Provantage Media Group acquires majority stake in Global Outdoor Systems

Leading out-of-home company Provantage Media Group is proud to announce that they have acquired a majority stake in Global Outdoor Systems, a leading African billboard company with a footprint in a large number of African markets. This cements its OOH position as one of the largest OOH media owners on the continent, where it is already well known for successful activations. 

Global Outdoor Systems, which was established in 2000, is a media owner with fully established operations in ten African countries and affiliations with a further seven; its offices deliver to an additional four neighbouring countries. A partner to 21 of the top 25 most admired brands in Africa, the company is known for standard billboards but also for 3D media, digital and airport advertising, spectaculars, street furniture and custom designs. 

The acquisition has resulted in the formation of a new entity known as Provantage Global, which will run the group’s African operations. Leveraging Global Outdoor Systems’ existing infrastructure in various African countries will allow PMG to launch new media and services, as well as expand its existing highly successful media businesses: ProActive™TransitAds™, MallAds™AirportAds® and Field Sales. In addition, Provantage Global will be able to take advantage of existing local offices, market knowledge, and the hands-on operational teams to offer a more comprehensive solutions-based OOH media portfolio to clients in each country.  

Jacques du Preez, founder and MD of Provantage Media Group, said: “We are delighted to announce the acquisition of Global Outdoor Systems and the formation of Provantage Global – a natural progression in terms of our desire to further expand into Africa. This has long been part of PMG’s growth strategy and will enable us to earn foreign currency. Having credible, owned infrastructure in a large number of African countries will give us further traction on the continent and offer a wider footprint and portfolio of media services to our clients, both local and international.”

Neil Page, Director of Provantage Global, said: “This acquisition will provide the impetus to take Global Outdoor Systems’ service offerings to the next level, and bring a wider scope for growth within the existing markets and provide a catapult for expansion into the rest of Africa. Under the new guise of Provantage Global, we are set to become the leading OOH provider on the African continent.” 

Established in 2003, and a black-owned, B-BBEE Level 1 company as of July 2017, PMG brings its considerable experience and reputation to bear on its African operations, including financial, legal and IT expertise. Provantage Global aims to enhance and develop OOH significantly on the continent with its effective marketing and advertising solutions. 

Key appointments at JCDecaux Africa

JCDecaux Sub-Saharan Africa, has announced three key appointments to their traditional and digital outdoor advertising team in Africa, as their network on the continent expands.

Diana Mtombeni.

1. Uyanda Manana has joined JCDecaux Sub-Saharan Africa as the head of sales – regional and direct. With more than 14 years’ experience in marketing communications, Manana has managed and led campaigns at several prestigious advertising agencies. She started her career at L’Oreal based in Johannesburg, South Africa then later moved to London where she joined Publicis working on a client portfolio that included L’Oreal, Garnier and United Biscuits. After returning to South Africa, she joined The Jupiter Drawing Room to head up MTN.  During this time, the agency produced the iconic and award-winning FIFA World Cup – MTN Ayoba campaign. She also worked for activation agency Hariz M.E in Dubai on the Abu Dhabi Motorsport Management account; as well as for Saatchi Abel in the capacity of account lead on key brands, including Nedbank and Nando’s.

2. Janice De Jong has been appointed as client services manager. She has a combination of over 11 years managerial experience in the production, printing, manufacturing, flighting, outdoor and special projects. Prior to joining JCDecaux, she was been involved in a number of outdoor campaigns with top end clients and their projects. These include the Guinness World Record soccer balls that were erected on the Telkom Towers for the 2010 Soccer World Cup. “I have had the pleasure of working with many high-profile clients and award-winning agencies over the past years that have given me the exposure and taught me the valuable knowledge I know now about our industry. I am passionate about the outdoor and advertising industry and am very excited to join such a dynamic and innovative team such as JCDecaux of whom I have met many team members over the years,” said De Jong.

3. Diana Mtombeni is the newly appointed sales executive for Africa. She holds a BCom Marketing degree from Unisa and a PMD from GIBS. Mtombeni has over eight years’ experience in sales, marketing and customer service across Africa. Her’s passion is account management and client service delivery and has a proven ability to develop and grow relationships across diverse groups and levels within organizations in Africa.

JCDecaux launches first to market game changing technologies for digital OOH in sub-Saharan Africa

With society moving into the electronic age, more people are communicating in cyberspace not only to access more information, but also to create a reality of their own. There is a revolution occurring in virtually every corner of the world today, especially in the media delivery.

