Aegis Media’s Second Digibate Captures Essence of Out of Home Sector

Aegis Media successfully hosted its second Thought Leadership Digibate on 20 October 2011 in Cape Town, which covered the Out of Home sector and included some key insights into the proposed ban on alcohol advertising in South Africa. The pioneering online debate was streamed live on the online radio station The Taxi (www.thetaxi.co.za) and included some of the most respected names in the Out of Home sector including representatives from Posterscope (across Africa and Europe) as well as experts from Provantage and Tractor Outdoor.

A number of strategic insights came out, especially when comparing Out of Home advertising in Africa and Europe. One being a comment that due to the clutter and less strict regulations in Africa, the creative concepts have more impact yet are still very simple. Another insight related to digital Out of Home, In Africa, “dwell time” amongst consumers is longer therefore they have more time to view digital Out of Home adverts, thus longer to absorb creative ideas that have motion in them; whereas the fast paced commuter lifestyle in Europe with limited “dwell time” means that a message has to be communicated in a matter of a few seconds.

The discussion around the proposed ban on alcohol advertising in South Africa brought about some key insights. Alcohol advertising makes up just under 10% of Out of Home ad spend. We were reminded of the ban on cigarette advertising 15 years ago – the impact was less severe as those spaces were quickly filled by cellular advertising as that market suddenly boomed at around the same time as the ban. The question is what will fill that 10% void if the ban goes ahead? The decision was challenged by the panel and it was stated that many overseas countries lifted the ban on alcohol advertising as there was no change in the issue of alcohol abuse since implementing the ban. The question that arose was should government not look at the source of alcohol abuse as opposed to implementing a ban that has proven not to make a difference in foreign countries?  Is this not just pre-election propaganda?

“Once again we are incredibly happy with the insights that the Digibate brought to the table and this is without a doubt going to be a regular feature in the South African media marketing sector and we are very excited to grow this into a regular pool of knowledge,” said Dawn Rowlands, CEO Sub Saharan Africa, Aegis Media. “We averaged about 3942 listeners per minute of which 1 462 remained listening for the full 2 hours, which meant that the topics kept their interest.”

The Thought Leadership Digibates are held monthly in Cape Town and include a panel of experts in their respective fields. Podcasts of the digibate are available on http://thetaxi.co.za/second-aegis-thought-leadership-digibate/. The next Thought Leadership Digibate will be held in November 2011.

 

Aegis Media lines up Out Of Home experts for second Digibate

 

 

 

Aegis Media has lined up some of the top names in Out of Home advertising to speak and share opinions at the second Thought Leadership Digibate, to be held in Cape Town on 20 October 2011. The debate will be streamed live on the online radio station The Taxi (www.taxi.co.za) from 09h00 to 11h00 and will focus on the Out of Home sector in Africa and will include some insights on the intention to ban alcohol advertising in South Africa.

 

Speakers and panelists include:

 

  • Erik Warburg, Managing Director, Posterscope South Africa
  • Bruce Burgess, Out of Home Development Manager, Aegis Media Sub Saharan Africa
  • Jacques Du Preez, Managing Director, Provantage Media
  • Simon Wall, Managing Director, Tractor Outdoor Media
  • Adam Cherry, Worldwide Digital Developer, Posterscope UK
  • Dawn Rowlands, CEO Aegis Media Sub Saharan Africa (Moderator)

 

“Once again we have an outstanding line up of panelists who between them will be able to share global insights to Out of Home advertising,” said Dawn Rowlands, CEO Aegis Media Sub Saharan Africa, “Out of Home is a medium that is evolving rapidly and various insights have come to the fore, especially through Posterscope’s OCS 2 consumer survey, and these all form part of the buying decision.”

The Thought Leadership Digibates will be held monthly in Cape Town and will include a panel of experts in their respective fields. Podcasts of the previous digibate are available on http://thetaxi.co.za/aegis-digibate-at-the-taxi/. For some insights and more information on Out of Home advertising in South Africa, please click to www.oohsa.co.za. Listeners are encouraged to Tweet their comments and insights using the Twitter hashtag #AegisTL or post on The Taxi’s Facebook Fan Page.

 

 

AEGIS MEDIA TO HOST SECOND DIGIBATE IN OCTOBER

Aegis Media, in conjunction with Bizcommunity, will be hosting the second online Thought Leadership Digibate on 20 October 2011. The debate, which will include a host of media marketing heavyweights, will be streamed live on the online radio station The Taxi (www.thetaxi.co.za) from 09h00 to 11h00 and will largely be focused on the Out of Home sector (including commuter and digital), with some insights into the current intention to ban alcohol advertising.

“We were extremely pleased with the outcome of the first digibate, which covered the media marketing sector in Africa, and we are really excited to be planning the second one. We are certain that the same amount of strategic pointers will be shared this time around,” said Dawn Rowlands, CEO, Aegis Media, Sub-Saharan Africa.

The Thought Leadership Digibates will be held monthly in Cape Town and will include a panel of experts in their respective fields. Podcasts of the previous digibate are available on http://thetaxi.co.za/aegis-digibate-at-the-taxi/.