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Effective Social Media And Digital Signage Integration

Image source: www.sixteen-nine.net

Bradley Cooper, Technology Editor for Digital Signage Today, recently looked at the digital signage in some stores. He noticed that the displays were mostly pushing advertisements and some videos. He did, however, notice a Twitter symbol at the bottom of the display, and a line of text moving very quickly across the page.

‘As I looked closer, I realised that was the company’s twitter feed, which was speeding along so quickly, I could barely get a sense of what it was trying to say,’ said Cooper. He said the only really effective part of that social media feed was that the company’s Twitter handle was in full view. This is a shame, because end users can integrate social media into their displays far more effectively by simply making content visible, highlighting interactions and including a clear call to action.’ The example illustrates that marketers should offer content that engages with users, not just sells to them.

Ways companies can effectively integrate social media with digital signage:

1. Making content visible

Having a feed at the bottom of the screen won’t draw any attention. There are a few ways to make it visible without taking up the entire display. You can use contrasting colours to draw attention to the content, or use animations to make it stand out. You can also set aside some time in your content loop for full screen ‘social media segments’, where the display can showcase some of the best replies or comments.

2. Highlight interactions

Emphasise the social aspect. You need to show customer interactions. Here are a few examples:
• Showcase a customer ‘review of the week’.
• Display customers’ artwork of your brand.
• Show a sense of humour by displaying the best joke someone told about your brand.
• Celebrate inspirational customer stories.
• Display the customer ‘comment/tweet’ of the week.

You can obviously control which comments you choose to highlight. Don’t put up comments that contain trolls. Instead take advantage of troll comments by highlighting a snarky response to trolls, such as the infamous Wendy’s Twitter feed, which features take downs and roasts of users.

3. Include a call to action

The key to all successful advertising is having a clear call to action. Customers should take a look at your message and understand what they should do in response. So if you use social media in your display, it needs to have a clear purpose.

If you want customers to follow you on social media, display your handles/pages very clearly for them to see. If you want to use social media to help drive sales with your display, you will need to carefully consider your message.

You could offer customers a coupon or discount code for liking or following your company’s pages. Or you could put a message on your display saying, ‘Mention this ad on our social media for a free coupon’. With this message, you have a clear call to action in place that helps boost your bottom line.

One quick word of caution – do not use your social media simply to push sales. If you do this, people will very quickly tune it out. The average adult sees 360 advertisements per day, and they only notice about 150 of those.

This article was sourced from: www.digitalsignagetoday.com

Outdoor Network Adds Five Digital Out-Of-Home Billboards

Outdoor Network has grown its digital national large format network to five highway sites. The three 4.5m x 18m large format digital billboards are situated in Gauteng and the other two in KwaZulu-Natal. The company plans to grow its national network extensively, with the goal to offer advertisers a large format, national highway digital network.

KZN is currently home to a large double-sided digital billboard on the M3 highway on the outskirts of the Durban CBD, facing all east-bound traffic from the N3, N2 and Pietermaritzburg into the CBD, and the south and west-bound traffic exiting the city.

The Gauteng sites are situated in Paulshof (double-sided), on the N1 highway in close proximity to the busy Rivonia Road off-ramp, and Crown Mines (single-sided), on the M1 South, facing traffic travelling from Johannesburg to Soweto – another high-traffic ‘signature’ location.

This initial roll-out of premium highway sites in Gauteng and KZN means that Outdoor Network is already offering an attractive network of large format digital sites in locations with exposure to upper income groups and with high reach and frequency.

Collectively, Outdoor Network’s five large format digital billboards reach approximately 3.38 million consumers a month, largely in the upper income category, making these sites the ideal the platform for brands looking to engage with a large audience in this market segment.

Jacques du Preez, CEO of the Provantage Media Group said, ’Our focus is on building a comprehensive large format national digital network, but we will be selective, concentrating on signature sites that can deliver significant value to our advertisers, in the form of impressive audience reach figures and platforms that can effectively drive targeted advertising messages.’

With more and more marketing budget moving to online advertising in the form of social media, search etc, digital has become a preferred platform for many brands and advertisers, and digital Out of Home (DOOH) has proved itself as an effective bridge between the virtual and ‘real’ worlds, amplifying campaigns, complementing online strategies, and driving engagement across a host of channels.

