Monthly Archives: May 2017

New York Festivals International Radio Program Awards Announces 2017 Finalists

  • By Adri van der westhuizen
  • Published May 24, 2017
  • Tagged

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The New York Festivals International Radio Program Awards announced the 2017 Finalists. World-wide since 1982, New York Festivals® Radio Program Awards honors the World’s Best Radio Programs, receiving entries from radio stations, networks, and independent producers from around the globe.

NYF’s Grand Jury selected 336 Finalists from entries submitted from 32 countries worldwide including such far-reaching countries from Afghanistan to Namibia. Entries were judged by the 2017 Grand Jury on production values, organization, presentation of information, creativity and use of the medium. All entries achieving Finalist status proceed to the medal round.

RTÉ Ireland dominated this year’s competition with an impressive 47 entries moving on to the medal round. Canadian Broadcasting Corporation saw a robust 30 entries move forward and TBI Media was a strong force with 15 entries achieving Finalist status. Radio New Zealand saw 10 entries move forward and Reliance Broadcast Network Limited, India saw 9.

99FM is ecstatic to announce that the 99FM #MYD Show has been shortlisted as a finalist under best regularly scheduled Talk Program for the New York Festivals: Radio Programming and Promotions Awards! For 53 years the New York Festivals Radio Programming and Promotions Awards has recognised The World’s Best Work in radio broadcasting.

“Sharing Namibian stories is our passion, and we are thrilled that we have inspired a global audience with the inspiring stories of Namibians and our country with Kirsty Watermeyer,” – 99FM. Tune into the show on Wed & Thurs every week 6pm or catch up on www.99fm.com.na

To view all the 2017 Radio Awards Finalist please visit: HERE.

2017’s Radio Program Awards competition marked a year of exceptional storytelling submitted from the around the globe and showcased the depth and breadth of radio today by expanding the theater of the mind,” said Rose Anderson, VP/Executive Director of New York Festivals Radio Program Awards.

Is Longer Stronger? The Best Video Ad Length

  • By Adri van der westhuizen
  • Published May 17, 2017
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Getting your customers attention from advertising can be hard. Advertising is mostly disruptive.  TV viewers are hanging by a thread to see which of their favorite Walking Dead characters Negan is going to off and we are disrupting that to tell them they should switch their current fabric softener.  As advertising guru Luke Sullivan put it: “Your ad is the comedian who comes on stage before a Rolling Stones concert.  The audience is drunk and they’re angry and they came to see the Stones. And now a comedian has the microphone. You had better be great.”

Advertising is interrupting your drive home or your favorite show. It’s also the thing people see first while they wait to watch their favorite movie trailer or DIY video on YouTube.  People bounce in their chair while they wait for that blessed “Skip Ad” button to appear.  Just like the comedian before the Stones concert, we better be good and we better be fast. But does it have to be this way? Definitely not! Advertising is all about the content. If your concept is pure genius, not only will your viewers watch the advert all the way to the end but they will be sharing it with the friends too.

Ben Jones recently wrote an article for ThinkWithGoogle.com and presented an interesting case study on video ad length. Read the article here. Their premise makes sense, with ads getting shorter and faster are we really able to create an emotional, dynamic connection with the audience in that short of time?  Wouldn’t a viewer rather watch a longer video they connect with than a shorter, less meaningful ad?  After all, we all remember the now classic Dove Beauty Sketches and West Jet Christmas. Sometimes more is…well, more.

As Jones points out, there is a high risk/high reward scenario when you play the “long ball.” On the reward side, by creating a longer advert, you can create a stronger emotional connection with the viewer than you typically can with a fifteen or thirty-second ad.  On the tragic miss side, you will spend all of the early time in the ad setting up for the big payoff and will miss out on all of the early brand recognition if the impatient viewer clicks away early.

This article isn’t creating an argument about whether you should or should not go long or short.  They simply make the argument that, “This media pressure can lead brands to feel like everything needs to be faster, faster, faster…” but “The good news for all of us is that attention spans aren’t simply shrinking down to nothing.”

There are benefits and drawbacks to both short and long videos.  The story should help you dictate which to shoot for.  The Beauty Sketch and West Jest Christmas ideas were fabulous concepts that would have suffered in a shorter form.  However, could you imagine a Dos Equis “Most Interesting Man in the World” ad going on for six minutes?  I don’t care how much you enjoy those ads, six minutes and you will be banging your head against your device.  It’s like great, aged tequila; it’s meant to be sipped.

Deciding to go long or short is a down-the-line question.  As always, start with your strategy, who are you talking to?  Where will you reach them?  What obstacles stand in the way?  Then you move on to questions about how does what you offer fit what need of theirs?  How do you create a dynamic and meaningful connection between them and your brand?  By answering those great questions, you can begin to mold your creative into a story and that story will help answer the question about going long or short before you even ask the question.

The important takeaway here is that, as Ben Jones points out, the option is there to go long or go short.  Don’t feel as though you need to go shorter and faster simply because that seems to be the trend with video ad length.  Be creative and engaging and meet your audience where they are at. Do that and you can’t go wrong.

Is Interactive Video the Next Big Thing? 3 Creative Examples from Brands

  • By Adri van der westhuizen
  • Published May 11, 2017
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It’s hardly a revelation to say that online video content is phenomenally popular. Millions of words have been written on the subject, and millions more will no doubt follow. But one of the great things about marketers is that we’re always looking for what’s next. We know that it’s not enough to rest on our laurels, or rely on things that have worked in the past.

