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.

Heineken at the forefront of innovation with two media firsts in sub-Saharan Africa

Heineken®, an international premium brand globally known for their innovative and disruptive approach to marketing and media, introduced two media innovation firsts in sub-Saharan Africa.

The UEFA Champions League final is the most watched annual sporting event worldwide. The finale of the 2012/13 tournament had the highest TV ratings to date, drawing 360 million television viewers. This emotional frenzy is the heart of the Champions League experience and Heineken® saw the opportunity in this.

In launching the campaign, Heineken’s® message was very clear – bringing the thrill of the Champions League to life through a memorable call to Share the Drama with friends, and a Heineken® of course. Gaining consumer attention is an ongoing challenge, and globally we have seen how the use of dynamic creativity can increase advertising effectiveness. Heineken®, together with their media agency Red Star (Powered by the Dentsu Aegis Network), via Digital OOH (DOOH) and mobile video channels, created real-time excitement and anticipation in the lead up to the Heineken® Champions League matches from the quarter finals onwards. The campaign which went live on 3 April running until 26 May, is a first of its kind in sub-Saharan Africa.

According to Ilsa Gräbe, Communication & Engagement Manager for Heineken South Africa: “Finding new ways to disrupt in an attention scarce economy means we can cut through the clutter and engage our audiences in a relevant, entertaining and more valuable way.”

The first part of the campaign was driven by Liveposter on DOOH. This campaign featured a dynamic countdown as well as half-time and final score updates that were displayed on multiple DOOH screens (image below). Insights from Liveposter that drove this solution was that globally, there’s a 20% increase in awareness and 50% increase in message recall when viewing dynamic digital OOH campaigns.

The challenge, for any football fan is that there’s nothing worse than being stuck in traffic whilst your team is playing, unable to partake in the magic and excitement of the game. Heineken®, together with Red Star gave the football fans the medium to keep them in the loop during their frustrating commute, by keeping them engaged whilst commuting.

The Liveposter platform delivered a countdown clock until kick-off on match days, after which it showcased the half-time and final score updates within minutes of the results, to ensure that fans never miss out on the action. Liveposter is the only platform of its kind in Sub-Saharan Africa with the capability to show changing components across several DOOH networks and media owners, which made it the perfect vehicle to deliver this campaign.

This was the first Liveposter campaign in sub-Saharan Africa. The below images, courtesy of Wideopen Platform, shows the execution of the campaign.

The second part of the campaign, another media first in sub-Saharan Africa, made use of mobile interactive video with partner Ad Colony to drive high View Through Rates (VTR). The campaign was amplified through market technology called Aurora Video and supported by key media owner partners, Adcolony, who were instrumental in launching this interactive video. The campaign locally had two main TVC 30’ assets which were promoted by the Aurora technology and brought to life within an in-app highly engaged environment, targeting key consumers of the Heineken® market.

How did it work?

Football is a social occasion, it’s a place where fans find a sense of community with their fellow football fanatics. A place where they share their disappointments, excitement and fair share of banter all over social media. What better way to connect football fans than through their mobile phones. Using Facebook, Heineken® together with Red Star turned fans to their phones via Mobile Video. Consumers were encouraged to experience two parallel video story lines of football legends “The Wall” with Ronaldinho and “The Chase” with van Nistelrooy, simultaneously tapping their screens to interchange between the videos, allowing them to create their own stories by deciding which parts they wanted to follow. The mobile phone would vibrate and “switch” between videos on every tap. The premise behind the campaign was that these interactive elements brought about increased engagement which generated higher video completion rates.

This innovation brought about a seamless interaction for the consumer and is continuing to drive high VTR% (which currently sits at 77%).

Aurora Interactive video is a first of its kind technology, which allows for increased engagement for the consumer on video assets. Currently the campaign is achieving a 168% engagement rate which is well above the average engagement of non-interactive video ranging between 2-5%. Mobile video completion rates are usually closer to 10% (with Heineken® currently performing at 70%.)

Through using two brand new media firsts in sub-Saharan Africa, Heineken® was able to Share the Drama and bring the thrill of the Champions League to life for their fans. Heineken continues to prove that they are at the forefront of innovation and disrupting traditional marketing and media implementation.

Anti-billboard groups blocked legislation in California

Prototype LED changeable message sign in right of way.

Opposition from billboard companies, local governments, and anti-billboard groups blocked legislation in California to allow digital billboard advertising on the public highway right of way.

