Out of Home advertising is the umbrella under which cross-media advertising campaigns assemble. Its inherent strength is that it can be seen as the 'shorthand' for brand-building by reinforcing and reminding consumers of ads they might have seen on TV, radio and/or in print with a succinct message in just seconds using brand cues that pull through from other media. It cannot be disputed that Out of Home advertising is an integral part of the communication mix. The strength of OOH will be endorsed with the migration of broadcasters from analogue to digital terrestrial TV and radio. Why?
Issued by Continental Outdoor 17 Apr 2015 15:06
The full One Show finalist short list has been released, with a number of top South African agencies making the grade...
17 Apr 2015 09:05
Continental Outdoor Media has aligned its corporate social investment spend with its core business objectives and imperatives. This strategic approach over the past few years has resulted in CSI initiatives being moved largely out of the charitable sphere into one in which true partnerships have been forged with key beneficiaries, one of which is BirdLife South Africa. Continental Outdoor has provided much needed advertising exposure to further BirdLife South Africa's goals and objectives. This was achieved by way of free design assistance and advertising space on both static billboards and digital platforms across the country, amounting to in excess of R2m a year.
Issued by Continental Outdoor 10 Apr 2015 11:17
The Out of Home Measurement Council (OMC) has been formally registered as an NPO from 23 March 2015. The majority shareholders, supported by technical expertise from Kuper Research, which will also co-ordinate the media buyer advisory panel contributions, will run and control the council.
2 Apr 2015 08:36
In most instances, measurement and ROI (the holy grail of marketing campaigns) are looked at in retrospect. What is lacking in the activations space is a tool that provides real-time data for real-time insights that lead to real-time results. Reflecting on the success or failure of an activations campaign will be relegated to history once marketers make use of a new tool implemented by Proactive.
Issued by Provantage Media Group 1 Apr 2015 10:56
Continental Outdoor, as the Loeries Out of Home sponsor for the second year, has taken a walk down memory lane to celebrate outstanding Out of Home creativity from the past. Not the immediate past, but way back to the '70s, '80s and '90s to the Rent A Sign and CorpCom days when the importance and value of creativity was well understood and equally celebrated.
Issued by Continental Outdoor 30 Mar 2015 11:47
The informal sector is often ignored or written off by big-brand marketers as insignificant, not worth the effort, or even potentially damaging to their brand image. Yet conservative estimates suggest that informal trading contributes 6-7% of South Africa's GDP - twice as much as agriculture and about the same as the mining sector. And by all accounts, it's doubling in size every year. Perhaps the time has come for the formal and informal sectors to come together and bridge the gap between them.
Issued by Primedia Outdoor 23 Mar 2015 10:53