Monthly Archives: March 2016

What’s happening in Media : 31st March 2016

  • By Adri van der westhuizen
  • Published March 30, 2016
  • Tagged

Advertising news

How to get more value from your Facebook Ads


There are more than 1 billion people combined on Facebook, Instagram and the publishers within the Audience Network and millions of advertisers wanting to connect with them. A single ad system powers ads across each of these platforms, evaluating billions of pairings of individual people and individual ads each day, looking for the right mix of message relevancy and potential business value. Late last week Facebook announced that it was releasing a host of education materials aimed at helping advertisers to understand how the Facebook ad auction works.

Facebook uses what is called an ad auction, which pairs individual ads with individual people, looking for an appropriate match. Its ad auction is designed to determine the best ad to show to a person at a given point in time. If your brand is using Facebook advertising to reach more people, we advise investing some time learning about these ad auctions work.

 

Industry Data and Statistics

Tech-savvy youth still read local newspapers

The youth are active consumers of online news yet recent research shows that they avidly read their local newspapers in print, often from cover to cover. Local newspapers present news that is still news, but is not perceived as such a ‘serious’ read and for youth this is important,” says Sarina de Beer, MD of Ask Afrika. Advertisers should be taking advantage of this recent research to reach a younger market. Local newspapers are the perfect place to advertise mobile phones, the telecommunications and cellular industry is a very competitive market, very undifferentiated. Advertising is more focused on a call to action, with low loyalty and visible promotional strategies and take-up. The youth are also more pre-occupied with brands that improve their image especially when it comes to health and beauty. There is an opportunity for this industry to reach this target group through local titles and our team can help you get there.

 

Exciting Media Campaigns

Love yourself no matter your size: Jet’s celebratory campaign


Self-love and self-confidence are two of the most beautiful and powerful accessories a woman can wear and we want to encourage more women to be in love with their bodies,” explains Jet’s marketing executive, Vaneshree Naidu. 
“Love yourself no matter your size”, the campaign puts forward, and uses 8 women who are brilliantly unapologetic about their bodies to drive the message home. Joe Public (ATL) conceptualised the integrated Jet campaign, which was inclusive of partnering with Engage Joe Public for communication strategy, Shift Joe Public for designed typography elements as well as TPP for the digital execution. The campaign was eloquently titled “Love yourself no matter your size” and aimed at encouraging women to love and celebrate themselves.

View video here.

 

Innovative Ideas

Forbes Africa TV to launch in April


Forbes Africa will launch its first global TV platform, Forbes Africa TV, with the flagship show ‘My Worst Day’, anchored by award winning Forbes Africa and Forbes Woman correspondent, Peace Hyde in April 2016.

The show brings the brand’s unique journalistic style and glitz to the silver screen and focuses on the most challenging day in the lives of some of the most successful and enterprising business leaders of our time. The show features Africa’s business powerhouses in a way never seen before.

The show will air on the CNBC Africa platform, with a total distribution to over 5 million homes through the DSTV platform. The show is in partnership with Zenith Bank.

 

What’s happening in Africa

Master your destiny on 99fm


The MYD Show is a weekly talk show that focuses on holistic personal development and features various Namibian experts discussing topics and giving advice on the matters that both hinder and advance a human being’s journey to fulfilment, well-being and success on all levels of life.

It is the perfect platform for advertisers to use to attract consumers interested in personal wellbeing matters such as finance, career, professional goals, emotional wellness, as well as food, diet, exercise, beauty, meditation, relationships, spirituality. Our team have experience in working with 99fm in Namibia. If you would like to find out more about advertising on the MYD show, get in touch with Get Set Go Media.

What’s happening in Media – 24th March 2016

  • By Adri van der westhuizen
  • Published March 24, 2016
  • Tagged

Advertising news

ASA on a mission to become ‘fit for purpose’

1238852_529121393828687_197797597_nIn February 2015, the Advertising Communications Association (ACA) sent a letter to members outlining the ASA’s “perilous” financial situation. Odette van der Haar, CEO of the ACA, said the ASA’s “board has to contend with a scenario where it may have to liquidate the ASA”.

Last week a joint statement was issued by the ASA and the ACA in the name of the ACA’s Boniswa Pezisa. In it, Pezisa admitted to “challenges” regarding its finances, but said a task team comprising representatives from industry bodies including the ACA, the Broadcast Research Council (BRC), the National Association of Broadcasters (NAB) and the Marketing Association of South Africa (MASA), was set up in June last year. Pezisa said that while the media environment was experiencing “lots of changes, the principles of self-regulation had to be updated to keep pace”.