The controversial proposal could be attached to other state legislation later this year, but that seems to  be an uphill fight in the face of broad opposition.

For the second week in a row, proponents of the legislation (AB-1405) pulled it from committee consideration in Sacramento, a signal that the sponsor did not have sufficient votes to clear the committee (California Senate Committee on Transportation and Housing).  The committee met on June 19 and 26, taking no action to advance the bill.

The official bill analysis provided this clearly worded, frank description of the legislation, which would have allowed 25 digital billboards on California highways:

“The state can earn revenue by hosting advertising.  A single digital billboard can bring in $500,000 annually.  Were California to develop a network of digital signs along the major state highways, the state would control a new and powerful advertising media, outshining other billboards and outdoor advertising displays which are less optimally located.

For the outdoor advertising industry, a large state advertising network could only be developed and managed by a large firm, disadvantaging the smaller outdoor advertising companies.  More generally, the additional outdoor advertising signs allowed by this bill will increase the supply of outdoor advertising space, thereby driving down the price for advertising in the outdoor advertising market, which is bad news for the outdoor advertising companies owning that space and the local governments who share in those revenues.”

Opponents included local governments, anti-billboard groups in Los Angeles and San Diego, and billboard companies (Bulletin Displays, General Outdoor Advertising, Lamar Advertising Company, Meadow Outdoor Advertising, Stott Outdoor Advertising, and Veale Outdoor Advertising).

OUTFRONT Media and Intelligent Sign Network (affiliated with Foster Interstate Media) supported the proposal, along with groups representing contractors, labor, and crime victims.  California’s Department of Transportation (Caltrans), which would have shared at least half of the ad revenue, said the proposal was “feasible.”

If enacted, the plan would require federal approval to overcome rules against advertising on public right of way signs.

Other decisions regarding use of highway right of way:

  • California

The California Senate voted 19-17 to reject legislation (SB-1397) to allow advertising on official traffic signs (June 2, 2016)

  • Congress

The US House voted 255-173 against a bill to allow corporate logos in floral designs on the right of way (November 4, 2015)

  • Federal Highway Administration (FHWA):
    • Blocked Texas from selling corporate sponsorships of traffic signs (June 7, 2017)
    • Rejected a proposal to sell ads on the blank backsides of highway traffic signs (April 26, 2017)
    • Sent a penalty notice to New York State ($14 million) for installing promotional signs that did not conform to the federal Manual on uniform signs (February 1, 2018)
    • Denied Arizona’s request for a waiver to convert highway rest areas to service plazas with food and fuel (January 3, 2018)

Insider’s Take:  A spokesperson for sponsor Asssemblyman Kevin Mullin of South San Francisco said the bill is no longer active for thei legislative year, and Mullin does not plan to push the proposal in 2018.  Kudos to Jim Moravec, Tom Jackson, Mark Kudler, the Zukins and Lamar for helping to defeat AB-1405.  Expect to see more signs in the right of way fights as cash strapped local and state governments look for non-tax funding.


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JCDecaux acquires Australian out-of-home media company APN Outdoor

JCDecaux will acquire Australian out-of-home media company APN Outdoor for $1.119bn following a wave of consolidation in the Australian market.

The international outdoor giant has agreed the deal after its initial $1.1bn bid last week was rejected.

The deal will provide JCDecaux with APN’s large format billboards as well as outdoor assets in the transit, rail and airport markets. It will also enable the French-based brand to enter New Zealand, via the company’s trans-tasman assets.

Jean-François Decaux, co-chief executive officer of JCDecaux, said: “This acquisition is a significant milestone in JCDecaux’s history in Australia, which is the 7th largest advertising market worldwide, where we have been growing organically since 2000.

“APN Outdoor is very complementary to our existing street furniture assets and through this acquisition, JCDecaux will be attractively positioned to provide a compelling proposition to compete more effectively in the Australian media market where Out of Home accounts for 6% of advertising spend, of which almost 50% is digital. Finally, we are delighted to enter New Zealand, a fast-growing market.”

The acquisition comes hot on the heels of a major acquisition by APN Outdoor’s rival company Ooh Media, which outbid APN to acquire street furniture company AdShel.

Both deals are now subject to approval by the Australian Competition and Consumer Commission (ACCC).

