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.

GOLF ADS ENSURED NO HOLIDAY ‘DOWN TIME’ FOR BRANDS

Corporate South Africa may have shut down over the holiday season, but for brands wanting to continue speaking to a targeted audience, Golf Ads ™ continued offering an effective solution over a
time period when most traditional advertising often misses the mark.


Golf Ads ™ has an innovative product portfolio with a presence at 80 key golf courses across South Africa, with an average audience of over 475,000 high income earners a month. This portfolio is made up of ballwashers, traditional clocks, mini billboards, Golf TV, Golf Ads™ and Golf Ads ™ activations. Each of these media platforms are strategically located to maximise engagement, whilst the environment allows for geographical targeting where a brand can focus on a specific zone. When it comes to the proverbial 19 th hole, Golf Ads™ provides opportunities within a number of hospitality and entertainment zones at certain clubs. Bar Ads™ are strategically placed in bar areas and offer illuminated permanent branding for liquor and lifestyle brands, ensuring
exceptional exposure.


“Advertisers find Golf Ads™ an attractive marketing platform, largely due to the captive audience it offers, along with the fact that it’s an audience consisting of high net worth individuals, in a relaxed
and receptive state of mind, and in a clutter-free environment,” says Golf Ads ™ Director Johan Scholtz.

That becomes an even more focused offering over the holiday period – from early December to late January – with much of the country’s population migrating to South Africa’s vacation towns and
cities. One of the popular pursuits during this time for high net worth individuals is golf. That means a significant increase in traffic across the country’s golf courses, and thus, significantly more eyeballs on the various advertising platforms.

There was exciting news in the golfing world toward the end of the year with the announcement that the SA Open was merging with the Joburg Open. The South African Open was played at
Randpark Golf Club, where Golf Ads holds exclusive advertising rights, from December 6-9, 2018. This was followed by the news that another flagship South African golf tournament, the Alfred
Dunhill Championship would be returning to Leopard Creek in December 2018 following the completion of the extensive improvements to the course. These high profile events attracted large numbers of spectators, adding increased reach for brands advertising on these courses.

Approximately 3.65 million rounds of golf are played in South Africa every year. That equates to almost 10,000 rounds per day, with that number increasing during the holiday period. December is
traditionally the busiest month for South Africa’s golfers, with on average approximately 340,000 rounds recorded, followed by January, March and then April. Further to that, 29,7% of South Africa’s registered golfers fall into the 35-49 age bracket, whilst
interestingly, golf is taking off with the rising black middle and upper classes, making it a good fit for brands wanting to speak to these segments.

Global interest in golf has also increased significantly, with the latest data showing that 24% of 18-64 year-old adults around the world have an interest in golf – an increase of 9% over the past four years
– according to Mindshare. Golf tends to attract affluent consumers – decision makers – and Golf Ads ™ has developed a suite of
products that are able to speak directly to that demographic. If one considers that the average round (18 holes) of golf takes approximately four-and-a-half hours – not taking into account a break at halfway and a post-round drink – and that 36 seconds is the average pace of play, per golfer, per stroke, that’s a significant amount of dwell time to consume well thought out and creative
messaging.

Paving the way for even greater engagement and exposure, Golf Ads has developed a suit of packages to assist brands in achieving effective repetitive reach within these consumer segments.
These selected packages consist of a grouping of various Golf Ads products at a special rates, purposely designed to provide advertisers with greater ROI on their marketing spend.

Primedia Outdoor changes the digital billboard game in Durban

Primedia Outdoor launches a new LED billboard along the M4 Southern Freeway in Durban, KwaZulu-Natal.

Primedia Outdoor changes the digital billboard game in Durban
The digital network aims to position Primedia Outdoor as a robust media partner in the OOH landscape, delivering the best locations and high-quality products into the marketplace.

