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Millions of young girls in South Africa miss a week a school a month!

South Africa is undoubtedly one of the wealthiest countries on the African continent, yet an average of 7 million young girls are missing a week of school a month, and an average of a full term a year. How then do we expect these young ladies to gain a decent education or even finish their high school education?
Your automatic thought should be WHY they are missing so much of their schooling.

Take a listenhttps://soundcloud.com/primediabroadcasting/sanitary-sistas
The Business Woman’s Association (BWA) in association with Sanitary Sistas and some key sponsors – Dentsu Aegis Network –  are taking this issue very seriously, but need to ensure that the cause of so many young girls missing school is addressed, but in order to do this they need to constantly create awareness of the issue and bring in other sponsors.
You may be thinking to yourself…..of hell it’s just another bottomless pit and how can I really help. It’s a very simple process.
Step 1 – make the decision to make a difference
Step 2 – make the difference

BWA Sanitary Sistas ProjectSanisisters-1024x680

 

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DENTSU AEGIS NETWORK PREDICTS CONTINUED AD SPEND GROWTH AT 5%

Dentsu Aegis Network today published its updated forecasts for worldwide advertising expenditure in 2014 and 2015, with market optimism demonstrated through strong global and regional forecasts.

global-ad-spend
Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Dentsu Aegis Network’s latest forecast show overall global advertising revenues accelerating by +5.0% in 2014, an increase on the +4.8% predicted in March 2014, and reaffirming positivity for 2015 with year-on-year growth predicted at +5.0%.
From a regional perspective, Dentsu Aegis Network predicts further positive momentum in 2014 for North America and Western Europe, compared with figures announced in March 2014. The US continues to show strong on-going market growth, with levels of advertising spend in North America expected to exceed the pre-recession peak in 2007 for the first time by the end of 2014. Western Europe is predicted to see a return to positive growth of +2.7% after two consecutive years of declining advertising spend, driven by a strong UK advertising market forecast to grow by a robust +7.5% this year.

 

Whilst forecasts show a slight decline in growth when compared with predictions from March 2014, Asia Pacific and Latin America are still both forecast to outperform global predictions, with growth rates for 2014 of +5.4% and 12.1% respectively, and the only regions to see double digit growth in some markets. Dentsu Aegis Network’s data also highlights that the outlook for 2015 continues to be encouraging with all key markets forecast to return to positive growth.

 

By media, Digital outperforms previous predictions for 2014 with year-on-year growth forecast at +16.1%. Digital will also increase its total share of spend, reaching 20.5% in 2014 and 22.6% next year, when it will outpace the combined Magazines and Newspaper global share for the first time. Whilst the steady decline in Print* is expected to continue, all other mediums are predicted to achieve year-on-year growths of approximately 3%-5% in 2014 and 2015.

 

Year on year % growth at current prices
2014 2015
GLOBAL 5.0 (4.8) 5.0 (5.0)
NORTH AMERICA 4.9 (4.3) 4.5 (4.5)
USA 4.9 (4.3) 4.6 (4.6)
CANADA 3.3 (3.8) 3.1 (4.1)
WESTERN EUROPE 2.7 (1.8) 2.5 (2.1)
UK 7.5 (5.0) 4.7 (4.5)
GERMANY 1.0 (1.0) 1.5 (1.5)
FRANCE -0.9 (0.8) 0.2 (1.0)
ITALY -1.3 (-1.3) 0.9 (1.4)
SPAIN 2.6 (2.3) 3.3 (3.4)
C&EE 3.5 (5.0) 4.6 (5.2)
RUSSIA 3.9 (8.0) 5.0 (7.0)
ASIA PACIFIC 5.4 (5.6) 5.9 (5.9)
AUSTRALIA 0.1 (2.1) 0.9 (1.9)
CHINA 7.6 (8.0) 7.9 (8.3)
INDIA 8.7 (8.7) 9.0 (9.8)
JAPAN 2.0 (1.7) 1.7 (1.7)
LATIN AMERICA 12.1 (12.8) 11.8 (12.9)
BRAZIL 9.4 (10.0) 8.1 (8.1)
  Figures in brackets show our previous forecasts from Mar 2014

 

Commenting on the Dentsu Aegis Network Advertising Expenditure forecasts, Jerry Buhlmann, CEO of Dentsu Aegis Network, said: jerry b dentsu

“Dentsu Aegis Network’s latest advertising forecast gives us increased optimism for the outlook of global and regional advertising spend. With the global recession further behind us and a healthy trend of 5 per cent year-on-year global ad growth, there is positive momentum building across the industry.
“Whilst Digital continues to headline market trend discussions, the components within this dominant media now provide the interesting chapters, with the opportunities in mobile leading the debate. With changes and trends in consumer behaviour driving business opportunities, brands need to deliver innovative and integrated solutions to reap the rewards ahead.”

