Toyota South Africa Motors And Publicis Studio One Launch ‘It’s Not A Bakkie, It’s A Hilux’ Campaign

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October 10, 2024

Toyota South Africa Motors And Publicis Studio One Launch It’s Not A Bakkie, It’s A Hilux Campaign

The South African affair with the Toyota Hilux dates back more than 50 years. Toyota South Africa Motors and Publicis Studio One have launched a new campaign telling consumers that the Hilux is not just a bakkie.

With a heritage and pedigree entrenched in South African history and culture, the Toyota Hilux is not simply a bakkie. It’s an indelible part of the South African fabric; an essential tool across hundreds of farms, construction sites and, more recently, even suburban family homes.

To South Africans, the Toyota Hilux is so much more than the sum of its parts. Known for its reliability, durability and never-say-die attitude, the Toyota Hilux is the embodiment of legendary toughness – a string of DNA that it shares with the South African spirit.

The team at Studio One (a division of Publicis Groupe Africa) wanted to leverage these authentic statements and stories to show that a Toyota Hilux is so much more than a mere bakkie. It was from one of these true stories that the team gleaned the campaign line: ‘It’s not a bakkie, it’s a Hilux’ – a line that encapsulated not only the high regard in which the public holds the vehicle, but also a line that redefined the category, elevating the Hilux into a category of its own.

Clayton Swartz, Creative Director at Studio One, said, ‘The Toyota Hilux is not just a vehicle, it’s a symbol of resilience and reliability that resonates deeply with South Africans across generations. Our campaign is driven by the real-life stories of people who rely on the Hilux every day, whether it’s on a farm, in the city, or out in the wild. These stories reflect the unwavering trust people place in the Hilux, showcasing its strength, versatility, and the emotional connection it inspires.’

The campaign launched with a TV commercial that is rooted in a true story. In it, we see a farm manager who heads to town to find the perfect birthday present for his grandson, but disappointed with the flashy-ness and lack of substance of what’s on offer, decides to rather make something. We see the dedication and craft he pours into the making of the gift, metaphorically representing the Toyota South Africa Motors ethos. The ad concludes with a heartwarming moment when the boy reacts in a surprising way when he opens his present.

Tasneem Lorgat, General Manager of Marketing Communications at Toyota South Africa Motors, said, ‘From the single cab workhorse to the stylish double cab, the Toyota Hilux range offers something for everyone. The ‘It’s not a bakkie, it’s a Hilux’ campaign is a reminder that there is much more than meets the eye when it comes to this vehicle. We are also excited to launch some of the campaign elements not only in English, but also in isiZulu, isiXhosa, Sepedi and Afrikaans.’

The advertising campaign for the Toyota Hilux range extends across out-of-home, print, radio and digital channels.

PUBLICIS STUDIO ONE
www.publicisgroupeafrica.com

TOYOTA SOUTH AFRICA
https://www.toyota.co.za/

News24 Announces New Publisher

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Modern Marketing

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October 10, 2024

News24 Announces New Publisher — Jerusha Raath, News24.

News24 has named Media24’s head of native advertising, Jerusha Raath, as its new publisher – bringing her back to the newsroom where she previously served as Managing Editor. Raath currently leads the team responsible for Media24’s commercial content – recently relaunched as Brand Story. Her journey at News24 started as a junior journalist in 2012, and her return marks a homecoming for the Wits alum.

‘Being appointed Publisher for News24 is a full-circle moment. It’s where I belong and I am delighted,’ Raath said on her appointment. ‘Off the bat, my goal is to help increase value for our subscribers while driving deeper relationships with our advertising partners beyond traditional display.’

Raath will now be the custodian of South Africa’s most trusted news source as named by Oxford University’s Reuters Institute for the sixth consecutive year this June. Her duties will include ensuring the appeal of its advertising, content and subscription revenue streams match News24’s growing stature as the biggest news subscription service on the continent.

‘My goal in this role is to ensure News24’s commercial opportunities match our unparalleled journalism,’ Raath continued. ‘We are South Africa’s most trusted news source, with incredible teams working across news, politics, business, sport, lifestyle and food journalism, and I am excited to create business synergies that do us justice.’

The brand, itself 26 years-old this October, currently has over 100,000 subscribers – having launched its subscription service four years ago in 2020.