Following the success of its Freeway Digital Network in Gauteng, Primedia Outdoor’s new 4.5m x 18m LED billboard in Durban delivers an audience impact of 3 327 782 over four weeks. Audiences travelling from the southern suburbs towards the Durban CBD will be met with the LED billboard.

“The addition of this superb new freeway LED marks a key step forward in our advancement with our DOOH growth strategy in South Africa and the rest of Africa. We are committed to deliver dynamic quality platforms for our clients and their brands,” says Jorja Wilkins, marketing services executive of Primedia Outdoor.

“We are dedicated to offering advertising solutions that are impactful and engaging, allowing clients and agencies to develop significant DOOH campaigns that positively influence purchase behaviour,” adds Wilkins.

Primedia Outdoor now delivers a newly extended freeway digital network of five freeway LEDs, measuring a total of 405 square metres with a unique audience reach of over 1.9 million people and audience impacts of 21 525 479 over a four-week period.

According to Primedia Outdoor, its roadside DOOH, which also includes Urban and Township LED billboard networks, stretch over three provinces delivering notable audience impacts of 33 560 157 over a four-week period.

Why 360 degree campaigns work in the Transit Environment

Shamy Naidu, Executive: Transit Ads™ outlines the importance of implementing 360° advertising campaigns within the highly effective, high frequency and captive transit environment

As in any other advertising environment, the need for a 360° campaign in the transit environment is vital to ensure maximise ROI and to keep brand and product top of mind. Transit Ads™ provides this opportunity to clients as its comprehensive range of offerings ensures that every touchpoint along a commuter journey is maximised to provide excellent advertising exposure.

Over 12-million commuters use taxis on a weekly basis, while train and bus commuters combined make up 4-million commuters on a weekly basis. Around 80% of this audience is the main purchaser   in their household. This audience fits cleanly within the economically active LSM profile of 4 to 7, making them one of the most sought-after market of potential buyers and product purchase decision-makers. And we can tap into this audience when they are most open to brand messaging.

86% of consumers agree that OOH makes brands visible

Research from Nielsen shows that 86% of people agree that Out of Home advertising (OOH) makes brands stand out. As the population grows, Out of Home becomes more powerful and more relevant. While other mediums are fragmenting and fighting for the consumer’s attention, OOH continues to gain audiences, especially within the transit environment.

The UK’s Outdoor Media Centre’s (OMC) research shows that OOH is the advertising medium most seen by shoppers in ‘the last window of influence’ before shopping. Only 13% of consumers stick to a pre-determined purchase list, while 72% can be swayed towards a product by recently viewed OOH advertising, making this type of exposure highly influential.(http://www.oma.org.au).

Proximity to purchase

Research also shows that most commuters make a purchase within five minutes of getting off a taxi – providing clients with a perfect opportunity to expose their brand and product. Advertising within the transit environment offers an effective solution for targeting and communicating with the economically active emerging market.

There has been an increase over the years in the number of retail outlets and entrepreneurial retail opportunities, both in the taxi and train station environment, so too have the opportunities for brands. This said, brands need to be all the more attentive to their advertising strategy because there are many more competitors vying for attention than in previous years. This is where a 360-degree campaign comes into play.

Targeted Placement

Effective marketing is not about bombarding the consumer in numerous ways, but about understanding – with an ear to the ground approach – the landscape in which we find our client’s target market.  Transit Ads™ does extensive and continuous research on placement of platforms so that audiences are reached effectively.

This research directs the touchpoint placement in terms of geographic footprint and high dwell areas. This is particularly relevant in areas such as Johannesburg, where there is extensive media clutter, and in Cape Town, where there are tight media restrictions. Within these environments placement ensures that the frequency of exposure is at its maximum at all high-traffic times.

At Transit Ads™, we use a scientific approach known as Environment Media Mapping (EMM) which clearly defines the best times and locations at which to engage the consumer. This process ensures that all offerings – Transit.TV screens, taxi branding, train station branding, taxi branding, rank branding, BRT bus branding, activations – provide the best visibility, maximum impact and most effective engagement with the consumer for the client.

