Trudi Lovegrove joins Mall Ads as Agency Accounts Manager

Mall Ads™ is pleased to announce that Trudi Lovegrove has joined the team as Agency Accounts Manager. This portfolio is in addition to Lovegrove’s Street Network portfolio where she has excelled over the past 24 months.

Lovegrove is a seasoned executive professional who has held a number of senior corporate positions in her 30-year career. Lovegrove brings with her a keen sense of business, out of home media expertise and a unique understanding of various industries and their marketing requirements. She has held various sales and executive positions for the likes of Xerox, PSG, Workforce and Muller & Associates.

In 2009, Lovegrove held the position of National Director SA for ADRAP Advertising Technologies under the SMADA Group of companies where she sat on the group’s exco. She is accredited for initiating and growing street furniture contracts in Mbombela Municipality, together with several private landlord advertising contracts during her tenure with the company.

Lovegrove has received a number of prestigious accolades including Best Entrepreneur in the Eastern Cape by Business Partners in 2007 and Top Achieving Director for growth and profit out of 14 regions for 2 years in succession during her tenure at PSG.

John Faia, GM: Mall Ads™ says “We are very pleased to have Trudi Lovegrove on our team. Trudi is target orientated, solutions-driven and her expertise will add to the team’s already strong sales division. Trudi will focus strongly on bringing OOH and mall environment solutions to agencies.”

Alliance Media Joins the Mission to Help Bring Clean Water to Communities in Need

663 million people in the world live without clean water. That’s nearly 1 in 10 people worldwide. For people in developing countries, clean water can change everything.

Charity: Water is a non-profit organisation bringing clean and safe drinking water to people in developing nations. They are a passionate community of world-changers who are working toward the day when everyone has clean water to drink.

Alliance Media is proud to support and donate financially to this worthy cause.

Alliance Media has an entrepreneurial spirit and is focused on supporting charity initiatives that grow Africa. “Supporting a charity that provides clean and accessible water to communities in Africa, allows us to make a difference that could not have been done without the support of our valued customers” says Greg Benatar, the Sales and Marketing Director at Alliance Media.

Recognised as the pan-African leader in outdoor and airport advertising, Alliance Media has the widest coverage on the African continent with 25,000 sites. Operating in 23 countries, with over 20 years’ experience, Alliance Media has been awarded “Best Outdoor Advertising Company” in multiple markets for the past 10 consecutive years.

Mall Ads™ pioneers new solutions in Mall alternative income

Mall Ads™ is pioneering the move to finding effective solutions through which retail landlords can benefit from non-GLA (non- gross lettable area) revenue streams and unlock opportunities for effective OOH campaigns within the mall environment. John Faia, General Manager of Mall Ads™ explains how.

After we launched Mall Ads™, our research showed that there is no single product or stand-alone solution within the alternative income space that can currently unlock true value for all stakeholders – including landlord, tenant, brand and shopper. There are many players and this makes the management and effective use of these spaces somewhat fragmented. We want to create the best possible solutions for optimising these spaces that will not only create financial benefit for landlords, but will maximise creative execution and footprint for brands wanting to advertise within the mall environment. A single solution doesn’t bring value, but a bundled strategy encompassing a variety of mall media across numerous malls is not only effective, it prolifically augments brand recall and purchase.

OOH campaign in non-GLA space increases appeal for mall and brand

Take for example a recent mall marketing initiated campaign executed for the Aussie Aqua Circus at Musgrave Shopping Centre in Durban. The performers did a preview of the show at the mall over two days. This was supported extensively via a social media campaign. The result was an  increase in ticket sales for the Aussie Circus, to the point that they extended the show for a further two weeks. What the campaign also did was to substantially increase footfall into the mall due to the spectator value of the performances.

Shoppers expect brand experiences as part of their shopping journey. If implemented effectively, these experiences can directly influence buying decisions. Advertising and experiential marketing within the mall environment closes the loop in shopper engagement as it is the last point of influence before a purchase is made.

At the same mall, Mall Ads™ implemented a campaign for eThekhwini Municipality which provided the opportunity for consumers to query water and electricity bills and similar services, conveniently on a weekend. It was extremely successful with the result that the municipality is looking to rent space inside the mall.

Brand campaigns can add significant value to a site, not only in revenue but in adding atmosphere and aesthetic appeal. This can influence shoppers to dwell longer and prompt them to purchase. Campaigns can even attract consumers who would not normally shop at a particular mall to go there, as was the case with the eThekwini campaign.