 

Industry Data and Statistics

Digital vs FM radio advertising

Screen Shot 2016-03-24 at 11.26.28 AMDid you know that cliffcentral.com achieved 3.5million downloads since August 2014? Speaking at the MTN On Air Radio Conference, Gareth Cliff states that cliffcentral.com is not a radio station, but a content hub which produces and aggregates content, including podcasts, live streaming and video. Cliff explains that online radio can be measured because it is digital, the number of people listening to a live stream at any given time can be measured easily.

Although he adds that he’s not convinced of  how useful this info is for ad agencies, he explains that – on the cliffcentral.com content hub –  it is possible to measure the amount of podcast downloads, average listenership for the week or month – and that these numbers are very competitive with FM Radio. Cliff believes that, if content  is designed properly, and the media and advertising industries work together, the audience can be served, the advertisers can be served, and a new kind of creativity can be achieved.

 

Exciting Media Campaigns

Radio is simply unmatched for Carling Blue Label

Carling-Blue-Label-Beer-Bold-Taste-Rich-Reward-1Leading beer brand, Carling Blue Label is one advertiser who concurs that when it comes to integrating flawlessly with digital and mobile technology, radio is simply unmatched. This wonderfully synergistic relationship was recently demonstrated when they approached United Stations to launch their newest offering, Carling Blue Label beer to Kaya FM’s Afropolitan audience.

When it comes to making a meaningful connection between brands and listeners, savvy advertisers such as Carling Blue Label are speedily realising that cleverly embedding their brand into regular programming and leveraging this via digital platforms, can be the ultimate differentiator in an otherwise cluttered media space.

 

Innovative Ideas

 

Instagram: A snapshot of the latest social media-advertising platform

Multi-Color_Logo_thumbnail200Instagram has been primarily associated with food pictures, shots of nature and Throwback Thursday images of your best friends wedding. But, it has given a whole new meaning to mobile advertising in South Africa. Brands who are looking to broaden their reach and increase sales, should be incorporating Instagram into their advertising strategy. As the fastest growing social media platform, Instagram can’t be ignored.

Thanks to its ads API – which was switched on in August 2015 – South African brands now have a potential audience of more than 400 million users from around the world. Working alongside Facebook advertising, Instagram always you to target your adverts according to a specific demographic and pay using cost-per-click.

 

What’s happening in Africa

Nigerian Government announces that it is not a threat to Media

map-nigeriaMinister of Information and Culture, Alhaji Lai Mohammed, has said journalists in Nigeria have nothing to fear from the Nigerian government in the performance of their duties. “Not a single journalist is in detention in Nigeria today. The government of the day is not a threat to the media, and it is not about to stifle press freedom or deny anyone his or her constitutionally guaranteed rights.”

The minister also said while the government has ensured the protection of the premises of vulnerable media establishments when required to do so, that does not affect the independence of such organisations.

What’s happening in Media – 17th March 2016

  • By Adri van der westhuizen
  • Published March 17, 2016
  • Tagged

Advertising news

Is Netflix a threat to TV advertisers?

Netflix has been live in South Africa for just over 2 months now and comes at the fraction of a price for a DSTV subscription. Although there hasn’t been a dramatic decrease in DSTV subscriptions and a sudden influx in Netflix subscriptions, the opportunity opens up a new playing field for other online streaming services to become widely accessible to South Africans. However this may or may not come at a cost to TV advertisers. Netflix has continued to resist advertising since inception, making it the perfect platform for consumers but an absolute nightmare for advertisers. DSTV still holds a competitive advantage in South Africa due to the high demand for sport and therefore we do not foresee Netflix being a threat for TV advertisers in the near future.

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Industry Data and Statistics

Consumers left increasingly confused by rise of native advertising

Drum Magazine recently reported that consumers are finding it increasingly difficult to differentiate between advertising and editorial content as publishers muddy the waters through their choice of wording and placement, according to new research. Although this might be a problem for publishers who are trying to keep a distinct line between content and adverts, it may not be such a problem for advertisers. For many years advertisers had to constantly push through the negative advertising stigma associated with print adverts in magazines. Many readers would skip adverts entirely simply because the content was paid for. Knowing that readers are now embracing both content and adverts as a whole provides insight into their reading patterns and behaviours. Advertisers can now tailor their adverts to suit the reader in the form of short stories, user generated case studies and guest blog posts.

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Exciting Media Campaigns

Rhodes Food Group creates a commercial highlighting the love of food

Petar Spiljevic, together with Owen Kessel Leo Burnett, created a commercial about the love of food and the simple beauty of sharing it. Advertisers, over the recent years, have been shying away from adverts that focusses solely on products but rather about sharing a story and a journey. We think it’s perfectly articulated throughout this video.

