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Eclipse Corp Serves Gigantic 3D Fries With Massivit 1800

Eclipse Corp Serves Gigantic 3D Fries With Massivit 1800

The 3D printed fries from Eclipse Corp was printed in six sections and took 58 hours to print. The piece was finished with a layer of paint mixed with sawdust.

The final colour was a Sherwin Williams automotive paint with a satin clear coat. Eclipse Corp built the piece for their booth at the Burger King Franchise meeting in Washington D.C. This piece has also travelled to Minneapolis, Minnesota for the Latitude recharge summit.

ECLIPSE CORP www.eclipse-corp.com

MASSIVIT 3D www.massivit3d.com

Mactac Graphics Materials Used To Create Unique Clubhouse

Mactac Graphics Materials Used To Create Unique Clubhouse

During the World Cup, Mactac Graphics materials were applied to create a locker-room theme, following Soho Warriors’ request for a unique clubhouse residence.

The resulting ‘International Clubhouse’ is designed to welcome football fans. An arresting space uses Mactac graphics materials to transform the interior. Many guests will see events such as match screenings, talks, music nights, exhibitions, takeovers and more. Onward Display helped with the installation.

INTAMARKET GRAPHICS 
+27114440404 
inta@intamarket.co.za
www.scanretail.co.za

Successful Advertising Campaigns Rely On Authentic Data Collection

Successful Advertising Campaigns Rely On Authentic Data Collection

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

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™.

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.

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.

TRANSIT ADS +27 (0) 86 177 6826 www.provantage.co.za/transit-ads

JCDecaux’s Game Changing Technologies Redefine Out-Of-Home’s Advertising Role

JCDecaux's Game Changing Technologies Redefine Out-Of-Home's Advertising Role

JCDecaux has introduced 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-Home solutions to the 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.

Day part, Audience, Drive time and Relevancy lays the foundation of the company’s sound and successful offering. It is 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 it 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 Advertising role. Like TV and Radio, Digital Out-of-Home offers clients the opportunity to plan and 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.’

JCDecaux Africa (+27 11) 514 1400 www.jcdecauxafrica.com

Kemtek Hosting Free HP Indigo Digital Packaging Workshops

Kemtek Hosting Free HP Indigo Digital Packaging Workshops

Kemtek Imaging Systems will host HP Indigo Digital Packaging workshops for individuals who love creating innovative packaging, and who would like to learn how to realise more of their wilder ideas.

Attendees will learn how new technologies are re-writing all the rules, see successful case studies from around the world, and discover how to create millions (literally!) of unique designs from a single seed file.

These workshops will be hosted by Paul Randall, Worldwide Brand Innovation Manager, HP Graphics Solutions Business HP Inc. Randall will share how brand owners, agencies and designers can exploit the remarkable possibilities of HP digital technologies.

Workshop details (all workshops will be held from 09:00 – 14:00):

Kemtek selected some remarkable and unique HP Indigo packaging success stories that’ll truly inspire. Click on the names below to view the case studies.

KEMTEK IMAGING SYSTEMS
+27116248000 
kemtek@kemtek.co.za
www.kemtek.co.za

Primedia Outdoor Installs LED Screens In eSwatini And Lesotho

Primedia Outdoor Installs LED Screens In eSwatini And Lesotho

Primedia Outdoor installed new 4m x 8m and 3m x 6m LED screens in eSwatini and Lesotho respectively, marking its position as digital leaders and expanding its digital footprint in Sub-Saharan Africa. Driven by demand and considerable content opportunities, these dynamic structures offer unique advertising for memorable executions with high creative flexibility and ease of updating campaigns at no production costs.

Moreover, the screens create an immersive consumer experience that can also be integrated with social media content to serve as a new avenue of customer engagement and feedback strategies. With an estimated population of 2.26 million (World Population Review, 2018), Lesotho has one of the highest literacy rates in Africa with the country’s economy mainly dependent on mining, construction, transport, industrial manufacturing and remittances from migrant labourers in South African mines.

