow for alternative creative execution and extended consumer engagement for brands wanting to elevate and broaden their visibility within the mall environment.

Mall Ads™’ alternative income solutions aim to unlock value for all stakeholders – including landlords, brands and consumers.

Transit Ads implements Rank campaign for Soweto Gold

Transit Ads™ has implemented a large-scale rank campaign for Soweto Gold where the brand creative dominates the ranks entirely, ensuring that messaging is not lost in any other media clutter.

Since being bought by Heineken, the South African beer brand has gained momentum and has extended its footprint, as such it is now available in a wider geographical area. The Transit Ads™ campaign strategically implemented to reach a highly targeted audience at Witbank and Natal Spruit Taxi Ranks ensures that consumers are aware of the brand and ask for it at liquor outlets and hospitality venues.

Dudu Cindi, OOH Strategist at Redstar explains that the campaign is very defined and aims to increase sales and loyalty for the brand. “The campaign was carefully strategised to maximise exposure for the brand through a selected geographical area, consumer frequency and effective, well-placed OOH media. The aim is to build the brand and build sales and, so far, the campaign is showing effect.”At each rank, Soweto Gold has branded the entire commuter facility and is therefore benefiting from exclusive exposure to the commuter audience. The monthly footfall at each rank is high – Natal Spruit: 681 920 and Witbank: 454 613 – and offers excellent frequency in a captive environment.Transit Ads has exclusive advertising rights to some of the biggest taxi ranks and commuter nodes in South Africa.

As such the campaign for Soweto Gold ensures that the brand receives excellent exposure, impact, frequency and recall. Unlike other advertising mediums OOH cannot be turned off, and strategic placement ensures that brand messaging and creative simply cannot be missed.

Complete dominance within the taxi rank environment has numerous benefits. The main benefit is that it impacts path to purchase. Transit hubs are in close proximity to retail and entertainment environments and this type of branding influences the decision to purchase one brand over another.

Posterscope OOH conversations

On Wednesday, 25 July, Posterscope South Africa hosted their annual out-of-home (OOH) media conference at the Exclusive Books Social Kitchen and Bar in Johannesburg, Gauteng.

Welcoming attendees to the conference which attracted industry’s top media owners, Koo Govender, CEO of Dentsu Aegis Network South Africa, set the scene for attendees giving them a summary of what could be expected and elaborated on the exceptional growth within Dentsu Aegis Network SA from 2017 to present and illustrated how Posterscope fits into the Dentsu Aegis Operating Model.

Govender then handed over to Donald Mokgale, the Head of Posterscope who then presented the OOH trends across sub-Saharan Africa that have been gaining traction. The rise of large formats, bigger sizes being demanded by clients for greater impact and measurement increasingly being demanded by clients to quantify ROI were just a few of the trends discussed.

Baseline Innovation, 3D prints and illuminated dye cuts are increasingly becoming the norm across SSA. An example of Africa’s first frozen billboard in Mozambique was displayed by Mokgale.

“Consumers are also starting to see more commuter focused inventory as well as spend by clients, a big opportunity for containers to be turned into vendor businesses to legitimise street vendors by selling from them,” stated Mokgale.

The launch of Daar es Salaam rapid transit (DART) in Tanzania was explored as well as opportunity for Wi-Fi solutions to drive more consumer engagement, and a large opportunity with Matatus in Kenya who are already integrating Wi-Fi and entertainment by mixing music with radio generics which form part of the package with digital logs.

Digital out-of-home (DOOH) growth has proven its effect with Nigeria growing in quantity and size with up to 40% DOOH penetration. A big opportunity expressed by Mokgale was gas station LEDs which are gaining enormous traction in countries such as Ghana. New innovative screens at Kenya’s airport baggage claim used self-facing camera’s which monitored eyeballs to the screens as well as how consumers engage on their mobile devices while waiting for their baggage, enables for measurement/tracking and a huge opportunity to integrate mobile advertising to drive awareness and even interaction like services such as transport from the airport as an example.

Donald Mokgale closed his section of the conference with the importance of Location Intelligence and stressed how location intelligence is becoming increasingly important to businesses, i.e. understanding all the points of interest, retail spread as well as household income within the radii of sites influencing OOH placements significantly. Overlaying the above-mentioned datasets enabling a more critical and efficient view of business opportunities.

Livia Brown, the head of the Western Cape Posterscope team, presented the proprietary tools that Posterscope utilises, to plan media and how integral data is in that mix.

An example from an alcohol brand was used for Livia to showcase some of the Posterscope tools as well as the importance of location intelligence. In it, she showed the planning process and what Posterscope calls a location data stack, where they overlaid social conversations about the category, then stacked on points of interest data i.e. where the product was available and then geofenced where the two data sets intersected and skewed OOH distribution as well as mobile placement which led to very compelling results for the client.