Innovative Ideas

Is mall advertising a part of your media strategy?

Independent research company, Millward Brown, conducted a recent case study that showed in-mall media to be as effective as TV advertising. “The numbers do not lie,” says Deshendri Smit, Primedia Unlimited’s Mall Division Executive Head of Sales. “Over this research period, while only making up 10% of the overall media spend, in-mall media accounted for a very distinct 12% increase in sales and audience attendance.” Due to the power of proximity for point of purchases, in-mall advertising is a great way to go for advertisers with physical retail stores located in the mall. Offering unique specials to passers by has always been a great way to attract new customers but creating brand awareness through close advertising is proving to be effective for a successful ROI.

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What’s happening in Africa

Namibia’s super-fight open’s up the way for advertisers

Paulus Ambunda intends to prove that Namibia is on par with the world’s top boxing nations when he puts his IBO bantamweight title on the line in a unification contest against Mexico’s WBA champion Moises ‘Chucky’ Flores on 7 May. This one of kind contest is a milestone for Namibian history and is set to be beamed live on SuperSport across the African continent and around the world. But what does this mean for TV advertisers? With the spotlight being on the upcoming fight, advertising space in Namibia will soon be sold to businesses looking to advertise on Supersport, and possibly NBC, during the fight. Not only do these businesses reach a Namibian audience but a global one as well. Negotiations are currently under way with NBC to sell some advertising space to local corporates which do not necessarily have a global footprint.

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Industry Highlights : 10th March 2016

  • By Adri van der westhuizen
  • Published March 10, 2016
  • Tagged

Advertising news

The snowball effect of native advertising through television shows

Imagine a TV show that’s not interrupted by ad breaks – instead, the entire 30-minute slot is an ad. But it’s not the typical promotional push that sends you clicking away to another channel – it’s relevant, exciting native content that creates new brand loyalty. Leigh Andrews highlighted native advertising recently where she spoke about its clear marketing message. Launch Factory’s Holiday Swap KZN branded content reality TV show is an excellent example of this. The advertising was so impressive that it went on to win international awards. The rise of native advertising will see more brands investing directly into TV shows through script involvements and product endorsements as opposed to breakaway advertising. Would this be something your company would consider doing? Let us know.

Industry Data and Statistics

Ad spend in Africa online is well below the percentage of consumer attention online

Advertising spend on radio and TV has always been fairly straightforward in Africa. However the internet is fragmented, from devices to content, so understanding what people are accessing is key to the medium moving from one that consumers spend a lot of time on, but where the ad spend is still lacking. Effective Measure provides digital audience measurement, campaign effectiveness and targeting solutions, bringing high quality audience data to publishers, agencies, networks, advertisers and researchers. “We provide advertisers and the owners of content with a common language so both sides understand how big their audience is and who their audience is,” explains Scott Julian. It is not just a sharing of numbers though; it is providing information so that the opportunity can be understood. Just as mediums such as radio and television has core audience figures, the internet also needs that to be a more effective medium for advertisers he adds.

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Exciting Media Campaigns

The all new Hilux – The era of tough

The new Hilux advert has been much talked about recently. The script and storyboard pulls on your heartstrings with a clever play on words and using cute kids offcourse. The hard launch was supported by radio, print, billboard and an extensive digital campaign, which includes a 360-degree immersive video brochure. The advert was created by FCB Africa and perfectly reaffirms the brand’s positioning as the toughest bakkie on the market. The response was to take ‘tough’ to the next level in a manner that would build on South Africa’s fondness for the bakkie and grow its place in their hearts.

Innovative Ideas

Nigerian radio streaming start-up expects 150m users in five years

RadioVybe is a social network for online radio and music lovers co-founded by a Nigerian, his brother, and two South Africans. An idea that began brewing in 2011, the online platform was officially set-up last year. Unlike other radio streaming services such as tunein.com and Spotify, RadioVybe enables listeners to “be a part of the conversation” in real time. Ezeani plans to sell text, banner and voice advertising on the site – the latter functioning similarly to YouTube ads where the user will hear an ad before being redirected to their station of choice. Other revenue generators include sponsored posts and featured radios – where radio stations can pay to be featured on top of the ‘radio’ page, which theoretically arranges stations randomly – as well as selling the information it collects on radio station users to those stations.

