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.

ABSA branding dominates with Airport Ads

Airport Ads® recently implemented an OOH advertising campaign for ABSA that provided the brand with the unique advantage of dominating key zones within South Africa’s busiest airport – OR Tambo International in Johannesburg. The ABSA messaging targeted consumers within high footfall areas with long dwell times, and thus reaped the benefits of an all-encompassing, top of mind awareness campaign in a captive environment that was not cluttered by other brands.

The campaign was concurrently implemented at King Shaka and Cape Town International airports. As a sponsor of the Mining Indaba, ABSA wanted to take the opportunity to engage with consumers travelling to and from Cape Town for the event, and did so with excellent results.

In terms of visibility, in excess of 5,4 million passengers move through King Shaka, approximately 20 million pass through OR Tambo and more than 7 million go through Cape Town international annually, this is over and above consumers who enter the airports to meet and greet or to use other services such as banking, retail and, in Johannesburg, the Gautrain. The audience is captive, experiencing high dwell times which in turn delivers high recall for a brand, and even more so if the brand dominates in a particular zone.

Furthermore, in the airport environment, every media platform provided by Airport Ads® has been strategically selected or located using Environment Media Mapping (EMM) to maximize brand engagement and exposure. As such, the ABSA messaging was unmissable.

Airport Ads® delivers high traffic volumes, captive audiences, upper LSM consumers, high impact signage and digital solutions to advertisers. These benefits provide an ideal environment for brands seeking to attract targeted consumers within high dwell time zones through integrated marketing campaigns.

 

Transit.TV delivers incremental reach to TV campaigns

Shamendran Naidu, Executive: Transit Ads™, shares key research insights into how and why digital television network Transit.TV delivers highly effective, incremental reach when bundled with terrestrial TV campaigns.

As marketers, we know that TV viewing is no longer limited to the living room. Today’s viewers watch what they want, when they want across multiple devices and screens. In this respect there is no doubt that television viewing has become fragmented and this is posing a challenge for brands and agencies. So how do you maintain reach and continue to influence viewers? We conducted a research study with Kantar Millward Brown Media Research™ and the results confirmed what we already knew – reach and influence is incrementally augmented when marketing campaigns include both terrestrial television and Transit.TV™. Because the campaigns reach the right audience at the right time and when they are in the right frame of mind, there is far less wastage and brands receive a much higher level of ROI.

Let’s take a step back and outline the background. Our view is that linear broadcast TV will remain the centre of gravity for the video ecosystem in the foreseeable future, across nearly all audiences. However, we also expect to see viewing diversifying out from this centre as devices, distribution and consumption are enabled by current and emerging technologies that support video.

The most effective video advertising strategies will be those that have a unified and holistic approach to the video ecosystem, as opposed to those that only activate via silo-solutions, and only solve one part of the equation. With fragmented audiences presented with a variety of advertising assimilation options, marketers need to ensure that campaigns strategically engage with audiences in ways that are very effective.

For this reason, Transit Ads™ commissioned Kantar Millward Brown Media Research™ to analyse and showcase how Transit.TV™ video complements heavyweight TV campaigns. As part of the research we worked with key category leading brands to shed light on Transit.TV™s role in complementing TV and driving cost-effective incremental reach.

A variety of campaigns, with a core focus on the LSM B market, across various sectors – FMCG, retailer, financial institution, QSR – with different TV investment strategies were chosen for the study.

The results showed that all the campaigns experienced high levels of incremental reach when Transit.TV™ was used in conjunction with TV.

Regardless of the length of the TV campaign, or the Rate Card TV investment, or the TV planning strategy; Transit.TV™ was able to deliver incremental reach above TV in every case. The incremental reach ranged from 8% to a staggering 50%, proving that Transit.TV™ offers media planners a way to connect with audiences who cannot be reached on TV alone. Campaigns which achieved a TV reach of 70%+ and included Transit.TV™, all benefitted from double (or triple) campaign frequency, due to high overlaps in exposure.

Furthermore, GRP delivery for Transit.TV™ channels was impressive, given the level of investment. Brands that wish to target core LSM B commuters, can expect GRP delivery anywhere from 900 to 2000 GRPS (depending on the packages and timeframe chosen).

The power of out of home advertising is to constantly remind consumers of a brand message. With Transit.TV™, an array of opportunities exists for advertisers wanting to penetrate a highly sought-after, economically active market segment.

 

Primedia Outdoor Joins e National Geographic Society for Endangered Species Day

Beginning this Endangered Species Day (May 18), powerful images of species at risk from the National Geographic Photo Ark will be featured for a week on billboards in 22 countries and on every continent except Antarctica. This campaign, supported by more than 30 out-of-home operators, including Primedia Outdoor, is an effort to raise awareness about populations of species in decline all over the world and to inspire global audiences to learn how to help protect them.