Posterscope uses social listening data from relative social media sites. A “shot” category was created to identify hotspots and to create a desired target audience. They overlaid the venues that the client wanted them to focus on with social listening to identify key focus area. Traditional OOH billboards and Facebook ad serve were then placed in the identified hotspot area for direct targeting and maximum ROI.

The conference concluded with Brown showcasing a live example of Posterscope’s tools using a brief, giving those in attendance a practical example of their offering… She illustrated how a brief is tackled using the tools and the methods available to Posterscope by presenting case studies… in them, she showed how it is the consumer and location data that answers the where question first, before any OOH media is selected, that all the work is done prior to establish where the investment should be happening in the first place by overlaying various datasets and interpreting them to direct media investment in each location.

The major takeout from the conference was that Posterscope is utilising their location data tools to show their data driven approach to planning. Brown, explained how Posterscope uses various layers of data to identify where they need to place campaign messaging to get the best out of clients marketing investment reducing wastage.

The main point of the conference was to reposition Posterscope with their location data tools to show that their approach to planning is data-driven.

Comments from attendees:

“I just wanted to express my thanks for a great OOH presentation last week Wednesday. I really enjoyed it and it was super to hear more from an agency perspective, and equally importantly on how we as media owners need to innovate to move forward to remain relevant in a landscape that is tricky to navigate,” Tess Chance, Mood Media Network.

“It was great to see how OOH has become arguably one of the most innovative media platforms in recent years, integrating data with location, demographics and consumer mindsets and intent.

The conversation has shifted, as OOH is now measurable through the OMC’s ROAD data, and this, coupled with location-based strategies, are providing marketers with powerful insights and compelling reason to include OOH in their media strategies.

Posterscope also overlays other tools such as Social media data, in order to capture the precise area that conversations are happening in, allowing OOH to be hyper-targeted and even more relevant than ever before,” Darren McKinon, JCDecaux.

Tractor Outdoor welcomes Lizelle McConnell to the team!

Tractor Outdoor recently appointed Lizelle McConnell to join their sales team in their Joburg branch.

“With over six years’ experience in the OOH industry and having an extensive sales background, we are extremely excited to have someone with such passion and proactive personality as part of our team. Lizelle has built great relationships during her time in the media field and has strong experience in working with clients from a broad spectrum of industries. We know that she will be a huge addition to the team and Tractor family,” says Simon Wall, Managing Director at Tractor Outdoor.

Lizelle is an experienced sales and media executive specialising in digital, airport advertising and media planning across different sectors including banking and FMCG. She was previously employed at Provantage Media group as the Regional Sales Manager and her experience includes servicing some of the biggest media agencies and clients across Johannesburg and Cape Town, with some of the largest portfolios being Omnicom Media Group and The Media Shop.

“I am very excited to join the Tractor team! What attracted me most to joining this dynamic boutique media owner, is the diverse media platform offerings that lends itself to creativity and innovation. Aligning myself to a purpose-driven company with strong values is of high importance to me and from my interaction with the team it is clear that the values of Tractor are alive and thriving which really excites me!” says Lizelle McConnell, Senior Group Sales Executive at Tractor Outdoor.

Primedia Outdoor launches Radio-to-Road synergy in Zambia

In continuous efforts to expand innovative product offerings in sub-Saharan Africa, Primedia Outdoor has announced Radio-to-Road initiative in Zambia, an integrated multi-channel solution that enables audio and visual channel synchronicity allowing clients to create high-impact campaigns.

To build memorable content that is appealing and engaging, Primedia Outdoor has partnered with the local Zambian commercial radio station, Hot FM, to bring ad campaigns to life. The number-one news and entertainment broadcaster has an average listenership of three million people who tune in every day covering mainly the centre of commerce, Lusaka and the Copperbelt province.

Coupled with Primedia Outdoor’s digital footprint of six LED screens in Lusaka and two in Kitwe, this audiovisual innovation enables clients to significantly leverage on brand storytelling and extend their ultimate reach. Dominic Nyirenda, sales manager of Hot FM, commented on this revolutionary partnership: “Hot FM is very honoured to join efforts with the largest outdoor advertiser in delivering advanced digital advertising solution for clients to create captivating campaigns. This collaboration will certainly transform the OOH media landscape in Zambia and other large parts of Africa going forward.”

Following the successful introduction of this unique radio and urban digital network blend in South Africa, Ameer Isaacs, GM of Primedia Outdoor – Zambia, said, “This is a first-to-market advertising solution in Zambia which promises to enhance the impact of marketer’s communication by delivering both audio and visual advert for the same campaign, at the same time. We have encompassed our LED screens with the leading commercial radio station in Zambia to enjoy the synergy of a complementary radio and OOH campaign at a preferential discount.”

In true essence, this partnership purely represents a landmark collaboration to extend branding opportunities and open up all sorts of interactive possibilities for progressive brands to leverage more effectively considering the cluttered advertising environment in Zambia. With high levels of reach, this exclusive offering creates a pathway of future-forward means of running successful campaigns in connecting with audiences from all walks of life.