The increasing rate of urbanisation and consumer connectivity, continues to be largely responsible for shifting media consumption habits, necessitating not only the innovative approaches to campaign planning but also media buying offerings.

The advent of new media and communication technologies have brought about a profound transformation in the way people communicate, share knowledge and information. These new technologies offer vast new opportunities for public participation and engagement, and have the potential to expand media use even better.

The change has been rapid as digital technologies remove the barriers associated to the traditional media. The format, location, distance, and time are key considerations in the transfer of content.

JCDecaux introduces a real-time planning and buying factor that can accommodate immediacy associated definitions, such as ‘On-Demand’ and ‘In-the-Moment’, and therefore moving media synergies to new heights in the complex media world.

The current Roadside Digital offering has been Out-of-Homes solution to more agile demands of today’s marketers, offering various audience solutions coupled with day-part and even weather triggered activity and communications. It has pioneered Digital Out-Of-Home buying in Africa and continues to lead the way in dynamic content delivery, surpassing competitor offerings.

Day part, Audience, Drive time and Relevancy lays the foundation of our sound and successful offering. Followed by JCDecaux’s introduction of Dynamic Smart Content, delivering a creative message according to weather, geo-location, RSS feeds and social media.

While elements such as real-time creative optimisation and a level of contextual relevance is already being implemented, JCDecaux is evolving in a way that allows us to offer ‘On Demand’ and ‘In-the Moment’ marketing and media solutions.

The launch of the Roadside Digital Plus offers improved Planning and buying agility (time and location), Saliency, Targetability, Synergies and Synchronisations (particularly those that can leverage other day-part targeted channels and contextual communications).

The Roadside Digital Plus offers more options including those that cater to retail, weekends, festive season, Back – to-school and many more.

Lelanie Butler, Head of Digital said: “The advancement of technology and its ability to personalise and encourage interactive behaviour is redefining Out-of-Home’s Advertisings role. Like TV and Radio, Digital Out-of-Home offers clients the opportunity to plan & manage media exposure by Day, Time channel and Locations, thus allowing for specific placements that reduce wastage, the ability to leverage tactical messaging and ultimately building more cost-effective synergies with other media”.

Johannesburg City Parks and Zoo’s Out-of-Home campaign welcomes everyone outside

Johannesburg City Parks and Zoo (JCPZ) is mandated by the City of Johannesburg to manage the City’s cemeteries, parks and designated public open spaces as well as to ensure that its environmental conservation function is carried out. This includes the maintenance of all street and park trees within the City’s borders and the Joburg Zoo. JCPZ is entrusted with the preservation and management of biodiversity through direct conservation action, education, research and recreation.

As the custodian of Joburg’s green heritage, the JCPZ is currently running a campaign which highlights the valuable work it does in terms of Capital Infrastructure Development; Open Space Management; Zoological, Horticultural and Ecological Services and Urban Forestry. Its portfolio consists of 20 000ha of green open spaces and 3.2 million trees, while the Zoo has 326 species consisting of 2 096 specimens, all housed within a 54ha area.

“Key to the #WelcomeOutside campaign was ensuring that multiple messages related to the range of services offered were delivered effectively.  By selecting Bus Shelters, the JCPZ was able to not only get the messaging out to the general public, but the flexibility of Out-of-Home and Bus Shelters in particular allowed for each service offering to be unpacked further,” comments Jonathan Everest, Head of Sales at Street Network.

Bus Shelters can be utilised in a targeted and contextually relevant manner, with the JCPZ campaign taking full advantage of this.  Visible in the vicinity of a number of key locations such as the Joburg Zoo and to targeted audiences along major routes, the campaign successfully delivered multiple contextually relevant messages.

“The JCPZ’s vision is to develop, maintain and conserve public open spaces, cemeteries and animal life for present and future generations. Street Network delivered a solution that amplified and extended the reach of the current campaign in a bold and creatively engaging manner,” concludes Everest.

FEPE International announces 2018 Annual Congress Exhibitor packages and key Networking Event details

FEPE International has revealed the Exhibitor Packages for this year’s Annual Congress to be held at the Hilton Sorrento Palace in Sorrento from June 6-8.

The exhibition is a key part of the event, allowing suppliers to the out of home industry to reach the global industry worldwide.

For the second year Congress will begin with a special Networking Event where exhibitors can meet FEPE board members and other specially invited key buyers from around the world for up to ten one-to-one ten-minute meetings.

