Category Archives: Blog

Why FMCG brands should target consumers with small format OOH

When it comes to marketing FMCG products, one would presume that virtually every consumer is a target, and that the brand communication is going to reach those targets across the entire demographic spectrum. The default platforms for most brands are broadcast, TV, print, large format Out-of-Home (OOH) and more recently online and social media. However small format OOH, one of the most effective platforms driving engagement and influencing purchasing decisions, is often ignored. A fact FMCG brands would do well to rectify.

Marketers tend to focus on the affluent consumer because it appears to make more sense – they have greater spend and tend to be keen on trying new brands. But the often neglected lower to mid-level consumer can do a lot for your brand. Particularly among those in the LSM 3-6 category who have discretionary spend for items they want as opposed to need, such as fast-moving consumer goods (FMCG) and basic household appliances.

Lower income earners account for 42% of all spend in South Africa according to Statistics SA. PwC estimates that by 2016, some 11 million households are expected to have annual incomes of about R89 500 – a level that gives them discretionary spending for a far wider range of consumer goods, as in other emerging markets. (i)  Who wouldn’t want to reach and convert consumers in this lucrative yet frequently taken-for-granted market, of which significant growth is expected?

Marketers may find it tricky to reach these consumers. Some live in rural areas and migrate to cities to find employment, but don’t engage with brand messaging because of language or cultural barriers while many may not have access to certain media formats.

Brands may have to rely on high levels of repetition via broadcast outlets to get their message across to this market – but even this does not guarantee sales, much less brand loyalty. So how does a brand talk, and more importantly influence brand selection to this highly desirable consumer segment? Particularly in the South African context which has the biggest potential growth in consumer demand on the continent. (ii)

It’s actually quite simple.

Small-format OOH, such as bus shelter advertising offered by Street Network can provide both the coverage and the scale needed to attract these consumers close to point of purchase without straining the marketing budget. Think about it: these consumers are highly mobile, relying on public transport to travel from home to work or to the shops. Even if they watch TV or listen to the radio, there’s no guarantee of return on investment for the advertiser – these ads come with a big price-tag and it’s not certain for instance that shoppers would listen to the radio en route to their purchase destinations. Also, it’s hard to stand out among all the clutter, plus deliver a call-to-action just before purchase. Simply put, these formats do not deliver a ‘First to Mind’ value for brands.

You could reach shoppers via digital, but decision-makers in lower-end LSMs aren’t that comfortable with digital and data costs can be prohibitive. It’s far better to target your on-the-move shoppers in buses or taxis. These environments are much more conducive to ensuring that commuters engage with your brand in a unique, predominantly clutter-free environment. Small-format OOH is ideal because it can deliver a targeted message shortly before shoppers make purchase decisions – and such ads may well be the last point of contact before reaching a shopping outlet. Out-of-Home is the key medium to reach shoppers in the 30 minutes prior to purchase. 40% of shoppers see outdoor in the last window of influence with radio at 8% a distant second! (iii)

This effectively primes consumers to purchase key brands and products. You’re assured of value for money, reach and frequency (consumers may see your ad a number of times a day), as well as the coverage and scale you’re looking for. If we’re looking at actual costs, consider the following example.  A ten site bus shelter campaign in Johannesburg will reach 15% of the LSM 3-6 population at a nominal Cost Per Thousand (CPT) of R13,10 at an average frequency of 8.(iv) A very low cost per engagement in any marketing campaign, much less one that is highly targeted that offers both scale and reach.

Another factor to consider is the fact that this consumer base loves OOH as a medium, finding it colourful, engaging, and informative. It is well adopted, received and consumed.

Out-of-Home dominates ad exposure during the last window of opportunity, reaching 88% of those exposed to any ad, with only 13% of adults not susceptible to last minute influence.  Awareness of Out-of-Home advertising during this pre purchase period increases the likelihood to find out more about a product and to buy a product. (iii) In a country with a growing FMCG consumer base that has increasing discretionary spend, it’s abundantly clear that small format OOH provides a very compelling case for a slice of the pie in the media buying plan.