Featuring Photography from the National Geographic Photo Ark, the Week-Long Campaign will Run in 22 Countries Around the World to Raise Awareness of Species at Risk

The National Geographic Photo Ark, led by photographer Joel Sartore, is a multiyear endeavour to document every species living in zoos and wildlife sanctuaries, encourage action through education, and help save wildlife by supporting on-the-ground conservation efforts. Sartore’s breath-taking portraits motivate people to care about these animals and to do something while there’s still time to protect them.To date, Sartore has documented 8,000 species, putting him two-thirds of the way toward completing the Photo Ark, which he estimates will include portraits of more than 12,000 species.

 

Primedia Outdoor is supporting this global out-of-home campaign by contributing space on 5 digital out-of-home displays in South Africa, seen by 1,878,916 people each week (ROAD 2015C). In total, the week-long effort will reach an estimated 100 million globally through donated ad space on digital billboards, mall kiosks, tram cars, rail stations and other digital out-of-home formats.

 

The campaign will feature 10 species, all of which are listed on the International Union for Conservation of Nature (IUCN) Red List as vulnerable, endangered or critically endangered. While some regions will showcase endemic species, all of the countries will highlight the Sumatran rhinoceros, one of the most endangered large mammals on the planet. Global audiences will also be invited to visit PhotoArk.org to learn more about the species depicted across the digital out-of-home formats and learn about ways to protect wildlife and their habitats.

 

For more information about the species featured in this campaign and about the National Geographic Photo Ark, visit PhotoArk.org.

Tractor Outdoor sponsors Project Dignity for their Subzpads Initiative

Tractor Outdoor have recently partnered with NGO Project Dignity to assist with their Subzpads Initiative (disposable sanitary pads and panties for underprivileged girls) by contributing advertising space on Tractor’sdigital networkto promote the campaign.

“We give hope to young girls and empower them; giving them an opportunity to feel free, to participate in daily activities and not to feel ashamed or embarrassed. Close to 4 million girls aged between 10-19 years in South Africa miss a week of school every month and it’s affecting their education. The aim of Project Dignity is to reduce absenteeism and dropout rates in schools and increase opportunities for girls to complete their educationby providing them with Subzpads.’’ Says Sue Barnes, Director at Project Dignity.

The Subzpadsare manufactured by Subz (Pty) and are distributed through Project Dignity. They have been producing these packs and distributing them to schoolgirls all over South Africa. “We feel very honoured in being part of such an uplifting initiative that gives back to the underprivileged. Sue and her team are doing an amazing job by changing these girls’ lives for the better, and one cannot forget that these girls play a vital role in the future of our economy and are the future of our country. The donation of just one pack could last a girl her entire high school career and allow her to not be embarrassed or worried so that she can attend school.” Says Ben Harris, Rights and Development Director at Tractor Outdoor.

Subzpads are sustainable and could last a girl between 3 to 5 years, they also do not contain any gels or chemicals and are therefore allergy free and eco-friendly.

Zee World Bus Shelter campaign creates industry hype

Digital satellite television channel, Zee World, which offers mainstream viewers in Africa the best in award-winning Bollywood movies and series, a variety of food, kids and talent shows and lifestyle programmes elected to use Street Network Bus Shelters in order to extend the reach of its latest ‘It’s Happening’campaign.

Street Network’s bus shelter offering provided Zee World with the ability to effectively target consumers within a geographically selected region and create talkability through its impactful and creative campaign execution.  With a combined reach for the campaign of over 550,000 people monthly at an exposure frequency of 7 (ROAD 2016/17C), Street Network provided a solution that maximised the campaign reach while engaging a highly sought after audience.

“We had no hesitation in selecting bus shelters for among other reasons the creative canvass that they present to consumers making use of all forms of transport, whether public or private.  We chose sites across the greater Johannesburg area with a view to reaching consumers across the entire LSM spectrum that represent the overall viewers of the channel,” comments Shaun Kennedy, OMD South Africa.

In order to reach this diverse audience, Street Network provided a range of geographically targeted bus shelters situated along key high-traffic routes across Johannesburg’s central and northern suburbs. An ideal solution for Zee World since small format Out of Home is one of the most effective media platforms driving consumer recall and engagement.

According to Outsmart, Out of Home is a key medium for Entertainment and Media brands, with over 61% of adults recalling advertising by these brands when seen on Out of Home platforms. The report further shows that 59% of those surveyed ‘talked to many people’ about television, with 56% noting that they are very likely to convince others about TV. When combined with the 2017 Nielsen Poster Advertising Report which reflects ‘recall of Out of Home messages seen’ at 89%, it is evident that integrating Out of Home and Street Network’s Bus Shelters in particular into the marketing campaign was an effective and strategically well planned media buy for Zee World.