Backing up this assertion is a 2017 Nielsen study which shows that ‘online activations including search, Facebook, Twitter, and Instagram activity generated by Out-of-Home indexes at about four times the expected rate given its relative ad spend.’

‘Out of Home’s connection to digital media is undeniable,’ said Nancy Fletcher, President and CEO of the Outdoor Advertising Association of American (OAAA), in the same study. ‘OOH campaigns boost online engagement more than other traditional media can. As digital ad spend increases, so does Out-of-Homes’, because it drives people in the real world online.’

OUTDOOR NETWORK
+27861776826
info@on.co.za
www.outdoornetwork.co.za

A Brand’s Ethically Sound Credentials Resonate With Customers

Dana Eitzen, corporate and marketing communications executive at Canon South Africa.

Dana Eitzen, corporate and marketing communications executive at Canon South Africa, discusses why a sustainable business is a successful business. Any change to how a business runs will invariably come at a cost. Sustainable practice is an investment like any other. But the cost doesn’t have to be insurmountable. For example, reducing waste is likely the simplest and most obvious method to begin engaging in sustainable practices – and it’s practically free.

Since the 1990s, offices have been making inroads in this area. From collecting empty cans for recycling and changing incandescent lights for LED bulbs to reducing the amount of waste paper created, businesses have been reworking or developing new processes that use fewer raw materials and waste less in the production of goods.

From Adidas selling 11 million pairs of shoes made from ocean plastic (1) to vegan meat sales increasing by 451% in the last four years (2), there is little doubt that a change in mindset is taking hold across the globe. But while the key drivers for sustainable products and lifestyles are often ethical or moral, there are also practical business reasons for adopting sustainable ways of working.

Some brands have taken this approach to impressive levels, like Deloitte’s Amsterdam building, The Edge. It is one of the most sustainably built office spaces in the world and its connected lighting system is so low energy that the LED lights can have their power needs met through ethernet cables (3). Sensors measure room occupancy at all times, turning off lights automatically when a room is empty. The building also has smaller windows on south facing walls, which keeps the interior temperature cooler in the summer and warmer in the winter, reducing the need for heating and air conditioning.

Of course, investing in a building like this is not necessarily going to be the end goal of every company: despite the fact that it would no doubt prove a return on investment within a number of years. But this is not just about investment – it’s also about protection. By stepping up sustainability, organisations not only save money in energy and storage bills, they also future proof their business. Investing in sustainable practices ensures that companies remain ahead of changing regulations before they come into force. For example, the British Government has vowed to halve the energy use from both new and existing building stock by 2030 (4), so adapting an office space can help them avoid paying fines which, aside from being costly, could also damage a brand’s standing with today’s increasingly environmentally conscious consumers.

Indeed, sustainability seems to be one of the hot issues that is having a strong impact on business bottom lines. 87% of consumers said they would be more likely to purchase a product because the company advocated for an issue they cared about, while more than three quarters (76%) would refuse to buy a product if they found out a company supported an issue contrary to their beliefs (5). Consumers already actively prefer to buy from brands they believe are doing social or environmental good (6). Organisations must think about their sustainable practices if they want to harness the benefits of this trend.

For example, Lush cosmetics is well known for its commitment to sustainable retail experiences. It recently opened a totally packaging free shop in Manchester (7) where customers pick the products they want and take them home in a recyclable cardboard box and its products are all 100% vegetarian and never tested on animals. The brand’s ethically sound credentials have resonated with its customers and as it has continued to push the limit of what is possible on the high street, it posted record turnover and pre-tax profits in 2018 (8). A clear link between sustainability and increased returns.

It is not just retailers who stand to benefit. Salesforce achieved its target of net-zero greenhouse gas emissions in April 2017, ensuring it’s 150,000 customers were using a carbon neutral cloud service. The company recently installed the largest on-site water recycling system in a commercial high-rise building in the US and it has been sourcing 100% renewable energy for its HQ for nearly 2 years (9). The company’s financial results, with a 24% to 26% revenue increase year on year for the past three years, shows that its green initiatives are landing well with their customers and contributing to the company’s stellar growth.

Sustainable practice has been shown to effect talent acquisition and hiring too. Research has found that improved brand image makes it easier to attract new employees to a business. 76% of millennials consider a company’s social and environmental commitments when deciding where to work (10) and 75% would stay for less money, if they worked for a socially responsible company. This kind of retention is a cornerstone of success and healthy work culture, and the cultivation of engaged and passionate employees protects the longevity of an organisation while driving it toward future success.