News24 editor-in-chief Adriaan Basson said he was hugely excited about Raath’s appointment as publisher. ‘Raath is a product of the News24 newsroom, having pioneered our multimedia coverage in the early days of digital publishing to growing with the newsroom as we pivoted our approach to quality, paid-for journalism,’ he said. ‘It is great to have a publisher who understands and deeply values the importance of quality, probing journalism.’

Raath has an MBA from Wits Business School and is a journalism graduate from the same alma mater. She previously served as News24’s multimedia editor and managing editor before moving to commercial content as Head of Brand Story (then Brand Studio) in 2020.

Under her leadership, the commercial content team was named Studio of the Year (under 20 employees) at the Native Advertising Awards held in Copenhagen in 2023. Over the past four years, the team scooped multiple awards from the World Association of News Publishers and International News Media Association where Raath was also invited as a panelist and speaker.

‘I am delighted to bring Raath back to News24 as its publisher,’ said Rika Swart, General Manager of Media24 News. ‘Her resumé speaks for itself and she represents a strong contingent of digital-first journalists who have risen through the ranks at News24. Her commercial mind and industry insight positions her well for this new challenge.’

Mother to two small daughters, Raath describes herself as an always curious, forever-learner with a penchant for learning the unusual – her latest conquest being how to use a mitre saw and install wallpaper in her home. Brand Story will remain in Raath’s portfolio.

NEWS24
https://www.news24.com

Report Shows The Top Trends Expected To Frame 2025 Consumer Spending

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Modern Marketing

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October 10, 2024

Report Shows The Top Trends Expected To Frame 2025 Consumer Spending In SA

NielsenIQ’s (NIQ) Mid-Year Consumer Outlook: Guide to 2025 report anticipates that global consumers will spend $3.2 trillion more in 2025, representing nearly 6% growth compared to 2024, according to World Data Lab. In South Africa, there are signs of growing consumer confidence and resilience, even with rising food and utility prices straining South Africans’ finances.

NIQ’s bi-annual study offers a comprehensive analysis of the impact of economic events and trends on consumer confidence, changes in consumer attitudes, and important insights into the factors influencing purchasing decisions. The report also explores regional variances, providing in-depth analysis of the unique dynamics of the South African market.

The data shows financial polarisation among South African consumers, with 42% reporting that they are better off than this time last year and 33% indicating they are worse off. Only 17% say they are thriving financially, up from 11% in 2023. The situation has improved since mid-year 2023, when 36% said they were better off than a year and 42% said they were worse off.

Zak Haeri, MD for NIQ in South Africa said, ‘Inflation has cooled in South Africa this year, just as it has worldwide. However, rising utility and food costs continue to challenge consumers, many of whom need to pay for more to get less, even with their income levels stagnating.’

‘Prices in categories such as Home Care, Confectionary and Snacks, Pet Food, and Health and Beauty remain inflated, in some cases leading to declining sales volumes. Brands and retailers with products in these areas will need to think of ways to sustainably push higher volumes without overpromoting and undervaluing, or over-subsidising, their offerings.’

Top Trends Framing Expected 2025 Spending

South African consumers’ top concern remains rising food prices (39%), followed by increasing utilities costs (24%) and the threat of an economic downturn (20%). Some 83% are seeking income streams beyond their primary jobs to pay their way, while 27% agree they are likely to increase personal debt to sustain their lifestyle.

A quarter (25%) of South African respondents have been affected by job or income losses.

Today, South African consumers of all financial circumstances seek value in multiple ways with every purchase:

– 42% switch to lower priced products.
– 43% buy whichever product is on promotion.
– 43% bulk buy when preferred brands are on sale.
– 40% shop more often at discount/lower price stores.
– 55% shop with loyalty programmes to help manage spend.

A majority (69%) of surveyed consumers in South Africa say they are likely to change or try a new brand because of lower pricing, 74% will buy a brand that has innovated to make it as affordable as possible, and 78% will buy a product that is energy efficient or low cost to run.

They intend to continue cutting back on non-essentials like out-of-home (OOH) dining (49%) OOH entertainment (46%), food delivery/takeaways (48%), and socialising with friends and family (44%). South Africans plan to decrease spend on holidays (42%), salon beauty and grooming (42%) and home improvements and décor (41%).

South Africans are more likely to spend on health products than the global average. Two thirds (67%) said they will start or increase intake of vitamins and supplements, while 61% plan to spend more on products that help with relaxation and stress.