Activations – Beyond the hashtag

In a world saturated with technology, staying close to your consumers is of paramount importance – especially if you want to cut through the clutter, be noticed and be exciting enough for consumers to want to engage and act.

Don’t get me wrong, I love technology. But if used incorrectly it can damage a brand’s reputation. Campaigns that make use of technology still need the human element, especially campaigns that are tech-heavy. As shiny and exciting as a new tech driven experience is, consumers need to be driven to act and to immerse themselves in the brand world in order to become advocates of a brand. This is where face to face human interaction plays a key role.

As much as consumers enjoy engaging via social media and OOH digital platforms, the human element is vital to successful brand influence. From brand awareness, affiliation and action it all relies on the human factor. This is where activations come into the fray and provide the core impetus to a campaign.

Going forward into the foreseeable future, the hashtag isn’t going to be enough. We need to push for better, further reaching strategies that extend the life of campaigns beyond the hashtag and beyond tech and we need to do this by getting close and getting personal.

The Future

Great experiential marketing strategies will use digital OOH and social media to close distances between brands and consumers. Activations that are human centric need to be highly customizable so that engagement is personalized in order to create authentic relationships between brand and customer. Marketers and brand managers particularly need to constantly ask themselves: does it make sense to put X % of budget into digital or TV or should this rather be allocated to creating experiences?

It’s a new customer journey where the customer is always king – he wants to be treated as such from a brand or risk losing him to a competitor. Consumers expect brands to know them and provide the experiences they want. It goes without saying that consumers who have a great experience with a brand will spend more than a consumer who has had a bad experience.

In a transaction-based business, customer experience drives sales. And, it’s cheaper to have happy customers and brand followers than unhappy ones. In fact, after controlling for other factors that drive repeat purchases (for example, how often the customer needs the type of goods and services), customers who had the best past experiences spent 140% more compared to those who had the poorest past experience.[i]

Activations augment hashtag marketing

Activations augment hashtag marketing and vice versa. Social media as part of an activations campaign can extend the reach of experiences, events and marketing stunts. It serves to broaden the audience and keep them up to date with what a brand is doing. It also creates a FOMO effect, which for brands is a coveted consumer state of mind as it drives sales and affiliation.

The bottom line is this: as more consumers interact with each other and with brands via social media, the more consumers hanker for new tech-driven brand experiences, the more we need to stay human centric.

 

Trudi Lovegrove joins Mall Ads as Agency Accounts Manager

Mall Ads™ is pleased to announce that Trudi Lovegrove has joined the team as Agency Accounts Manager. This portfolio is in addition to Lovegrove’s Street Network portfolio where she has excelled over the past 24 months.

Lovegrove is a seasoned executive professional who has held a number of senior corporate positions in her 30-year career. Lovegrove brings with her a keen sense of business, out of home media expertise and a unique understanding of various industries and their marketing requirements. She has held various sales and executive positions for the likes of Xerox, PSG, Workforce and Muller & Associates.

In 2009, Lovegrove held the position of National Director SA for ADRAP Advertising Technologies under the SMADA Group of companies where she sat on the group’s exco. She is accredited for initiating and growing street furniture contracts in Mbombela Municipality, together with several private landlord advertising contracts during her tenure with the company.

Lovegrove has received a number of prestigious accolades including Best Entrepreneur in the Eastern Cape by Business Partners in 2007 and Top Achieving Director for growth and profit out of 14 regions for 2 years in succession during her tenure at PSG.

John Faia, GM: Mall Ads™ says “We are very pleased to have Trudi Lovegrove on our team. Trudi is target orientated, solutions-driven and her expertise will add to the team’s already strong sales division. Trudi will focus strongly on bringing OOH and mall environment solutions to agencies.”

Alliance Media Joins the Mission to Help Bring Clean Water to Communities in Need

663 million people in the world live without clean water. That’s nearly 1 in 10 people worldwide. For people in developing countries, clean water can change everything.

Charity: Water is a non-profit organisation bringing clean and safe drinking water to people in developing nations. They are a passionate community of world-changers who are working toward the day when everyone has clean water to drink.

Alliance Media is proud to support and donate financially to this worthy cause.

Alliance Media has an entrepreneurial spirit and is focused on supporting charity initiatives that grow Africa. “Supporting a charity that provides clean and accessible water to communities in Africa, allows us to make a difference that could not have been done without the support of our valued customers” says Greg Benatar, the Sales and Marketing Director at Alliance Media.