Sustainability drives purpose and passion. Deloitte found that 73% of employees who feel that they work for a purpose-driven company said that they are engaged with their job (11). People want to be part of something good and something bigger than themselves. They want to feel great about what they do every day. When employees are fully engaged, they give more and the company gets more. This serves to emphasise why incorporating sustainability into a business can prove so effective in the long run.

Companies that feel sustainability is something they are required to do to keep the board happy are missing out on an opportunity to be a part of a generational change in mindset. Customers, employees and even investors (12) are all keen to interact with brands that reflect their environmentally friendly goals in a positive way. This opens a door not just for new businesses looking to enter the market, but also offers more established organisations a chance to rethink their position and update their strategy to make it more relevant to their target market. In both cases, the end result is a healthier bottom line.

Businesses just need to keep in mind that customers want more than words, they want to see real momentum towards a more environmentally friendly future. To make certain adopting sustainability is a success, organisations need to ensure it is included at the start of any new processes and that commitments are followed through. With that in mind, a mountain of opportunity for growth is out there for businesses to tap into.

(1) https://www.goodnewsnetwork.org/adidas-shoes-from-ocean-plastic-going-even-further/

(2) https://www.livekindly.co/vegan-meat-sales-europe-grew-451-percent/

(3) https://www.breeam.com/case-studies/offices/the-edge-amsterdam/

(4) https://www.edie.net/news/11/Theresa-May-unveils-plan-to-halve-building-energy-use-by-2030/

(5) https://www.forbes.com/sites/marissaperetz/2017/09/27/want-to-engage-millennials-try-corporate-social-responsibility/

(6) https://www.telegraph.co.uk/business/sme-library/hybrid/sustainable-small-businesses/

(7) https://www.forbes.com/sites/annaschaverien/2019/03/12/lush-creates-packaging-free-shops-but-will-other-retailers-follow-suit/#63c5ed4f246d

(8) https://www.insidermedia.com/insider/southwest/Lush-hails-record-turnover

(9) https://www.salesforce.com/company/news-press/stories/2018/2/021318/

(10) https://www.clomedia.com/2018/02/20/millennials-want-workplaces-social-purpose-company-measure/

(11) https://gethppy.com/employee-engagement/3-ways-purpose-driven-organizations-increase-employee-engagement

(12) https://www.ft.com/content/f99b0399-ee67-3497-98ff-eed4b04cfde5

CANON SOUTH AFRICA
+27126754900 
James.DeWaal@Canon.co.za
www.canon.co.za

Innovation That Meets Customer’s Needs Is Essential In Business

Lee Stacey, Chief Broking Officer in Aon South Africa’s Commercial Risk Solutions Division, states that the overall risk readiness for the top 10 risks identified in Aon’s 2019 Global Risk Management survey dropped from 53% in 2017 to 51% in 2019. Failure to innovate and meet customer needs is one of the top ten risks.

Participants in the survey that reported a loss of income experienced as a result of failure to innovate and meet customer needs increased from 15% in 2017 to 25%. The reduction in risk-readiness among participants in the survey is due to digitisation, changing business models and readily available alternative products and services.

Examples where failure to innovate or meet customer needs affect industries:
• Well-known corporations such as Toys R Us, BlackBerry, Hitachi and The Concorde, are but a few of the many companies that have dwindled away due to failure to innovate. 
• Those in the publishing and printing industry are trying to survive revenue shortfalls and staff downsizing due to a seismic shift in digital technology and people’s reading habits. 
• In the telecommunications industry, where the lifetime of products continues to shrink, the race to market has intensified. 
• In the transportation manufacturing sector, companies are now competing with many tech giants experimenting with autonomous driving, e-cars, digital services and mobility platforms. 

Only 45% of surveyed organisations have a risk management plan in place, though. In the absence of a thorough risk assessment, uncertainty may accelerate or underestimate the importance of a risk such as failure to innovate and meet customer needs, meaning that the balance of businesses may not even understand the magnitude of this risk.

An increasing number of industries are, however, focusing on risk management strategies. This fact alone means that there are an array of tried and tested tools and techniques available to businesses that can help to quantify and improve their risk preparedness, resilience and sustainability, and thus change the emerging trend.