Maximised Exposure

As consumers become increasingly out of home, advertisers are assured of an attentive audience. In a transit environment, when these consumers are standing in a queue or waiting for their train to arrive, they use this time to get information, whether they’re conscious of it or not. They check messages on their phone and look around. Because Transit Ads Platforms are strategically located to target consumers when they are in this frame of mind, they draw attention.

Why? Messaging and creative is large, highly visual and attracts attention. Transit TV screens flight information and news, interspersed with advertisements that are relevant to this audience, while activations offer another touchpoint to engage these consumers on their transit journey. This influences purchasing decision and impulse buying, especially because stops along the commuter journey are in close proximity to retail.

Excellence and consistency ensures effectiveness

The operational structure within Transit Ads™ ensures that the quality of exposure is always excellent. Strict quality control measures are fundamental in enabling Transit Ads™ to deliver a service which is measurable, effective and relevant. There is consistent and continuous measurement of all platforms to ensure consistent effectiveness and high standard of product and exposure.

Mall Ads sets up kiosk for vida e caffè

Vida e caffè has opened a kiosk in Musgrave Centre in Durban, Kwazulu-Natal. Facilitated by mall marketing specialist company Mall Ads, the kiosk is perfectly located under an escalator in an area that is prominent, captive and experiences a high footfall.

“Coffee kiosks under escalators have popped up in malls all over the country as the location provides the ideal dimensions and liminal space conducive to a coffee pause, be it to enjoy a quick espresso on the go or to take a break and connect with friends over a tall latte,” says Bonga Sibisi, Mall Ads™: Account Manager.

“We had prime space available at Musgrave Centre and were searching for a vibrant, on trend brand to fill it and our first choice was vida e caffè. They recently launched their new look and they add a fresh element to the tenant mix. From a business point of view, it makes perfect sense,” continues Sibisi.

The functional purpose of the mall environment is no longer simply about making a purchase, explains Sibisi, but rather it is a multidimensional experience. “Malls are shifting to more experiential features that include activations, pop up stores and kiosks. also, socialising and entertainment form an important part of the shopping process. As such Mall Ads™ is offering more experiences as well as marketing and business solutions that drive shoppers from prospect to purchase. The vida e caffè outlet at Musgrave Shopping Centre is a seamless business strategy where all stakeholders – landlord, tenant and shoppers – benefit.”

Hitesh Patel, vida e caffè Business Director explains that setting up a kiosk at the bustling Musgrave Centre is part of a strategy to roll out more opportunely-located kiosks. “The expansion of the brand through the implementation of strategically located kiosks – in airports, corporate offices and malls – ensures that our commitment to consistently, and now conveniently, delivering the perfect Vida experience is upheld. The convenience and location of our kiosks has opened the way for new consumers to engage with the brand.”

Mall Ads™ has rights to all the malls within the SA Corporate portfolio. These include Davenport Square, Umlazi Mega City, Bluff Shopping Centre, Springfield Value centre, Musgrave centre, Cavendish Square, Coachman’s Crossing, east Point, Montana Crossing, Stellenbosch Square and Kempton Shoprite Checkers.

FOURWAYS MALL INVITES SHOPPERS TO PLAY@4WM WITH BUS SHELTER CAMPAIGN

Fourways Mall has turned to out of home media to draw shoppers from surrounding areas, tasking Street Network with a visually striking promotional campaign on bus shelters and taxi ranks in the surrounding area to grab the attention of commuters in the general Fourways area.

These locations are key, as their proximity to the Mall greatly increases the chances of a Mall visit directly after experiencing the visual elements of the campaign. One of the findings of Arbitron’s 2013 OOH Industry Report found that bus shelter advertising drives response, with as much as 26% of consumers of a campaign immediately visiting the business in question.