Upselling opportunities: intentional consumers are willing to pay a premium for worthwhile attributes. In Tech and Durables, unit sales of premium priced smart / mobile phones, particularly 5G models are up. However, there is an element of price deflation due to fiercer competition from emerging Chinese brands and promotional activity.

‘Consumers are seeking value with every purchase in multiple ways. They are spreading their spending in purposeful ways, and their habits and behaviours are changing fast in response to economic trends and new technologies,’ said Lauren Fernandes, Vice President, Global Thought Leadership, NIQ.

NIELSENIQ
www.NIQ.com

Doritos Campaign Features Youtubers, TikTokers, Podcasters And Content Curators

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Modern Marketing

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October 10, 2024

Culinary met culture as content curators stepped out to celebrate Doritos’ new Grilled BBQ Flavour at an event held at DNA Brand Architects. Doritos is teaming up with some of the country’s boldest faces making waves in the world of content.

TikTokers, podcasters, rappers and YouTubers are mounting a Fearlessly Flavourful takeover of the socials as Doritos brings together vibrant personalities in an all-new ‘In The Truck’ social series.

Spotted at the event were the likes of Hope Ramafalo, Hlogi Mash, Coachella Randy, Kagiso Magola and more. This #FearlesslyFlavourful campaign merges culinary realness with cultural expression, featuring a stellar line-up of creators and influencers from various fields. These include the popular Spreading Humours trio, Seemah, Yanda Woods, and Zille Weezy, alongside TikTok sensations Ugly Young Boy and Siv Za. Popular content creator Ghost Hlubi, Hip-hop artist Money Badoo, YouTuber Sasha Domnikov, content creator Munaka Mathambi and podcaster Lebo Rampedi will also be joining the ride.

‘Doritos is all about challenging the ordinary and pushing boundaries,’ said Ntumi Kondile, Brand Manager for Doritos at PepsiCo South Africa. ‘With our new Grilled BBQ flavour, we’re not just launching a new product, we’re igniting a movement that celebrates boldness and fearless flavour. With ‘In The Truck’, we are taking it a step further and merging lifestyle, culinary cuisine and culture in partnership with creators who are being bold.’

The centrepiece of this campaign is the Doritos Loaded Food Truck, which sets the stage for this innovative new social series, ‘In The Truck’. The first episode of ‘In The Truck’ features popular podcasters and Spreading Humour’s Seemah, Zille Weezy and Yanda Woods who are known for igniting flavourful conversations that get people talking.

Doritos got this dynamic trio ‘In the Truck’ at the Mini United festival. The series will showcase the stars engaging in a mix of fun challenges and culinary face-offs, all while discussing their careers, passions and unique takes on culture and flavour. From sharing their favourite food memories to crafting their own BBQ-inspired creations, these personalities are set to serve up content that’s bold and unexpected.

The Doritos Loaded Food Truck made its first appearance at Homecoming Events’ Friends Like Me festival, where fans were treated to a flavour-packed menu inspired by the new Grilled BBQ chips. This limited-edition truck is set to continue its journey across various festivals and hotspots, spreading the excitement of Doritos’ latest innovation.

SIMBA
https://simba.co.za

The Exhibitions Sector Is A Vital Engine For Job Creation And Economic Renewal

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Modern Marketing

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October 10, 2024

The Exhibitions Sector Is A Vital Engine For Job Creation And Economic Renewal

According to the WTTC’s Economic Impact Report, travel and tourism is expected to grow at a 7.6% annual rate over the next decade, far outpacing the country’s overall economic growth rate of 1.8%. The events and exhibitions industry, a subset of this sector targeting business travellers, is set to match this growth, creating more than 800,000 jobs by 2032.

Youth unemployment is a huge problem in South Africa. But more relief could be coming from the rapidly growing events and exhibitions industry, as business tourism ticks up in step with a healthy return of leisure visitors to the country.

The Association of African Exhibition Organisers (AAXO) has issued a clarion call for immediate action to harness the transformative economic power of exhibitions, as South Africa heads into peak events season on the business calendar.

‘It is crucial to recognise that while Tourism Month celebrated our vibrant culture and heritage, the exhibitions sector is a vital engine for job creation and economic renewal. With youth unemployment reaching 60.8% in the second quarter of 2024, the need for effective job creation strategies has never been more urgent,’ said AAXO chairperson Gary Corin.