Recognised as the pan-African leader in outdoor and airport advertising, Alliance Media has the widest coverage on the African continent with 25,000 sites. Operating in 23 countries, with over 20 years’ experience, Alliance Media has been awarded “Best Outdoor Advertising Company” in multiple markets for the past 10 consecutive years.

Mall Ads™ pioneers new solutions in Mall alternative income

Mall Ads™ is pioneering the move to finding effective solutions through which retail landlords can benefit from non-GLA (non- gross lettable area) revenue streams and unlock opportunities for effective OOH campaigns within the mall environment. John Faia, General Manager of Mall Ads™ explains how.

After we launched Mall Ads™, our research showed that there is no single product or stand-alone solution within the alternative income space that can currently unlock true value for all stakeholders – including landlord, tenant, brand and shopper. There are many players and this makes the management and effective use of these spaces somewhat fragmented. We want to create the best possible solutions for optimising these spaces that will not only create financial benefit for landlords, but will maximise creative execution and footprint for brands wanting to advertise within the mall environment. A single solution doesn’t bring value, but a bundled strategy encompassing a variety of mall media across numerous malls is not only effective, it prolifically augments brand recall and purchase.

OOH campaign in non-GLA space increases appeal for mall and brand

Take for example a recent mall marketing initiated campaign executed for the Aussie Aqua Circus at Musgrave Shopping Centre in Durban. The performers did a preview of the show at the mall over two days. This was supported extensively via a social media campaign. The result was an  increase in ticket sales for the Aussie Circus, to the point that they extended the show for a further two weeks. What the campaign also did was to substantially increase footfall into the mall due to the spectator value of the performances.

Shoppers expect brand experiences as part of their shopping journey. If implemented effectively, these experiences can directly influence buying decisions. Advertising and experiential marketing within the mall environment closes the loop in shopper engagement as it is the last point of influence before a purchase is made.

At the same mall, Mall Ads™ implemented a campaign for eThekhwini Municipality which provided the opportunity for consumers to query water and electricity bills and similar services, conveniently on a weekend. It was extremely successful with the result that the municipality is looking to rent space inside the mall.

Brand campaigns can add significant value to a site, not only in revenue but in adding atmosphere and aesthetic appeal. This can influence shoppers to dwell longer and prompt them to purchase. Campaigns can even attract consumers who would not normally shop at a particular mall to go there, as was the case with the eThekwini campaign.

Advertising creates context for brands wanting to engage shoppers

Malls are full of advertising opportunities and our aim is to unlock the prospect and value of these environments. In recognising that our core role is to offer innovative methods to generate income, part of our focus is on finding ways to drive optimisation in this area. No two malls are the same, they are unique locations with their own footfall, peak times and dwell times. This is brilliant for OOH marketing because it means that campaigns can be tailor-made to suit the mindset and visit frequency of the shopper in each location and elevate the brand engagement within the right context. Brands can engage and respond to shoppers in the right place and at the right time. Different centres require different approaches and we implement bespoke plans per mall to create the best experience for shoppers through activities whilst at the same time extracting maximum value from that space for landlords.

At its core, Mall Ads™ focuses on providing innovative and bespoke advertising and media solutions within each shopping centre environment. Our aim is to engage shoppers and stimulate spending to the benefit of brands, tenants and landlord.

ACA Seeks a CEO

 The Association for Communication and Advertising (ACA) is the official self-regulative representative body for the advertising and communications sector in South Africa. The Association represents advertising and communications agencies that presently contribute approximately 95% of South Africa’s measured ad spend to all stakeholders including, but not limited to, the broader profession, government, the media and the public. The ACA is a voluntary association that was formed by and for the profession, and is focused on and committed to self-regulation and to defending the highest standards of ethical practice.
 
A vacancy exists for a dynamic, entrepreneurial and hardworking individual who is passionate about the business of marketing, advertising and communications. If working in a fast paced, highly energized environment and dealing with constant business challenges that require creative solutions appeals to you, you could be leading the profession to its next chapter.
 
SKILLS REQUIRED:


• A proven track record in mature business leadership at the highest level – preferably in the business of marketing, advertising and communications
• The ability to command respect whilst navigating complex business challenges and at times, mediate to lead stakeholders to a common (win-win) vision and /or goal
• A strategic thinker and visionary with a passion for marketing, advertising, communications and the contribution that creativity makes to business success
• Operationally astute
• The ability to raise sponsorship and funding for projects
• Prior experience in working with government and peer organisations would be advantageous
• Strong commercial, entrepreneurial and financial acumen and management skills
• An excellent communicator
• A minimum of an undergraduate degree in business or the arts.


