AEGIS MEDIA TO HOST AFRICA’S FIRST LIVE ONLINE DEBATE FOR MEDIA MARKETING SECTOR – What are the core digital marketing challenges that affect clients digital strategies in Africa?

AEGIS MEDIA TO HOST AFRICA’S FIRST LIVE ONLINE DEBATE FOR MEDIA MARKETING SECTOR – What are the core digital marketing challenges that affect clients digital strategies in Africa?

Aegis Media, home to Africa’s leading communication brands, has partnered with Bizcommunity to host a series of debates around the media-marketing arena. These  Thought Leader Digitbates (as they are broadcast live via audio streaming and with a live audience) will be broadcast via web-stream on www.thetaxi.co.za, an online radio station based in Cape Town.  These hot and often controversial topics of conversation and strategic insights will be uploaded on the Bizcommunity.com site as a podcast post the event

These Thought Leadership Digibates, will be hosted on a monthly basis and will cover topics as varied as all forms of media from digital to broadcast, magazines to newspapers and Out-of-Home. These will all be discussed by some of the most respected marketing and media personnel in the industry.  Click to www.thetaxi.co.za for the live stream.

“The Thought Leadership Digibate concept  came out of the pure necessity to share information within the industry. Having conversations around and debating relevant issues around topics that are key to the media market is a great source of knowledge,” said Dawn Rowlands, media industry guru and CEO of Aegis Media, “We are fortunate enough to be able to use and innovate digital technology to share these debates to the wider marketing and creative community via this online radio platform and our media partner, http://www.bizcommunity.com, which goes to show how we are able to push the boundaries of technology to get the greater digital marketing message out there.”

“Teaming up with Aegis Media with the Digibate enhances our strategic objective of providing stimulating meaningful debate around focused areas and relevant topics.” says Warren Harding Bizcommunity.com’s Marketing Manager.  Bizcommunity.com  aims to give its readers the best industry news and challenge conventional thinking and can see the value this series of Online Debates can bring to the industry.  A special section on Bizcommunity.com will host all the information on upcoming events and detailed reports and podcasts for anyone who missed the past events.

The first  Digibate will be hosted by radio personality Soli Philander – who  currently leads the digital radio platform forward in Africa. The debate will be made up of 3 panelists (all experts and thought leaders in their particular fields) and will be moderated by Rowlands. The first session will be held on Thursday 8 September 2011 between 09h00 and 11h00 and be centered on “The Africa Question” and will bring into discussion;

  • What are the core digital marketing challenges
  • What is the main technology platforms driving growth on digital marketing in Africa?
  • What is the current level of digital skills across the continent and how does this influence strategies
  • How do marketing communication strategies differ across the various African regions?
  • Fragmentation of channels, (300+ TV stations, and radio stations) how does this affect what is done on digital channels?

Tune into www.thetaxi.co.za to live audio stream on the 8th or go to www.bizcommunity.com post the debate to listen to the podcasts.

Aegis Media Signs Corporate Sponsorship Agreement with the MIT Media Lab; Collaborating to Pioneer Innovation in a Convergent Media World

Aegis Media announced that it has signed a three-year sponsorship agreement with the MIT Media Lab. Through this collaboration, Aegis Media will work to develop an interaction model that leverages the strength of both organizations and will further Aegis Media’s innovative work with their clients in reinventing the way that brands are built in a world of media convergence.

“Media convergence is transforming the way that consumers connect to the world around them, and also evolving the way that our clients’ brands are built,” said Nigel Morris, CEO of Aegis Media North America.  “As a result it is essential that we continually pioneer innovative new ways of connecting people, in particular bringing commerce and content ever closer together, and seeing everything we do through a lens that is totally mobile and social. In this mission we have found the perfect collaborator in the MIT Media Lab, which has a compelling vision of the emerging media world and a passionate commitment to creating the interaction of the future. We are thrilled to be working collaboratively with Media Lab researchers over the coming months and years to create innovation that impacts our business and that of our clients.”

 

Innovation champions across the Aegis Media network will collaborate with researchers in the MIT Media Lab’s Digital Life consortium to develop insights about the emerging media future, and to create and scale new innovations.  Aegis Media will benefit from the MIT Media Lab’s unorthodox research approach for envisioning the impact of emerging technologies on everyday life.  Like all consortia sponsors of the MIT Media Lab, Aegis Media will also have the right to license technologies they have gained from the collaboration.

“We at the Media Lab are enthusiastic about working with Aegis Media, a company with the foresight to stay ahead of the curve,” says Andrew Lippman, associate director of the Media Lab and head of the Lab’s Digital Life Consortium. “Together we will navigate the twists and turns of the constantly changing world of social communications.”

Dawn Rowlands, CEO of Aegis Media in Africa commented: “This sponsorship agreement will definitely add value to what Aegis Media has to offer our clients throughout Africa. Exposing them to some of the trends and techniques used internationally will enable the development of some very pioneering campaigns that will be implemented in this ever-emerging African market. We are very motivated to begin working with MIT Media lab and are confident that some great collaborations will add some tremendous enhancements to campaigns for our new and existing clients across the Aegis Media stable in Africa”

The MIT Media Lab, described as a place where the future “is lived, not imagined,” was founded to focus on the study, invention, and creative use of digital technologies to enhance the way people think, express, and communicate ideas, and to explore new scientific frontiers.