Exhibitions and events stand as powerful economic drivers, offering significant employment opportunities and skill development, particularly for our youth. To support this initiative, AAXO will soon release an Exhibitions Careers Booklet, highlighting diverse career paths within the industry for those who may not have access to traditional higher education.

The Case For Youth Employment

The exhibitions sector promotes on-the-job training, with numerous organisers, venues, and suppliers offering internships and in-service training programs. By engaging in these initiatives, unemployed youth can gain invaluable practical experience, forge essential networks, and enhance their employability – contributing not only to their personal growth but also to the economic development of our communities.

Why Exhibitions Matter

Economic growth: exhibitions attract businesses, investors, and consumers, generating substantial revenue for local economies. The global events industry contributes approximately $1 trillion annually, with South Africa’s exhibitions sector alone generating billions, benefiting local hotels, restaurants, and small businesses.

Job creation: the events sector encompasses a diverse array of roles, from event planning to hospitality. By investing in exhibitions, we can create pathways for our youth, equipping them with essential skills and enhancing their employability.

Youth empowerment: nearly 19% of Africa’s population is aged 15-24. In this age-group, unemployment averaged 56.15% for South African youth over the past decade. Exhibitions serve as vital platforms for young entrepreneurs and job seekers, fostering networking and mentorship opportunities that lead to sustainable employment.

Government initiatives, as outlined by Tourism Minister Patricia de Lille in her July 2024 budget speech, play a crucial role in revitalising business tourism and empowering communities. With a budget allocation of R2.7 billion for 2024/25 focused on domestic tourism recovery, the government is committed to ensuring that all South Africans benefit from the tourism sector.

Exhibitions represent a unique opportunity for job creation. The Tourism Incentive Programme (TIP), with R172.1 million in funding, supports small businesses in participating in trade exhibitions. This past year, TIP allocated R18 million to assist 130 small enterprises at major events, driving visibility and creating jobs.

Industry Needs To Act Now

It is crucial for stakeholders within the exhibitions sector to align with government objectives. By working together, exhibitions can become beacons of hope, driving economic growth and empowering our youth.

‘During October, let’s harness this momentum to transform exhibitions into powerful catalysts for job creation and economic empowerment for South Africa’s youth,’ urged Corin. ‘We invite you to join us in this essential mission. Together, we can unlock the potential of exhibitions to create a brighter future for both our youth and our economy.’

AAXO
www.aaxo.co.za

Use First-Party Data To Stay Competitive This Year-End Retail Season

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Modern Marketing

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October 10, 2024

Use First-Party Data To Stay Competitive This Year-End Retail Season — Daniel Levy, Flow.

It comes as no surprise that Black Friday sales in South Africa have grown by over 300% in the past five years. As we approach the busiest retail season of the year, with Black Friday, Cyber Monday, December holidays, and Back to School campaigns on the horizon, local brands are facing fierce competition from global giants with massive ad budgets.

Daniel Levy, Co-Founder of ad and data-tech platform Flow, believes the answer to staying competitive lies in first-party data. ‘When it comes to connecting directly with your customers, first-party data is the biggest weapon in your arsenal,’ said Levy.

What Is First-Party Data And Why Is It Gold?

First-party data refers to information a company collects directly from its own customers or audience. Since it’s gathered straight from users, it’s highly accurate and relevant, giving businesses valuable insights into their customers’ behaviours, preferences, and needs.

As Levy put it, ‘First-party data is a powerful tool for targeting and engagement, especially in a privacy-conscious environment, because it lets brands hone in on exactly the right audience for their offering without relying on third-party cookies or external data sources. And when you use audience insights to make more strategic marketing decisions, you can make every cent of your ad budget work more effectively.’

Here, he and other industry experts share data-driven strategies to help brands boost their sales this shopping season.

1. Use First-Party Data To Get Personal In All The Right Ways

Personalisation is no longer a luxury in today’s consumer market – it’s an expectation. But local retailers have a unique advantage when it comes to understanding their consumers’ behaviours, says Woolworths’ Head of Digital Marketing, Zack Nossel: ‘a direct connection to a known audience’.

‘To stay competitive, you have to really understand your shoppers, and when retailers use reliable data to be as relevant as possible, it’s like a superpower,’ Nossel said.

‘For example, we know the current economic climate drives consumers to plan specifically for a discount event, and that two of the most purchased items on Black Friday are nappies and toilet paper. So we can use first-party data to deliver hyper-targeted offers to specific consumers, and, importantly, reach them right at the moment of intent.’

