Monthly Archives: April 2016

What’s happening in Media : 28th April 2016

  • By Adri van der westhuizen
  • Published April 28, 2016
  • Tagged

Advertising news

Millennials are an important generation for brand owners to get to grips with

students-703003_960_720Known for their investment in technology, social media and creativity, Millennials are 33% more interested than the Baby Boomer generation in a retailer’s ability to make them smile. And, according to research, 52% of this generation is more likely than any other generation to make impulse purchases explains Pyrotec, who specialises in industry-leading product identification solutions. If this is the case, it is more important than ever for brands and advertising agencies to focus on tailoring the adverts directed at those born between the early 1980s to the early 2000s with this message in mind.

According to a study conducted by BMI Research, Millennials are important, not only because of their sheer number, but also because they are tech savvy and socially empowered, they think globally, are eco-friendly, and they are the most likely to lean heavily towards causes they value. They are also known for their ruthlessness with products and brands that they perceive as irrelevant, self-serving, non-tech, shy and unengaging. From brands, they demand more value, more personalisation and more in return for their money and loyalty. However, if brands meet their requirements and appeal to their ideologies, Millennials could become a brand’s greatest advocate.


Innovative Advertising Ideas

On Air with Ryan Seacrest hosted via Radiowave in Namibia

RSIntroducing international radio shows to African airwaves has becoming increasingly popular. The more absorbed African’s become with American culture through television and advertising, the more important it is to introduce this content to them via other platforms such as radio. With his thriving broadcasting career and multiple ventures in media, it’s no wonder why Ryan Seacrest is at the forefront of entertainment media. “On Air with Ryan Seacrest” broadcasts each weekday from E! Studios in Hollywood and is a sought after show which focuses on all aspects of the entertainment industry, highlighting top talent from the world of music, film and television. Seacrest was bestowed a star on the prestigious Hollywood Walk of Fame for his work in radio and was named in FORBES Magazine’s annual “Celebrity 100 Power List” in 2006, 2007 and 2008 joining the ranks with Tom Cruise, Oprah Winfrey and Tiger Woods.

“On Air with Ryan Seacrest” is a well known show that is currently being streamed to Namibian audiences through Radiowave. It speaks to a wide range audience but definitely targets Millennials and those interested in lifestyle and celebrity content. If this is the market you are trying to reach, let Get Set Go Media help you advertise on popular radio shows to increase your brand awareness.


Industry Information

SABC in bid to add three more channels

706x410q70b8ecc87d3afedd51d6eb776e3cd12021The South African Broadcasting Corporation (SABC) is pulling all external advertising for jobs and tenders in print or other media. This move comes as the public broadcaster is also preparing to establish more indigenous language channels as part of its digital migration strategy, according to SABC spokesman Kaizer Kganyago.

“One of the (other) announcements was the formation of three African language channels going forward, a Sotho channel, a Nguni language channel (a channel for xiTonga tshiVenda speakers) and an Afrikaans channel,” Kganyago said. The Afrikaans channel would address the cultural needs of all Afrikaans-speaking people in SA, he said.

This decision on advertising had been taken for business reasons, while the broadcaster had decided it had, or could develop, sufficient in-house marketing expertise, and did not require external agencies, he said.


Exciting Media Campaigns

Nando’s fires up the advertising landscape once again

When it comes to cheeky advertising, no one does it better than our favourite fast food chain, Nando’s. This time they are firing back at the Gupta’s and regardless of the differing views on this matter, you’ve got to hand it to Nando’s for always staying on top of South African politics.


What’s happening in Africa

Sunday Times continues as the most read newspaper in South Africa

Sunday_Times_LogoIn the final AMPS survey, AMPS 2015, conducted for the publishing industry, core titles in the Times Media stable have continued to grow their audiences despite the -3.6% overall drop in newspaper readership in South Africa. Times Media’s flagship title, the Sunday Times, continues as the most read newspaper in the country, having grown readership 6% year-on-year, with an audience of more than 3.7 million readers. Business Day has also grown readership by 27% compared to the previous cycle.