Understanding:

*Print: ‘Print’ is defined as the combined advertising spend of Magazines and Newspapers
Digital: ‘Digital Advertising’ or ‘Digital Media’ or ‘Digital’ includes advertising spend from Search, Display, Online Video, Social Media and Mobile.
Methodology: Dentsu Aegis Network’s advertising expenditure forecasts are compiled from data which is collated from around the network and based on Dentsu Aegis Network’s local market expertise. We use a bottom-up approach, with forecasts provided for 59 markets covering the Americas, EMEA, Asia Pacific and Rest of World by medium – Television, Newspapers, Magazines, Radio, Cinema, Out-of-Home and Digital Media. The advertising spend figures are provided net of negotiated discounts and with agency commission deducted, in current prices and in local currency. For global and regional figures we convert the figures centrally into USD with the average exchange rate. The forecasts are produced bi-annually with actual figures for the previous year and latest forecasts for the current and following year.

Delving deeper:

Dentsu Aegis Network’s latest forecasts for worldwide advertising expenditure show advertising momentum building, with the pace of growth forecast to pick up this year compared to 2013 and better than previously predicted in the March 2014 report. We predict a +5.0% increase in global advertising spend, driven by a year of events including the FIFA World Cup in Brazil, Sochi Winter Olympics and forthcoming US mid-term elections. The outlook for 2015 continues to be positive, with year-on-year growth also predicted at +5.0%, with all key markets forecast to return to positive growth.

By region, growth is driven by strong increases in North America (+4.9%), where the level of advertising spend will exceed the pre-recession peak in 2007 for the first time by the end of this year, and in Western Europe, which will see a return to positive growth (+2.7%) after two consecutive years of declining advertising spend. However, we are expecting expenditure in Central and Eastern Europe to grow less quickly than previously forecast, due to geopolitical uncertainty and economic instability in the region (+3.5% revised down from +5% previously forecast in March 2014). In the Asia Pacific region, growth has been revised down marginally in 2014 from +5.6% to +5.4% as the economy in top spending market China stabilises and market conditions in Australia still recover.

By media, Digital continues to lead the way with year-on-year growth of +16.1%. The medium will also increase its total share of spend, reaching 20.5% in 2014 and 22.6% next year, as advertisers embrace engagement with new platforms. The steady decline in Print is expected to continue, and although print publishers have successfully cultivated their audiences with their digital platforms and multiple touch points, these revenues do not yet fully compensate for traditional print losses. Nevertheless, the combined Newspapers and Magazines share of total spend is still a significant 22% this year.

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REGIONAL BREAKDOWN

NORTH AMERICA

There is continued optimism for a solid year in the US advertising market, with +4.9% growth predicted for 2014 thanks to the on-going economic recovery and new technological advances in all media. Confidence in the US advertising market is expected to continue into 2015, with a +4.6% year-on-year increase thanks to a continually improving economic landscape.
• Digital spend will grow faster than all other media, up +16%, with the biggest drivers being Mobile at +37% year-on-year growth and Online Video at +40%.
• TV is expected to increase at +3% this year; Out-of-Home (OOH) and Cinema will increase by +2.6% and +3.1% respectively.
• Both Newspapers and Magazines, with rates of -0.5% and +0.5% respectively, are focused on increasing programmatic buying to try to stop the flow of dollars to Digital.
• Radio is predicted to see a +3% increase in 2014 mainly due to political campaigns and the implementation of the Affordable Care Act.

Dentsu Aegis Network forecasts moderate growth in Canada for both 2014 and 2015 (+3.3% and +3.1% respectively).
• Demand for TV remains stable at +1.5% this year, and while broadcast partners for the Winter Olympics and FIFA World Cup saw robust markets, these did not represent significant new revenue into the market and non-sporting event broadcasters are reporting a somewhat soft advertising market.
• Consistently high double digit growth rates for Digital media are predicted, which will see it overtake TV to become the biggest media type by 2015, with a 35% share of advertising spend. This growth is fuelled by year-on-year growth of +15.1% for Paid Search, +55.9% for Mobile and +12.3% for Online Video.
• Out-of-Home continues to perform well, at +5.3%, as investment in digital screens has almost doubled in the past three years.
• Radio remains the last true local broadcast medium, and the most effective for local businesses, and revenues anticipated to increase by +1.7% in 2014.