In the face of consumer needs and preferences that are becoming increasingly fickle, innovation is a necessity, not an option. It also means that disruptive technologies, such as Artificial Intelligence, blockchain or the Internet of Things may be the key to transforming the current playing field.

This pushes traditional risk management approaches into a different sphere. Start-up companies tend to be more agile and experimental in their risk appetite and enjoy a significantly lowered exposure to the risk of failure to innovate. Larger corporate companies who tend to stay on the safe side of caution, have a few things to learn from their smaller counterparts in embracing an approach of managed risk-taking.

It is up to every company to find the opportunity to reinvent itself in an ever-changing market where disruption is fast becoming the norm. It is crucial for every company to adopt a risk management process that can identify opportunities to innovate and adapt to customer needs. Those that are unable to, will simply become irrelevant. 

AON
www.aon.co.za

Engen Scoops Coolest Petroleum Brand Award

Godfrey Vilakazi, Engen Marketing Manager of Retail Business Development.

Engen has again been voted the ‘Coolest Petroleum Brand’ in the Sunday Times Generation Next awards. This is the tenth consecutive year that South Africa’s youth have backed Engen, reaffirming the company’s brand leadership and market strength.

The Sunday Times Generation Next is the leading annual youth brand preference and consumer behaviour survey. It tracks consumer behaviour and preferences of South Africans aged 8 to 23 – a highly influential segment of the market.

With youth development playing a central role in Engen’s social investment and sponsorship initiatives, the company remains dedicated to positively engaging and contributing to the future success of young South Africans. This is done primarily through the Engen Maths and Science Schools, Engen KlevaKidz Paraffin Safety, and a partnership with Caring4Girls to assist schoolgirls with feminine hygiene.
 
Seelan Naidoo, Engen General Manager: Retail, said that the results of Sunday Times Generation Next validates Engen’s investment and marketing focus. ‘We are honoured to once again receive this award and want to thank our young customers for choosing us as the ‘Coolest Petroleum Brand’. While it is evident that we are staying current in today’s market, we remain humbled by the award.’

In 2018, Engen built 15 new service stations in South Africa, a record for the company. It also added 20 new Quickshops to its network in the year and installed LED lighting at 112 sites, ensuring Engen service stations offer a welcoming and safe appearance to customers.

In 2019, another aggressive new site build programme is planned, especially in growth areas where Engen is typically under-represented. Furthermore, Engen’s exclusive agreement with eBucks, one of South Africa largest loyalty programmes, continues to go from strength to strength.

‘Engen is very excited to see our network flourishing. Convenience and customer service remain key determinants of success in our industry,’ commented Naidoo. ‘Staying relevant is a priority and we continue to focus on consistently reinvigorating the brand and investing much effort into remaining an attractive stop-over for both the youth and adults. As a brand, it is important for Engen to move into exciting, innovative spaces where we can engage customers and interact with them.’

Looking ahead, Engen will continue to focus on the rollout of signature convenience offerings across its network, including fast food and restaurant partnerships, Wi-Fi, alternate payment partnerships and a range of other exciting innovations. After a successful pilot on 17 Engen forecourts last year, Engen and Krispy Kreme have sweetened the deal further with plans to roll out to another 105 service stations in Gauteng and KwaZulu-Natal.

ENGEN
www.engen.co.za

Global Out Of Home Media Reduces Carbon Footprint With Solar-Powered Billboard In Cameroon

Global Out Of Home Media has launched a number of initiatives in its drive toward reducing its carbon footprint and supporting its environmentally-responsible stance. The company recently unveiled the first of its solar-powered gantry billboards in Cameroon’s largest city and economic capital, Douala.

The city is home to Central Africa’s largest port and its busiest international airport, Douala International Airport. The solar powered gantry is situated along the key arterial route leading to the airport which handles an average of 1.5 million passengers and 50,000 tonnes of freight per year.

Converting to solar on the African continent just makes sense, thanks to the abundance of natural sunlight available, but it’s also an efficient approach to business, with the billboard constantly lit at night and delivering greater impact and visibility 24/7.

Romain Guillemard, Global Out Of Home Media’s General Manager said, ‘It’s an efficient use of solar power, but the main thing is that we’re making a change and a statement, because we’re sensitive to the environment and believe Global Out Of Home Media can play a role in driving awareness of this important issue. Our solar-powered sites are in line with modern day best practice and Global Out of Home Media activities across the continent. We continue to look for ways in which to do business in a socially and environmentally-responsible manner.’