“Bus shelters a high reach and frequency media, providing directional signage to visitors and residents of the Fourways area,” says Howard Lonstein, Marketing Manager of Outdoor Network.   

The Fourways Mall creative is dominated by a bright pink background and features an animated ‘family’ riding a rollercoaster, with the invitation to mall visitors to “Play@4WM” and promoting a family-friendly offering. Fully ‘wrapped’ bus shelters are being used a means of attracting shoppers from surrounding areas to the Mall as new shops open. The creative will be updated as new stores open, keeping consumers engaged and up to speed on the latest retail developments within the mall.

Fourways Mall opened its doors over 30 years ago and has become a landmark shopping destination in the northern suburbs of Johannesburg, and specifically the greater Fourways area.

The last three decades have also seen the Fourways area expand dramatically, with a number of businesses making their home in the suburb, along with numerous housing complexes such as Steyn City, additional shopping facilities, and nearby entertainment destination such as the Fourways Farmers Market which draws thousands of visitors on a weekly basis.

Once completed, the 178,000m2, Mall will be the ultimate shoppertainment family destination, with several exciting venues already opened as construction on the broader centre approaches completion.  Stores in Fourways Mall cater to just about every need, from luxury homeware to arts and crafts, electronics, fashion, jewellery, banking, health and wellness, along with everyday essentials. There’s also an extensive entertainment offering, with a brand new Ster-Kinekor movie complex and kids’ cinema, as well as a wide variety of restaurants and fast food outlets, along with play areas for children.

The first phase of the campaign was concluded at the end of December 2018, with the second and third phases due to follow in 2019.

The Outdoor Measurement Council releases the latest ROAD Survey

The Outdoor Measurement Council is releasing ROAD this February. The data collected over a period of three years will allow media practitioners to provide improved mythologies as well as consumer audience metrics.

The new audience data covers three years of face-to-face consumer interviews, resulting in a host of insights. ROAD is one of the largest sets of research in the market with a sample of 45 000 respondents.

ROAD aims to provide accurate insights and audience metrics to the industry. It is a core objective of the OMC to support growth in spend in out of home (OOH), and to assist with education around improved methodologies and consumer audience metrics.

“We are so excited to be sharing these latest OOH insights with the media and advertising industry, and we’re proud to be introducing our international guest speaker from the United Kingdom, James Whitmore, managing director of ROUTE,” says OMC’s general manager, Trish Guilford.

Whitmore has years of media experience and is a research specialist in the OOH industry. He will share insights and experiences concerning the launch of a media currency.

According to the OMC, it has many insights and discerning audience metrics to share, including revealing a first to market for OOH media planning. “This will enhance our offering and allow for media agencies and media owners to plan and deliver audience insights around a host of criteria, resulting in a reduction of planning time in selecting sites, all the while optimising core planning areas for clients,” adds Guilford.

“We will also be sharing our industry planning guidelines, which will assist all users when evaluating OOH schedules. We encourage all marketers, and our media agency and owner partners to attend these presentations, where we’ll elaborate on these exciting offerings,” Guilford concludes.

The Johannesburg roadshow will take place on Wednesday, 13 February at the Bryanston Country Club, with the Cape Town leg being hosted on Friday, 15 February at The One and Only at Cape Town’s Waterfront. Interested parties can email chirene@owlhurst.com for details.

Billboard Wars 1: DA’s Controversial Billboard

Who said Billboards are not effective? Billboard are extremely effective – finish and klaar.  Ask the DA, the ANC and the press about the controversial billboard that dominated headlines since its unveiling. Billboard advertising is about content. If a billboard is not effective it is its content that is not effective.  The latest news about the controversy involves the IEC.

Lawyers acting for the Independent Electoral Commission of SA (IEC) have told the DA to explain in writing by Wednesday why  its controversial billboard is not defamatory.