Comprehensive range of Out-of-Home advertising solutions

On the other hand, formerly known as Swaziland, eSwatini has a population of 1.39 million inhabitants with tourism being one of their biggest industries on account of historic museums, festivals and national parks. Adding to its comprehensive range of Out-of-Home advertising solutions, Primedia Outdoor has strategically positioned these high-impact dynamic screens within the commercial hubs of both countries to reinforce brand presence and provide an exclusive platform with complete control of the advertising message.

Commenting on the new LED screen, Sabelo Dlamini, GM for Primedia Outdoor – eSwatini said, ‘As a pioneer of digital out of home advertising, growing our inventory to furnish more opportunities for our clients to upturn market reach has always been one of our top priorities. Our high-quality LEDs place us in a great position to offer our customers more rich and dynamic campaigns, and uniquely putting our clients’ marketing campaigns into motion.’

Comment from Primedia Outdoor Lesotho

Ramabolu Phori, GM of Primedia Outdoor – Lesotho said, ‘We see this as an investment to raise the profile of Primedia as an innovator and market leader in the Out-of-Home space on the African continent. These LED screens will push the envelope for our clients and carry through great substantial value, considering how well both countries are significantly developing in terms of changing market needs and dynamics.’

PRIMEDIA OUTDOOR
+27114751419 
jorja@primeoutdoor.co.za
www.primediaoutdoor.co.za

East Point And Mall Ads Generate Awareness With Katy Perry Campaign

East Point And Mall Ads Generate Awareness With Katy Perry Campaign

East Point Shopping Centre in Ekurhuleni implemented a marketing campaign that features a strategic mix of communication touchpoints including OOH media, experiential marketing and social media in order to attract shoppers to the newly refurbished and extended mall.

Mall Ads is supporting the campaign by amplifying it through strategically positioned hanging banners. With the key objective of increasing feet into the mall, the campaign offers excitement, value and reward for shoppers in the form of visual communications and shoppertainment. Shoppers stand a chance of winning tickets to the Katy Perry concert as well as other prizes.

Hanging banners

Hanging banners with eye-catching, highly visual creative are visible throughout the mall. And extending the messaging is an experiential campaign that includes a specially built stage with professional promoters engaging with shoppers and encouraging them to ‘shop and win’. The campaign has been extended to social media, creating yet another touchpoint for East Point to communicate with shoppers.

John Faia, GM: Mall Ads commented, ’Advertising within a mall environment feeds into and satisfies the need states of consumers. They want their experience to be personal, they want value, trust, recognition and they want convenience. The Katy Perry campaign takes all these factors into account with the result that it is proving to be extremely successful.’

MALL ADS
john@provantage.co.za
www.provantage.co.za

 

 

The World Of Digital OOH In SA

The World Of Digital OOH In SA

Craig Wallis, Business Unit Manager at The MediaShop, discusses what’s happening in the world of DOOH in South Africa.

The South African OOH (Out-of-Home) industry never ceases to amaze me with the incredible growth of media types, and its concomitant innovation. There are so many young and passionate entrepreneurs out there that it bodes well for our country.

Possibly the most noticeable ‘new’ media type is that of digital out of home (DOOH). If truth be told, dealing with all the various media owners that offer DOOH media can be rather daunting for a buyer like me. The reason for this is that the media owners have ‘skinned the cat’ a hundred different ways when it comes to their media offering to prospective advertisers.

Understing DOOH offerings

In order to get some semblance of understanding of all of these DOOH offerings, I decided to consolidate as many of the media owner’s offerings in order for me to have more of a global view of what’s digital in SA’s OOH industry. What did I find?

Well, digital screens can be found in many different environments, so I took the liberty of classifying them all into four broad categories:

  1. Place Based Screens – Transit (airports, commuter nodes, taxis, buses, cars, Gautrain and forecourts).
  2. Place Based Screens – Non-Transit (salons, pharmacies, retail stores, clinics, medical rooms, pubs, restaurants and golf clubs).
  3. Roadside Digital Billboards (freeway and main arterial roads).
  4. Malls (screens, video walls and way finders/directory units).

