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”.
 

The need for authentic data in the Transit Environment

Shamy Naidu, Executive: Transit Ads™ outlines the need for authentic data within the realm of out of home advertising, especially when it comes to the transit environment.

Over the past few years we’ve been witness to an enormous growth within the transit environment in South Africa. Public Transport nodes and facilities have been upgraded, extended and added to. We’ve seen the inception of the Gautrain, the BRT and IRT systems and overall, most bus, rail and taxi facilities across the country have had a significant makeover.

Information and advertising and the way we access it, consume it and share it has also undergone significant changes. And with these changes has come the fake news, false advertising, stories that have been spun in order to propagate hatred and coupled to all of that the falsification of data and research.

In our industry we, unfortunately, come across false data more often than we should. Because of this, and also in spite of it, at Transit Ads™ we are sticklers for authenticity. All our research, our data, our statistics and numbers are verified. We do this because it makes us better at what we do, it keeps us aligned with consumer behaviour and it ensures that we consistently create and execute great campaigns for our clients. We understand that a successful advertising campaign, with success that continues long after the campaign has ended, relies on authentic data collection, research and the relevant interpretation of that data.

Keeping fingers on pulses and teams on the ground

At Transit Ads™, not only do we quite literally keep our finger on the pulse – we have a dedicated team manning all aspects of TRANSIT.TV™ from programming to advertising to on-site operational teams, and our ear to the ground, Transit Ads™ representatives are present at transit nodes, taxi ranks, train stations and bus stations to ensure that all parts of a campaign are running smoothly. Furthermore, we constantly have conversations with our target audience.

When marketers approach us, we strategically create campaigns that are relevant to the target audience, because we know and understand these consumers. In fact, a large part of what we do revolves around research and part of it is having conversations with commuters, i.e. the people who engage with our advertising platforms every morning and every evening as they travel to and from work, school and everywhere else. We ask them what they like, what they buy (including what they like to buy and what they buy out of necessity), when they purchase, where and why.

We dig deeper and go even further and ask them what influenced a particular purchasing decision. We also ask them what type of content they’d like to engage with on our platforms, especially on TRANSIT.TV™.

Inside a taxi TRANSIT.TV™ flights to an audience that is captive for at least 20 minutes at a time – enough time for them to assimilate both brand messaging and call to action. It is also enough time for the consumer to forge or further enhance affiliation with a brand.

Brand/Consumer centric approach

If advertisers want their brand creative and messaging to stick they need to align themselves with consumer needs. Our platforms revolve around both the consumer and the advertiser. Why? In order for advertising to be effective it needs to be delivered to the consumer in an engaging manner, at a place and time when the consumer is most open to assimilating it. Over and above knowing what the consumer wants and how he or she wants to consume your brand message, the other element of marketing success is location and placement. 

Data is what we use to effectively position our platforms.  We take a scientific approach called EMM or environment media mapping. This process ensures that every single screen, billboard, Powa Towa and branding platform is placed for best visibility, maximum impact and most effective engagement. 

When it entails effectively engaging with South Africa’s commuters, it is accurate data, research and authentic results that will ensure that advertising campaigns within the highly desirable transit environment are effective and successful against brand and budget objectives

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”. 

Mall Ads™ appointed non-GLA partner service provider for SA Corporate Real Estate Fund

Provantage Media Group (PMG) is proud to announce that MallAds™, one of its subsidiaries, has been selected to partner with SA Corporate Real Estate Fund to fulfil the role of non-gross lettable area (non-GLA) service provider. SA Corporate has contracted Broll to manage the property portfolio of the JSE-listed fund, which was the third-best performing property stock in 2016.

Alternate or non – GLA spaces are fast becoming top revenue generators for property developers and mall managers. As a media owner with a proven track record in unlocking advertising opportunities within the broader landlord environment as well as the non-GLA environment, Mall Ads™ was the logical choice to partner with SA Corporate..