Trevor Ormerod, GM group sales & marketing at Times Media, says the AMPS 2015 data will continue to play a very important role for media planners and advertisers over the next 12 to 18 months, until the Establishment Survey data is published. “The good news is that titles such as the Sunday Times and Business Day have continued to grow strong reading audiences, despite the rest of the newspaper sector showing a decline. We believe our success lies in the innovations we are making to build communities that engage with our titles.”

What’s happening in Media : 21st April 2016

  • By Adri van der westhuizen
  • Published April 20, 2016
  • Tagged

Advertising news

Brands should be integrating Social Media into their campaigns

icon-1319606_960_720Social media is no longer just a buzzword being thrown around like it was 5 years ago. It forms part of all companies integrated business and marketing strategies and isn’t being viewed as a separate entity. Most brands however, are yet to merge their social media campaigns with their above the line ones and we believe it is fundamentally important to do so.

Creating one campaign that is then marketed to multiple channels is something the Get Set Go Media team is quite passionate about and we’re taking it one step further by assisting our clients with creating the perfect social media campaigns and managing it on their behalf. We specialise in making sure your advertising campaign is heard and see on all platforms including TV, radio, print, Facebook, Twitter, Instagram, YouTube and much more. Because of our international experience, we can also help you reach a wider audience in African countries.

If you would like to find out more about how we can take your brand to the next level using the latest digital technologies, get in touch with our team.


Innovative Advertising Ideas

Making native advertising work for you

girl-1064658_960_720Do website readers even notice promotional content that’s been paid to appear alongside legitimate curated content? “With today’s savvy reader the overwhelming response is yes, and your brand could get into trouble for not clearly disclosing this. Readers enjoy good content whatever the source, attribution is hugely important as consumers can feel cheated if they discover it’s actually a form of advertising from a brand and not from the publisher’s usually objective pen” says Leigh Andrews. Interestingly, the onus is on the brand to ensure there’s full disclosure and not the publisher, though the publisher or platform does stand to lose reputation if this happens as you’re seen as a less trustworthy source.

Read this as a further caution on going into programmatic without first grasping how it works and click here to download the IAB’s PDF detailing native advertising guidelines for brands, agencies and publishers.


Industry Information

Banks spend R70m on TV ads that don’t hit the mark

euro-870757_960_720AD360 is a digital ad tracking solution that combines continuous consumer feedback on ads with media monitoring data like ad spend, flighting schedules and channels. During the period of September to December 2015, 6400 consumers were asked to provide feedback on all product and brand banking television ads. In total 28 ads were evaluated and close to real time feedback was available on the measurement. What was astonishing is the amount of money channelled to ads that had very little consumer impact. Based on findings from AD360, banks spent R68,9m in television advertising that didn’t create strong positive consumer reactions. One bank in particular had 70% of the measured ad spend channelled to ineffective ads. This begs the question whether advertising is pre-tested or stress-tested before going live? We would love to hear your thoughts and opinions on how much effort and resources advertisers should be investing in pre testing.


Exciting Media Campaigns

How celebrities can help improve a brand’s appeal – The XTrade story

wpid-img_20160404_174706_168Big brands have always been known for having celebrities associated with their products or services. As long as marketing and advertising has existed, having the right product endorsements and associations can make a big difference for any size brand. A celebrity endorsement can instantly raise the profile of a brand or product, and choosing celebrities who appeal to different markets than you currently engage can broaden your brand’s appeal.

We see this working perfectly in the American and European markets with big brands such as Nike and Adidas. However, it is not just product brands that are jumping on this bandwagon. A good example is the recent appointment of superstar footballer Cristiano Ronaldo as an ambassador for XTrade, a financial online trading platform for CFD trading on a wide range of markets, including commodities like gold and oil, stocks and shares, and foreign currencies. More brands globally are using high profile celebrities to endorse their insurance, finance and service based offerings, making the demand for celebrity endorsements as high as it ever was.


What’s happening in Africa

Watch the Coke ad that Kenya banned

Coca-Cola, famous for its ‘Happiness’ commercials and latest ‘Anthem’ commercial has had the ad banned by Kenyan authorities because a kissing scene in the famous soft drink’s latest ad is too sexy.