WESTERN EUROPE

In Western Europe, after two years of decline the outlook is back to positive growth with of +2.7% predicted this year, and +2.5% in 2015. Growth in the region is driven by a strong UK advertising market which is expected to grow by +7.5% this year, and a cautious but improving market in Germany but also by markets such as Spain, Greece, Ireland and Portugal, which are all forecast to return to positive growth in 2014 after many years of declining year-on-year advertising spending.

The UK advertising market is having a very buoyant year boosted by the FIFA World Cup, improving economy and double digit growth in Digital media spend. As a result, the 2014 forecast for advertising revenue has been revised upwards significantly, from +5.0% year-on-year growth in the March 2014 report to +7.5%. Growth in the UK market as a whole is expected to continue into 2015 with a +4.7% year-on-year increase.
• Digital media in the UK is predicted to grow by +17.5% in 2014, accounting for over 42% of total spend. Paid Search, which has a 53% share of total digital spend, is forecast to grow year-on-year by +11.4% in 2014 and Display spend (which includes Online Video, Mobile and Social Media) which accounts for 34% of total digital spend, is predicted to grow by 33% in 2014.
• Forecasted revenue for TV has now risen to +7.5% for full year 2014, on the back of strong H1 figures, surpassing previous estimates, driven by strong ad spend on ITV1 and Sky.
• The FIFA World Cup, arguably the biggest event of the year, saw June revenue up by +4.6%, the majority of which was driven by ITV1, which was up +24.7% in the month.
• OOH performance for H1 2014 was up 2% and Cinema growth is bolstered by the fact that it is 100% digital now, which opens up the medium to new clients that need flexibility and short turnaround times.
• Overall Print continues its slow, steady decline although, bucking the trend is the Free Sheet market, which continues to flourish.
• By category, the leading category Retail increased advertising spend in the first half of 2014 compared with the same period in 2013 by +15.6%, Financial Services and Insurance increased by +6%, Automotive by +16.7% and Telecommunications by +21.4%.

In Germany, there is greater optimism in 2014 than in 2013, however the year-on-year forecast stays a cautious +1.0%. In 2015, Dentsu Aegis Network expects to see further growth, thanks to a predicted improving economic outlook and subsequent greater confidence of advertisers in consumer spending habits.
• Digital media spend again continues to show the highest rate of growth of all media channels at +14.4%.
• Television, Radio and Outdoor advertising spend will increase moderately.
• Newspapers still struggle with a decline of -6.6%. Print publishers are investing strongly in digital platforms, offering their titles via several touch points. Magazines buck the trend a little with a smaller year-on-year decrease of -1.0% in 2014.
• Despite the improved attractiveness of Cinema, thanks to the near complete digitalisation of cinema screens, advertising spend are still expected to recover only slowly with a still significant decline of -6.7%.
• Nearly all the top 10 categories are expected to show positive growth in gross advertising spend in 2014, with Finance and Beverages being the only exceptions, with a predicted contraction of -3% and -5% respectively.

Advertising expenditures in France are predicted to decline marginally year-on-year by -0.9% in 2014, due to continued economic uncertainty and a disappointing H1 performance. However, the full year forecast for 2015 is encouraging, with a return to positive figures expected (+0.2%), following three consecutive years of declining advertising spend.
• Digital media is forecast to buck the overall market trend with growth of +3.6%. Paid search remains the principal investment vehicle, with a 70% share of the digital market in 2014. PPC will grow by +4.2% driven in part by an increase of search requests on mobile and tablet. Display spending may see a slight year-on-year decrease of -1.1% as advertisers embrace programmatic buying.
• Although the Winter Olympics and FIFA World Cup provided a positive boost for broadcasters and new DTT channels that have also proved attractive to advertisers, overall TV advertising spend is still expected to continue to decline by -0.5%, albeit at a slower rate than in the previous two years.
• Newspapers are down -5.2% and Magazines -8% but both still continue to receive a significant proportion (23%) of total media spend.
• After two years of decline, Radio advertising expenditures are expected to grow this year by +1% and Cinema is forecast growth +3% in 2014.