For brands, tapping into data they already own – from sales data, loyalty programmes, customer interactions, and more – can be helpful, but it’s a bit like fishing in your own pond. This is where the use of audiences from a rich and diverse data marketplace can be invaluable. With South African shoppers expecting localised experiences, personalisation through data-driven insights could be a brand’s winning move this season.

2. Be Budget-Savvy By Hyper-Targeting

While retail giants like Shein and Temu may dominate with huge ad budgets, the power of data-driven targeting cannot be underestimated. ‘You don’t need to outspend the competition; you just need to outsmart them,’ said Paid Media Specialist at TrafficBrand, Dean Stander.

‘The biggest challenge local brands face is ensuring their ads land with the right people. Brands should focus on refining their messaging and audience targeting, rather than simply increasing their ad spend on impressions. First-party data can give you precision, letting you deliver your message to the highest-intent audience.’

There is a solution, for example, that connects brands with highly-engaged audiences that are exclusive, because its data marketplace is built to make different audiences available to brands and agencies. The data is pre-packaged and layered with shopper insights to help boost the Return On Ad Spend.

Brands can also use calculators available from data-tech platforms to estimate the cost and reach of their ideal audience, and budget strategically to mitigate rising advertising costs.

3. Don’t Wait To Adapt To The New State Of Play

The digital advertising landscape has shifted dramatically in 2024, with privacy concerns driving brands to rethink their strategies. While Google’s decision to delay the removal of third-party cookies gave advertisers temporary relief, the emphasis has now firmly shifted towards first-party data as the future of digital advertising.

‘For many South African brands, adopting a first-party data approach is still a work in progress,’ Levy said. ‘But by owning and controlling your audience data, your brand can rely less on third-party platforms, and you can speak directly to the people most interested in your product.’

No one knows this better than Alon Rom, CEO of HelloPeter, who shares that complaints and reviews on the site increase on average by 60% during the year-end retail period. He suggested, ‘Savvy retailers can use audience data to reach not only product and service reviewers, but other readers on the site – right when they are in the market for a specific solution.’

The fact is, first-party data is a win for both brands and consumers, and retailers who want to stay ahead must adapt to this new reality, fast. To drive sales and get more for your ad spend this shopping season, beat bigger budgets by harnessing the power of first-party data.

FLOW
https://flowliving.com/

The Red & Yellow Creative School Of Business Celebrates 30th Anniversary

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Modern Marketing

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October 9, 2024

October marked the start of the Red & Yellow Creative School of Business’s anniversary celebrations, as well as the introduction of a bold new take on the school’s brand identity.

‘We are ecstatic to celebrate this incredible milestone,’ remarked Verusha Maharaj, Managing Director of the Red & Yellow Creative School of Business. ‘Our 30-year journey has been one of transformation, creativity, and dedication to shaping the next generation of talent. As we look to the next 30 years, we remain committed to pushing boundaries and preparing our students for a rapidly evolving creative landscape in and beyond South Africa.’

Commenting on the evolution of their brand, Maharaj added, ‘Our new identity visually represents our unique combination of Creative Magic and Commercial Logic – which is at the very heart of everything we do. It’s a reflection of teaching the left brain and the right, business sense with creativity, combining humanity with tech, empathy with strategy, and big ideas with the details. We’re thrilled to encapsulate this ethos in our revamped logo, brand new ampersand, fresh colours and more.’

Over the next two months, the institution will commemorate their 30-year milestone by showcasing 30 of its star alumni, including award-winning executive creative directors, founders of disruptive startups, Silicon Valley level entrepreneurs, renowned musicians, and TV personalities representing each decade of the institution’s history.

For Red & Yellow’s 30th birthday kick-off event, leading alumni will take the stage at the annual Loeries Creative Week until 11 October. Red & Yellow will host a free Creative Future Masterclass on 9 October 2024 for soon-to-be matriculants, aspiring creatives, and current students. Hosted at Cape Town’s Homecoming Centre in the city bowl, event attendees will hear from alumni like Jason Harrison, Co-Founder at M&C Saatchi Group and Tennessee Barber, Art Director at Accenture Song (formerly King James), as well as Nkanyezi Masango, Chief Creative Officer at Dentsu. They’ll present a post-lunch panel discussion with industry legend Suhana Gordhan on their expertise, experiences, and tips on how to succeed in the creative field once you’ve left school. Red & Yellow will also present a Career Workshop to start the afternoon and wrap the afternoon with an interactive networking skills session.