Advertising creates context for brands wanting to engage shoppers

Malls are full of advertising opportunities and our aim is to unlock the prospect and value of these environments. In recognising that our core role is to offer innovative methods to generate income, part of our focus is on finding ways to drive optimisation in this area. No two malls are the same, they are unique locations with their own footfall, peak times and dwell times. This is brilliant for OOH marketing because it means that campaigns can be tailor-made to suit the mindset and visit frequency of the shopper in each location and elevate the brand engagement within the right context. Brands can engage and respond to shoppers in the right place and at the right time. Different centres require different approaches and we implement bespoke plans per mall to create the best experience for shoppers through activities whilst at the same time extracting maximum value from that space for landlords.

At its core, Mall Ads™ focuses on providing innovative and bespoke advertising and media solutions within each shopping centre environment. Our aim is to engage shoppers and stimulate spending to the benefit of brands, tenants and landlord.

ACA Seeks a CEO

 The Association for Communication and Advertising (ACA) is the official self-regulative representative body for the advertising and communications sector in South Africa. The Association represents advertising and communications agencies that presently contribute approximately 95% of South Africa’s measured ad spend to all stakeholders including, but not limited to, the broader profession, government, the media and the public. The ACA is a voluntary association that was formed by and for the profession, and is focused on and committed to self-regulation and to defending the highest standards of ethical practice.
 
A vacancy exists for a dynamic, entrepreneurial and hardworking individual who is passionate about the business of marketing, advertising and communications. If working in a fast paced, highly energized environment and dealing with constant business challenges that require creative solutions appeals to you, you could be leading the profession to its next chapter.
 
SKILLS REQUIRED:


• A proven track record in mature business leadership at the highest level – preferably in the business of marketing, advertising and communications
• The ability to command respect whilst navigating complex business challenges and at times, mediate to lead stakeholders to a common (win-win) vision and /or goal
• A strategic thinker and visionary with a passion for marketing, advertising, communications and the contribution that creativity makes to business success
• Operationally astute
• The ability to raise sponsorship and funding for projects
• Prior experience in working with government and peer organisations would be advantageous
• Strong commercial, entrepreneurial and financial acumen and management skills
• An excellent communicator
• A minimum of an undergraduate degree in business or the arts.


The CEO will report to the Chairperson and Board of Directors.
A market-related salary is offered.
 
If you think you have the dynamism, creativity, passion and drive to lead the advertising and communications profession, please submit a 2-page CV with a letter of motivation to: ceo@acasa.co.za by no later than 15 June 2018.
 

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.

 

Bad date? Just ‘Run Away’!

Not every date goes well! Bad dates happen and sometimes, escape is required. Primedia Unlimited’s TLC provided the perfect environment to communicate humorous snippets on how to escape ‘those’ situations in many relevant environments.

 

“Diesel Jeans recently briefed TLC Media to run a one month campaign in various environments for the launch of their new jeans – JoggJeans,” says Greg Bruwer, TLC’s Managing Director. “The campaign communicates the many ways one can escape a bad date in relevant environments, reinforcing the Diesel collection of jeans ‘so comfortable you’ll forget you’re wearing them’, even at top speed!”

In order to communicate to the consumer at every possible turn and touch point, Bad Date Survival Tips were placed as decals on change room mirrors in selected Edgars stores and the washrooms of selected shopping malls. These offered advice on many funny ways to escape from an awkward date.

In order to target a wide range of people, the campaign was extended into spaces beyond the Diesel stores and selected shopping malls. TLC presented Diesel’s Bad Date Survival Tips to people in spaces where bad dates happen all the time, like in restaurants and bars through mirror decals and backlit mirror frames.

Including the JoggJeans campaign in a gym is perhaps a surprising but a completely natural choice when one thinks about it.  20 Planet Fitness Gyms provided additional outlets to the campaign through to use of A4 frames. While gym-goers were pumping iron or training, they were presented with a Survival Tip and the classic “or just run in Diesel JoggJeans” call to action line.

“This was a fun and well executed campaign for Diesel JoggJeans,” concludes Bruwer. “It just confirms that washroom advertising can be fashionable and entertaining at the same time!”

 

ABSA branding dominates with Airport Ads

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

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

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

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

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

 

Transit.TV delivers incremental reach to TV campaigns

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

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

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

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

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

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

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

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

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

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

 

Primedia Outdoor Joins e National Geographic Society for Endangered Species Day

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

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

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

 

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

 

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

 

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

Tractor Outdoor sponsors Project Dignity for their Subzpads Initiative

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

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

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

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