The advertising market in Italy is forecast to decline by -1.3% in 2014 – still a contraction but much less than in previous years (-10.3% in 2013 and -11.9% in 2012). The market is moving in the right direction, with positive growth forecast to return in 2015 (+0.9%).
• Only TV and Digital are expected to grow; other media types are forecast to decline in advertising spend.
• Television, the medium most affected by the major sporting events this year, is showing signs of recovery with growth this year of +1.4% after year-on-year declines since 2011. The growth is driven mostly by the digital channels and Satellite, which means that TV is able to maintain its dominance in the overall market (53.4% share).
• Digital media has the second largest share of advertising spend in Italy (21.2%) and is showing the highest growth rates at +7.4%. Double digit increases are also expected for Mobile at +23.6% and Video at +25%.
• In contrast, Print, OOH and Cinema are showing contractions of greater than 10%; although Radio is holding up better with a smaller decrease of -1.1% vs. 2013.

It is back to positive figures for the advertising market in Spain in 2014 with forecast growth of +2.6% for 2014. The 2014 trend is expected to continue into 2015, with an increased growth rate of +3.3%.
• All media types are forecast to return to growth in 2014 with the exception of Print, which still continues to suffer advertising revenue declines due to falling readership and circulation (Newspapers down -5.1% and Magazines down -4.7%). Online versions perform well in terms of audience and consumer demand but do not yet receive enough monetization.
• Share of Digital media spend (22.4%) will exceed the combined share of Newspapers and Magazines (21.1%) for the first time in 2014. Overall Digital spend is forecast to grow by +6.7%, driven by Search at +7.8% and Mobile +24% growth.
• TV remains the destination for the lion’s share of advertising spend (42.2%) with consumption remaining high. TV advertising spend is forecast to grow by +4.7% in 2014 and +5.3% in 2015. OOH will also see moderate growth of +2.2%, revitalised by new formats and digital signage.
• A significant increase of +15% is predicted for Cinema this year, with strategies such as digitalisation and alternative theatre income (e.g. the broadcasting of sports events), coming to fruition.
• Retail is the leading category, with a +10.2% forecast growth in gross advertising spend in 2014.

CENTRAL AND EASTERN EUROPE

Growth in the Central and Eastern European region has been revised down to +3.5% from +5.0% previously forecast in March 2014, reflecting the continued political and economic uncertainty in the region. Downward growth revisions are being led by Russia.

Predictions for the Russian advertising market have been revised down from +8.0% to +3.9% due to the continued uncertainty of the economic and political situation. The advertising market was however boosted in the first half of the year thanks to the Sochi Winter Olympic Games in February but more moderate growth is forecast for the rest of 2014. In 2015, growth in the Russian market is forecast to continue at a rate of 4.0-5.0%.
• Despite Digital’s high growth rates, TV still commands by far the highest share of total media spends: 47.9% in 2014. The Sochi Olympic Games were a key driver for TV ad spending in Q1 2014. Overall TV ad spend is forecast to grow by 4.0-5.0% by the end of the year (10% for regional TV and 3% for national TV.)
• Digital is the second most popular medium in Russia, with 24.1% share, and continues to be the fastest growing medium with +14.7% growth in 2014, driven by paid search up +20.4%.
• With declining circulation, Print advertising revenue is forecast to drop -10% this year.
• Due to continuous legislative restrictions, OOH revenues are forecast to decline in 2014 by -5%, whilst Radio is forecast to increase at a moderate pace of +5%, with Retail and Automotive being key drivers of Radio advertising spend.

ASIA PACIFIC

In the Asia Pacific region, growth has been revised down marginally in 2014 from +5.6% to +5.4% as the economy in top spending market China stabilises and market conditions in Australia still recover. The outlook is positive however for Japanese advertising spend and there is buoyancy in the Indian advertising market boosted by the elections. Double digit increases continue in markets such as Indonesia and Vietnam. The outlook for the region in 2015 is a healthy +5.9%.