Comments Jonathan Everest, Head of Sales at Street Network: “The five-month extended campaign was designed with highly impactful creative and copy to ensure that consumers exposed to the bus shelters would take note of and recall the messaging. So much so that it resulted in high recall, evidenced by great talkability amongst other brands and media agencies to name a few.”

“Rising above the clutter in this manner is highly desired by brands, and bundled with effective ROI, is precisely what Out of Home and specifically street furniture advertising is able to deliver,” concludes Everest.

Tractor Outdoor sponsors Project Dignity for their Subz Pads Initiative

Tractor Outdoor have recently partnered with NGO Project Dignity to assist with their Subz Pads Initiative (washable sanitary pads and panties for underprivileged girls) by contributing advertising space on Tractor’s digital network to promote the campaign.

“We give hope to young girls and empower them; giving them an opportunity to feel free, to participate in daily activities and not to feel ashamed or embarrassed. Close to four million girls aged between 10-19 years in South Africa miss a week of school every month and it’s affecting their education. The aim of Project Dignity is to reduce absenteeism and dropout rates in schools and increase opportunities for girls to complete their education by providing them with Subz Pads,” says Sue Barnes, Director at Project Dignity.

The Subz Pads are manufactured by Subz (Pty) and are distributed through Project Dignity. They have been producing these packs and distributing them to schoolgirls all over South Africa. “We feel very honoured in being part of such an uplifting initiative that gives back to the underprivileged. Sue and her team are doing an amazing job by changing these girls’ lives for the better, and one cannot forget that these girls play a vital role in the future of our economy and are the future of our country. The donation of just one pack could last a girl her entire high school career and allow her to not be embarrassed or worried so that she can attend school,” says Ben Harris, Rights and Development Director at Tractor Outdoor.

Subz Pads are sustainable and could last a girl between three to five years. They also do not contain any gels or chemicals and are therefore allergy-free and eco-friendly.

For more information about Subz Pads and how you can make a difference, contact Sue Barnes at Project Dignity by emailing sue@subzpads.co.za or visit www.subzpads.co.za.

Diesel Jeans partners with TLC Media

Diesel Jeans (Diesel) has briefed TLC Media (TLC) with the task to run a one month campaign, in various environments, for the launch of the brand’s new jeans – ‘JoggJeans’.

“The campaign communicates the many ways one can escape a bad date in relevant environments, reinforcing the Diesel collection of jeans that are ‘so comfortable you’ll forget you’re wearing them’, even at top speed,” says Greg Bruwer, TLC’s managing director.

‘Bad Date Survival Tips’ were placed as decals on change room mirrors in selected Edgars stores and the washrooms of selected shopping malls. The tips offered advice on 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 dates happen, like in restaurants and bars through mirror decals and backlit mirror frames.

Twenty Planet Fitness Gyms provided additional outlets to the campaign through the use of A4 frames. Gym-goers were presented with a either a ‘Survival Tip’ or the ‘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.”

The 2018 state of OOH

An outlook on the state of OOH, digital OOH development and trends in 2018.
By Donald Mokgale  Issued by Dentsu Aegis Network
Based on Outdoor Auditor’s latest audit report of the outdoor landscape, we are seeing some of the highest number of outdoor sites in the country, with a total of 12.9k billboards across all nine provinces which equates to a 1.5% increase in inventory vs August 2017 and this growth has happened mostly in Gauteng (which accounts for 50% of all billboards in SA) and KZN, with the other provinces declining slightly and getting very negligible increases in inventory. It is not illogical to question why there are more sites being put in the ground year on year in a struggling economy; in an article titled Sign of the times written by Kristina Monllos, she notes that digital brands are flocking to OOH as awareness level marketing has increasingly become more important, so while the media landscape continues to fragment and consumers become increasingly more difficult to reach, out-of-home remains one of the guardians of awareness level marketing.

New bylaws to be promulgated end of May by City of Joburg:

What will the new bylaws mean for the out-of-home landscape of Joburg? Well, first of all, it is important to note that, traditionally, it was media owners who would identify the spots where they would like to place billboards and apply to the council for approval but since the corridors of freedom project, a spatial plan based on corridor transit-oriented development, the city has taken a more proactive approach to city planning and urbanisation with its investments in infrastructure in the form of Gautrain, Rapid Bus Transit and so forth and with this lens they see out-of-home as a medium that ought to be contributing to the overall development of the city. This means that there will be a massive declutter that is coming. Ceteris paribus, this will also open up bigger opportunities for media owners to create advertising opportunities that will combine spatial planning and awareness level marketing to the next level.

