Advertising that goes where the youth go

Screening content designed specifically for the youth market focused on the latest fashion, music and exciting items to hit the South African market, Club Media intermingles its programme line up with advertising slots aimed at a captive youth market.

Via a satellite channel seen only in South Africa's superclubs, restaurants and other select venues, Club Media delivers a show 2-5 times per week, running between 4-6 hours projected on designated screens and television sets during the time frames of 22:00pm to 03:00am.

Screens are positioned to leverage their visibility in each club or restaurant. The screens are always located next to the main dance areas, which is the focus of attention in club environments. Some venues have secondary screens or TV sets placed in complimentary areas. Effective screen placement ensures that everyone in the venue sees the show, and its high entertainment value ensures people will be watching it.

To what does Club Media attribute its success? Sales and Marketing Director, Gary Williams: "Our broadcast quality and brand presence in the heart of select entertainment venues on a national basis assures advertisers direct communication with South Africa's youth. We have positioned ourselves as a youth television channel, namely 'Club TV' with reach on national basis, throughout clubs in Gauteng, Western Province, Eastern Province Kwazulu Natal, and the Freestate. A large amount of time and money has been invested in securing multi racial venues to maximise the reach for our advertisers."

"Clubbers frequenting these venues make up a specific market with the primary age range 18-25 and secondary age range 26 - 32. Club Media has a reach of between 500 000 to 800 000 per month in 30+ selected venues, offering advertisers a perfect platform from which to reach its intended youth market," reiterates Williams. "Our client base ranges from fashion and cosmetics suppliers, to vehicle manufacturers and entertainment industries."

Market research confirms that combining screen advertising with promotional activities effectively increases brand retention by up to 60% during a 3-month campaign, and 80% during a 6-month campaign.

Club Media also makes use of celebrity DJ's like Fresh, Pepsi, Phat Joe, Kevin Lee, Derik the Bandit and many others should an advertiser want to create even more hype for a promotional evening.

There is no escaping the impact and size of 'in your face' projection advertising. The advertising space is divided into 4-minute slots, ensuring an eight second commercial appears 30 times a night in all venues. Content screened includes video clips, animated ads, music, babes, 'Cool Cats', party people, fashion features, stills of videos, extreme sports in fact anything that appeals to the youth market.

"Our research shows very high brand retention among the audience exposed to the big video screens. When people remember at least three of the brands they've seen during that night, you know you're getting great value!" comments Williams.