What’s happening in Media : 14th April 2016

  • By Adri van der westhuizen
  • Published April 14, 2016
  • Tagged

Advertising news

Facebook launches Agency Ambassador programme for Africa

Screen Shot 2016-04-14 at 11.48.27 AMFacebook has launched an Agency Ambassador Programme for Africa as part of its drive to equip its agency partners with the skills and information they need to make the most of Facebook as a marketing and advertising platform. Agency Ambassadors have a direct line to Facebook and receive extensive training to help them become their agency’s expert in Facebook’s tools, technologies and solutions.

At Get Set Go Media, we strongly encourage our clients to consider multiple advertising options and platforms to form part of their overall advertising strategy. With Facebook rolling out new tools more frequently, it could mean taking social advertising to whole new level.

 


 

Exciting Media Campaigns

The Glass Recycling Company of South Africa creates powerful TV Ad

10325620_709901382381908_7566602496223216058_nIf you’re The Glass Recycling Company of South Africa (TGRC), you create a TV ad that draws parallels with banking. “When you put something in, you get something out” is the idea behind TGRC’s latest advertising campaign, conceptualised by Ant Hanly and Charmaine Harvey of Tribe Sauce, working with TGRC CEO, Shabeer Jhetham, to produce the storyboard and script. “The greatest advert creation challenge was to build and animate an African environment, with bottles and jars, and ensure the animation was realistic so that the visual picture plays between reality and animation,” said Jhetham.

View advert here


 

Innovative Advertising Ideas

Neurological research on iconic trigger moments in advertising

brain-770044_960_720Brendan Cook of Australian out of home company OOH! recently presented results of neurological research which indicated that peak iconic trigger moments could get your brand into people’s long-term memory. By monitoring the brainwaves of people watching an advertisement, researchers were able to pick out peaks in brain activity – the ‘iconic trigger moments’, ie scenes from the television commercial that were having the greatest impact on the audience.

Still shots of these ‘trigger moments’ were used to create mock up billboards and shown to the same group of people one week later, along with a series of other random images. “The whole idea was to measure whether there had been an impact on long term memory encoding, using only one television advertisement seen for the first time and one poorly treated out of home execution [such as a billboard],” explained Cook. “The end result is that we were able to see that if you use the peak iconic trigger [as a still image on say, a billboard], you had 42 % more impact on the long term memory encoding of the ad campaign.”


 

Industry Information

Industry leaders unpack trends in media, technology sector

WW-Cover-e1460356301384Topics under the microscope included advertorial vs. editorial, journalists’ pay, challenges media houses are facing, and how social media is an ally as well as an enemy. Michael Bratt from The Media Online attended the event to find out more. The most prominent topic during the discussion was editorial vs. advertorial and whether media houses should be including more native advertising/product placement in their content.

“Radio stations would put themselves more at risk with native advertising, because in the long run, they would lose credibility and then advertisers would leave anyway,” Mochaba said. She believes that a balance needed to be found to ensure credibility remains intact while the station is sustainable and has enough ad revenue coming in.


 

What’s happening in Africa

Smart advertising with One Africa TV in Namibia

Screen Shot 2016-04-14 at 11.51.34 AMOne Africa Television had promised its advertisers more bang for their advertising buck when choosing to advertise with them. Every year, Vision Africa conducts it’s Media Metrics Report. The independent research gives a good overview of the local media landscape. Each year, One Africa Television comes out on-top! One Africa reaches an average of 280 000 viewers of which 190 000 are glued to their sets during Prime Time (Weekdays, 6pm to 9pm).

That makes them the largest commercial advertising medium in the country with one of the cheapest cost-per-impression rates. Our expert team have decades of media experience in Namibia and have helped leading brands expose their products to the Namibian market. If you would like to find out more, get in touch with the Get Set Go Media team.