Trends in OOH:

Digital OOH is fast becoming as ubiquitous as static formats, especially in the most traffic-congested parts of Gauteng; with close to 16,500 panels nationwide and counting, it is no longer the next big thing, it already is. What we are starting to see is a more intelligent use of DOOH networks and no longer a copy-and-paste job of a TVC; we are seeing creative being tailored to each environment which research shows us increases noting and recall.

Size does matter! Yep, we are seeing bigger and more impactful formats than ever, but more than that, we are seeing more experiential as well. With brands wanting more ROI, they are also requesting for talk-ability around their campaigns which is opening doors to more experientially driven OOH campaigns.

Last but certainly not least is MOOH (mobile out-of-home) underpinned by location strategies. As Posterscope globally we have been talking about location as the heart of marketing and therefore we have built tools that make sense of digital consumer data in the real physical world. The inclusion of the mobile device in the out-of-home space will continue to be the most critical tool in driving results vis-à-vis awareness, engagement and measurability. Successful brands are ones that integrate moohbile underpinned by location and creative messaging tailored for the consumer journey from the time they leave home, to the time they are at point of purchase.

Zee World bus shelter campaign creates industry hype

Digital satellite television channel Zee World, which offers mainstream viewers in Africa the best in award-winning Bollywood movies and series, a variety of food, kids’ and talent shows and lifestyle programmes, elected to use Street Network bus shelters in order to extend the reach of its latest It’s Happening campaign.

Street Network’s bus shelter offering provided Zee World with the ability to effectively target consumers within a geographically selected region and create talkability through its impactful and creative campaign execution. With a combined reach for the campaign of over 550,000 people monthly at an exposure frequency of 7 (ROAD 2016/17C), Street Network provided a solution that maximised the campaign reach while engaging a highly sought-after audience.

“We had no hesitation in selecting bus shelters for among other reasons the creative canvass that they present to consumers making use of all forms of transport, whether public or private. We chose sites across the greater Johannesburg area with a view to reaching consumers across the entire LSM spectrum that represent the overall viewers of the channel,” comments Shaun Kennedy, OMD South Africa.

In order to reach this diverse audience, Street Network provided a range of geographically targeted bus shelters situated along key high-traffic routes across Johannesburg’s central and northern suburbs. An ideal solution for Zee World since small-format out-of-home is one of the most effective media platforms driving consumer recall and engagement.

According to Outsmart, out-of-home is a key medium for entertainment and media brands, with over 61% of adults recalling advertising by these brands when seen on out-of-home platforms. The report further shows that 59% of those surveyed ‘talked to many people’ about television, with 56% noting that they are very likely to convince others about TV. When combined with the 2017 Nielsen Poster Advertising Report which reflects ‘recall of out-of-home messages seen’ at 89%, it is evident that integrating out-of-home and Street Network’s bus shelters in particular into the marketing campaign was an effective and strategically well-planned media buy for Zee World.

Comments Jonathan Everest, Head of Sales at Street Network: “The five-month extended campaign was designed with highly impactful creative and copy to ensure that consumers exposed to the bus shelters would take note of and recall the messaging. So much so that it resulted in high recall, evidenced by great talkability amongst other brands and media agencies to name a few.

“Rising above the clutter in this manner is highly desired by brands, and bundled with effective ROI, is precisely what out-of-home and specifically street furniture advertising is able to deliver,” concludes Everest.

Relativ Media introduces largest digital screen in Africa’s richest mile

Relativ Media has introduced a giant fully HD Polaroid digital screen on the corner of Alice Lane and 5th Street, Sandton, Johannesburg.

The 7m x 13.7m digital screen is strategically elevated to maximise the line of sight for passengers and motorists and is largely aimed at the upper LSM and SEM sectors.

The new digital screen is one of eight screens available to Relativ Media clients, with other screens situated in key locations around the country.

Relativ celebrated the introduction of its new digital screen at the Wishbone Café and Bistro Bar, where guests enjoyed an evening to mark the unveiling of the innovative out of home digital screen.

Margaret Ashwin from Media Max said that the digital screen was “very exciting and fantastic to see.” Norman Gibson from MTN said that the digital screen was “the first of its kind, creating the feeling of New York right here in South Africa.”

Michael Christoforos from Relativ Media said: “We are extremely thrilled with the way in which this incredible screen has turned out. It’s a fantastic addition to our inventory and a truly iconic site in JHB.”

For the project, Relativ Media worked with HD Media, Paragon Architects and Redefine Properties with Christoforos adding that “the relationships forged during this process and the opportunity to work with such collaborative and forward thinking entities, made a project such as this every media owners dream.”