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What’s happening in Africa

What’s happening in Africa

Zimbabwe is expected to launch its first digital television

Zimbabwe is expected to launch its first digital television by early this year, and Government has urged television content producers to ensure the country has enough to broadcast when the industry is fully digitalised. Deputy Minister Mathuthu said it was the content side that mattered most. “Broadcasting is not about technicians or engineers, but it is about content,” she said. “If we have no content to show on our television channels, then we may just as well forget about broadcasting. The digitisation of television in Zimbabwe creates the opportunity for more brands and businesses to reach a wider Zimbabwean market through advertising. Our team have experience in working with multiple African countries. If you would like to find out more, get in touch with Get Set Go Media.

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Industry Highlights : 3rd March 2016

  • By Adri van der westhuizen
  • Published March 3, 2016
  • Tagged

Advertising news

Cannes Lions puts creative women in the spotlight through See It Be awards?

Applications for the 2016 ‘See It Be It’ Cannes Lions initiative, which supports and develops the industry’s underrepresented female creatives, close for entries on 1 April 2016. “Underrepresentation in the industry has received enormous attention in the last two years, but to see long-term cultural change we can’t afford to take our foot off the pedal,” said Lions Festivals CEO, Philip Thomas. “We want to develop the careers of more creative women through See It Be It, addressing the gap in the most direct way we can, whilst ensuring the issue remains firmly in the spotlight.” Female creatives are encouraged to enter the awards by applying online.

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Industry Data and Statistics

Budget speech encourages companies to not reduce advertising spend

“The biggest mistake companies can make is to reduce investment into marketing and communications during tough economic times”; this was clearly visible throughout the budget speech delivered by Pravin Gordhan. The truth is that consumers have not stopped spending, they merely look for more bang for their buck. Given the tax relief and no increase in VAT for example, consumers may have more disposable income. History has proven that the brands that are consistently advertising during tough times, enjoy a greater consumer loyalty. It would therefore serve marketers well to invest more in advertising and communications to maintain brand loyalty during the economic recession.

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Exciting Media Campaigns

Joe Public launches Steers print milkshake campaign

Digital Agency Joe Public landed the exciting and funny Steers double “Ridiculously Thick Milkshake” campaign. This print and poster series is directly targeting the student and youth market. Fast food brands need to continuously reinvent themselves to keep their target audience entertained. Unless they launch new products, which they seldom do, it is very difficult to make the regular burger and fries look attractive all year round.

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Innovative Ideas

The Citizen launches Phakaaathi as a weekly newspaper

The Citizen has announced that Phakaaathi will no longer be published as a hybrid newspaper. From Tuesday, 1 March 2016, it will be a standalone, weekly soccer newspaper, making it the perfect place for sports advertisers to reach their desired target market. Phakaaathi will be available every Tuesday in stores and from street sellers across Gauteng and most other provinces, excluding Eastern and Western Cape. The weekly soccer newspaper will retail at R2,70 and remain on-shelf in stores for a week until the following Monday.

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What’s happening in Africa

Highlights from The International Forum on Advertising for Multi-Platform Digital Media

The Digi Media Africa event took place in Cape Town last week. The conference brought together everyone from the advertising industry and other key stakeholders to explore new business models, strategies, technologies and solutions for the digital ecosystem. Many predictions were made for the future of advertising, it was interesting to know that programmatic will account for 80% of digital display advertising in 2017 as explained by Tim Legg, Group CEO at Ole! Media Group. Something that we have known for a while but was always difficult to reassure advertisers about was that Africa is a mobile first continent. Hearing many speakers confirm this statement will definitely influence mobile advertising budget for 2016. If you’re interested in finding out more about reaching consumers on mobile, speak to our team today.

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Gizelle Burke Account Director

Gizelle is a Benoni born, ex-cheerleader, turned marathon runner, with a passion for psychology and a penchant for ‘ops’. She lives in Stellenbosch with her husband Conrad and three children: John, Amelie and Isa. Her position in this exciting industry is to manage operations and liaise with clients and broadcasters.

GIZELLE Service with a smile...

She always goes the extra mile!

Mobile : +27 84 581 9836 | Office: +27 21 880 2701 | Email: gizelle@getsetgomedia.com
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Adri Van Der Westhuizen Founder/ Director

Adri is a Namibian, fashion aficionado-over-achiever with an entrepreneurial spirit and a passion for brand marketing. Previous Marketing experience: Integrated Marketing Communication at the AAA School of Advertising. Lives in Stellenbosch with her husband Nico and two young daughters: Sophia and Eva. Her position in this exciting industry is to manage the media business and establish long-standing partnerships with clients and suppliers.

ADRI Sell, sell, sell

OH, SHE DOES IT WELL!

Mobile : +27 833 951430 | Office: +27 21 880 2701 | Email: adri@getsetgomedia.com