Carmen Collison, Retail Asset Manager at SA Corporate, says: “Focusing our non-GLA efforts with partners that can drive growth in this area is paramount. As with anything, a focused approach ensures that we are able to understand the operational dynamics, revenue streams and where the growth opportunities lie within this space. The non-GLA scope is diverse and cuts across all areas of our core business. It is refreshing to partner with a team that sees beyond the traditional scope of non-GLA and we look forward to pioneering new concepts and initiatives that will see our revenue growing in this area.”

Mzukisi Deliwe, deputy CEO of PMG, believes the five-year contract will bear significant fruit: “PMG has a credible track record of managing property owners’ rights and associated revenues, having won media rights from PRASA, ACSA, Vukile and Anaprop. Our award-winning team is looking forward to extending its know-how and skill set into the commercial and landlord space, where we will focus on innovating and extracting maximum revenue from the available assets.”

“When considering proposals, Mall Ads™ was found to be the only potential service provider that presented beyond mall media and could fully comprehend the scope of non-GLA revenue generation within the retail property environment,” says Andile Rapiya, Broll National Marketing Manager, S A Corporate Portfolio..

Deliwe says Mall Ads™ aims to unlock business opportunities across the group and create additional value for property owners. “It is refreshing to be working with an award-winning property owner and a management company that are keen to innovate the approach to non-GLA management as one of collaboration and teamwork,” he says.

Deliwe further stated, “We are excited and honoured to be working with SA Corporate and Broll. Our aim is to look beyond media sales, with an emphasis on value-added services and digital IT infrastructure. We intend to focus on growth strategies that will provide holistic solutions for landlords and property owners, extracting maximum revenue from their assets through innovation while creating fresh, exciting new content platforms for blue-chip brands and traders alike.”

Why FMCG brands should target consumers with small format OOH

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

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

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

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

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

It’s actually quite simple.

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

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

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

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

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

Primedia Outdoor scores a Level 1 BBBEE Rating

A recent audit by Honeycomb revealed that Primedia Outdoor has been rated as a Level 1 BBBEE Contributor, the highest level attainable on the BBBEE Scorecard. It also achieved a 135% BBBEE Procurement Recognition Level. 
 
With black ownership standing at 37.4% and 19.5% black women ownership, Primedia Outdoor scored an overall ownership total of 25. Ownership refers to the effective ownership of the company by African people particularly when it relates to their voting rights and economic interests in a company. 
 
But as Dave Roberts, CEO of Primedia Outdoor points out: “We take our BBBEE credentials extremely seriously. For Primedia Outdoor transformation is not just about ticking a particular box, we’ve made a concerted effort to improve our scores across all of the BBBEE elements. 
 
The BBBEE scorecard is made up of seven elements namely: Ownership, Management Control, Skills Development, Preferential Procurement, Supplier Development and Enterprise Development as well as Responsible Social Marketing and Communication.
 
Primedia Outdoor scored 14.74 for Management Control , which measures the effective control by black people in terms of participation on the board and in top management positions.
 
“We’ve done well in terms of Preferential Procurement, Supplier Development and Enterprise Development, scoring 35.63 for the initiatives we have to assist and accelerate the sustainable development of other companies,” said Roberts.
 
Meanwhile, Primedia Outdoor scored 17 for skills development, which looks at training programmes that have been implemented to improve the competency of previously disadvantaged employees and unemployed learners.
 
“The audit has been valuable in terms of identifying which areas we are doing well in and which areas we need to apply more effort,” said Roberts. 

OMC ROAD update reveals Out of Home is in a space of its own and growing

The proliferation of various types of location data and new technologies has moved the Out of Home (OOH) industry into a space where new opportunities are prevailing. OOH is now a well measured media channel. 

This development, and other key aspects, can be attributed to the successful application of the OMC Roadside Outdoor Audience Data (ROAD) measurement system. An update of the measurement was announced in Durban on Tuesday at the Square Boutique Hotel and Spa in Umhlanga Rocks. Another announcement took place in Cape Town yesterday at the One and Only Hotel, Dock Road, Victoria & Alfred Waterfront where key industry leaders attended. Media strategy expert, Trish Guilford, MD of Tradigital Consulting led the presentations and highlighted the importance of the ROAD measurement system and its impact on the OOH industry to date. One more announcement will take place in Johannesburg on the 5th December in Sandton.