Exhibitor packages are £6000, including two full delegate places (value £3500). There is a reduced cost for additional booth staff. Exhibitors also have access to meeting facilities and the FEPE Lounge. The Exhibition is sited next to the main Congress auditorium and there are also other branding opportunities for exhibitors and Congress sponsors.

Congress Sponsors include Platinum Sponsors Ayuda, Posterscope and Daktronics and Gold Sponsors Broadsign and Prismaflex

Over recent years the Exhibition has grown in size and scale to become a key part of the Congress, the more so as technology and data – which comprise many of the exhibits – have grown in importance as the worldwide out of home industry transforms itself in the digital era.

The Networking Event provides a unique opportunity for exhibitors to demonstrate their products and services in detail to some of the world’s major OOH companies.

Comments by Exhibitors at last year’s Congress in Stockholm include: “great space and a good selection of suppliers” and of the Networking event “this was a great event for us. It is so beneficial to get one-on-one time with key buyers from the industry.”

FEPE International Secretary General Mark Flys says: “FEPE has always been the place to learn about the industry and how it’s changing and to catch up with colleagues through its successful social programme. The Exhibition and Networking Event now comprise a key third leg of the Congress where suppliers and buyers can proactively move their businesses forward.”

For further information contact Mark Flys  – mark@fepe.com

New outdoor advertising by-laws may soon be reality

New outdoor advertising by-laws which will hold companies criminally liable for illegal advertising, may be approved before the end of June. 

The draft bylaws are still being considered by various committees including the mayoral committee and Section 79 oversight committee, after which they will likely make their way to council for final approval.

The City‘s outdoor advertising operations manager, Jack Sekgobela, previously said media companies, communes, estate agents, franchises and private homeowners are frequent transgressors.

With 78 per cent of outdoor advertising across the City erected illegally, the municipality approved this draft by-law in June that will see companies facing criminal charges and allow Metro police to take down all illegal advertising.

The documents were sent for public consultation and have since been finalised.
MMC for Development Planning, Funzela Ngobeni, said the final draft was compiled with the consideration of public input in mind. Through the proposed by-laws, the City aims to reduce the number of illegal signs around Johannesburg and help the industry realise maximum value on approved signs, he said.

“Previously, the City regulated the industry by taking matters to court on each contravention. This cost time and money that could be rechanneled to other services.”

Ngobeni said that adherence to these by-laws improves the safety of pedestrians and motorists. He said it also saves the City’s infrastructure from accelerated wear and tear.

“Complying with by-laws affords the immediate communities to be active citizens, and be able to work with the City in minimising clutter and ensuring that there is co-existence of road traffic signs, as well advertising signs,” he said.

Primedia Outdoor harvests their two new food gardens in Gauteng and KZN communities

After the successful implementation of two food gardens in conjunction with Primedia Outdoor and NGO Food & Trees for Africa, Siyamnaka Youth Centre in Pinetown, KwaZulu-Natal and Balebogeng Higher Primary School in Mamelodi were able to reap the rewards of their hard work.

The food gardens were established in March and June 2017 respectively, and are part of an ongoing drive by Primedia Outdoor to promote food security and skills transfer. To this end, Primedia Outdoor has partnered with Food & Trees for Africa since 2011 and has actively been involved in establishing six other vegetable gardens at schools and youth centres in various parts of South Africa.

Siyamnaka Youth Centre’s garden is flourishing under the committed care of 16 community members, who on Tuesday 7 November 2017, harvested their summer crop, which will feed their families as well as support the centre’s crèche.

Meanwhile, Balebogeng Higher Primary School also celebrated their yearend harvest on Friday 3 November 2017. The MMC for Community and Social services, Ntsiki Mokhoto, was a special guest at the joyful event and helped the garden’s guardians ̶ Grade 7 learners, educators and groundsman ̶ to harvest their crop. The vegetables supplement the school’s feeding scheme and also provide much needed meals for some of the learners at home.

MMC Mokhoto, a former teacher, expressed pride at the learners’ and staffs’ hard work and dedication in the garden and in the classroom.

“Education is important and it is everyone’s responsibility to make sure our children are given all they need to make learning conducive,” she said. “Partnerships with companies such as Primedia Outdoor and Food & Trees for Africa are crucial. We want more learners and teachers to join such gardening initiatives as they are empowering. The garden also keeps kids busy after school; consequently they won’t have time to get into dangerous activities like drug and alcohol abuse.”