RED AND YELLOW SCHOOL OF BUSINESS
www.redandyellow.co.za

Santam Chooses Joe Public As New Creative Lead Agency

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Modern Marketing

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October 9, 2024

Santam Chooses Joe Public As New Creative Lead Agency

Santam has appointed Joe Public as its new agency partner. This partnership is aligned to Joe Public’s purpose of growing its people, clients and country through the greatness of creativity.

‘We look forward to creating meaningful work together,’ said Mpume Ngobese, co-MD of Joe Public. ‘We’re always committed to integration, and developing long-term client relationships.’

‘The key was finding a creative partner who understand our business. Santam has over the past two years embarked on a bold strategic refresh process that has seen our company venture into new customer segments, while also continuing to assert our leadership in traditional markets. In Joe Public, we have found a partner with strategic insights of these new markets and how to expertly use technology to position our brand among current and potential customers,’ added Nondumiso Mabece, Head of Brand at Santam.

JOE PUBLIC

www.joepublic.co.za

Hollard’s Latest Brand Repositioning Campaign Balances Storytelling With Brand Messaging

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Modern Marketing

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October 9, 2024

Working with their agency VML South Africa, Hollard decided to create a campaign that flips the script on insurance marketing from doom and gloom messaging to engaging and relatable storytelling. The journey began with in-depth brand analytics using WPP’s Brand Asset Valuator (BAV) dataset. This analysis focused on Differentiation, Relevance, Esteem, and Knowledge to identify opportunities for enhancing Hollard’s brand stature and potential for growth.

It revealed the need for a more authentic, distinctive and contemporary communications strategy. The team identified that while the insurance industry often catastrophises risks in its messaging, Hollard promotes a positive outlook. ‘The insurance industry imagines the worst-case scenarios for everything and everyone we love,’ said Allistair Khanyi, Group Marketing Head of Brand and Communications at Hollard. ‘Hollard stands out as the most human insurer, rooted in the belief that insurance is about embracing the uncertainties that come with building a better future.’ That key differentiator formed the foundation for the campaign.

The creative insight that emerged was based on the idea that Hollard empowers consumers to remove negativity from uncertain situations. ‘When something goes wrong, negative words often come to mind. However, with Hollard by your side, there is an assurance that things can have a positive outcome,’ said Theo Ferreira, Executive Creative Director at VML South Africa.

This led to the campaign line, ‘Insure your unsure,’ which encapsulates Hollard’s promise to provide assurance and confidence.

The concept was developed through intensive workshops with Hollard’s marketing team and brand strategists. Extensive research into audience preferences and current market trends further shaped the creative direction. ‘Your ‘unsure’ represents the consumer’s negative need state, while ‘insure’ conveys the positive value proposition and product role,’ explained Ferreira. ‘Hollard addresses consumer uncertainty by providing comprehensive coverage, ensuring they feel secure and confident.’

The campaign narrative was crafted through detailed script and storyboard development, focusing on challenging industry norms and infusing Hollard’s signature quirkiness and humour into the storyline.

Production involved running two large-scale projects simultaneously: stills photography in collaboration with photographer David Prior, and film production led by Darling Films, with Slim as the director. This was followed by multiple rounds of reviews and revisions during post-production to ensure the final cut was perfectly aligned with Hollard’s brand vision.

The result is an ad that creates a deep emotional connection with the audience, balancing storytelling with brand messaging and leaving viewers inspired. The high production value, combined with thoughtful cinematography, makes for a standout piece of work that is both memorable and visually engaging. ‘The ad’s authentic portrayal of real-life scenarios and emotions enhanced its relatability and credibility, making the message impactful,’ said Khanyi.

As VML South Africa’s first big piece of creative work since Wunderman Thompson and VMLY&R joined forces at the beginning of the year, this campaign also showcases the capability of the new, integrated business. ‘The finished product is testament to the exceptional teamwork and collaboration across all departments. Seeing how every element came together so seamlessly is truly gratifying and a reflection of the dedication and creativity of everyone involved,’ said Ferreira.

HOLLARD
https://www.hollard.co.za/

Video Podcasting Offers Advertisers Unprecedented Opportunities For Audience Engagement

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Modern Marketing

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October 8, 2024

Video Podcasting Offers Advertisers Unprecedented Opportunities For Audience Engagement — Mark Botha , Mediamark.