“In the past, OOH was considered hard to plan, buy and measure; all that has changed now. The investment OMC members have made in the new measurement system is going to pave the way for making planning easier, smarter, and more targeted. The tools we are providing to the industry are easier to use than the legacy platforms and by using the data we have available, we are able to measure OOH advertising exposure,” says Trish.

The anticipated ROAD measurement update revealed that OOH is a strong medium for connecting and engaging, anywhere and everywhere by 97% of South Africans who leave home every day. Along with insightful facts and figures, the speakers also unpacked important aspects that supplement the ROAD currency.

Speaker Insights

Ruchelle Mouton, Marketing Intelligence Manager at Primedia Outdoor, who was part of the line-up of speakers dissected the methodology and pointed out that the ratings system was designed to provide OOH with credible metrics that are necessary to effectively compete with other measured media. This was achieved through an innovative and sophisticated research program specifically designed to measure audiences who are likely to see advertising on OOH ads across the country. Her presentation included Big Data, consumer travel patterns, satellite imagery, trip modelling and visibility calculations.

Sana Fourie, Currencies, Statistics and Field Quality at Ask Afrika, spoke about how the OMC team has overcome challenges of a new and unique methodology in South Africa over the past three years, and how efficiencies and quality control were put in place to deliver a high quality product to the industry.

Lauren Shapiro, Managing Partner at Kuper Research provided insights and benchmarks. The 2015/16 ROAD measured 30,633 respondents and several factors are taken into account in the fusion of demographics and trip data.  “The most important change is the increase in the rolled sample size which has allowed for more robust data and the diverse number of routes travelled when modelling the data.”

How South Africans travel, transport used, destinations and time spent travelling plus a weekday in the life of different LSMs and weekend outings provided useful insights.

Howard Lonstein, Marketing Manager at Outdoor Network, emphasised the benefits ROAD offers to planners, strategists and advertisers. “What I have seen and experienced working with the software and audience data is a huge appetite for information, numbers and insights. It’s an exciting space to be in and a dynamic conversation to have. Out of home is clearly evolving with new audience data, insights and planning opportunities.”

Upcoming event details:

The final event in Johannesburg will take place on the 5th December 2017 from 08h00 – 11h00 at The Venue Greenpark, 3 Lower Road, Corner West Rd South 20th floor, Morningside, Sandton.

To RSVP to any of the events, please send an email to omc@omcsa.org.za indicating which event you would like to attend.

Primedia Outdoor brings smiles to children in need of reconstructive surgery

Primedia Outdoor is helping to bring smiles to the faces of South African children in need of reconstructive surgery through a donation of R350 000 worth of outdoor advertising to the Smile Foundation. 
 
The donation will allow the Smile Foundation to run an educational Rank TV OOH campaign to reach out to the parents of children in need of reconstructive surgery. 
 
Over the past 17 years the Smile Foundation has helped more than 2500 children and has grown from being active in only one academic hospital in Gauteng to operating from 11 academic hospitals across five provinces. 
 
Said Hedley Lewis, CEO for the Smile Foundation, “Our mission is to positively transform children’s lives by assisting as many children as possible in need of reconstructive surgery. 
 
“Our strategy with this campaign is to create awareness within the communities and encourage parents / guardians to step forward and contact us so that we can assist them. We are trying to reach out to people who are not on medical aid, people who need our help. RANKTV is an incredible medium for reaching the masses and creating much needed awareness.” 
 
Rank TV is a South African outdoor commuter channel with large LED (and LCD) screens situated in over 12 sites, nationally. With a viewership of around 2 million a month and programming aimed specifically at the day-to-day public commuter, the platform operates as a channel for the people, through vibrant local content that is relevant to a specific community.
 
“We are delighted to be able to help the Smile Foundation to reach members of the community who might not know that this kind of assistance is available to them,” said Dave Roberts, CEO at Primedia Outdoor. “RANK TV is an incredibly powerful medium to get a message across in communities and we feel positive that the Smile Foundation will achieve their aim with this campaign.”