Category Archives: Outdoor

OUTDOOR NETWORK ADDS TWO NEW DIGITAL SITES IN KZN TO GROW FOOTPRINT

Outdoor Network has broadened the scale and reach of its national digital network with the addition of two new rotating digital LED billboard sites in the prestigious town of Ballito on the KwaZulu-Natal north coast.

The two 3m x 6m prestigious digital billboards are located 500 metres apart, with one on the R627 alongside the popular Ballito Lifestyle Centre shopping centre, and a key route leading to and from the upmarket Zimbali Coastal Estate.  The second digital billboard is in close proximity to the local Virgin Active gym and Ballito Junction Regional Mall. Both sites are also a short distance from the N2 highway connecting residents and visitors with King Shaka International Airport, Umhlanga and Durban to the south.

“These are two prime locations, with Ballito no longer just a popular holiday destination,” says Warren Dugmore, Head of Sales: Billboards at Outdoor Network. “It’s now a thriving town on its own and home to around 230,000 residents, with our two new sites both located on a busy route through the main attractions in Ballito.”

Along with the 230,000 residents, Ballito also has a secondary catchment area of approximately 510,000 people, whilst 72.7% of the population have an average household income of R20,000 or more. There’s a sizeable working population (ages 15 – 64) of 66.7% and just under 60% have access to the internet.

Ballito also draws a number of visitors and residents to its beaches and is centrally-located on the north coast, approximately 30 kilometres from the popular Sibaya Casino and Entertainment Kingdom Hotel, and about the same distance from the airport.

“These digital billboards aim to offer advertisers the ability to expose brand messaging to consumers on both their morning and afternoon commute, with dayparting via campaigns tailored specifically to the needs of brands,” says Dugmore. “In this way, they can be optimised for audience delivery, mapping the unique audience profiles throughout the day and by day of week. The creative possibilities are enhanced by creative ad-serving to deliver the right ad to the right customer at the right time and place.”

Digital out of home is proving extremely popular with brands, which, according to the 2017 Peter J. Solomon Company (PJSC) Study and Recall Comparison, has the highest aided or unaided recall rate of all media.

Further to that, a 2017 Nielsen-OAAA OOH Compilation Reportreturned some interesting findings, with 75% of respondents saying they had noticed a digital billboard in the past month, whilst 60% said they had noticed a digital billboard in the past week. Interestingly, over half of the travellers (55%) who noticed a digital billboard in the past month noticed specific messages on the billboard either every time or most of the time they had passed one.

“The benefits of DOOH are numerous, particularly when integrated with mobile, video, social media engagement, and more,” says Dugmore.

DOOH is the future, and these two new Ballito sites keep Outdoor Network current and at the cutting-edge of outdoor advertising, whilst at the same time growing its national footprint and providing brands with the opportunity to better engage with consumers.

#PrimediaBigLove spreads love with the BIGGEST Valentine’s card!

Primedia Outdoor made Valentine’s Day extra special, by taking over the streets and social media. They invited the public to send Valentine’s Day messages of love to their partners, family, friends and colleagues on Twitter and then have their message automatically showcased on Primedia Outdoor’s urban and mall digital out-of-home holding.

 

People joined in their numbers tweeting their romantic messages using the #PrimediaBigLove hashtag – and their posts were instantly flighted across Primedia Outdoor’s Urban Digital Network after a quick and effective screening process. The Urban Digital Network delivers impressive audience impacts of 2,605,515 with a unique audience reach of 881,303 over a one-week period (ROAD 15/16/17 SM).

 

Jorja Wilkins, Marketing Services Executive of Primedia Outdoor believes that this love filled campaign fired up consumer engagement and interactivity with digital out-of-home, “We wanted to push the envelope with this campaign and demonstrate the power of out-of-home and social media synergy”. She added, “We received over 220 tweets throughout the day, yielding a total of 8 927 organic impressions. In addition to that, radio stations 947 and Talk Radio 702 promoted the campaign during their shows and also across their social media platforms”. According to TrendWiki SA, the #PrimediaBigLove hashtag was one of the trendiest hashtags on Valentine’s Day, trending in the top ten for most of the day and peaking at fourth position.

 

This fully-automated digital campaign showcased the immediacy and interactive capability of digital out-of-home, by linking live social feeds from Twitter to be displayed onto the screens. In essence, this campaign has proven to be highly engaging and has shown how digital out-of-home can be a strategic platform for direct consumer response. Primedia Outdoor is leading the way in the out-of-home industry by harnessing new technologies and showcasing how marketers can leverage the synergy of social media and digital out-of-home.

Primedia Outdoor supports Sakhumzi Restaurant’s new rebrand campaign

Sakhumzi Restaurant’s rebranding campaign will dominate the streets of Johannesburg with billboards courtesy of Primedia Outdoor.

Sakhumzi Maqubela, CEO of Sakhumzi Restaurant, says, “Our restaurant is more than just a restaurant. It is a community builder, and our brand has to reflect that. We pride ourselves in mentoring aspiring chefs by providing them with a platform at the restaurant to further expand their skills.”

He adds, “Having media powerhouses like Primedia Outdoor to support our mandate helps us to enrich our brand presence and connect with people outside Soweto.”

Since its inception in 2001, Sakhumzi Restaurant’s popularity has grown to become a pitstop for tourists and locals looking to experience authentic South African food and entertainment.

Situated in Vilakazi Street, the venue can cater for up to 2 000 guests for functions such as corporate events, birthday parties, team building, launches and year-end events, to name a few.

The restaurant has created over 700 jobs in Soweto and aims to provide mentorship to neighbouring businesses. The long-term objective of Maqubela and his team is to change the perception that Soweto is a high crime area.

Jorja Wilkins, marketing executive of Primedia Outdoor, says, “Primedia Outdoor is committed to accelerating community upliftment in our society. It is of importance that community initiatives and campaigns are exposed to the public with the intention of building awareness and visibility.”

 

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.

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.