The Swing Towards More Creative Advertising on Golf Courses

Peter Kohlöffel, National Sales Manager: Golf Ads™, says the golfing environment provides some unique opportunities for truly creative advertising.

There’s no doubt that the golfing environment is unique. Marketers can showcase brands to a captive audience that is relaxed, focused and unhurried. The golf environment is perfect for telling a number of brand stories, delivered in various formats, in a number of different ways. The very design of a course lends itself to this leisurely storytelling – in fact, what better canvas for creatively engaging with golfers and non-golfers alike?

But in my experience, brands that want to play in this creative space should be aware that the best approach is to align a campaign with the unique attributes of the golfing environment. Let’s look at these attributes in more detail.

 

A leisure environment

Golfers have time on their hands and they want to focus on their game, which can work perfectly for a brand that wants to tell a story without having to hit the player over the head to get attention. What other marketing environment can capture someone’s attention so completely while they’re in a relaxed and receptive frame of mind?

The campaign for the launch of the new Garmin golf watch – the Approach S60 –  has made clever use of the traditional clocks on the golf course by making creative use of the watch face. The campaign was custom-designed for the golf course environment and it is the first time that a golf clock has been modified. The creative engages with golfers in a non-intrusive fashion every time they approach a clock.  Taking frequency of play and high dwell-time into account, the campaign targets an affluent market directly interested in golf accessories and wearable technology. Creatively, it illustrates the virtue of tailoring creative to fit seamlessly and relevantly with a consumer touchpoint; driving engagement and recall, and creating desire for the product.  

 

Multiple formats and integrated messaging

Marketers are not restricted in terms of which format or formats to use – in fact, as Pringle’s ‘chipping from the rough’ campaign shows, engaging with both golfers and non-golfers at a variety of touchpoints can reinforce brand messaging. Advertisements for the snack were placed around the golf course, with clocks, ball-washers and Golf TV™ reinforcing brand messaging. At the same time, brand ambassadors handed out products samples in an environment uniquely free of competition – a strategy that created a firm association between Pringles and the golf course.

Pringles leveraged the golfing environment’s unique platforms in order to drive home the message: there is simply no better snack to enjoy on the golf course – particularly when you are faced with tough times in the rough. The pun on the word ‘chipping’ underscored the tongue-in-cheek nature of the campaign, bringing the brand closer to its target market through humour. Custom-designing creative to work with each micro-environment made for a seamless campaign that proved a hit on the 25 golf courses where it was rolled out.

The current campaign for  jewellery brand Pandora plays on the “guilt” aspect of golf, taking advantage of the golfing sense of humour. Leading up to the Festive Season, the Pandora campaign places Pandora in the minds of golfers as the perfect gift for their wives and girlfriends. This is a fun and catchy way to grab the attention of golfers.

Multiple points of interruption

Because the golf course is an uncluttered environment, it’s possible to engage with both golfers and non-golfers in multiple ways. Brands can capture attention virtually anywhere on the course – and if they tell a good story, the ‘interruption’ will be welcome.

Marketers already know that golf courses provide a ready-made market of the highest LSM consumers who seek out luxury goods, excellent service and convenience. But more importantly, these consumers want to feel comfortable with the level of engagement. Therefore, marketers should ensure that their campaigns are a good ‘fit’ with the golfing environment.

A particular brand may be better served by a billboard on the approach to the golf course, or a TV ad flighted in the clubhouse or golf cart. A six-second ad on Golf TV™ can be just as effective as a billboard at the 18th hole, depending on your brand’s aims and objectives. In addition, it has been proved that out-of-home advertising can drive consumers to mobile interactions and create two-way communication, which is another factor that can be taken into account. The point is, brands don’t have just one or two opportunities to engage with the target market – they have a number of them, in many places and at different times.

 

Why focus on great creative?

Marketing consultant Sequent Partners recently found that as much as 70% of ROI can be attributed to creative quality in out-of-home, which is why marketers should pay more attention to creative excellence – it can score a hole-in-one, amplifying and adding value to a brand’s message as well as increasing brand recall.

