Almost 60% of all TV spend in South Africa this year has been wasted
According to Nielsen, R19.2 billion was spent on TV advertising in 2014 (excluding self-promotion), steadily increasing to R22.5 billion in 2015 and by May in 2016, this number was already at R9 billion. For some naysayers, the TV glass will remain half empty, where arguments will be made around supplementing marketing budgets with other media touchpoints. We know from the Millward Brown CrossMedia database (looking at over 258 multi-channel campaign performances) that TV remains the king of building reach. This is not to say that other channels cannot deliver great levels of reach, but building reach quickly remains the core strength of TV in South Africa. There is no doubt that categories and brands need to cut through the clutter and work hard to get the consumers’ attention, and there is certainly a plethora of clutter to work through in the South African TV advertising space. Adtrack, for over 30 years, has measured the awareness, noting and liking of all new brand commercials launched on-air, among a nationally representative sample of the TV viewing population (age, race, income and gender.)
The Millward Brown advertising philosophy is simple. A cut through campaign consists of two crucial elements: campaigns need sufficient investment to drive exposure within their core target audience; and stand out creative is needed to drive brand engagement and communicate core messages. Analysis of the Adtrack database shows that from January to July this year, a massive 58% of all ads have failed to resonate effectively with consumers; 16% of all new ads achieved below average cut through at launch, which is the equivalent of R1.4 billion rand that brands can simply write off. If your brand is struggling to reach the right audiences and capitalise on your TV campaigns, speak to someone from our team today.
Innovative Advertising Ideas
Print saved by digital in latest ABCs
The Audit Bureau of Circulations of South Africa released its second quarter data at the end of last week and the numbers painted a gloomy picture for SA’s print landscape. But the reality is, it could have been a lot worse, as the ABCs first incorporation of digital into the report, made the numbers look a lot rosier. Michael Bratt chats to Deborah Schepers, a board member of the Audit Bureau of Circulations of South Africa for an analysis of the numbers and more about the ABCs.
Relaunch of Adclip to track ad spend
Newsclip has relaunched Adclip as a fully automated ad monitoring service, so that one can track one’s ads and those of one’s competitors, easily, accurately and seamlessly in over 2,400 print and digital publications. Using keyword matches, the interactive application displays ads in full colour, including the advert category, AVE, publication metadata and a mapping of the ad’s placement within a two-page spread. The quick search function allows one to navigate through one’s categorised ads with ease, while user generated filters, Sortbins and media monitoring lists gives one complete control over ad management. The key pillars to this advertising monitoring service are Ad Verifier and Ad Tracker. Ad Verifier allows one to track one’s own ads and include one’s placement schedule on the application to verify that they have been placed correctly; while simultaneously ensuring trademark protection and that franchises are adhering to the correct brand messages. Ad Tracker provides one with a strategic advantage, where one can gain insight into how one’s competitors are advertising, the media channels they are using and their ad spend. This also allows one to stay up-to-date with new product launches, price benchmarks and competitor strategies. Beyond Adclip, Newsclip’s Digital RedBook offers a way to display ad campaigns in a fully customisable and easily shareable e-book. For more information, go to www.adclip.co.za.
Exciting Media Campaigns
Coca-Cola launches a South African first with SuperSport
Coca-Cola’s global #thatsgold Olympics campaign has been taken to a new level in South Africa as fans have the opportunity to share their Olympic Games gold moments, with the best social media comments being integrated into one of eight commercials being produced over the Olympic Games period.
What’s happening in Africa
CNN rolls out native advertising solutions
CNN International Commercial (CNNIC) is now offering dynamic native and branded content advertising formats in prominent positions across CNN Digital platforms – a move that takes advertising on CNN Digital even further beyond the traditional ad banner. Just last week CNN was named Africa’s biggest international media brand. The native advertising solutions optimise the performance of digital campaigns and enhance the experience of audiences engaging with branded content and digital advertising on CNN platforms. Director of digital revenue and data at CNN International Commercial, Rob Bradley, says, “The ‘Native 2.4’ programme focuses on several key benefits including dynamic formats, smart placement, intelligent data insight and creative excellence. We are bringing together the full suite of new formats, prominent and seamless placement and the power of data and creative content for clients to truly engage with CNN audiences in a native environment. “The result is an engaging brand storytelling experience created for peak performance and with the flexibility of dynamic optimisation. Clearly labelled to ensure transparency, this solution created with our partners at Sharethrough also ensures that our users are served high quality and engaging native content that’s relevant to them.”
About Get Set Go Media
At Get Set Go we specialise in planning and implementing media campaigns that align with your brand strategy. Our advertising reach spans across TV, Radio, Newspaper and Magazine media in Namibia, Botswana, Lesotho, Swaziland, Angola, Mozambique and Zambia. Some of the services we offer include media strategy, media buying, proof of flighting and research on the media landscape. Our team partners with local media agencies in South Africa and takes care of the entire media buying process for them. If you are a media owner or a client, we would love to hear from you!