Stable growth of +7.6% is forecast in China – although this has been revised downwards due to the reduced spend in Real Estate, Alcohol and Food. With the economy stabilising after many years of fast-paced expansion, the advertising market is predicted to maintain a solid growth rate of +7.9% in 2015.
• The beverage sector is the largest category in China, but revenues are expected to shrink by -1.3% this year. The food category is forecast to contract by -3%, while Real Estate will drop outside of the top 10 for the first time.
• Digital media spend in China continues to grow at a pace – up +33% in 2014 and +30% in 2015; significantly higher than any other media type. Growth is driven by mobile and programmatic buying.
• TV still has the highest share of spend, at 57% of the total. TV is forecast to have a moderate increase in 2014 (+5.4%) and 2015 (+5.0%).
• OOH, the third most popular medium in China is forecast to grow +5.7%, driven by airport, metro and digital OOH spends. However, with moderate economic growth advertisers are tending to be more conservative, with most investments concentrated in the higher tier cities.
• As in other markets, newspaper and magazine readership in China is in decline. Both national and local/regional titles are losing readers, with more and more people turning to digital platforms for news such as their mobile apps. Newspapers are forecast to decrease by -8.7% and Magazines by -7.7% this year.
• Radio is enjoying solid growth (+8.0%), due to the ad spending growth in the Automotive industry.

In Japan, advertising expenditures for 2014 have been revised up from the +1.7% growth predicted in March 2014 to +2.0%, due to the improving Japanese economy improving Japanese economy achieved by ‘Abenomics’ prime minister Shinzo Abe’s package of economic policies. The trend of growth in advertising spend is forecast to continue with an increase of +1.7% in 2015.
• Advertising spending is expected to increase across all media this year, with the highest growth rate expected for Digital media at +7.0%.
• Television, which has the largest share of the market, is forecast to enjoy stable growth with an increase of +2.2%.
• The expected growth rates for Newspapers and Magazines are +1.1% and +0.4% respectively.
• The outdoor advertising market (outdoor ads and transit ads) is predicted to grow by +2.1% year-on-year. Digital OOH is expected to continue growing, with the Outdoor market predicted to increase +1.7% in 2015.
• Radio advertising spend is forecast to be up +1% in 2014 and +0.6% in 2015.

In Australia, total advertising expenditures are predicted to hold steady this year at +0.1%. The present economic conditions point to a cooling of consumption as consumers seek to reign in their debt in a general environment of uncertainty that has been exacerbated by belt tightening of the new government. The Winter Olympics, FIFA World Cup, recent Commonwealth Games and upcoming Victorian state elections in November have not and are not forecast to have a significant effect on advertising expenditure. The market is predicted to be moving in the right direction in 2015, with a rise in growth forecast at +0.9%.
• Digital media and Outdoor spends are expected to grow in 2014 by +16% and +4.3% respectively, with Radio holding steady at +0.3%. All other media showing a decrease in advertising spend.
• Free to air Television is starting to show signs of losing revenue to Online Video channels, although broadcasters collect a proportion of this via their own catch-up TV sites. Both FreeTV and PayTV experienced declines in revenue in the first half of 2014 (-1.5% and -9.8% respectively). Total TV is forecast to decline by -2.6% in 2014.
• As in other markets, Print media has been losing circulation, readership and subsequently revenue, with double digit advertising spend losses expected (Newspapers -15% and Magazines -14%).
• Growth is expected to be led by Automotive (+2.5%), Banking and Finance (+8.8%) and Insurance (+7.2%). Whilst consumers demonstrate a desire to save in more basic areas, they continue to spend on Cars and Travel – partly driven by a more cash-rich, ageing population.

The elections in Q2 2014 in India have driven buoyancy in the market and there is an upswing in the mood of the country. Overall advertising spend is predicted to see a spike in 2014 driven by huge spends by the political parties. The advertising market is to see a +8.7% year-on-year growth in 2014. Growth is to continue into 2015 at +9.0% as advertisers embrace new technologies within Digital. The Cricket World Cup is also predicted to bring about higher investments from advertisers.
• Print media was the biggest beneficiary of the political party spends, and unlike other markets, Newspaper spend will grow by +6% in 2014. Newspapers are still the most popular media type in India with 37% share of total media spending.
• Digital media spend in India is the third most popular media type behind Newspapers and TV, and it is forecast to grow by +33.2% this year with growth driven by Mobile and programmatic trading. Advertisers are increasingly thinking ‘mobile first.’
• Mobile internet access is almost equal to desktop internet usage in India, and the importance of mobile in the coming years will grow. With the upcoming launch of 4G services across India later this year, the opportunity for advertisers is huge.
LATIN AMERICA

The LATAM region continues to achieve the highest advertising growth rates with a +12.1% growth forecast in 2014 driven by highest spending market Brazil, but also double digit growth in Argentina (lifted by high inflation in the market) and Colombia, at +31.3% and +13.2% respectively. The LATAM region is forecast to grow by +11.8% in 2015.