The golfing environment is very special, lending itself to all sorts of creative storytelling – but brands should ensure that the creative is custom-designed and works for each unique platform. Custom-designing for each format is important, since each format is a creative medium in its own right. The key is to creatively use the golfing environment in such a way that your brand gains maximum benefit from it.

For more information on how your brand can benefit from exposure on the golf course, contact Peter KohlÖffel on 0861 776 826 or [email protected] or go to www.provantage.co.za/golf-ads

 

Reboost rises with reason on the N1 with In Touch Media

With the understanding that today’s energy drinks are as varied as the preferences of the people who consume them, In Touch Media collaborated with their client Reboost to create a massive boost to the brand on the Ben Schoeman at Buccleuch.  Reboost has established itself as the energy drink that fuels aspirations, and is cementing its foothold in the energy category with young, aspirational and entrepreneurial youth.  The site generates 5,3 million impacts per month, and with a frequency of 12 provides Reboost with constant awareness and a big brand feel.

“The two-tone creative bursts with energy and power, and breaks through the clutter by projecting a dynamic and edgy image,” says Avi Ramgovind, Head of Marketing, Softbev.  “Reboost is emerging as a quality alternative to other multinational brands and is fast developing a brand identity that demonstrates our commitment and support to the growth of South Africa’s entrepreneurial spirit and drive within our youth”.

SlikourOnLife and TRANSIT.TV™ partnership a leading opportunity for young talent

Transit Ads is proud to announce the launch of an exciting content driven TRANSIT.TV™ partnership with leading entertainment digital platform SlikourOnLife. The site, currently one of the top 1 000 websites in South Africa, shares information on urban culture and music. It features videos and interviews to give substance to the music and musicians who may not have access to traditional platforms, and provides an accessible place for their videos.

Content which is engaging, interesting and relevant is critical in terms of ensuring that consumers and commuters  remain engaged with the TRANSIT.TV™ channel.  The addition of entertainment and music content sourced from SlikourOnLife completes a content rich offering on the digital place-based network (DPB).

Says Shamy Naidu, Transit Ads Executive: “The biggest challenge for marketers is actually reaching and engaging consumers. That has become exceedingly difficult to accomplish as consumers are in control and given a choice, they will opt out of watching marketing messages.”

Naidu adds that DPB networks reach consumers where they spend their time in zero tune-out zones. Commuters in South Africa, both during their commute in taxis and at transit nodes are engaged at a most receptive moment: often on their path to purchase.

The inclusion of the entertainment offering, together with news, sport and lifestyle content, interspersed with brand messaging results in a more engaging viewer experience. OOH digital screens penetrate niche environments to engage the young urban population that is hard to reach through traditional media. Digital place-based OOH provides important targeting capabilities to brands, and combined with relevant and engaging content, is ideal for brands wishing to reach these audiences.

Siya Metane (aka Slikour or Slik)  the founder of SlikourOnlife says that the partnership with Transit Ads will effectively enhance his platform. “My vision is to create a voice for the youth in culture and we’ve been able to achieve that with slikouronlife.co.za on a digital platform. The opportunity to work with TRANSIT.TV™ is amplifying that voice to a wider audience across the country that are in transit. This is a monumental win for SlikourOnLife, as well as artists  and brands that have already invested in our integrated content strategies online.”

Celebrating 10 years of broadcasting relevant content, the TRANSIT.TV™ brand has grown to include an audience of 13 million in taxis, taxi ranks, major train stations and bus ranks. Currently over 700 screens are installed nationally, and the reach and frequency afforded by the platform was key in the decision taken by SlikourOnLife’s Siya Metane to provide content and partner with the channel.

“From a Provantage Media Group culture perspective, we are vocal and active advocates of nurturing and developing young talent. We run a number of programmes through our learnerships (in conjunction with the SETA’s) at the PMG Training Academy and in addition we support young enterprise development, for example through facilitating the reselling of airtime in taxi ranks.  Through this we have created mini businesses for many individuals.  We believe that Slikour has the right platform to partner with us and we’re very excited to air the content from SlikourOnLife which gives a voice and provides opportunities to young upcoming talent,” concludes Naidu.