What’s happening in Media : 7th April 2016

  • By Adri van der westhuizen
  • Published April 7, 2016
  • Tagged

Advertising news

Target high LSM consumers in Botswana with Gabz FM

gabzGabz-FM is an adult contemporary Radio station that plays today’s hits and yesterdays classics. The station broadcasts nationally via terrestrial transmission and globally via Internet. Being one of the oldest Commercial radio stations in the country, Gabz-FM has branded itself as the heart and soul of adult contemporary music.

For advertisers wanting to reach consumers from a higher LSM and 25 and older, the Get Set Go Media team, always reccommend considering advertising through this station.

Their programming targets adults aged 25 plus who are mostly graduates, middle managers and above whose taste for things are finer and they have the buying power to afford them, because of the sophistication of their target audience, Gabz FM programming constitutes 20% talk and 80% music. If you would like to reach consumers in Botswana, let our team help you with your advertising needs.


Industry Information

Building advertising solutions through Facebook’s new products

fb_icon_325x325Matthew Idema, Facebook VP of Monetization Product Marketing, is often asked about new advertising solutions and opportunities through Facebook and their new products.

His answer to these questions is not always the shortest but when it comes to Facebook advertising, he agrees that consumer experience should always be at the advertiser’s top of mind.

The experience and valued delivered to consumers by advertisers is more important today, as platforms such as Messenger and Oculus, and products such as 360 Video and Live video gain traction. Although advertising for these platforms is not yet being made available via Facebook, Matthew assures us that it’s coming.

With over 1.59 billion people using Facebook every month, we think it is worth the investment.


Exciting Media Campaigns

Growing McCain’s brand through human connection

Screen Shot 2016-04-07 at 10.24.43 AMJoe Public United‘s latest campaign for McCain pays homage to the one person in all our lives that means everything – mom. We all love our dear moms and although we are grateful for all that they do, we don’t always get the chance to show our full appreciation.

“This idea connects emotionally and drives authentic stories, family time and joyful moments that are at the heart of the McCain brand,” said Roanna Williams, Creative Director Joe Public United. “Using our integrated offering to grow an idea is how we continue to strive toward bringing the very best 360° solution to our clients.”

We absolutely love this idea as it perfectly integrates creativity, brilliance as well as human emotions.

View campaigns here
Create your own message here


Innovative Advertising Ideas

Advertiser-funded programming helps brands stand out in a cluttered TV landscape

Screen Shot 2016-04-07 at 10.27.13 AM“People still love television and watch a great deal of it, even with growing competition from digital media. However, with rapidly expanding choice of channels and with alternatives such as YouTube, ShowMax, and Netflix, the way viewers consume TV content is changing.

Brands must look beyond the confines of the traditional 30-second ad spot to find ways to inspire consumers and influence their behaviour,” says  Zaheera Mahomed is brand content manager for TV at Mediamark.

Advertiser-funded programming offer brands an opportunity to develop a stronger and more meaningful relationship with the content that their audiences love. It also gives them more creative control than they would get from simply sponsoring a show.

The most successful examples of AFPs centre on the needs of the viewer rather than on selling a product. Pick n Pay’s ‘Food for Living’ is a recent AFP campaign that Mediamark helped to compile.


 

What’s happening in Africa

Nigerian newspapers have increased their prices

newspaper-154444_960_720Some major Nigerian newspapers have raised their cover prices at a time when online publishing is giving print media a lot of competition and when Nigerians are wading through financial difficulties. Five newspaper houses had by last Monday, March 28, added N50 to the cover prices of their daily and weekend titles, all raising their daily titles from N150 to N2OO and most raising Saturday and Sunday editions from the previous N200 to N250. But what does this mean for advertising costs?

Although none of these newspapers have immediately increased their advertising costs, we foresee an increase occurring towards late 2016 / early 2017. Newspapers are looking for ways to stay on top of the rising economy as well as service a market that prefers online. A public commentator, Abedo Siaka, is of the opinion that the N50 extra that publishers are asking for a newspaper copy should not put off traditional buyers of newspapers.

“People go online to read newspapers these days, but there are still people who buy newspapers as a matter of course because they get from the papers what they cannot get from online publications. Such people are not going to keep off newspapers because of the price issue,” Siaka said.

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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