 

Posterscope SA reveals secrets on wellness and beauty sector

Posterscope’s recent Out-of-Home consumer survey has revealed who’s really looking at the Health, Wellness and Beauty adverts on display across various platforms. South Africa’s leading Out-of-Home media buying agency recently launched its second Out-of-Home Consumer Survey, OCS 2, which highlights consumer buying behaviour in relation to Out-of-Home advertising.

“The wellness sector in South Africa is booming in everything from cosmetics and vitamin pills to gyms. We wanted to show brand managers who their target audiences really are,” said Erik Warburg, Managing Director of Posterscope South Africa. “We realized that a large percentage of scholars are also taking wellness advertising into consideration. This affords us a number of opportunities for campaigns tailored to create relevant conversations amongst the youth market.”

  • 44% of scholars tend to look out for health and beauty adverts.
  • The majority of people who tend to look out for health and beauty ads are aged between 25 and 34.
  • 4 out of 10 women tend to look out for health and wellness adverts.
  • 43% of people who tend to look out for health and wellness adverts are between the ages of 35 and 44.
  • The majority of people who tend to look out for health and beauty ads are based in Gauteng (51%).

Print media remains a valuable channel for advertisers

While much has been made of the alleged slow death being suffered by the print media industry, a recent study shows that print media advertising still has almost double the impact on consumers that internet advertising is able to achieve.

Those suggesting the imminent demise of newspapers and magazines will be surprised by some of the key findings of the recently released 2011 Carat Consumer Connection System (CCS), one of the most in-depth consumer studies on media consumption.

The study found that nearly 80% of consumers were able to recall newspaper advertisements while only 47% remembered internet ads.  The study also found that 77% trust magazine advertising most, while 72% trusted newspapers and only 43% trusted internet ads.

The study surveyed 3000 adult consumers from all over South Africa and in all socio- economic categories (LSM 4 to 10) on how they connected with 63 individual media formats – including newspapers, magazines, radio, television and internet.

CCS found, inter alia, that:

  • 74% of respondents say they notice advertisements in newspapers and magazines (compared to 48% on the internet);
  • 78% of respondents are able to recall advertisements in newspapers (compared to 47% on the internet);
  • 72% of respondents (newspapers) and 77% (magazines) most trust the respective media and notice advertisements contained therein (internet 43%);
  • magazines influence the opinions of 79% of respondents (radio 82% and internet 45%), and
  • 78% of respondents say magazines have an influence on their purchasing decisions (newspapers 70% and internet 38%).

Delia van Staden, head of Carat SA’s Insights Unit, which spearheads the CCS research in South Africa, says while the annual research is conducted specifically to help marketers determine optimal media strategies, this year’s findings revealed a general trend that appears to challenge prevailing perceptions of the power and influence of print media.

“The media environment is no doubt developing at an unprecedented pace, and there is merit in the significant move of advertising towards the digital sphere,” she says.

“However, what CCS 2011 has shown is that the print media environment remains a trusted source of information for the general population. People continue to spend a significant amount of time engaging with print publications, and they continue to note and respond to advertising messages contained in them.”

Van Staden says marketers will be well served by making informed, research-based decisions when determining where adspend will go, rather than merely acting on prevailing perceptions.

“The value of CCS is that it provides better data on media relationships, including the kind of information that complements but also provides deeper insights than existing industry surveys such as AMPS or TGI. It provides more communication touch points, a tailored customer understanding and detailed insight into consumer attitudes.”

47% of us notice cellular adverts

Posterscope South Africa, the country’s leading Out-Of-Home media agency, recently launched its second Out-Of-Home Consumer Survey.  OCS 2 aims to reveal consumer behaviour in direct correlation to Out-of-Home advertising. One of the main sectors the survey aimed to provide insights for is the cellular phone sector.

“Cellular phones are now almost a standard commodity across all income levels, and have become a major talking point amongst consumers, especially in view of the ever-increasing popularity of social media and networking,” said Erik Warburg, Managing Director of Posterscope South Africa. “People’s interest and desire to have the latest technology increases in line with the constant evolution of cellular technology, thus cellular advertising has become very popular in keeping people up to date in terms of what new phones are out there.”

  • 47% of people tend to look out for cellular adverts.
  • 53% of people who tend to look out for cellular adverts are students.
  • 46% of people who look out for cellular ads are employed full time.
  • 45% of people who look out for cellular ads are self-employed.
  • The majority of people who tend to look out for cellular ads are based in Mpumalanga (55%).

Carat Consumer Connection System 2011 Launch

Leading media agency Carat SA has announced the results of the second South African Consumer Connection System (CCS), a globally recognised tool which assists  marketers and media strategists in understanding how consumers  engage with different media formats.