In Brazil advertising expenditures are forecast to increase significantly by +9.4% in 2014 boosted by the FIFA World Cup and general elections.
• Year-on-year gains in advertising spend are forecast across all media types.
• Amongst the top 10 categories, the Retail sector remains the top spender with growth of +2% in H1 2014 compared to the same period in 2013. During this period Cosmetics and Personal Care the second highest spending category increased spends strongly by +13%. The highest growth rate however was posted by the Food sector, at +55%. The only key sector to see a year on year decline in advertising spend in H1 2014 was Automotives at -1%.
• Good advertising expenditure growth rates are forecast to continue in 2015, with a predicted growth rate of +8.1%.

BY MEDIA

 

Global year on year % growth at current prices
2014 2015
Television 4.8 (4.8) 4.3 (4.3)
Newspapers -2.5 (-1.3) -2.3 (-1.3)
Magazines -1.6 (-1.2) -1.3 (-0.6)
Radio 3.7 (0.8) 3.0 (2.4)
Cinema 2.9 (3.6) 4.3 (3.7)
Outdoor 3.3 (3.4) 4.1 (3.8)
Digital 16.1 (15.5) 15.5 (15.3)
Figures in brackets show our previous forecasts from Mar 2014

 

 

Global % Share of Advertising Spend
2014 2015
Television 43.2 (43.6) 42.9 (43.2)
Newspapers 14.5 (14.8) 13.4 (13.9)
Magazines 7.5 (7.5) 7.0 (7.1)
Radio 6.7 (6.3) 6.5 (6.1)
Cinema 0.6 (0.6) 0.6 (0.6)
Outdoor 7.0 (7.1) 7.0 (7.0)
Digital 20.5 (20.1) 22.6 (22.0)
Figures in brackets show our previous forecasts from Mar 2014

Broken down by media, Television continues to command the highest share of advertising spend globally +43.2% this year. It has benefited the most from the sporting events – Sochi Winter Olympics and FIFA World Cup this year with a peak in year-on-year growth rates of +4.8%.

Outdoor advertising revenue growth has been driven by growth in digital OOH spend. It has seen a relatively strong year of growth this year at +3.3%, with share of spend holding steady at 7%. Radio continues to see stable moderate growth of +3.7% this year with demand for its competitive costs and flexibility ensuring it maintains its share of the advertising pie. Radio advertising spends are forecast to increase by +3.0% in 2015. The digitalisation of Cinema has increased the flexibility and turnaround times for the medium. Growth is expected to be particularly strong in 2015 with a predicted +4.3%, supported by a strong film release schedule.

Globally Digital media spending overtook Newspapers in 2012, but still newspapers command the third highest share of spend at 14.5%. Newspapers are however seeing a decrease in share by on average 1% point year-on-year, with Newspaper share of spend predicted to fall to 13.5% in 2015. Year-on-year steady declines in Newspaper advertising spending continues with a predicted -2.5% in 2014 and -2.3% in 2015. It is a similar story for Magazines, although year-on-year declines in ad spend have been less severe, -1.6% in 2014 and -1.3% in 2015. Share of Magazine advertising spend is falling by on average half a percentage point year- on-year with share at 7.5% in 2014 contracting to 7.0% in 2015. Print publishers continue to invest strongly in digital platforms, offering their titles via several touch points, however so far digital revenues have not be able to make up for lost traditional print revenues.

It is Digital media spend however which has been increasing in leaps and bounds. Its share of spend at 22.6% in 2015 is forecast to overtake Newspaper and Magazines combined share of spend (20.4%). Digital’s share of total spend has been increasing by on average 2% points each year with double digit growth rates year after year, the forecast is +16.1% for 2014 and +15.5% in 2015. Growth is driven by Mobile, Online Video and Social Media.

Mobile (including tablet) advertising was slow to take off, but has now become a very significant part of digital advertising spend, largely driven by Google and Facebook, who collectively account for an estimated 70% of all global mobile ad spend. Mobile has grown reflecting the greater amount of time people are spending on mobile devices, as mobiles have become more essential to people’s lives.
Faster connection speeds have helped video to become a hugely important part of people’s online behaviour. The rise of video has seen video ads become more accepted online, and now most YouTube videos are accompanied by advertising, with 75% of the in-stream ads now skippable. Facebook is also actively selling video ads, and has recently allowed them to play automatically on desktop and mobile. As other publishers like Buzzfeed and Vice get more actively into video Dentsu Aegis Network expects this to continue to grow quickly.
Advertising remains the way that social networks are funded, at least in the West. Facebook now makes the majority of its ad revenue from mobile ads, particularly the ‘app install’ ads, which Twitter has also introduced. Ads have also come to Instagram, and given the amount of time that is spent on social, Dentsu Aegis Network expects this to continue to rise.