The CEO will report to the Chairperson and Board of Directors.
A market-related salary is offered.
 
If you think you have the dynamism, creativity, passion and drive to lead the advertising and communications profession, please submit a 2-page CV with a letter of motivation to: ceo@acasa.co.za by no later than 15 June 2018.
 

CoJ And Industry Reaches Temporary Agreement On By-Laws

The City of Joburg and the Industry, represented by SAPOA and OHMSA, have reached an agreement to suspend the enforcement of the 2018 by-laws until a court case challenging various aspects of the by-laws has been heard by the Johannesburg High Court. This agreement was made an order of court by Deputy Judge President Majapelo of the High Court on Tuesday 29 May 2018.

The by-laws were adopted in March this year by CoJ. The South African Property Owners Association (SAPOA) and OHMSA joined by Abland, a property owner and Jinja Outdoor issued urgent court papers challenging the adoption of the 2018 By-laws.

In the court papers which is over 500 pages long, it is contended that:

  • there was no proper public participation process done by CoJ as it ignored important objections raised by the industry;
  • certain provisions of the By-laws are unconstitutional as it infringes certain rights contained in the Bill of Right enshrined in the Constitution;
  • No approval of the Minister of Trade and Industry, as required by the National Building Regulations, was obtained prior to the promulgation.

The City agreed to suspend the enforcement of the 2018 by-laws until the case is heard. The case will be heard on 15 and 16 October 2018.

The legal challenge is based on the following:

  • The promulgation of the by-laws will immediately and retrospectively criminalize hundreds of private property owners with unapproved advertising signs on their property. This will happen without them having the opportunity of arranging their affairs to try and comply with the new by-laws. It should also be considered that the same sanction does not hit the city itself who also, by its own admission, has hundreds of unapproved billboards on its property.
  • The city, as a commercial role-player in the outdoor advertising arena, is conflicted between its regulatory function and its commercial interests, therefore the regulatory control should be divested to an impartial decision-making body and not to an official.
  • The enforcement measurements, which are severe, can be imposed arbitrarily by the officials playing the role of investigative, prosecutorial, adjudicative, and sheriff’s functionaries. This is anemic to the rule of law.
  • Furthermore, the inclusion of the National Building Regulations Act of 1977 in the by-laws will require, in terms of Section 28(9) of the said Act, that the Minister of Trade and Industry must approve these by-laws and the absence of such an approval will render the by-laws void.

CoJ till has yet to file its answering papers which is due in July 2018.

 

Bad date? Just ‘Run Away’!

Not every date goes well! Bad dates happen and sometimes, escape is required. Primedia Unlimited’s TLC provided the perfect environment to communicate humorous snippets on how to escape ‘those’ situations in many relevant environments.

 

“Diesel Jeans recently briefed TLC Media to run a one month campaign in various environments for the launch of their new jeans – JoggJeans,” says Greg Bruwer, TLC’s Managing Director. “The campaign communicates the many ways one can escape a bad date in relevant environments, reinforcing the Diesel collection of jeans ‘so comfortable you’ll forget you’re wearing them’, even at top speed!”

In order to communicate to the consumer at every possible turn and touch point, Bad Date Survival Tips were placed as decals on change room mirrors in selected Edgars stores and the washrooms of selected shopping malls. These offered advice on many funny ways to escape from an awkward date.

In order to target a wide range of people, the campaign was extended into spaces beyond the Diesel stores and selected shopping malls. TLC presented Diesel’s Bad Date Survival Tips to people in spaces where bad dates happen all the time, like in restaurants and bars through mirror decals and backlit mirror frames.

Including the JoggJeans campaign in a gym is perhaps a surprising but a completely natural choice when one thinks about it.  20 Planet Fitness Gyms provided additional outlets to the campaign through to use of A4 frames. While gym-goers were pumping iron or training, they were presented with a Survival Tip and the classic “or just run in Diesel JoggJeans” call to action line.

“This was a fun and well executed campaign for Diesel JoggJeans,” concludes Bruwer. “It just confirms that washroom advertising can be fashionable and entertaining at the same time!”