I have not included sports stadia digital screens above.

There are around 50 media owners with Digital OOH platforms and almost 7000 screens in their inventory. These screens vary in size from massive large format digital billboards to much smaller ones like iPads in Uber cabs. (I wonder what the total capital investment would be for all of these 7000 screens?!?!)

I also calculated the total media value of all DOOH inventory at Rate Card rate and it came to just under R1.2 billion.

Factoring in varied discount rates, as well as likely annual occupancy levels for each of the above four categories, I calculated that the annual billings of the DOOH industry could be around R500 million. I must add that I feel that this figure is the very top end of possible DOOH spend.

What else did my ‘magic’ Excel spreadsheet reveal?
  • Roadside digital screens total around 160 screens, which accounted for under 3% of all screens in SA, yet Roadside generates almost 40% of all DOOH media revenue. The reason for this massive variation is due to the fact that these small number of very large screens reach a massively large audience. This means that the media rental that a roadside digital screen can generate is astronomical when compared to that of a screen in a doctor’s waiting room or in a hair salon.
  • Place Based Transit screens comprised roughly 50% of the screens in SA, and they generate around 36% of total media rentals.
  • Place Based Non-Transit screens total about 38% of all screens in SA, and surprisingly generate less than 10% of all media rentals. This is possibly due to the relatively small audience reached per screen (think one screen in a doctor’s waiting room versus one massive screen in a taxi rank).
  • Mall screens on the other hand, comprise 10% of screens in SA, and generate around 16% of the media rentals. This is possibly due to paying a premium to reach top end shoppers at point of purchase.

A further thought came to mind whilst looking at my data and it was that it is fairly easy to compare a digital billboard with a similar static billboard. I wondered what the total media rental would be if I treated the current Roadside digital boards that I have on record as static billboards.

The current Roadside digital sites generate annual media rentals of R200 million (using my calculations, and assumptions as detailed above), however costing them as static billboards, they would only yield about R50 million in media rentals. Interestingly, it looks like converting a billboard from static to digital could increase revenues by at least 400%. Obviously, a large chunk of this revenue needs to fund the massive capital outlay for large format digital screens.

Given that advertisers pay a massive premium to be on digital screens, and the fact that they share it with other advertisers (around six other advertisers per screen) means that DOOH is way more expensive than static billboards. If an advertiser’s creative is not maximising the benefits that DOOH offers, then they could be wasting quite a lot of media spend.

Poor creative

Sadly, I still see many examples of creative that fail to utilise these benefits. Having said that, there are hundreds of examples of poor creative being gleefully posted on static billboards as well, but that in itself is a story for another day.

DOOH is going to keep on growing in SA as it has the world over, so brace yourself as you will find more and more environments becoming ‘digitized’, allowing advertisers to target niche/sought after audiences.

THE MEDIASHOP
+27112584000 
www.mediashop.co.za

Total Goes The Extra Mile

Total Goes The Extra Mile

Total kicked off a new advertising campaign titled ‘At Total, we go the extra mile for you’. The campaign features the employees who keep stations running and embody the brand’s focus on closeness, service and commitment to its customers.

By showing scenes from an ordinary day in the life of a station manager, pump attendant, mechanic, car washer and store staff, Total shows its stations as they really are: community hubs. The campaign has posters featured at all key service stations, television commercial and online formats (Instagram stories, Facebook animated gifs and short YouTube videos).

TOTAL www.total.co.za

The MediaShop Celebrates 30th Milestone

Is Your Brand Ready To Reach Your Future Customer

The MediaShop, which turns 30 this year, was the first independent media agency and was formed in 1988 by Dick Reed. All team members continue to carry that sense of independence and the pioneering spirit with them every day.

With it comes the responsibility to make sure that they keep changing, stay pioneering, and make sure that 30 years from now they are still around. The organisation is celebrating with their staff, clients and media owners throughout the year and thanks everyone for being part of what got them to where they are.

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