 

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Ebola — a challenge to brands | Craig Page-Lee | Posterscope

This piece is kindly reprinted with the permission of Marklives.com – http://www.marklives.com/

MARKLIVES-logo

The topic of seeking out opportunities in the final frontier has most definitely not left the boardroom agenda in my business the past few weeks. In fact, the word “final” has been loosely been interchanged with the word “fatal”. Not femme fatale but “Ebola fatal”.  The reality is that Ebola is only one unsuspecting, infected person and one flight to South Africa away, whether direct or en-route through neighbouring countries.

craig

Acting responsibly
Interestingly, I noticed that SAA recently advertised a tender for Biological Monitoring Services, which makes me think that SAA is acting responsibly and not leaving this entirely up to ACSA to manage international arriving passengers.
I’ve always wondered how effective the “heat scanners” are at international arrivals and I am now even more grateful that ACSA has such measures in place.
The key question here is how many other airports on the continent are this diligent in monitoring in-bound passengers. Maybe there should be such a screening device for all outbound passengers at international airports as well?
Focus of my column
Yet this is not the focus of my column today; it’s a combination of campaigns and articles that have appeared in the media the past few weeks and the possible consequences that these may have for individuals and organisations trying to conduct business in the west of the African continent.
The first that I came across is entitled “Trending: #someonetellkenyaairways”, a social media campaign in Kenya that is aimed at getting Kenya Airways to suspend flights to West Africa because of the Ebola outbreak. Other references include @TrendKE (account now suspended) and #ebola.
The campaign uses Twitter and Facebook and, in one instance, a participant in the campaign calls for Kenyan government officials to be sent to countries containing the Ebola virus to see if they are willing to be there, and if not, then why are they allowing visitors from those regions to be allowed to fly into Kenya. The campaign page is filled with many strong statements and is highly critical of the Kenyan government and Kenya Airlines.
Power of social media – We know the power of social media and what transpired during the Arab Spring, which began in December 2010 and continued past 2012 in the form of revolution and civil wars. When are we going to see the use of such platforms to demand the truth of the extent of the outbreak, what is being done and if the trial drug is actually having positive impact on eliminating, or at least controlling, the virus? Where will the use of social media lead to in the case of Ebola on the continent?
Then there’s the IOC banning athletes from participating in the Second Summer Youth Olympics Games that took place in Nanjing, China, 16-28 August 2014. Some 25 athletes from Sierra Leone, Liberia, Guinea and Nigeria were on the list of athletes prohibited from participating in the games. What are the consequences for brands sponsoring athletes from these West African countries that have been banned from participating?
We know that sports brands spend an inordinate amount of money sponsoring key athletes and future super-heroes. Where is the ROI on such athletes when they are banned from competing, and how do these brands ever make up this loss?
Consequences – A closing thought, though, is what would the consequences to China and the whole of Asia have been had precautions not been taken?
Another sport directly impacted by the outbreak is that of football, with CAF having asked three federations to relocate the matches of participating teams to a neutral country, for a period up to mid-September 2014. This is a direct result of the WHO’s call to avoid huge gatherings that could facilitate the spread of Ebola. Obviously, players, managers and team officials will be examined before their departure to ensure that no member transmits the virus.
So what are global brands doing to help address this situation on the continent? Are they dedicating part of their paid-for media to help raise awareness and educate people on the symptoms of the virus, what to do and how to protect oneself from infection? These questions are is aimed at all brands and industry sectors, other than the overwhelming support demonstrated by the multitude of brands and organisations operating in the medical supplies and health industries.
Aid the cause – The multitude of newspaper titles, television and radio channels (and we know that radio is one of the most-effective platforms available for reaching the majority of populations) and billboards are all surely available to aid this cause? Yes, there are production and flighting logistics to contend with in Africa, but this should not be a detractor for a global brand to lead the way and step up to the challenge of participating in the real issue.
Why have I not seen any major communications interventions by global brands on this topic — conversations in support of, in sympathy for, and providing relevant and purposeful information to those in the thick of it?
We have seen amazing initiatives on the continent in the past by Unilever and P&G, providing education on various health issues and even eliminating a multitude of illnesses and disease through the simple act of washing hands regularly. Where are such campaigns in a period of greatest need?
Beyond wildest expectations – Any brand rising to this challenge and providing comfort, reassurance and assistance will surely gain brand affinity and loyalty beyond anyone’s wildest expectations!
Could the multitude of national airlines that have suspended fights to and from the region get involved in ways that have never been done before? An industry that is so marginal on profitability and that is so dependent on volume should surely see the benefit of stepping up to the cause and leveraging the power of their brands to make a significant difference.
What we do know is that we are all ever-mindful of the reality of this situation, and that I have made a call to keep my team from the region, thereby impacting on the opening and official launch of our business in Lagos, Nigeria, until we know that it is safe to send the team back into the region again.

