Category Archives: Outdoor

What’s up in the world of Digital OOH in SA?

Craig Wallis, Business Unit Manager at The MediaShop offers a snapshot

The South African OOH (out of home) industry never ceases to amaze me with the incredible growth of media types, and its concomitant innovation. There are so many young, and passionate entrepreneurs out there that it bodes well for our country.

Possibly the most noticeable “new” media type is that of digital out of home (DOOH). If truth be told, dealing with all the various media owners that offer DOOH media can be rather daunting for a buyer like me. The reason for this is that the media owners have “skinned the cat” a hundred different ways when it comes to their media offering to prospective advertisers.

In order to get some semblance of understanding of all of these DOOH offerings, I decided to consolidate as many of the media owner’s offerings in order for me to have more of a global view of what’s digital in SA’s OOH industry.

What did I find?

Well, digital screens can be found in many different environments, so I took the liberty of classifying them all into four broad categories:

  1. Place Based Screens – Transit (airports, commuter nodes, taxis, buses, cars, Gautrain and forecourts)
  2. Place Based Screens – Non-Transit (salons, pharmacies, retail stores, clinics, medical rooms, pubs, restaurants and golf clubs)
  3. Roadside Digital Billboards (freeway and main arterial roads)
  4. Malls (screens, video walls and way finders / directory units)

N.B. I have not included sports stadia digital screens in the above.

There are around 50 media owners with Digital OOH platforms and almost 7 000 screens in their inventory. These screens vary in size from massive large format digital billboards to much smaller ones like iPads in Uber cabs. (I wonder what the total capital investment would be for all of these 7 000 screens?!?!)

I also calculated the total media value of all DOOH inventory at Rate Card rate and it came to just under R1.2 billion.

Factoring in varied discount rates, as well as likely annual occupancy levels for each of the above four categories, I calculated that the annual billings of the DOOH industry could be around R500 million. I must add that I feel that this figure is the very top end of possible DOOH spend.

What else did my “magic” Excel spread sheet reveal?

  • Roadside digital screens total around 160 screens which accounted for under 3% of all screens in SA, yet Roadside generates almost 40% of all DOOH media revenue. The reason for this massive variation is due to the fact that these small number of very large screens reach a massively large audience. This means that the media rental that a roadside digital screen can generate is astronomical when compared to that of a screen in a doctor’s waiting room or in a hair salon.
  • Place Based Transit screens comprised roughly 50% of the screens in SA, and they generate around 36% of total media rentals.
  • Place Based Non-Transit screens total about 38% of all screens in SA, and surprisingly generate less than 10% of all media rentals. This is possibly due to the relatively small audience reached per screen (think one screen in a doctor’s waiting room versus one massive screen in a taxi rank).
  • Mall screens on the other hand, comprise 10% of screens in SA, and generate around 16% of the media rentals. This is possibly due to paying a premium to reach top end shoppers at point of purchase.

A further thought came to mind whilst looking at my data and it was that it is fairly easy to compare a digital billboard with a similar static billboard. I wondered what the total media rental would be if I treated the current Roadside digital boards that I have on record as static billboards.

The current Roadside digital sites generate annual media rentals of R200 million (using my calculations, and assumptions as detailed above), however costing them as static billboards, they would only yield about R50 million in media rentals. Interestingly, it looks like converting a billboard from static to digital could increase revenues by at least 400%. Obviously, a large chunk of this revenue needs to fund the massive capital outlay for large format digital screens.

Given that advertisers pay a massive premium to be on digital screens, and the fact that they share it with other advertisers (around six other advertisers per screen) means that DOOH is way more expensive than static billboards. If an advertiser’s creative is not maximising the benefits that DOOH offers, then they could be wasting quite a lot of media spend.

Sadly, I still see many examples of creative that fail to utilise these benefits. Having said that, there are hundreds of examples of poor creative being gleefully posted on static billboards as well, but that in itself is a story for another day…

DOOH is going to keep on growing in SA as it has the world over, so brace yourself as you will find more and more environments becoming “digitised” allowing advertisers to target niche/sought after audiences.

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.

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.

 

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.

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.”

Tractor Outdoor builds Cape Town’s largest and first ARA-compliant digital sign

Tractor Outdoor is pleased to announce that they have added their largest digital screen to their digital network. The site is also the first and only digital site in Cape Town that is ARA-compliant with Heineken being the first advertiser to include this into their media strategy.
“We are extremely excited with the addition of this site which is part of the strategic digital growth, awaiting the arrival of this new edition had everyone licking their lips with it going out to market. It was an easy decision to stick with a product and brand that we trust such as Prismaflex. Their technical crew, together with our amazing operations team installed and erected the screen with no hassles. We are extremely proud of the work Tractor is doing at the moment and we look forward to expanding even more. This is our largest digital site for now with some extremely fantastic stuff in the pipeline,” says Ben Harris, Rights and Development Director at Tractor Outdoor.

This 4m x 8m screen is located on Durban Road, Tygervalley, and leads directly towards the N1 highway. The location is prime with OMC data reflecting that it is one of the busiest roads in the Cape Town metro. Key POI in this upper LSM area includes Tygervalley Shopping Centre and the Bellville Velodrome.

“We have been one of first media owners in the country to install ‘P8’ (8mm) screens which is currently one of the highest and most vivid screen specifications available for outdoor use in the country, so we have been very aggressive in seeking out key, iconic and strategic locations,” says Simon Wall, Managing Director at Tractor Outdoor.