The booming city plays host to a number of business environments, malls – Douala Grand Mall is currently being built in close proximity to the airport and when complete, will be the biggest mall in Central Africa – hotels, restaurants and night life venues. With its robust economic and social base, the city is an ideal destination for brands and advertisers to deliver advertising messages in the Out-of-Home environment to an upwardly mobile and affluent audience.

GLOBAL OUT OF HOME MEDIA
info@gosafrica.com
https://globalooh.net/market/cameroon/

Brands Need To Get More Personal

Image source: www.cslewispublicity.com/

Gareth Marshall, Senior Brand Manager at Unilever, states that marketers face the daily challenge of impressing and engaging with consumers at the right time, place and on the right platform. They’re always looking to land a sale, to make our brands stand out and to be remembered. It’s a tough gig, but his philosophy is that we need to start getting more personal with consumers.
 
One of the most powerful aspects of marketing for me is that everyone has a reaction to a brand or product they engage in. Added to that is that we as marketers are in a very powerful position, we literally have the power to change lives – so why aren’t we doing better work?
 
I’m in the very fortunate position of working on a brand that I know is changing people’s lives. Through the extremely powerful platform of football, Shield is currently in year three of the very successful Sbonis’iDiski campaign, geared at empowering young South African football talent through grassroots development and skills training.
 
Through this campaign, we’ve been able to unlock amazing partnership opportunities with Chelsea Football Club and Orlando Pirates. These opportunities have enabled a number of players to take their game to the next level and land professional football contracts. It’s a campaign that is life-changing on all levels.
 
I always encourage my teams to think back to who our consumer is and what problem we want to solve. Don’t just throw money at a problem, we as marketers are so much more imaginative and powerful than that. Ask yourself, ‘Is your brand is making a sustainable difference?’ The important aspect in marketing for me is that we must add value to a person – always put the consumer first – they are after all spending their hard-earned money on your brand.
 
Consumers don’t want us to just show them a product, they need to experience it. Put it to the test. They should tell you if it works, not the other way round. I believe the real insights come from speaking to people on the ground. I’d encourage my fellow marketers to not be scared of any negative feedback. Feedback is engagement, and engagement is key.
 
Constantly evaluate where you are, reinvent, tweak your strategy but take time to speak to consumers, and always be authentic. I think that all brands no matter the size, can and should do better. Every brand can improve!
 
Marketing is one of the most exciting places to be in right now – live and breathe the business that you’re in and importantly, get personal!

UNLEASH ACADEMY
www.unleashacademy.co.za

Apple Announces 2019 Design Award Winners

Apple Design Awards celebrate creators of the world’s most innovative, state-of-the-art and well-designed apps and games on the App Store.

The 2019 winners are:

Asphalt 9: Legends
Asphalt 9: Legends features an extensive roster of real hypercars from renowned manufacturers such as Ferrari, Porsche, Lamborghini and W Motors. It allows you to pick your dream ride and race across spectacular locations around the world. You can leave your limits in the dust and become a ‘Legend of the Track’.

ELOH
ELOH is a chilled out puzzle game to help you relax and find your groove. It is from the creators of the Apple Design Award winning Old Man’s Journey, who have designed a new musical puzzle game about feeling the rhythm to find the solution.

The Gardens Between
The Gardens Between is about two friends who are transported to a cluster of surreal, spiralling islands populated with treasures from childhood memories. An elegant control system lets you manipulate time to help the pair navigate beautiful puzzles that evoke growth, loss and friendship. It is a contemplative game that rewards observation and curiosity, and its inspired creativity is full of heart.

Ordia
Ordia is a one-finger action game where you play as a new life form taking its first leaps into a strange and hazardous world. Jump, bounce, stick and slide your way through rich and vibrant environments, guiding each creature to safety in a primordial world filled with various perils, challenges and surprises. With 30 levels to complete, plus extra challenge modes, bonus levels and achievements to unlock Ordia is a unique and challenging game with hours of gameplay.