Balebogeng’s headmistress Grace Mkhize and Siyamnaka Youth Centre Project Leader Thabisile Dube were both delighted and grateful for the support they are receiving from Primedia Outdoor. They echoed similar sentiments about the importance of good nutrition provided by the gardens as well as gratitude for the training from Food & Trees for Africa, which is equipping them with skills to alleviate hunger in their communities.

Balebogeng Higher Primary and Siyamnaka Youth Centre receive biweekly training on permaculture and support from Food & Trees for Africa to maintain the gardens as long-term sources of nutrition. Primedia Outdoor staff visit regularly visits to make sure that everything is in order and to lend a hand.

Speaking at Balebogeng’s harvest, Kennedy Tshabalala, Executive: Rights & Development at Primedia Outdoor said, “Education is key. We previously donated school uniforms, stationery and computers to schools, but realised that for the children to excel, they have to be fed. No one can learn effectively on an empty stomach. We are happy that both Balebogeng and Siyamnaka continue to dedicate their time and energy to keep the gardens flourishing. This success proves that we are all working together effectively for the benefit of the children and the community.”

 

What are activations without ROI?

Peter KohlÖffel of ProActive™ unpacks the importance of measuring activations, in terms of return on investment across all elements – growth in sales, growth in customer base, brand assimilation, brand affiliation and response to call to action.

Let me begin by stating a fact: If your activations agency has never provided a report that measures the success of a campaign, you as a marketer and as a brand ambassador are wasting your time. Yes, this may seem a little harsh, but what is an activations campaign, or any campaign for that matter, without a measurable and measured outcome?It is important to consider what you expect from an activations campaign at the outset, and that you have partnered with the right activations agency that can successfully meet, and even surpass, these expectations and objectives. Do you want to achieve awareness, grow a loyal customer base, trial a new product or new variant or pack size thereof, or make hard sales? Knowing this is an excellent starting point, since it will define objectives, which in turn will define strategy.

For example, discounting and bundling to drive a short-term sales spike may be great as a once-off tactic, but if you want to change shopping habits and convert consumers, a different approach may be necessary – and your ROI horizon will look quite different. The benefit of activations is that this type of marketing puts your product in danger of being sold.

Which is exactly what a marketer wants.  An activations campaign ensures that the product is visible to the right market in the right place and at the right time. However, this does not happen by magic – a very strategic, calculated campaign will ensure a successful outcome. An outcome that can be measured. And this is why there should be no activation campaign without a measurable and measured ROI – the two go hand in hand. The desired outcome should fuel the strategy and vice versa.

So if your activations agency does not have the know-how, capacity or technology to measure your activations campaigns, run! Find yourself an agency that is equipped with the infrastructure, skill level and knowledge to bring your brand the success that is deserves.

The Benefit of Measuring ROI in Real-Time
ROI (and ROO or Return on Objectives) should no longer be measured only when a campaign is over, but in real-time, while the campaign is being implemented. This allows for elements to be tweaked – be it to coincide with a specific event, to allow for better consumer engagement, to increase touchpoints or to tweak any other unforeseen variable within the campaign as a whole. We are all comfortable with the fact that digital campaigns can be altered in real time in order to better achieve objectives.  Activations can, and should, be treated in the same manner. This puts the brand in a better position and at far greater risk of being sold, seen and engaged with. Which is exactly what we want.

With budget cuts and reallocation, marketing budgets have increasingly been placed under scrutiny, and rightly so because brands want to achieve the best outcome possible from their marketing campaigns. It seems even more urgent during economically tough times and brands want to be sure that the money they invest will generate profits.

And this is where activations stand the test of time and the test of economic downturns and pass with flying colours. If implemented correctly and strategically, activations can have real, tangible results. Excellent results, at that. These results can be achieved many times over with the right strategy and relevant response to consumer needs and purchasing habits.

Repeat Business
An initial, once-off activations campaign can boost profits, launch a new product or grow brand love.
But if you want to achieve long-term growth for your brand, with consistent results, a longer campaign is needed. Which brings me back to my initial question: what is activations without ROI?
As every marketer worth their weight in salt knows, it is difficult to achieve consistent ROI or ROO without consistently being in the consumer’s face, or on one or many of their various screens or in their newspaper.

Unlike other marketing platforms, activations keep ROI and ROO buoyant by being in the consumer’s face and close to point of purchase. It is wise to remember that marketing is an investment rather than an expense, especially now when our economy is in turmoil, and that partnering with an agency that can take your brand activation to a world-class level will ensure that your brand not only successfully survives, but prospers.