Delia van Staden, head of Carat SA’s Insights unit which spearheads the CCS research in South Africa, says CCS helps  marketers determine optimal media strategies by answering questions such as how much time target groups spend with a medium, how much attention they devote to the medium, how open they are to advertising in general, and the impact of media in relation to attention and acceptance.

“CCS takes the guesswork out of determining how to get to the right consumer through the right channel at the right time,” says Van Staden.

CCS surveys consumers’ connection with 63 individual media formats, across 339 brands, based on 5 key levels of interaction – noting, recall, trust, the influence opinions of brands and the influence to buy. The 2011 study sample consisted of 3000 adults in the LSM 4-10 category across South Africa 68% were black, 16% coloured, 12% white and 3% Indian.  The age group majorities were 31% aged 25 – 34 and 24% aged 18 – 24.

“It assists in segmentation modelling, competitor insights, touch-point mapping and consumer journey development. Carat SA believes the best strategies are consumer led, which of course will deliver the best results. This is why we have invested in an Insights Team, to ensure that we pioneer research to inform our clients’ decision-making.”

 

The first CCS study was conducted in the UK more than a decade ago by Carat parent company Aegis, and fast grew into a global benchmark study. To date, more than  40 countries have become a part of the study, accounting for more than 85% of global advertising expenditure. More than 340 000 interviews have since been conducted with 180 000 respondents.

The unique offering of CCS is that it allows clients to tailormake questions to achieve client-specific insights – in addition to providing exceptionally practical global and regional data. It is not a replacement for existing industry surveys such as AMPS or TGI, but rather a tool that provides deeper insight.

“It provides more communication touch points, better data on media relationships, integrated channel planning, tailored consumer understanding, detailed insight into brand and category usage and attitude, and unparalleled consumer segmentation.”

Van Staden says CCS 2011 will make the answering of the expensive questions not only easier, but more scientific.

Delia van Staden, Carat SA

Delia van Staden, Carat SA

OOH Consumer Survey reveals student habits

Posterscope South Africa, the country’s leading Out-Of-Home media agency, recently launched its second Out-Of-Home Consumer Survey  OCS 2, which aims at revealing consumer  behavior in direct correlation to Out-of-Home advertising.

“The student market has always been a large target market for most brands, and yet it has always been a challenging market to reach effectively. Various insights from OCS 2 ensure that marketing in the Out-of-Home sphere is directed at the people who have the buying decisions, and who are receptive to your message,” said Erik Warburg, Managing Director, Posterscope SA.

A sample of 3000 people were interviewed, including many students, and some interesting facts can be divulged:

  • 96% of students are single.
  • 25% of students earn R 2,500 a month whereas over half do not earn an income at all (pocket money excluded).
  • 67% of the grocery shopping is done by their mothers, and when students hit the malls, 34% of them do so over weekends.
  • 50% of students use taxis to get to class.
  • Over 80% of students notice Out-Of-Home advertising on billboards, street poles, through free samples and through newspaper posters.
  • It has been revealed that they are thinking about families, studies and breakfast whilst commuting to class; over lunchtime they are thinking about  friends, what to eat for lunch and shopping ; and on the way home they are thinking about what do to that evening, family and what to watch on TV.
  • Compared to two years ago, students are spending more time on their cell phones, with family and friends and listening to the radio, and less time reading newspapers, watching TV in the week, exercising and going to the cinema.


About Posterscope South Africa

Posterscope is the world’s largest out-of-home communications agency, with offices in 21 countries. Posterscope is at the vanguard of cutting edge developments in out-of-home (OOH) such as digital, interactivity and experiential.

In South Africa, Posterscope’s mission is to grow OOH to 10% market share of total advertising spend in the next 5 years (currently sitting at 4.6%). At present, the company has approximately 20% of South Africa’s OOH spend under its management, positioning Posterscope as an influential leader in this fast growing category.

By helping clients understand what consumers are thinking and how they are spending their time, and by enabling them to communicate with consumers at the right moments and in the best way, Posterscope leads the way in enhancing the effectiveness of campaigns and increasing the media value that advertisers achieve.

Furthermore, Posterscope has developed PRISM Benchmark, Forecast and Creative, a proprietary set of tools that ensures that Posterscope delivers the best price against tracked market movements gaining further advantage for their clients, whilst allowing them the opportunity of seeing their “Creative Design” in situ, pre-campaign.

No one in this sector offers greater accountability than Posterscope.

About OCS

Posterscope’s OOH Consumer Survey (OCS) is the world’s most in-depth study of consumer behaviour in relation to OOH communications and has over 3,000 respondents in SA. Audiences can be segmented attitudinally, behaviourally, or demographically and analysed by environment, with a level of detail unavailable through other syndicated research systems.

New for OCS 2

OCS 2 contains updated data regarding technology use, direct benchmarking against other above-the-line media such as TV and print, more industry specific data (including Automotive, Financial, Alcohol, Snacks, Soft Drink, Communication, Electronic and Travel) and how media actually influences buying decisions.