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Some fairly obvious characteristics have made video the web’s most engaging media type when compared to text, images and combinations thereof. It’s the perfect blend of audio and visual elements, drilled down into bite-sized chunks that appeal to the modern viewers’ desire for immediate understanding.

But that’s not to say it’s quite the perfect storytelling device. It’s close, but falls down in one simple area: when it comes to interacting with video content, users have only really been able to play, pause, rewind and fast-forward. Interactive video changes that. In a nutshell, this emerging technology combines video content with user input — allowing viewers to take a wide range of actions while watching video content. They can click areas of the screen to define their own journey, answer questions, complete forms, buy products, download content and more — often without leaving the player window.

Interactive Video Examples from Brands

1) Warner Bros | Focus

In this movie, Will Smith plays a con-artist, and the video lets the viewer make their own choices to see whether they have what it takes to pull off the perfect con. Give it a shot and ask yourself: which would you be more likely to share with a friend? This gamified experience, or a traditional movie trailer?

2) UK Resuscitation Council | Lifesaver

Take a look at the video and just consider how much more impactful this campaign might be than a pamphlet or even a simple, linear instructional video. As the old proverb goes: “Tell me and I’ll forget, show me and I might remember, involve me and I’ll understand.”

3) Deloitte | Will You Fit Into Deloitte?

Another, more business-focused example would be this gamified recruitment experience for Deloitte. Broadly speaking, the campaign aims to educate potential recruits about the Deloitte culture while allowing the viewer to evaluate their own suitability to work within that culture.

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The importance of media buying

  • By Adri van der westhuizen
  • Published May 4, 2017
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Establishing an identity and presence online is one of the most important things that any business can do today. While there are many different forms of marketing available, one of the more popular options comes in the form of media buying.

A sub-section of advertising management, media buying takes place when a company or individual responsible for a company’s advertisement strategies purchases real estate on a site. To become a truly amazing media buyer, you need to master the art of negotiating placement and price to ensure that you’re getting the best possible value for your money. This will enhance your chances for ultimate viewability and user interaction.

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1. Identify Your Target Market

No professional media buyer would ever dream of getting started with a bid before they’ve gotten a clear understanding of the type of customer they want to target. Whether you have a specific product or service that you want to promote, or you’re simply trying to get an idea into the right social circles, you need to make sure that you’re reaching the audience that is most susceptible to whatever you have to say.

Identifying your target market is essential if you want to ensure that your marketing efforts don’t simply get wasted on low-quality traffic and wasted time. Start by looking at the demographics of the types of sites where you may benefit from advertising – considering sex, age, status, and the location of your visitors. Careful planning should help you to adjust your advertisements to meet the interests of potential customers and leads.

2. Plan the Aesthetics

As with most things in business, the success of your media buying campaign comes down to a great deal of planning. Within the world of ads, it’s often about making sure that you have the right look to grab your audience’s attention. This means not only thinking about how your advertisement is going to look when it shows up on a desktop screen, but also how it will look when presented on tablets, mobile devices, and so on. Responsive design is crucial in today’s world and if you fail to optimize your ad, you could be missing out on some serious traffic.

3. Create a Reasonable Budget

Whether you’re purchasing media for an agency client or your own company, you should always treat the budget as though it was your own money. Having a budget that has been clearly set out ahead of time is an important step in managing your media buying expertise. This will allow you to determine which methods are most appropriate to the goals you’re trying to achieve, according to the cash you have to spend. It’s possible to buy ads that run monthly, hourly, or by the click, and having a budget will help you to decide which option is right for you.

4. Compare and Contrast

When you’re choosing the ideal location for your advertisement to be shown, don’t be afraid to do a little comparison shopping. By making a short list of similar media outlets, you’ll be able to find out which ones offer the most competitive rates for the best advertisement positions. But remember that it isn’t all about finding the website that charges the least. At the end of the day, you will hope to achieve lead generation and higher sales numbers. Eventually website quality will impact these things. Sometimes paying more is worth it, if the website in question will get you the exposure that you need.

5. Expand Out Of Your Comfort Zone

Although placing your advertisements on high-profile websites is a great way to generate new traffic, it’s worth pushing the envelope from time to time, and seeing what you can get out of it. You’ll often find that you can get fantastic deals in media buying because the network, site, or newsletter in question is new and just getting started. If you’re lucky enough to find an opportunity like this, you could find that you end up paying very little money for huge returns.

6. Track Everything

Just like anything else in online marketing, great media buying is all about making sure that you track everything and analyze your results. Calculating ROI may seem boring and trivial, but a lot of beginners begin their advertising efforts without paying attention to their current stats. How are you supposed to know whether your campaign is actually converting people, unless you have solid proof to look at? It may be faster to forget about tracking, but it’s also a quick way to lose money on advertising.

7. Remember Creativity

Finally, make sure that your creative efforts don’t become an afterthought in your advertising campaigns. Too many companies overspend on their media buying, only to neglect creative as a result. The truth is that you need to know what your campaign message is before you spend any cash on media. Ensuring that your advertisement gets seen is important, but not as important as delivering the right message.

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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