Content from SlikourOnLife is currently available on TRANSIT.TV™. The #SOLIncubator launched on Tuesday 10th October sees Metane using his knowledge and relationships to give 12 young hip-hop artists from cities across South Africa access to the resources necessary to jumpstart their musical journeys. This additional content will be available on the channel during October, adding even more value to brands and commuters.

JCDecaux sub-Saharan Africa collaborates with Cars.co.za to use Out-of-Home to grow e-Commerce in South Africa

JCDecaux, together with Cars.co.za, a leading online automotive retail portal, have joined forces to offer South African vehicle buyers the most comprehensive resource available, to enable them to make the most informed decisions.

With a strong presence on multiple digital platforms and ranked in the top five branded South African YouTube channels (source: Socialbakers.com), Cars.co.za embarked on a month-long campaign, identifying JCDecaux as an Out-of-Home Advertising Solutions partner to offer a diverse and rich medium that would allow for a unique spectrum of creativity.

As consumers are spending more time outside the home, Out-of-Home advertising has become the medium that effectively reaches people in the Active Space. Considered timing and placement of brand messaging allows Out-of-Home to direct audiences to online and mobile communication platforms.

Cars.co.za identified that audiences are constantly connected through their smartphones and tablets and while mobile offers an opportunity for brands to communicate directly with consumers, competition for their attention is high in the increasingly fragmented media environment.

Out-of-Home is uniquely placed to drive traffic at a chosen point in the consumers’ journey and is the key media that can offer content to an audience that is on-the-go. Cars.co.za recognized this as an opportunity to offer relevant messaging through a ‘call to action’ at a time where the audience is most receptive to it.

The month-long campaign was focused on the Gauteng and Cape Town regions, with simple and clean creative on the JCDecaux network of Citilites and Supersigns. The networks offer a flexible, off-the-shelf solution to various strategies, offering high levels of reach and frequency whilst targeting selected audiences and lifestyles.

Mark Cooper, CEO of JCDecaux sub-Saharan Africa said, “as the leaders and driving force in the advancement and growth of Out-of-Home in Africa, JCDecaux is well-positioned to provide simple, impactful and effective advertising in unique environments. It is our priority to offer brands using traditional media an opportunity to gain incremental reach and increased recallability.” “The collaboration between JCDecaux and Cars.co.za is a great example of how classic billboards, which are incredibly dominant, and strategically placed, are a powerful tool to communicate a brand’s message.”

Mark Geldart, Marketer at Cars.co.za said: “although our brand operates primarily in the digital space, there are significant strategic advantages to communicating our messages via certain traditional media. Through a well-devised strategy created and executed in conjunction with JCDecaux, we have achieved great reach in specified areas, which generated notable brand awareness in support of our digital endeavours.”

Source: FEPE at https://fepe.com/newsletter

Golf Ads proves successful for Carfind.co.za

Carfind.co.za has renewed its contract with Golf Ads™. The return on investment (ROI) that the brand experiences through its Golf Ads™ campaigns have proved to be successful and the brand will continue to advertise in the golf environment for another six months.

The Carfind.co.za messaging directs consumers to the website. The national, multiple-golf course campaign aims to ensure that the brand is visible on select traditional clocks, golf ball washers, and on Golf TV™ – Golf Ads™’ national television channel that broadcasts on screens in clubhouses, as well as the on-cart navigation system.

“Carfind.co.za is a long-established client of Golf Ads™. The brand continues to enjoy success from our marketing solutions within the golf environment as the media formats ensure that the messaging is assimilated effectively by this highly-desirable and captive audience,” says Peter KohlÖffel of Golf Ads™.

“With Golf TV™ flighting to an audience of 500 000 every month, and the high frequency of golfers and their families who spend hours each week in this environment, Golf Ads™ presents a very attractive and advantageous marketing environment,” adds KohlÖffel.

Judges announced for AMASA Awards 2017

All entries are in for this year’s AMASA Awards and we are absolutely delighted with the exceptionally high standard of this year’s entries. AMASA Awards celebrate successful innovative ‘all round’ media campaigns focused on work that observes innovation, executions, trends and strategy within the media and advertising industry between 1 July 2016 and 30 June 2017.

