ASA on a mission to become ‘fit for purpose’
In 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
Did 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
Leading 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.
Instagram: A snapshot of the latest social media-advertising platform
Instagram 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
Minister 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.