Tag Archives: Primedia Outdoor

Primedia Outdoor becomes official member company of Proudly SA

The largest wholly South-African-owned outdoor advertising media specialist continues its endeavours of patriotism as Primedia Outdoor officially becomes a member company of Proudly South African in efforts to contribute to economic growth and prosperity in South Africa.
The leading “buy local” initiative was established in 2001 out of socio-economic necessity to address job creation and the resultant poverty reduction. In essence, Primedia Outdoor rallies behind the advocacy work of Proudly South African and both share a vision to see a progressive South Africa.

Commenting on the membership, Peter Lindstrom, Sales and Marketing Executive of Primedia Outdoor said, “We are truly delighted to join forces with Proudly South African and our membership will serve as a key forum from which to continue propagating and influencing buying local. Primedia Outdoor’s unwavering commitment to deliver cutting-edge OOH advertising and using our capacity to drive positive change in our society rightly complements Proudly South African’s mandate.”

To support the upliftment of local brands, three well-deserving SMMEs collectively won a staggering R175,000 worth of outdoor media exposure courtesy of Primedia Outdoor at the Buy Local Summit & Expo 2018 held at the Sandton Convention Centre. The first prize champion of the competition was Touch Net, a business-to-business service focused company specialising in MPLS and WAN Connectivity Solutions for corporate clients and SME’s, who walked away with R100,000 worth of outdoor advertising. In second and third place was Soccer Rugby Sports Game (Pty) Ltd, an independent NPO which invented a new combination of soccer and rugby sporting codes and Moshiga Risk Solutions, a Pretoria-based establishment specialising in carpentry, rubbish removal, paving and construction, who won R50,000 and R25,000, respectively.

“In trying to think differently about how to extract added value from our media relationship, we proposed the idea to Primedia Outdoor of providing smaller businesses with the massive platform and exposure that is outdoor advertising. We thank them for coming on board with this initiative and for providing these one companies with such an exciting opportunity as an extension of our own advertising package around the Buy Local Summit & Expo”, says Eustace Mashimbye, CEO Proudly South African. He added, “It will be a huge thrill for these enterprises to see their companies up on those billboards and I’m sure, like us, they are extremely grateful for Primedia Outdoor’s support.”

This year’s conference programmes were again split into two days. Day 1 was a workshop hosted by Leanne Manas entirely devoted to entrepreneurs and SMMEs and it looked at supplier development programs and how they offer an entry to market for small enterprises. Day 2 mainly focused on the business of local procurement and there was an exhibition held with over 200 companies in attendance promoting and showcasing local products and services.

Speaking on the impact of the affair, Mr. Siyabonga Zungu, Brand Manager of Proudly SA, said, “We are creating a solid platform for all our members to exhibit to over 1000 visitors with our main focus being localisation and the resolute promotion of dialogue amongst local institutions. For visitors to the summit, it is an opportunity to learn about the work of Proudly South African, the benefits of membership and how to leverage buying local.”

Through its membership with Proudly South African, Primedia Outdoor has demonstrated the will to back this much-needed campaign and its capacity to address the inevitabilities of buying local. Primedia Outdoor is also aware of the need to constantly encourage the nation to make personal and organisational contributions to economic growth of South Africa and in this regard, affirmed its readiness to act in close cooperation with all members towards the furtherance of Proudly South African objectives.

Primedia Outdoor extends branding opportunities in the heart of Harare

In continuous efforts to develop new media opportunities for marketers, Primedia Outdoor has recently erected five innovative Prime Towers on the main highways leading into and out of the CBD of Harare, Zimbabwe.

Harare has a major population of 1.56 million people – making it the most populous city in Zimbabwe with a diversity of economic activities (World Population Review, 2018). Along with increasing urbanisation, these Prime Towers are perfectly located to extend the opportunity to reach large numbers of consumers and audiences on the move.

To reach the highest traffic of consumers, these enormous 4 sided sites are located within the commercial hubs of the city. Encircled by retailers, restaurants, banks, car dealerships and informal markets, these sites play an essential role in the path to purchase. The dominance offered by Prime Towers carry the capacity to entrench brand presence on the major arterials and are free to passers-by with an increased frequency of consumer exposure.