APPLE
www.apps.apple.com

Industry Interview: Dale Hefer On Starting A R100 million Ad Agency From Her Garage

Dale Hefer, best-selling marketing author and CEO of the Nedbank Integrated Marketing Conference (IMC), shares how she launched her advertising agency from a garage, as well as her hope for ‘a resurgence of brave creativity’ in the industry.

Early life

‘I was always hopeless at maths and science at school but enjoyed telling a story. Attention to detail and client service have also always been my thing so gravitating to marketing just happened,’ she said. She cut her teeth in sales while travelling around the world after studying – selling everything from ice creams to double glazing in London.

Hefer did a stint in client service at an advertising agency, then got lured by the Joburg lights and ended up as sales manager of media monitoring company Newsclip. In the late ’90s, the urge to have her own business became overwhelming and she decided to start her own advertising agency. ‘At the time I thought, ‘How difficult could that be?’ Fortunately, I didn’t know just how difficult, otherwise my agency Chillibush would never have been born,’ Hefer said. 
 
Chillibush was started out of a garage, this before the concept of an ‘integrated agency’ existed. People said that she needed to specialise in a specific offering but she doggedly continued to offer everything from design to PR, media and more. ‘This tactic worked – during the 16 years running the agency, we were proud to incorporate a top creative and media service, as well as leading PR and Investor Relations offerings,’ she added.
 
Cash flow was one of her biggest challenges, and another was security. Zipping all over the city in her tiny Toyota delivering things made her a target for hijackings, and this happened a few times as she was always alone in her car. ’Eventually I got so frustrated with this, I went to a sex shop and bought the biggest blow-up doll I could find. I named him Percy, blew him up, dressed him and he became my permanent ‘passenger’ and security guard. It worked. I was never hijacked again. I often wonder where Percy is now.’
 
She sold Chillibush in 2014 with their annual turnover exceeding R100 million, and subsequently bought the IMC. Nedbank has since become the naming sponsor and they re-launched in March 2019 with the theme Marketing Gets Naked. ‘I am always on a mission to prove the business case for marketing and I wanted to strip away the bells and whistles to show that marketing does deliver on the bottom line. The conference was sold out and we are now working on the 2020 Nedbank IMC. The theme for this is simply ‘Marketing Works. Work it.’ Watch this space,’ she said.

What do you enjoy most about working in the industry?

‘The people and the passion. I know that sounds like a corny advertising slogan, but it does sum up what has inspired me over the years. Working in a space where you are constantly encouraged to think out of the box really blows my hair back and keeps me on my toes.’
 
2019 industry trends
 
‘I am hoping for a resurgence of brave creativity. At the 2019 Nedbank IMC, a strong trend was the need to push the envelope here again. In his presentation, Andy Rice said we have become ‘lily-livered’ and too afraid to push back to the client. And as always, I hope that a trend will be for businesses to embrace the role of marketing with more enthusiasm and understanding.’

The important industry-related changes she has noticed are both good and bad. On the good side, measurability and accountability are being pushed more and more. On the bad side, procurement is playing too big a role in the industry and suppliers are being mismatched with clients based purely on procurement choosing the cheapest.
 
Another good change has been the empowerment of women in the industry, especially black women. ‘However, the one area that never seems to change in our industry is our credibility. We are constantly perceived as the poor cousin by the C-suite. Businesses needs to realise that our place is undeniably and firmly at the boardroom table,’ she said.

Favourite project and tips for creating successful campaigns 

‘I know it is going back many years, but the campaign I enjoyed the most at Chillibush was for City Press. We focused completely on outdoor and managed to get then President, Thabo Mbeki, to be our top model, together with other luminaries such as Patrice Motsepe. Mr Mbeki said we could use him but he didn’t have time for a shoot so our photographer had to attend all his functions for weeks trying to get the right shots. The campaign worked with a measurable increase in circulation and ad revenue.’

Chillibush’s campaign for City Press.

Hefer’s keys to creating successful campaigns are not over-engineering, always ensuring relevance and setting measurement criteria. She advocates for client service, ‘Many people would say creativity is key but as a ‘suit’ of many years, I have seen how good service always trumps good creativity that is badly delivered and implemented.’

Hobbies
 
‘I have a wonky back from years of long distance running, cycling, squash – you name it,’ she says. Hefer is originally from Zimbabwe, a place for which she still holds much affection. She has an unhealthy addiction to chillies (hence the name Chillibush) and is a single mom to 10-year-old twins James and Grace.