South African National Blood Service tries the Oasis Digital Network

Oasis Digital Networks is delighted to have been given an opportunity to run a trial campaign for SANBS and WPBTS in December on its footprint. The negotiation and development of the creative was handled by SANBS’s advertising agency, DDB South Africa.

The DDB SA team came up with a campaign that runs on the idea of showing beautiful life-changing moments that were made possible by various blood donors.

The message was a concise and simple way to show how making the smallest effort to donate blood could have quite a significant result for the recipient. It beautifully tapped into the emotions of not only the people who had benefited from blood donations, but also showed immense gratitude towards the blood donors who save lives.

We are confident SANBS and WPBTS will see the ROI instantly and include us in their media plans going forward in 2018!

The campaign was negotiated by Sarah Chingosho, Business Unit Director | DDB SA directly with Reinhardt Hanel CEO of Oasis Digital Networks.

M-Net collaborates with Retroviral and JCDecaux to transform a billboard into a reality show

To promote entries for the upcoming Survivor South Africa Season 6 in 2018, and to generate extra attention and excitement among viewers for the premier, M-Net channel 101 on DStv and Retroviral, an online communications agency based in Johannesburg, teamed up with JCDecaux sub-Saharan Africa to create an attention-grabbing version of the popular reality television show on a high visibility JCDecaux billboard.
 
About Survivor South Africa
Survivor South Africa is a South African reality game show based on the popular international Survivor format, which has been described as “the greatest game on Earth”. The show features a group of strangers who are marooned in an isolated location where they must provide food, water, fire, and shelter for themselves. The castaways compete in various challenges to win rewards, or immunity from elimination.
 
The castaways are progressively eliminated from the game as they are voted-off by their fellow competitors until only one remains, who is given the title of “Sole Survivor”, and awarded the grand prize of R1 Million. 
 
About the campaign
M-Net and Retroviral, with the help of JCDecaux sub-Saharan Africa have embarked on a three-day long campaign in the form of the “Survivor billboard”, which features eight contestants surviving on the billboard in an endurance test, and competing in both physical and mental challenges over three days.
 
The Survivor campaign will run from 22 November until 24 November. The main objective of the campaign is to drive the South African public to enter and compete in the actual reality show next year.
 
In addition, the campaign is expected to generate excitement and anticipation for Survivor South Africa Season 6, which will premiere in 2018 on M-Net.
 
The contestants will be given two challenges to complete each day, and at the end of each day two contestants will have been voted off the billboard by their fellow competitors. The contestants that were voted off will return on the third day to vote for the winner. The winning contestant will win a guaranteed place as a castaway in Survivor South Africa Season 6.
 
M-Net and Retroviral chose JCDecaux as their Out-of-Home Advertising Solutions partner to help in executing such an ambitious campaign.
 
As the urban population continues to grow, and people spend more time outside of their homes, M-Net wanted to use a channel with a unique capability to offer real-life interaction, and an opportunity to establish a dialogue with its target audience.
 
Lelanie Butler, Head of Future and Content said: “The objective from the client’s brief was to bring the popular reality series into reality by using traditional forms of advertising. Incorporating elements of the realty show into the mix, provides a powerful new dimension that will deliver a high level of engagement.
 
We want to deliver a truly unique outdoor campaign that will bring all aspects of Survivor to life for everyone, with a truly immersive and one-of-a-kind experience that can be enjoyed by all.”
 
As JCDecaux sub-Saharan Africa, we aim to create custom, unique and truly memorable campaigns which offer real-life interaction between audiences and advertisers – building lasting consumer-brand relationships regardless of any challenges we may encounter.
 
Approvals from City Parks, Johannesburg Metro Police Department, City of Johannesburg and Johannesburg Roads Agency were key to this project happening. We had to make sure the ledge on which the contestants stand on is the optimal size – not too easy, but not too dangerous. Planning the scenarios was an incredibly lengthy process. We had to get everything reviewed and signed off by lawyers, insurers and medical professionals, ensuring that we are covered for every eventuality”.
 
Mike Sharman, founder of Retroviral said: “We wanted to execute an outdoor campaign that would bring Survivor to life and give people the chance to experience the reality show for themselves and be part of the excitement. The activation covers experiential, media, radio, digital, publicity and is a critical part of our campaign. And we are very excited and happy with the work done by JCDecaux sub-Saharan Africa”
 
Justin Jacobie Head of Marketing M-Net said: “On behalf of M-Net, we are incredibly happy with the campaign execution by JCDecaux. We have worked with JCDecaux for a very long time and we know and trust that they have all the expertise and skills to make an unbelievable project like this come to life”.