Last year, for Podcast Day, (30 September) Mark Botha from Mediamark wrote an article discussing the slow uptake of podcasts in South Africa, despite their international popularity. Since then, podcasts have become more popular due to faster mobile speeds and improved content quality.

According to recent data from Statista, the number of podcast listeners in South Africa is expected to increase from 3.2 million in 2023 to 4.8 million by 2027. It’s important to note that these listeners are highly engaged, spending 15 to 30 minutes immersed in their chosen content.

More interestingly, some reports are indicating that listeners dedicate even more time to podcasts, with DataReportal revealing that South African internet users aged 16 to 64 now spend just over an hour daily on podcasts. This marks a significant increase in on-demand audio consumption, solidifying podcasts as a key component of the digital media landscape.

Lastly, a report from YouGov in March this year revealed that among all surveyed regions (North America, Middle East and Africa, Latin America, Europe, and Asia Pacific), ‘South Africa is home to the highest proportion of regular podcast listeners of any market surveyed, at 68%’.

While many brands are still figuring out how to navigate the podcast medium, here are a few key insights on how to navigate this fast-growing medium.

Understand What You Are Looking To Achieve

Before jumping on the podcast bandwagon, advertisers should carefully consider their objectives. Podcasts provide an immersive experience, with listeners tuning in for specific purposes. Misplaced ads, inserted just for the sake of it, can be disruptive and may have the opposite effect, driving listeners away from the brand instead of drawing them in.

This is especially true for ‘traditional’ podcasts, where content is focused, and listeners are there to learn or be entertained. On the other hand, ‘on-demand’ podcasts, where listeners catch up on missed radio content like news, sports, or key moments, offer a more suitable space for traditional impression-based advertising.

Content Is King

Advertisers should remember to consider the audience’s interests when creating custom podcasts. Just because a topic is important to the advertiser doesn’t mean it will resonate with everyone. According to the Pew Research Center, most podcast listeners tune in for entertainment, learning, and background diversion. About 90% of listeners use podcasts for education (88%) and entertainment (87%), with over half citing these as their primary reasons (55% and 60%, respectively).

You Have To Have Audience Drivers

Field of Dreams is one of my favourite movies, but the idea that “if you build it, they will come” doesn’t apply to podcasts. Simply creating a podcast doesn’t guarantee that listeners will flock to it. While tools like search, social media, episode teasers, word of mouth, and organic growth can help, podcasters need to promote their content actively. Often, this involves paid media. For advertisers sponsoring a podcast, this presents a valuable opportunity. Instead of focusing solely on product promotion, the investment can be used to collaboratively drive traffic to the podcast, amplifying both the podcast and the brand through targeted promotion. This goes beyond just sponsorship—it’s about maximising the impact of the collaboration.

Set Realistic Expectations

Some podcasts in South Africa are gaining popularity, with over 10,000 to 20,000 active sessions per episode and increasing. However, many podcasts still have between 800 to 2,000 active sessions per episode. This may not be the best option if you’re an advertiser looking for a wide audience. But podcasts provide a powerful platform if you want to connect your product with specific, relevant content where the audience is highly engaged and invested, and your brand can naturally fit into that experience.

The New Frontier – Video Podcasts

Just as we thought we understood the podcast landscape well, Vodcasts (Video Podcasts) have emerged as the latest trend, transforming our perception of the medium. While not entirely new, they introduce a fresh dynamic by incorporating video alongside audio, allowing viewers to watch episodes as well as listen. Many podcasters are venturing into video podcasting, continuing to publish on traditional audio platforms like Spotify and Apple, and adding YouTube to their repertoire.

Video podcasts enhance the listener experience by integrating visual elements such as footage, graphics, interviews, and demonstrations. This creates an additional promotional channel and opens up new revenue streams through opportunities like product placement, squeeze backs, and dedicated videos.

Podcast and Chill with MacG stands out as one of South Africa’s largest podcasts. It began as a Vodcast before expanding into audio, unlike many others who start with audio first. Video podcasting presents advertisers with unprecedented opportunities to engage with audiences, with impressive audience numbers. Keep an eye on this evolving landscape, as a new generation of podcasters and social influencers is poised to redefine the podcasting realm, likely reshaping our perspectives by next year’s Podcast Day.

MEDIAMARK
https://www.mediamark.co.za