INTEGRATED MARKETING CONFERENCE
www.imcconference.co.za

The Omnipresence Of Digital Out-Of-Home Advertising

Craig Wallis, Business Unit Manager at The MediaShop

Craig Wallis, Business Unit Manager at The MediaShop, is always amazed at the vast number of media owners who place digital screens into a multiplicity of environments in the Out-of-Home industry.
 
As we live life outside of our homes, we quickly realise just how ubiquitous digital screens have become. There must be at least 70 players in this advertising industry with around half of them playing in the very visible ‘billboard on the side of a road’ arena, targeting us daily commuters.
 
We all go to malls and walk down their passageways where we’re highly likely to encounter various digital screen formats along the way. Video walls would be the standout medium – however, a closer look will reveal that there are many ‘smaller’ screens within malls. Looking to find a shop in a mall? Well, these wayfinding units, apart from providing a solution to your query, will also provide a digital platform for advertisers to reach shoppers.

Many malls also have digital screens placed along the walkway, be it on the ground or affixed from the ceiling. They’re hard to miss or ignore. And let’s not forget the big screens at mall entrances/exits and at the food courts. Marketers, if your target audience is shoppers, then you have plenty to choose from in malls from both static and digital platforms alike.
 
Need to reach a commuter audience? The world’s your oyster here in Mzansi. Public transport commuters can be reached cost-effectively in many formats from giant screens in taxi ranks to large TV screens in many ranks and stations in cities and towns around South Africa. How about a totally captive commuter audience? Well, here you can reach them via onboard screens in taxis and buses.
 
Digital screens can also be found inside of Cape Town’s bus shelters. These can be used to target the high frequency of Gautrain passengers very effectively. How about reaching commuters with massive dwell times? Screens in long-distance buses are your solution.
 
What about the so-called ‘higher LSM/SEM’ traveller?
 
Here, there are a multitude of digital screen formats that can be used to target air travellers. Just walk into any airport in SA and you cannot miss the plethora of digital screens when you go through the security check, sit and wait to be called to board your plane, and also where you stand and wait at the carousel, twiddling your thumbs to see if your baggage was on the same plane as you.
 
Want to reach Business Class passengers? Here digital options can include large format screens along Business Class thoroughfares/convergence nodes. Marketers can even advertise inside select business class lounges to reach these travellers. As a brand, dwell time is on your side in this environment. And talking of dwell time; hell, in some airlines you can even advertise on screens on-board their aeroplanes.
 
Have you ridden in an Uber and seen the tablet-sized screens that have been fitted in some of their fleet? These screens would definitely help in avoiding the need for idle chit-chat with your friendly Uber driver.
 
The above commuter environments are all DOOH friendly, in fact it seems that every public space is a possible venue for DOOH nowadays. Play a round of golf? Chances are there are ads playing on the GPS screens in your golf cart, in the locker rooms and even on the units used to wash your golf clubs. Why not use the screens in the pubs to get long dwell time while golfers mull over the highs and lows of their round in the 19th hole? It is known as the longest hole on the golf course for good reason.
 
You can reach more audiences at a doctor’s waiting rooms, or even at public hospitals and clinics in their waiting areas. Believe it or not, the waiting times at public hospitals are even longer than those at Home Affairs. At a pharmacy waiting for a prescription? Screens will be used to catch your eye and take your mind off of the worry of how soon you will be in your Self Payment Gap.

If you fancy a libation or three, then there is a good chance that you will find a digital advertising screen in your favourite watering hole or tavern. They can even be found in your local club (they were called disco’s in my day).
 
Even when you are undertaking a bit of retail therapy, you will find screens at the check-out or even throughout the store. And here I am not talking about all the in-store screens that retailers use to promote their own products.
 
Being bald, I have not had the need, nor the opportunity, to sit in a hair salon for many a year. If I was less folically-challenged, I could well be sitting in the chair looking at a digital screen in front of me, instead of looking in the mirror seeing my ‘battered old tennis ball’ look being thankfully transformed into a respectable crew cut. And we all know that there is some serious dwell time undertaken by the ladies in salons.
 
You can even reach motorists with digital screens when you stop to fill up with fuel. So, all you marketers out there, you can talk to your customers digitally without having to resort to placing tiny ads on their smartphones.

THE MEDIASHOP
+27112584000 
www.mediashop.co.za
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