Monthly Archives: March 2017

The 10 things in advertising you need to know today

  • By Adri van der westhuizen
  • Published March 30, 2017
  • Tagged

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Facebook launched its Snapchat Stories clone in the main app. The new feature sits at the top of the newsfeed and allows photos and videos to be shared to individual people or to one’s profile for 24 hours.

Yext is pricing its IPO at $8 to $10 a share. The public offering is set to make the mapping data firm raise between $84 million and $105 million.

Johnson & Johnson is launching a burnout prevention bootcamp. After testing running the program in-house, it will start selling it to other Fortune 100 companies at a cost of $100,000 per team member.

House Republicans voted to let ISPs sell US consumers’ browsing history without their permission. The resolution, which repeals regulations passed during the Obama administration, was adopted in a 215 to 205 vote.

UBS says Snap has three critical challenges. The Wall Street firm said the company needs to scale up to 250 million users in three years, achieve ad revenues of $5 billion to $10 billion in the next three to five years, and use its operating leverage to become profitable.

OpenX announced a management shakeup. The ad tech firm said the moves are part of its strategy to “align by function,” The Drum reported.

Lyft’s cofounder said his company will beat Uber. In an interview, John Zimmer said the company advantage is that it’s “woke” and “a better boyfriend” than Uber.

R/GA opened a Berlin office. The agency hired the CEO of Razorfish Germany, Sascha Martini, as its managing director for the new office, Campaign reported.

Discovery’s CEO thinks cable providers will be forced to sell their TV services nationwide. David Zaslav said online video services will force cable providers to compete with each other in the same markets.

Periscope is getting pre-roll ads. They’re still limited to a small number of advertisers, but will be more widely available in coming months, according Variety.

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Why search will save TV

  • By Adri van der westhuizen
  • Published March 20, 2017
  • Tagged

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As cord-cutting and changing viewing habits disrupt traditional TV, columnist Benjamin Spiegel explains why better content discovery is essential for the future of the medium.

Cord cutting, the death of TV and digital disruption are always hot topics. Agencies and marketers constantly talk about how TV is being disrupted by digital, and how consumers’ viewing habits are continuously evolving and moving away from traditional viewing. Technology aside, nothing has made a bigger impact on television than content — in spite of television’s outdated user interface and user experience.

On the internet, everyone has access to everything, right there at your fingertips. And most often, whatever you’re looking for is not that hard to find. Just type in what you want, and it shows up. Search has become the primary form of discovery on the internet and your mobile devices. But what about on your TV? TV search lacks the fluidity of online search, it’s difficult for users to perform simple actions, and often, it’s too cumbersome for consumers to find the right content. And while the intention is noble, the connectivity between smart TV apps is terrible. To stay relevant and win the content wars, TV has to improve its connectivity and enable easier discovery of content to its consumers.

The TV dilemma – it’s being watched more than ever

There’s a dilemma about television in that we all talk about its decline, yet (thanks to streaming services, perhaps) it’s watched more than ever. There’s no question that digitizing the medium is changing viewer expectations about what’s available and their behaviors about how to find it.

And, it’s changing delivery and business models, with streaming, subscriptions, DVR (digital video recorder), on demand — well, you get the picture. The bottom line is that TV is still an enormous content machine.

But therein lies the problem: Very often, digital TV offers a broader range of high-quality, fresh content than we can access via the internet; but because of the painful search models available, consumers don’t realize the massive amounts of content that are available through their TV set-top boxes.

Having left behind the world of UHF and VHF broadcast channels long ago television has had numerous challenges when it comes to surfacing content. In spite of all our technology, content discovery on TV sets is still sluggish and delivers a poor user experience. A survey performed in October 2016 by Hub Research revealed that more than 60 percent of viewers discover new TV content outside of the TV ecosystem instead of through their interactive guides or smart TVs.

Better interaction, better content discovery

To save the “traditional” TV, we need to rethink the way we surface content and programming to our consumers. And as attractive as they are, it’s not via recommendations or pretty slideshows. The No. 1 form of content discovery is search.

A great example of this is the latest release of Apple TV, which unifies all the different apps into an integrated search experience for viewers. I can now search for my favorite show inside the Apple TV app; the app will search Hulu, Netflix, Amazon, cable and broadcast channels — everything available — and show me unified results on the screen. Discovery made much simpler.

This is the type of experience we need for the TVs of the future: simple search of information and broad discovery of content, mixed with more Netflix-like recommendations and the ability to connect multiple sources.

With so many channels available to consumers — on TV as well as other media — the competition for viewer attention is heavy. Just as radio has made itself over in the digital age, enabling listeners to create their own personalized channels, simplifying how we discover content on TV will help resuscitate it rather than watch it die a slow death.

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Tips for the ideal TV advert

  • By Adri van der westhuizen
  • Published March 2, 2017
  • Tagged

We are not experts when it comes to producing adverts but our expertise is with helping brands place those adverts on TV, radio and print. With our industry experience, we have come to know what sort of campaigns work and what don’t. We are really pleased with the TV adverts we have helped showcase in Africa, the impact they have had and the positive response we have experienced.

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Here are some of the our observations that may be useful to you if you are planning a TV campaign:

Have clear objectives. What are you trying to achieve? Is your campaign exclusively to sell more products? To differentiate your business? To raise your company moral or to support a broader campaign? When your advertising is on TV, you have a potential audience of millions. Be clear on what you want them to learn about your business.

Time your campaign well. One Africa Television in Namibia for example, offer surprisingly good rates on what you would think would be premium times. Make sure you know the best time to speak to your prospective customers. At Get Set Go Media, we offer a full planning and creative service to work with you to create and optimise your campaign.

Stand out from the crowd. Make sure your commercial is remarkable by virtue of either – a very strong offer or a creative treatment that connects to your audience.

Creating a remarkable and engaging TV commercial needn’t be expensive. A big idea can be expressed simply with a modest budget. Host a brainstorming session with your team and you will be surprised at the number of ideas already available within your talent pool.

Make sure you are well prepared. Create a strategy and plan before just jumping right into production and always have potential suppliers and their production schedule available first. Allow as much time from production to broadcast as you can. This leads to less stress and more opportunity to develop your campaign elsewhere.

Inspire. Television advertising is an inspirational medium, make your production as good as your business. A great TV commercial has the potential to inspire your customers, your team and your future customers.

Use local talent. We think you know why! If we need to explain, maybe you won’t be open to this particular line of persuasion. A creative agency which understands you, your business, customers and the broader opportunities, will help make your campaign a success.

If you’re feeling a little stuck, get in touch with the team at Get Set Go Media and let us help you expand your advertising reach into Africa.

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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