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

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Meggan McCarthy, Modern Marketing
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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

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Reporter
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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

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Reporter
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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

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Reporter
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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

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Reporter
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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
www.mediashop.co.za

Total Goes The Extra Mile

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Reporter
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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

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Reporter
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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.

TLC Welcomes New Agency And Strategic Directors

By
Reporter
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TLC Welcomes New Agency And Strategic Directors
Ryan Coomer and Kate Macildowie
TLC Marketing has welcomed the newly appointed Ryan Coomer and Kate Macildowie to fulfil the roles of agency director and strategic director respectively.
Coomer’s background

Coomer has extensive experience in advertising, marketing, shopper marketing and experiential activations and has worked for the likes of Ogilvy, JWT, Geometry Global and Strawberry Worx. He has worked with many brands during his career ranging from Sun International, Vodacom and Kellogg’s to Bayer and Bentley. He also sits on the board for the SA Institute for Inventors and Innovators (iii) as he has a real passion for assisting local entrepreneurs in getting their products to market.

Coomer commented, ‘I am extremely excited to be joining the amazing team at TLC South Africa. I look forward to driving the business to new heights and being a part of TLC’s big and bright future.’

Macildowie’s background

Macildowie comes from a background in film, advertising and exhibitions. As an MBA graduate, she is passionate about building compelling narratives for brands and bringing them to life for consumers. Much of her career has been spent working with brands in the FMCG and automotive sectors.

Macildowie commented, ‘We are living in the experience economy. This, combined with fierce market competition, disruptive technology and financially squeezed consumers, means that loyalty and real-time customer engagement is no longer a nice to have but a core business imperative to a company’s survival. Having a nice advertising campaign is no longer sufficient to drive sales and build brand affinity. Today we are truly in a new era of ‘Experience-led Loyalty’, that’s why I couldn’t be more delighted to join TLC SA at this exciting time.’

Comment from MD

Preneshen Munian, Managing Director, commented on their latest hire, ‘TLC Marketing is really excited to welcome Coomer and Macildowie to the team, they both bring extensive experience to the company, which will only drive our focus on quality and further enhance our strategic value propositions across Africa.’

TLC MARKETING 
www.tlcmarketing.com/za

Jeevansathi Turns Bus Shelters Into Mandaps

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Reporter
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Jeevansathi Turns Bus Shelters Into Mandaps

Jeevansathi converted bus shelters into ‘Shaadi Ka Mandaps’ by decorating them with flowers and vinyl to make them look attractive and grab the attention of passers-by.

The traditional Indian shaadi is incomplete without a ‘mandap’ – the venue for the pheras ritual that takes place around a holy fire – and becomes a focal point for those much-photographed moments. Taking a cue from the relevance a mandap holds in an Indian wedding, Jeevansathi, an online matrimonial platform and part of Infoedge – has adopted some of the bus shelters across Delhi for a unique branding and advertising exercise. These bus shelters have been transformed and decorated to depict them as traditional ‘mandaps’ found at Indian weddings.

Concept execution

Walter Thompson of JWT is the man behind this concept and executed the whole campaign in a month. A mandap at Saket was built for a day-long activation in collaboration with Red FM. Red FM popular radio jockey Kisna engaged with shoppers and residents of Saket as a part of the promotional drive on the idea of modern-day marriage. The participants from the crowd had some hilarious takes on the subject.

Esha Arora, vice president, Marketing at Jeevansathi said, ‘As activations are a good way to engage with audiences and create experiences, we felt that this was an effective route for hyper-local marketing. Along with the bus shelters, we are also advertising in the Delhi Metro, and an engagement-led activity would give us an extra boost. The brief given to the agency was to effectively target a few localities and engage with audiences. Hence, the solution was the ‘mandap’, as it is an integral part of weddings in India.’

JEEVANSATHI www.jeevansathi.com

B-Tech AV Mounts Announces BT8390 Angle Adjustment Connector

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Reporter
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B-Tech AV Mounts Announces BT8390 Angle Adjustment Connector

The new BT8390 Angle Adjustment Connector (ACC) is an angled bracket that allows for creative, curved installations using System X mounting technology for signage displays, video walls and menu boards.

The bracket fixes between two System X rails to provide an angled joint. With angle capability up to 45°, the connector is designed for assembling video walls and menu boards in curved configurations.

The BT8373, BT8374, BT8375 and BT8376 use B-Tech’s range of bases to give freestanding, mobile and bolt down options and are pre-configured with B-Tech’s angled bracket.

BTECH MOUNTS www.btechavmounts.com

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