The Electoral Code prohibits the publishing of false information about other parties and candidates.

The IEC has also told the DA to justify comments made by leader Mmusi Maimane at the unveiling of the billboard in which he stated that the ANC  is responsible for the death of 144 Esidimeni patients, who died through neglect and lack of care, and for killing 34 miners in Marikana in 2012.

The lawyers’ letter is in response to a complaint laid with the IEC by the ANC, in which it claims that the comments and billboard “contain defamatory statements concerning the ANC as it suggests the ANC was directly responsible for the killing”.

The IEC said: “The commission views these allegations in a very serious light. Before taking any steps in the matter and in the interests of fairness the commission requests the DA to respond in writing to the allegations made.”

The DA said on Sunday that it stands by its #TheANCIsKillingSA  billboard saying it serves to commemorate the lives lost through the ANC government action.

DA spokesperson Solly Malatsi said that the letter indicates that the IEC  is acting on behalf of the ANC. The letter makes no reference to the Electoral Code and refers only to the ANC complaint.

“The IEC’s assertion that they are acting on behalf of the ANC on this matter is both confusing and concerning.

Billboard wars 2: ANC campaign poster removed for “breaking the law”

The 2019 Elections could well be remembered as the battle of the billboards. Last week, we saw the DA get a lot of stick for their “ANC is killing us” campaign which caused major controversy. However, it seems the ruling party have ruffled a few feathers too.

A billboard placed outside of East London’s Selborne College – with campaign messages such as “the power is in your hands” and “grow South Africa” – appear next to a huge image of Cyril Ramaphosa, encouraging citizens to vote for the president when the ballot boxes open up in May. It all seems pretty innocuous, right? Well, it’s not that simple.

Why the ANC’s East London billboard breaks the rules

The billboard has had to be removed from its location because it’s in direct contravention of the South African Schools Act. Section 33 Part 4 explains that no political propaganda should be on display near a school:

“A school may not allow the display of material of a party-political nature on its premises, unless such party-political material is related to the curriculum at the school.”

DA react to “unacceptable” breach of the law

The billboard is not owned by Selborne College, but it is located on the school’s premises and still has to comply with the provisions set out in the Schools Act. We got in touch with Edmund van Vuuren, who is the shadow MEC for education in the Eastern Cape. He was incensed by the move, which he described as “hypocritical”:

“There is a lot of hypocrisy, here. They are putting a board up at a public school – you do not do that. You can’t use schools as political playgrounds. If they do this, any other political party with the funds can erect these boards on any schools they choose.”

“Parents are then subjected to political campaigning and it’s unacceptable. We will never use a school in this fashion, nor do we visit schools during lesson time as we do not want to disrupt the pupils’ learning.”

Edmund van Vuuren

After registering his complaint with the local authorities, the billboard has since been removed – making the ANC the third major political party to encounter difficulties with a campaign poster this week. As well as the DA’s divisive message, the EFF also saw some of their materials damaged and removed from public view. It really is silly season out here.

Tractor Outdoor and Oasis Digital join forces to create the largest DOOH Network in South Africa  

Tractor Outdoor and Oasis Outdoor Media have signed a partnership agreement for the sales and marketing of the Oasis Forecourt digital network, thus making Tractor one of the biggest DOOH network in the country with over 100 digital out of home screens nationally.

This exciting partnership will provide Oasis with the additional market penetration to meet the rapid expansion of this footprint. This will allow Oasis to focus on the development side of the business which includes innovations it wishes to introduce relating to mobile marketing and other bolt-on features whilst Tractor can bring its substantial client base to the partnership.

“Tractor has made a big play in the digital space in the last year, and we have in effect streamlined our content management systems making it possible for advertisers to have a single point of entry for what is arguably the biggest DOOH network in the country. With the inclusion of the Huq data; a real world consumer research database, we are now able to offer clients a clear defined meaningful customer journey of their target market they wish to influence.’’ Says Simon Wall, Managing Director at Tractor Outdoor.