In essence, these five panels are separately sited in Rainbow Towers (paired), Simon Mazorodze(paired), Dieppe Road(paired), Msasa and Borrowdale to act as brand sentries covering the main entrances and exits to the CBD.

“As Primedia Outdoor, we have decided to bring an advertising format that has never been used before in Zimbabwe to give marketers a new platform to communicate and tell a story. Most importantly, we have placed some of these spectacular towers in pairs to dominate the intersections and create innovation in the market. These structures have a wide appeal and you can communicate a variety of products and services on them”, said Naeem Karbelkar, the GM for Primedia Outdoor in Zimbabwe.

 

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.”

 

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.”

Primedia Outdoor grows food gardens for KZN and Gauteng communities

In recognition of Arbour Month, Primedia Outdoor extends its long-term food garden partnership with NGO Food & Trees for Africa. In joined forces, the aim of this initiative is to grow and maintain food gardens across the country which serve as a true source of nutritious food to support the school feeding schemes.

As part of Primedia Outdoor’s investment in education, their main intention is to support learning through nourishment of the body and the mind, to make a real difference in learners’ day to day lives. Offering learners nourishing food throughout the day, ensures that the general well-being and academic performance of learners are enhanced.

Since 2011, Primedia Outdoor has actively been involved in establishing vegetable gardens at schools and has already invested in six vegetable gardens at schools and youth centres in various parts of South Africa. Together with Food & Trees for Africa, further investment has been made in two more gardens for the Siyamnaka Youth Centre in Pinetown, KwaZulu Natal and Balebogeng Primary School in Mamelodi, Gauteng.

The Siyamnaka Youth Centre garden started in March, is flourishing under the committed care of the community. The garden is on its way to becoming a continuous source of nutritious vegetables for the community with its first harvest planned for November this year.

Started in June this year, the garden at Balebogeng’s Primary School has already produced a winter crop for harvesting. During the first week of September, in continuation of nurturing the garden, Primedia Outdoor staff and the garden’s guardians ̶ Grade 7 learners, educators and groundsman ̶ transplanted fresh spinach, beetroot, tomato and various herbs for the summer crop, adding to the healthy harvest already in use for the school’s feeding scheme.

Balebogeng Primary School’s headmistress Grace Mkhize was delighted with the wholesome harvest and said: “A number of our learners come from the informal settlement and many arrive at school without even having had a meal.”  “The vegetable garden will help to augment daily school meals with nutritious vegetables”, said Mkhize.

Food & Trees for Africa’s Sylvester Nzimande also offered an insightful workshop that covered soil preparation, seed sowing, transplanting and harvesting techniques. As part of the initiative Food & Trees for Africa offers biweekly training and support, effectively transferring permaculture skills to the community to maintain the gardens as long-term sources of nutrition. Primedia Outdoor staff is committed to the ongoing development of the gardens and visit regularly to lend a hand and keep tabs on their progress.

“Education continues to be a key driver of our CSI projects,” said Peter Lindstrom Sales and Marketing Executive at Primedia Outdoor. “We have realised that in order for children to concentrate fully on schoolwork, nutrition is key. Our core focus is on empowering the school’s feeding scheme through food gardens to ensure the optimal physical and mental functioning of learners. Often, the food learners receive during school breaks serve as the only nutritious meal they have for that day, making this initiative ever more important in promoting the long-term well-being and learning potential of these children.”

 

Coca-Cola back in the Mass Market

Coca-Cola has been re-establishing its OOH presence in the metro township and rural arena on an impressive scale this year. A national holding has been built up and promotes the brand’s iconic nature to strengthen Coca-Cola’s connection with South Africa’s LSM B & C consumers. This article takes a closer look at what Coca-Cola has been doing right on mass market OOH in 2017.

“Coca-Cola is effectively harnessing the power of those stalwart mass market OOH media types that have traditionally delivered excellent value”, says Peter Lindstrom, Executive: Sales, Marketing, and Marketing Services at Primedia Outdoor. “An informed decision to invest in cost effective mass market media types is giving the brand maximum bang for its buck.”