We are honored to announce this year’s judging panel, which consists of esteemed industry professionals who hail from media agencies, creative agencies, marketing agencies and media owners in the industry. All are well-qualified and respected thought-leaders in their respected fields.

The awards will be held on 12th October 2017 at The Exclusive Hilton Sandton Ballroom.  Tickets are running out fast, to secure your seat and book your ticket now on http://amasa.nutickets.co.za/AmasaAwards

The list of shortlisted candidates will be released on 4th October 2017. Good luck to all the entrants!

Judges for this year’s awards are below:

1.                   Carmen Murray

2.                   Richard Lord

3.                   Bogosi Motshegwa

4.                  Michael Pearce

5.                  Ricky Hendriks

6.                  Nikki Lewin

7.                  Casey Jade Malone

8.                 Itumeleng Mokgadinyane

9.                 Matthew Arnold

10.               Mark Botha

11.               Michelle Randall

12.               Anke Nel

13.               Memoria Masilela

14.               Mona Radley

15.               Wandisile Nkabinde

16.               Andrew Dabbs

17.               Belinda Cooper

18.               Didi Okoro

19.               Nabil Abdool

20.               Binita Jihna

21.               Mike Van Tonder

22.               Kelvin Storie

23.               Kgaugelo Maphai

24.               Vista Kalipa

25.               Sean Press

26.               Wicus Swanepoel

27.               Kevin Ndinguri

28.               Lerato Tsotetsi

29.               Taryn Hood

Final winners will be announced and celebrated at the AMASA Awards Gala Evening on the 12th of October.

From start-up to 700% growth in just a year

Happy birthday to Hubble, a company that in under a year has achieved phenomenal growth nationally and internationally, and was quickly appointed Uber’s preferred in-vehicle entertainment partner.

“Excuse the pun, but it’s been an amazing ride,” says David Taitz, Sales and Commercial Director at Hubble. “In just one year, we as a company have grown over 700%. Not only have we achieved success in South Africa, but have partnered with Uber in Kenya, Ukraine and Dubai.”

Hubble was launched in September 2016 and has since introduced Uber ‘riders’ to in-vehicle entertainment. “We put the ‘riders’ in charge of what they want to see which ensures a positive experience from interested passengers. There are now over 500 screens in South Africa alone and we’ve just launched 200 screens in Ukraine!” The engaging platform offers video and interactive content in a captive environment with measurable ROI.

Some interesting statistics have been collected over the course of the year. Extremely high engagement rates have been recorded, with some channels experiencing over 20% engagement (compared to 0.2 industry average). Hundreds of test drives have been booked, from the back seat of an Uber vehicle, for motor vehicle brands. 3 million passengers have experienced the screens, while millions of touches and video rotations have been collected for clients.

“The proof of advertising success comes in the form of ROI for brands which in turn means repeat business for a media owner,” explains Taitz. “Besides the international brands of McDonalds, BMW, Hugo Boss, Landrover and GoPro, local South African brands  Woolworths, Absa, DSTV, Savanna and Sanlam, to name a few, have benefitted from advertising on the in-vehicle entertainment screens.  In fact, a few of these clients have doubled their original ad-spend after achieving excellent returns on their spend.”

Hubble has announced that they will be launching the entertainment screens in Uber vehicles in Dubai and Kenya soon. The ultimate end goal is to create real value for the Uber rider and provide brands with a communication platform that has real and deep user engagement.

“Happy birthday Hubble, we are excited to see what the next 12 months hold for us,” concludes Taitz. “We would like to thank all of our partners that have accompanied us on this journey and look forward to achieving even more ROI for our advertisers and partners.”

JCDecaux launches DOOH brand charter as UK market reaches 50% digital

JCDecaux has launched a digital out-of-home brand charter to ensure trust and accountability in outdoor advertising as the UK market reaches a “tipping point.

The charter, named BranDO, has been unveiled alongside the launch of the outdoor media giant’s new automated trading and planning platform.

Verification will be audited by PwC and the charter will form the automated trading standards to which JCDecaux will adhere.