Reinhardt Hanel, CEO of Oasis Outdoor Media says he is delighted and excited about the synergies.  “Not only are we both Cape Town based companies with a national foot print and presence, but our management styles and vision for the future are completely aligned.  We believe that we have truly found the best possible partners in the industry and already the feedback has been overwhelmingly positive”

The screens are located across multiple petrol stations across Cape Town, Johannesburg, Pretoria, Durban and Port Elizabeth. All these stations are also in partnership with major banking companies and fast food outlets that can be found on the premises. With the average dwell time spent at petrol stations being 5 minutes and many motorists having to top up fuel, advertisers have the opportunity to remarket their campaigns according to their exact target market.

“Tractor is also able to develop highly accurate cost per thousand (CPM) valuation metrics through the utilization of the Huq data, which enables buyers and planners to do like for like comparisons with other campaigns that they may be running online, and in many instances they have found that advertising on the Tractor DOOH Network is in fact a far more cost effective way of reaching an audience than many other online/digital campaigns.’’ Says Bruce Burgess of IRL Consulting..

Two Aspects Will Dominate Outdoor in 2019

There are two aspects that will dominate outdoor advertising in 2019 in South Africa. The one aspect is a substantial increase in the supply of digital billboards to the South African advertisers. The other aspect is an increase in regulatory confrontations between the industry and municipalities. Once again, the industry’s lack of unity is going to be under the spotlight as a result of these two aspects.

 

Increase in Digital Billboards

The advertising industry is notorious for following the trends elsewhere, especially Europe. The sharp increase in the supply of digital billboards in Europe has inevitably to be followed by local operators. The prediction is that it is going to happen this year in South Africa. The mouthwatering rates that are flying around for digital space can no longer be ignored and any operator worth his salt has to have a digital billboard. If that is coupled with the annual decrease in the costs of installing digital billboards the time if more that ripe for a substantial increase in the digital space. However, operators need to be carefully consider the following:

  • In the short term, digital billboard will erode income on static billboards;
  • The ad spend for outdoor need to increase for the digital holding to be profitable;
  • The economics of a digital billboard is dependent on the fact that advertisers will pay more for less time on a billboard, if this rate drops operators may find themselves on the short end of a stick;
  • Creatives are not currently suited for digital displays especially videos as the viewing time of 3 to 4 seconds is substantially shorter that the current 15 or 30 second video advertisement;
  • Digital advertising also creates space for smaller advertisers and should be explored to avoid a bombardment of the agencies with a digital supply which will surely drive down the price.
  • In future digital billboards will be more reliant on data to attract advertisers and the technological upscaling of your billboard is therefore important.

Leadership in the industry will be an important impetus for this expansion as it may easily turn sour and start a price war that will leave, especially smaller players vulnerable. The current fragmentation of the industry will certainly not assist role-players to traverse this new expansion.

 

Regulatory Confrontations

 

At least two important court cases will be decided this year. The case regarding the Joburg by-laws will be heard in April and regardless of the outcome it is going to have repercussions. If the by-laws are set aside, the old and equally problematic by-laws will be enforced with new vigor. If the attack is not successful the new by-laws will be enforced with vigor. Another case will decide the jurisdictional issue between municipalities and provinces. Besides that, it seems that Gauteng is going to promulgate new regulations.

However, the scion that has already raised its head is the notion by municipalities to levy a display fee for billboards. These are sometimes applicable only to private property and some on all billboards. This cannot be regarded as anything else then a tax. In some municipalities these run into the hundreds of thousands of rand per year and in some instances more than a million per year. This needs to be attacked by the industry as a collective because its eroding effect on income on billboards is going to be substantial. Again. the fragmented industry does not assist in tackling this problem. It is going to be difficult for single companies to tackle it alone as the pockets of the municipalities are deeper than individual companies.