[Craig Page-Lee] South Africa is definitely not lagging behind in understanding the value of bus shelters or other transport nodes as an advertising medium, but in most instances, the design and construction of these elements is rather rudimentary and unrefined and the use of these elements varies significantly from city to city or region to region.
[Justin Hawes] Every now and again a new innovation answers a number of challenges in an industry so perfectly that it takes off like wildfire. In the display industry, this innovation is fabric.
[Tatenda Chiweshe] If so many products and services derive a material portion of sales because of their location, why then are they shying away from situational outdoor media?
[Tatenda Chiweshe] While Out of Home Media South Africa (OHMSA) is talking about increasing OOH share of spend from about 4% to 10%, a parallel opportunity is lurking in the wings.
[Travis Brown] Gone are the days when mall activations featured pretty girls handing out coffee. These days we're conceptualising and executing 360-degree, fully integrated campaigns that also often utilise the expertise of our sister businesses, providing clients with a fully integrated offering.
[Craig Page-Lee] The airport is probably the most important touch-point in a traveller's journey and it is the place where brands either build or destroy their reputation with consumers or travellers alike.
[Tatenda Chiweshe] When people say "That's unfortunate but somebody's got to do it" I have spent the last two months being that 'somebody'. While you were enjoying the holidays, Media Trace was out in the Gauteng townships finding out who is saying what, where, when, how, who often, and about what in the outdoor space.
[Rose Setshoge] If your human billboard (HB) campaign lacks creativity, interactivity, research and most importantly strategy, then don't spend a cent of your marketing budget on this medium as in addition you'll waste effort, time and contribute to the population of killers. I'm not talking about handing out leaflets or waving and smiling interactivity but HBs should have some basic brand knowledge such as benefits, target market, few if not all key selling points in addition to interpersonal skills.
[Tatenda Chiweshe] The battle for township dwellers' political emotions is on. With an estimated 65% of "Johannesburgers" residing in its townships, it looks like political parties could maximise their outdoor media assets by switching from a philosophy of "being seen" to one of "having impact".
[Ingrid von Stein] It is with awe and amazement that I meet summer every year, and in my heart there is always a kind of reverence for the magnificence of nature's own marketing team. For two thirds of every year the West Coast region and Namaqualand remains under the radar, just long enough for the world to nearly forget it exists. Then Nature's professional marketing teams take the lead and the whole world stops to notice.
[Tatenda Chiweshe] Big brands in South Africa are obliged to place a large portion of their outdoor spend in Johannesburg. Although public statistics are scant, there is no doubt that the city is South Africa's most important in terms of population, GDP, consumer spend, international arrivals and almost every other economic indicator that would tickle a media/advertising professional's fancy.
[Tatenda Chiweshe] Radio, TV, print and digital are simple - they come to you. I can hear a campaign on radio, watch it on TV, read it on print media in the comfort of my own environment and then go to sleep knowing that my brand is in a good space. Why wouldn't I? I heard it four times on radio on my way to work, and only heard my competitor's once. I'm 'killing it' would be an obvious conclusion.
[Bonnie Ramaila] As you drive along the N1 North or N14 towards Pretoria, there is a huge 94.2 Jacaranda Radio billboard of their recent campaign 'lekker to be here' - termed LTBH.
[Tatenda Chiweshe] On a recent audit of billboards in Johannesburg townships (high density, predominantly low to middle income areas) it was surprising how many empty boards are held by dominant players in the market.
[Paul Williams] In my kitchen I have proudly hung a street pole sign I 'gleaned' from a building site in Irkutsk, Russia, when I stayed there in 2008. It always reminds me of how basic advertising actually is. It's a metal directional sign in the shape of an arrow head, painted a shade of nondescript tan brown with the word "Bread" written in big black Cyrillic Russian letters right across it (pronounced ghleb).
|Could be because many students have to do a project on billboards during high school|
[Issa Sikiti da Silva] Billboards and newspaper posters have come out top as the most-noticed form of out-of-home (OOH) advertising by tertiary students, according to the 2011 OCS (OOH consumer survey), the second Posterscope South Africa study conducted to identify the SA public's use of media and understand the habits and lifestyle of any consumer who is consuming advertising, among other reasons.
[Issa Sikiti da Silva] The power of billboards and other forms of out-of-home (OOH) displays should no longer be underestimated and dismissed. A survey, conducted earlier this year by TNS Research Surveys on behalf of Primedia Unlimited, has revealed the true potential of outdoor advertising in South Africa. To contextualise these findings, 'The Outlook' report, published in mid-October by PricewaterhouseCoopers (PwC), says outdoor advertising fared relatively well in the recession of 2009, declining by a modest 0.4% after a steeper decline of 7.5% in 2008.