13 Billboards Call Out How Much Money Politicians Got From The NRA

On the 19th anniversary of the Columbine High School mass shooting in Littleton, Colorado, billboards posted on roadsides across the country let local residents know how much money their lawmakers have accepted from the National Rifle Association.

On Friday, grassroots gun reform group Survivors Empowered launched a campaign called “30 Billboards Outside Cowardly Incumbents,” inspired by the movie “Three Billboards Outside Ebbing, Missouri.” The group bought ad space on 13 billboards in nine states, from California to Iowa to Alabama, and are fundraising for 17 more. Each sign lists the name of a local member of Congress and how much money they’ve received from the gun lobby group.

The campaign is meant to highlight the influence of the gun lobby on lawmakers and put pressure on members of Congress to cut ties with the NRA and pass gun control legislation.

The NRA spends millions each year on lobbying and campaigns in an effort to get pro-gun lawmakers elected and gun control legislation blocked. In 2016, the NRA invested $30 million in Trump’s presidential campaign and at least $20 million in GOP Senate campaigns, according to an audit obtained by the Center for Responsive Politics.

“Many Americans really don’t understand how the NRA works and controls politicians. People ask how come they won’t stand up and do something. Well, because the NRA is in their pockets,” said Survivors Empowered founder Sandy Phillips, whose 24-year-old daughter was killed in the 2012 mass shooting in a movie theater in Aurora, Colorado.

“We’re not afraid of the NRA,” she added. “What can they take from us? They’ve already taken our daughter.”

Outdoor Network turn heads with new Digital billboard

Outdoor Network has unveiled its 3x6m rotating digital billboard at the intersection of Hendrik Verwoerd and John Vorster Drives in Centurion, Tshwane.  The roadside digital billboard forms part of Outdoor Network’s expanding national digital network rollout. The launch further enhances the ability of advertisers, at the flick of a switch, to implement a national digital Out of Home campaign across the entire network, with immediacy and great flexibility in terms of creative execution.

The network sees brands being offered a range of strategically positioned, digital sites delivering high-impact, high-recall advertising within geographically targeted environments.  Out of Home provides super-high-frequency, with significant exposure to traffic, which is enhanced in this case by the innovative technology where the billboard structure rotates, aligned to traffic flow and density, to maximise visibility and exposure for advertisers.

Strategically positioned, the LED billboard is expected to reach an audience of over 100 000 consumers. With a frequency rate of 12, the site will deliver more than 1.1m impacts every month (ROAD, 2016C). An ideal site for advertisers looking to communicate with targeted upper income consumers from across Gauteng and beyond.

With twenty-percent of the households in Centurion earning in excess of R600k annually, it is no surprise that the approximately 236,000 residents are spoiled for choice when it comes to retail and leisure options.  Centurion Mall, Mall@Reds, Centurion Lifestyle Centre and a host of upmarket motor vehicle dealers among others are all situated within the area.

As a result of its ideal geographical position for business and leisure, it is a regular destination point for many consumers, business people and casual visitors. Centurion’s host of corporate offices, business premises, retail outlets and regular major cricket matches attract a large number of non-residents virtually non-stop. Many of these visitors inevitably pass through the area surrounding the key mall and business destinations at the intersection of the N1 Freeway and Centurion Mall precinct where the new digital billboard is positioned.

Says Patrick de Robillard, Outdoor Network’s Head of Sales, Billboards: “The effectiveness of Out of Home is well documented, and now research is available that shows that Digital Out of Home delivers even greater impact and recall.  We’re excited about the launch of our 3×6 rotating digital billboard in the Centurion area as it positioned in the heart of one the most economically active and dynamic areas within Gauteng.”

Builders Warehouse books Oasis Digital Platform

Oasis is delighted to have its first booking from the Massmart group on its digital platform, with the booking we received from Builders Warehouse.

The bright yellow and clean creative is showing up beautifully on our digital screens and with a Builders bound to be close to our sites, we expect them to achieve great results. As we offer free creative changes, we expect the client to start using the medium for short tactical promotions as and when these happen.

The booking was negotiated by Tasneem Martin of Oasis Digital Networks.

Tractor Outdoor installs first-ever real-time drought analytics on their Cape Town digital network

Released by AUX Studio in January, TapOff is a free mobile app that not only provides Capetonians with real-time updates on the city’s water consumption, but inspires them to make positive changes that will have a lasting impact.

The app goes even further to encourage participation, gamifying water-saving with suburb leaderboards where residents can display their consumption figures. With water levels dropping it has become imperative to continue motivating Capetonians to save water on a daily basis. This is why Tractor Outdoor decided to partner with AUX Studio to get the message out there as widely as possible.

“We are committed to raising awareness around the devastating drought which is currently crippling the Western Cape. Trevor and Roy at AUX Studio have built an incredible app which updates itself real-time from the City of Cape Town’s drought data, and we have optimised our digital screens so that as and when this information is updated it is fed instantaneously across our network, ensuring that Cape Town’s residents are kept up to date with all the relevant information pertaining to the current crisis we find ourselves in,” says Simon Wall, managing director at Tractor Outdoor.

TapOff’s public API feature allows the digital screens to make a clear emotional connection with Capetonians about the current overall water consumption, putting the city’s progress quite literally front and centre serving as a constant reminder to keep up with our water-saving efforts.

Download the TapOff app at http://www.tapoff.co.za or contact Tractor Outdoor on 0869990226 for more information.