The FMCG business has always been and still remains a volume-driven industry, and experienced marketers will guard market share jealously in a challenging economic climate. Hard-pressed consumers cannot afford to waste money on products that are pitched as being almost as good as the real McCoy, but end up not making the grade. Hence the importance of brand stature to reassure consumers that they are investing their hard-earned cash wisely.

Judging by the data, Coca-Cola has taken a “back-to-basics” angle with its OOH strategy and its grassroots approach on the OOH front shows that it takes the mass market segment seriously. The latest Outdoor Auditors’ report confirms that Coca-Cola enjoys a substantial presence across LSM B & C markets and according to the figures, Coca-Cola features as the leading soft drinks advertiser on OOH in South Africa. 

“Not only has Coca-Cola always been a key and strategic player in the OOH market, but we have seen a substantial shift in dominance from our previous audit” says Erik Warburg, Director Outdoor Auditors.

“Coca-Cola is an iconic brand and it deserves the status of category leader in the soft drinks market segment”, according to Jacques Olivier of OTS Media, the independent OOH specialist responsible for Coca-Cola’s OOH campaign. “Working on a brand of this stature is a big responsibility, and naturally requires that the best solutions are found to achieve the communications objectives.”

“Given prevailing market conditions, every media owner out there is fighting for a slice of the advertising budget. Marketers are currently spoilt for choice when it comes to OOH media options, and good value can be found if you know what to look for,” says Olivier.

Obtaining best value has been a central consideration not only for Coca-Cola, but also for brands such as Sprite and Fanta that needed to communicate effectively despite tighter budgetary parameters.

“Fanta’s usage of smaller formats like Store Fascias and Consumer Ads has given the brand a truly national footprint at a very reasonable investment level. In fact, Fanta now has 100% share of voice on our store fascia holding comprising several hundred sites. This lets Fanta dominate at the consumer coalface and close to point of purchase”, Lindstrom says.

So what would the right OOH opportunities be to effectively reach the mass market? Olivier believes it is important to separate the wheat from the chaff “because a number of media owners may think they have a good proposition for delivering a mass market audience but often the value for money relationship simply isn’t there.”

“Probably the single most important aspect in determining value is having an intimate knowledge of the marketplace. This is a skill that is becoming a lost art on agency side because there is simply no substitute for hitting the road and selecting sites from behind the steering wheel, and not many OOH media planners nowadays follow this approach,” Olivier added.

Lindstrom is bullish about the prospects of the traditional OOH mass market media types, despite the growth of digital OOH. “High construction costs may hamper large-scale new development of traditional mass market billboards, but Primedia already has a vast existing holding that offers advertisers a comprehensive national footprint and this puts us firmly ahead of new market entrants.”

“Campaign outdoor isn’t always perceived as a sexy medium by marketers and digital is certainly a growth area within OOH. But traditional static billboards remain a reliable workhorse that delivers unbeatable value time and again. It’s a testimony to the intrinsic value of these formats when I see a brand like Coca-Cola embracing this medium again and making it work for them”, says Lindstrom.

 

Primedia Outdoor awarded Ekurhuleni Metro ad signs tender for a second time

The Ekurhuleni Municipality has awarded a tender for the design, manufacture, supply, erection and maintenance of 340 street-name advertising signs to Primedia Outdoor for the next four years.

The municipality oversees the East Rand of Gauteng, which extends from Germiston in the west to Springs in the east and Nigel in the south and includes Kempton Park, Boksburg, Benoni, Brakpan, Edenvale and Bedfordview.

Primedia Outdoor held the street-name advertising tender from 2013, but had to re-submit when it expired in July 2016. The new tender will see Primedia Outdoor’s responsibility for the Ad-lite signs extending to 30 June 2021.

“We are delighted to have won this tender for the second time in a row,” says Kennedy Tshabalala, Executive: Rights & Development. “It’s really a win-win situation for Primedia Outdoor and Ekurhuleni because Primedia has over many years become specialist supplier of Ad-Lites in the municipality and is therefore well positioned to meet its contractual obligation.”

The optimally located signs carry the added benefit of displaying street names and as they are illuminated brand advertisements are clearly visible day and night. The signs work particularly well to advertise the location of fast food outlets, banks and ATMs, retailers, petrol stations, hotels and motels, hardware stores and car dealerships to drive customers in-store.