Aegis Media successfully hosted its second Thought Leadership Digibate on 20 October 2011 in Cape Town, which covered the Out of Home sector and included some key insights into the proposed ban on alcohol advertising in South Africa. The pioneering online debate was streamed live on the online radio station The Taxi (www.thetaxi.co.za) and included some of the most respected names in the Out of Home sector including representatives from Posterscope (across Africa and Europe) as well as experts from Provantage and Tractor Outdoor.

A number of strategic insights came out, especially when comparing Out of Home advertising in Africa and Europe. One being a comment that due to the clutter and less strict regulations in Africa, the creative concepts have more impact yet are still very simple. Another insight related to digital Out of Home, In Africa, “dwell time” amongst consumers is longer therefore they have more time to view digital Out of Home adverts, thus longer to absorb creative ideas that have motion in them; whereas the fast paced commuter lifestyle in Europe with limited “dwell time” means that a message has to be communicated in a matter of a few seconds.

The discussion around the proposed ban on alcohol advertising in South Africa brought about some key insights. Alcohol advertising makes up just under 10% of Out of Home ad spend. We were reminded of the ban on cigarette advertising 15 years ago – the impact was less severe as those spaces were quickly filled by cellular advertising as that market suddenly boomed at around the same time as the ban. The question is what will fill that 10% void if the ban goes ahead? The decision was challenged by the panel and it was stated that many overseas countries lifted the ban on alcohol advertising as there was no change in the issue of alcohol abuse since implementing the ban. The question that arose was should government not look at the source of alcohol abuse as opposed to implementing a ban that has proven not to make a difference in foreign countries?  Is this not just pre-election propaganda?

“Once again we are incredibly happy with the insights that the Digibate brought to the table and this is without a doubt going to be a regular feature in the South African media marketing sector and we are very excited to grow this into a regular pool of knowledge,” said Dawn Rowlands, CEO Sub Saharan Africa, Aegis Media. “We averaged about 3942 listeners per minute of which 1 462 remained listening for the full 2 hours, which meant that the topics kept their interest.”

The Thought Leadership Digibates are held monthly in Cape Town and include a panel of experts in their respective fields. Podcasts of the digibate are available on http://thetaxi.co.za/second-aegis-thought-leadership-digibate/. The next Thought Leadership Digibate will be held in November 2011.

Posted by: Posterscope SA | October 19, 2011

Aegis Media lines up Out Of Home experts for second Digibate.

Aegis Media has lined up some of the top names in Out of Home advertising to speak and share opinions at the second Thought Leadership Digibate, to be held in Cape Town on 20 October 2011. The debate will be streamed live on the online radio station The Taxi (www.taxi.co.za) from 09h00 to 11h00 and will focus on the Out of Home sector in Africa and will include some insights on the intention to ban alcohol advertising in South Africa.

Speakers and panelists include:

  • Erik Warburg, Managing Director, Posterscope South Africa
  • Bruce Burgess, Out of Home Development Manager, Aegis Media Sub Saharan Africa
  • Jacques Du Preez, Managing Director, Provantage Media
  • Simon Wall, Managing Director, Tractor Outdoor Media
  • Adam Cherry, Worldwide Digital Developer, Posterscope UK
  • Dawn Rowlands, CEO Aegis Media Sub Saharan Africa (Moderator)

“Once again we have an outstanding line up of panelists who between them will be able to share global insights to Out of Home advertising,” said Dawn Rowlands, CEO Aegis Media Sub Saharan Africa, “Out of Home is a medium that is evolving rapidly and various insights have come to the fore, especially through Posterscope’s OCS 2 consumer survey, and these all form part of the buying decision.”

The Thought Leadership Digibates will be held monthly in Cape Town and will include a panel of experts in their respective fields. Podcasts of the previous digibate are available on http://thetaxi.co.za/aegis-digibate-at-the-taxi/. For some insights and more information on Out of Home advertising in South Africa, please click to www.oohsa.co.za. Listeners are encouraged to Tweet their comments and insights using the Twitter hashtag #AegisTL or post on The Taxi’s Facebook Fan Page.

 

Posted by: Posterscope SA | October 11, 2011

Audit Results for Out Of Home Advertising sales revealed

Outdoor Auditors has just completed its latest nationwide audit of outdoor advertising sites in South Africa.  Using several teams across the provinces, many new towns have been added to the company’s database (as well as all the previous sites revisited).  In addition to this, advertising data from inside the major airports was also collected during this past audit, together with the newly erected sites along the Gautrain routes.   In all, the database now contains extensive information on over 9,000 sites nationwide.

