Category Archives: MEDIA

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 : February 24th 2016

  • By Adri van der westhuizen
  • Published February 25, 2016
  • Tagged

Advertising news

Is ad-blocking software affecting your advertising?

Ad blocking software is easily accessible and free to use but it is a nightmare for digital advertisers. One of the primary reasons consumers are installing ad-blockers is because the content being served to them is intrusive and simply not engaging. Yaron Assabi, chairman of the Mobile Marketing Association states that unlike other countries, Africans find adverts to be informative and useful. Media owners cannot control the use of ad-blocking software but they can control the content they create. “We need to be very conscious of people’s needs and create smart, relevant and responsible advertising solutions,” Yaron explains.

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Industry Data and Statistics

Is print advertising really dead?

With the rise of digital, many advertisers are spending 100% of their budget on online advertising and forgetting about print. The assumption being made is that print is predicted to be dead or slowly on its way out. However, an impressive 46% of all South African adults, that is 17.8 million people, read a local newspaper once a week. Local newspapers serve up one of the best places for advertisers simply because it is trusted by the community. The trick is to use the space creatively and engage with the readers on a personal level. “Adverts in local community newspapers need to be targeted specifically to the area. We advise using familiar visuals and language that resonates with the readers”, says Adri Van Der Westhuizen, Director at Get Set Go Media.

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Exciting Media Campaigns

Coca-Cola launches “One Brand” strategy and new global campaigns

When one thinks of exciting and viral adverts, the Coca-Cola brand is always top of mind. Their adverts have always been specific to geographical locations, enticing emotions and feelings with every second that plays. Coca-Cola announced a significant shift in their marketing strategy for 2016. For the first time all Coke Trademark brands will be united in one global creative campaign. “Taste the Feeling” will bring to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special. We don’t know about you but our team is extremely excited to discover what the brilliant minds at Coca-Cola have come up with.

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Innovative Ideas

Media innovation challenge offers R100,000 in seed funding and incubation support

It is always exciting when corporates invest in fostering entrepreneurship. The Nedbank Stellenbosch University LaunchLab Business Incubator and MultiChoice are looking for student and non-student entrepreneurs, as well as communities of innovative thinkers and creators, to participate in a Media Innovation Challenge. The aim of the challenge is to focus on three important aspects namely,  collect and analyse the behaviour and preferences of consumers, create content and provide entertainment. Interested entrepreneurs and innovators are invited to join the workshop and find more details about the Pitching Platform on the challenge website: www.launchlab.co.za/multichoice.

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What’s happening in Africa

Mobile internet is quickly transforming business in Nigeria

The economy in Nigeria is powered by small and medium businesses and whilst mobile was always prevalent in the market, it is now transforming the landscape rapidly. Mobile has become the growth engine of the Nigerian economy and with the rise of cheaper smartphones, Nigeria will reach a 100% adoption rate in less than 5 years. Magnus Nmonwu, Regional Director at Sage West Africa discussed the rise of digital advertising spend increasing year on year through the rise of mobile internet adoption with CNBC Africa. If you’re considering advertising in Nigeria, then now is the time to act. Our team love and understand the landscape and would love to help you get started. Let’s set up a coffee and chat about your requirements.

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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