Spencer Berwin, JCDecaux’s co-chief executive, said the company had launched this today at the IAB Upfronts because the UK outdoor market had reached a “tipping point” where half the revenues are coming from digital.

He said: “[Digital] is no longer a nice to have, but is now a must-have. The great thing about digital is that it’s now about mass brand one-to-one marketing. It is now able to offer that personalisation at scale.”

“We also think it’s important for us to be a brand leader in the OOH market; to outline what we believe should be the standards as a benchmark for everything.”

BranDo, which Berwin assured Campaign had no intentional connection to the movie star Marlon Brando, sets out six key areas of industry standards:

  • Viewability– We will only measure ads that have been ‘viewed’ using the JIC-approved Route audience measurement system. This means ‘eyes on’ ad copy rather than an opportunity to see (viewed rather than viewable). We will only count real people and only those resident in the UK aged 15+.
  • Measurement – All audience-viewed impressions will be published. We will provide the raw viewing logs that can be used for verification. Any data enrichment on top of the Route viewed impressions will be made available to all parties to the trade.
  • Accountability– Playout reports direct from the media player will be published including any hardware or software issues. The process will be independently audited via PwC.  A report on viewed impressions traded and viewed impressions delivered will be made available during and after the campaign.
  • Transparency– We will publish a quarterly report at a global level of campaign compliance.
  • Brand safety– We will have the highest regard for brand safety including the security of our networks.  We will utilise the highest quality screens and definition for a brand safe canvas.  We will ensure the build and locational quality of all our screens to ensure the environment of display is brand safe. We will comply by all legal and regulatory frameworks and ensure we strive for the highest standards in sustainability, health and safety.
  • Automation– Automated trades will use the IAB-approved OpenDirect and OpenRTB protocols. Copy will be approved to meet Advertising Standards Authority and local authority standards for display in a public space.

Berwin added the standards are about “making sure advertisers get what they pay for,” citing recent brand safety controversies in online advertising this year, such as ads appearing next to extremist content on websites. “When we have discussed this at various meetings as an industry everyone is in agreement, it just needs somebody to do it and we’re grabbing that opportunity to lead the charge and to make this the force now in digital out-of-home”.

The UK is the first market that the digital charter has been introduced in and Berwin said he is confident a similar set of standards could be introduced in other countries.

Berwin added: “The UK is by miles the most sophisticated DOOH market on the planet – no ifs and buts. Other countries are playing catchup, including the US and Germany – but the UK is in the enviable position of being the most advanced.”

Meanwhile, JCDecaux’s new trading and supply-side platform features an integrated content management system and geo-locational data management platform which uses data from Telefonica, Route, CACI and YouGov.

 

L’Oréal signs on to advertise at new Piccadilly Lights

L’Oréal will be the fourth advertiser to take up residence at the new Piccadilly Lights advertising site, which is due to be relaunched later this month.

The cosmetics giant has joined Coca-Cola, Samsung and Hyundai as one of the six advertisers on the famous outdoor site, with two brands still yet to be announced.

L’Oréal Paris X Balmain Paris Colour Riche Lipstick Collection will be the launch brand and the creative will showcase 12 limited-edition shades of the product.

The Piccadilly Lights have been switched off since January for major renovation work that will see the original patchwork of screens replaced with a single 4K LED digital screen and live technology hub.

L’Oréal had advertised on a temporary illuminated banner that was in place during renovation at the site, which is managed by Ocean Outdoor on behalf of Land Securities.

The new screen will be the largest of its kind in Europe and will have the ability to divide into six full and subtle motion segments. Advertisers will be able to stream live videos, lifestyle updates such as weather and sports results, and real-time social media feeds.

Each brand’s advertising will switch between each position in a 30-minute cycle. At the end of each run, one ad will take over the entire site before the rotation begins again. Each of the six brands will take over the full screen in turn.

Gayle Noah, media director at L’Oréal UK & Ireland, said: “L’Oréal is looking forward to using the technologies available to showcase our brands through beautiful, innovative and impactful content on such an iconic London landmark. We are proud to be part of this new chapter in digital out-of-home advertising.”

Read more at www.campaignlive.co.uk