The top 10 advertisers was dominated by 7 FMCG brands, two cellular companies and one bank. Brands that advertised in townships and rural areas a mix of wellness, financial and FMCG whereas urban advertisers fell into the technology and financial sectors.

“Advertising spend these days has become more strategic and the more insights decision makers have the better,” said Erik Warburg, Managing Director, Posterscope South Africa, “Knowing where various sectors advertise in the Out of Home sector assists in the greater picture for decision makers so that there is little margin for error.”

Sectors currently advertising most across the country are cellular networks, beers and banks, respectively.  Black Label is currently advertising on more sites out-of-home than any other one brand (across all categories), and has a truly national holding.  (A year and a half ago Raid was the brand on most sites.)  Brands that have launched recent large scale campaigns, as witnessed by this last audit, include Cremora, Kellogg’s and Lux.  There are currently many blank sites though – nationally, one in five sites is not advertising anything.  The split between large and small sites is even at 46% versus 54%.

To conclude, it is evident that within each sector it is clear to see the different outdoor strategies at play by the various brands: whereas many are focusing on the large urban areas (particularly Gauteng), others have campaigns that target rural areas, or have more nationwide campaigns.

Posted by: Posterscope SA | September 28, 2011

Mini BIG Things

Still think size doesn’t count?? Mini launched their Countryman in the UK using some rather ‘tongue in cheek’ outdoor advertising. Campaigns like these are case study material, to be captured in advertising textbooks talking about how innovation & creativity in conjuction with superb media placement can create impact!

I humbly urge clients to open their boots, I mean minds about the use of innovation on OOH for launch campaigns.

 

By Donald Mokgale

Posted by: Posterscope SA | September 9, 2011

‘Viral’ Marketing

Steven Soderbergh’s upcoming film, ‘Contagion,’ needed some promotion because apparently Marion Cotillard’s presence isn’t enough. So, reasonably, Warner Bros hired a couple of microbiologist and immunologists to create billboards filled with growing bacteria and fungi that would spell out promotional messages. Please save your ‘viral marketing’ comments for after class.

 

 

 

Posted by: Posterscope SA | September 5, 2011

Galeria Melissa

Melissa is a Brazilian shoe company that uses recycled plastic as its raw material. They created this amazing animated wall art through using 350 000 post it notes, 25 animators and over five months of hard work. Over 30 000 post its included messages of love left by fans and visitors. The video has become a viral and word of mouth success and has been seen all around the world.

Posted by: Posterscope SA | August 16, 2011

Ambient Airport Advertising

Posted by: Posterscope SA | August 15, 2011

Posterscope reveals secrets on wellness and beauty sector

Posterscope’s recent Out-of-Home consumer survey has revealed who’s really looking at the Health, Wellness and Beauty adverts on display across various platforms. South Africa’s leading Out-of-Home media buying agency recently launched its second Out-of-Home Consumer Survey, OCS 2, which highlights consumer buying behaviour in relation to Out-of-Home advertising.

“The wellness sector in South Africa is booming in everything from cosmetics and vitamin pills to gyms. We wanted to show brand managers who their target audiences really are,” said Erik Warburg, Managing Director of Posterscope South Africa. “We realized that a large percentage of scholars are also taking wellness advertising into consideration. This affords us a number of opportunities for campaigns tailored to create relevant conversations amongst the youth market.”

  • 44% of scholars tend to look out for health and beauty adverts.
  • The majority of people who tend to look out for health and beauty ads are aged between 25 and 34.
  • 4 out of 10 women tend to look out for health and wellness adverts.
  • 43% of people who tend to look out for health and wellness adverts are between the ages of 35 and 44.
  • The majority of people who tend to look out for health and beauty ads are based in Gauteng (51%).
Posted by: Posterscope SA | August 8, 2011

Caribou Coffees

Colle+McVoy helped Caribou Coffee launch its new hot breakfast sandwiches in a very warm way that benefits Minnesotans during wintertime. The agency created ovens out of transit shelters, including real heat, to showcase the hot and delectable new menu items.


Advertising Agency: Colle+McVoy, Minneapolis, USA

Posted by: Posterscope SA | August 5, 2011

Renovations Complete!

Advertising agency US in Sydney Australia were briefed to run an outdoor campaign communicating Nike’s newly renovated factory store in Auburn and they took the brief literally….yes they literally showed Nike being renovated. This creative is brilliant and would’ve worked even better on South African Supalites or Street Pole Ads as it would’ve told a story as you drive by them. Anyway, enough talk, behold!!

By Donald Mokgale

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