If you want the facts on the virus click here
Craig Page-Lee (@cpl_ignite) is the group MD of Posterscope South Africa. He has over 21 years of working experience across the disciplines of architecture and retail design/brand communications and marketing management/advertising and media, across 11 pan-European and six pan-African regions. Craig’s monthly column on MarkLives, “Beyond Borders”, focuses on doing business in various African markets. Also remember to tune into his #eBizRetail slot on www.ebizradio.com

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Vizeum takes top honours at MOST Awards

Vizeumconnections that count truly lived up to their industry reputation by coming out on top in the MOST Award 2014 and were awarded top rankings for;

• Vizeum JHB – Best Specialist Agency
• Vizeum CT – Best Full Service Media Agency
• Vizeum CT – Media Agency of the Year

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The MOST Awards is an independent web-based survey commissioned by Wag the Dog Publishers and conducted by FGI to help media agencies and media owners to assess and improve their service delivery to their clients, and to their media owner or media agency partners, which ultimately will lead to a better industry for everyone.

When BLACK is not a colour but an attitude!

ISOBAR SSA in collaboration with AMV BBDO had a simple, yet mammoth task when the instruction was to re-position Guinness in the African market.

“Africa is about creativity; we do and see things from a different perspective. It’s about working together to harness creativity that speaks to all.’’ says Michael Zylstra, Group Planning Director, Isobar, SSA.

The new Guinness campaign – Made of Black has just launched across key markets in Africa with a takeover of MTV Base. The co-produced Guinness/MTV Base show was broadcast simultaneously on 12 satellite and terrestrial channels across Africa. This was the kick start to an extensive through-the-line campaign which is rolling out across Nigeria, Ghana and Cameroon to promote key conversations around ‘’what is BLACK’’ in a new positioning for Guinness on this continent.

“For us it was more than just producing incredible work, it was about starting and then sustaining key dialogue on our continent about what being BLACK means. It was about embracing the unique cultures of Africa and tailoring approaches to those individualised markets whilst also introducing the concept as part of our languages, our culture and harnessing the true African creative spirit. Black is not a colour – it’s an attitude.
As mobile is the biggest media platform in Africa right now and for the foreseeable future, it was important to ensure that the campaign engaged people and encourage dialogue and conversation on all levels. It was not about launching a hashtag and a website that had an interactive platform.

It was about real engagement in real time that would lead to conversation and sampling and then bringing those people into the fold in a way that was though their connections and passions. Within the first 6 hours of launching the campaign the #madeofblack had sparked over 22 000 conversations and we estimate that by the end of the launch 6 week phase, we will have achieved over a million conversations.

The campaign celebrates ‘Black’. Black is not a colour. Black is an attitude. It’s a mind-set, it’s a way of life. Black represents the best of Africa. It features real people with real talent from Lagos, Accra and Cape Town to Nairobi, Gaborone and Johannesburg. “People who are made of Black are people who are made of more”, says Zylstra.

You can watch the addictive TV ad done by AMV BBDO, with the theme soundtrack – Black Skinhead done by Kanye West’s here: https://www.youtube.com/watch?v=hIvHZFB-iYU or take a look at the Africans leading the conversation on the continent – http://www.madeofblack.com/gallery.html

The team at Isobar have built an incredible home for the campaign online, as well as, producing over 20 video pieces which run both on TV and online. These stories are well worth a watch – interesting characters across Africa share what defines their “Made of Black” www.madeofblack.com

This has been a truly COLLABORATIVE effort with joint creative led by Isobar and AMV BBDO, social and media strategy led and implemented by Isobar and Carat, with iProspect supporting digital presence across the continent (all part of the Dentsu Aegis Network).

Guinness is an iconic brand, famous for its extraordinary and inimitable marketing, and #madeofblack is no different. This campaign is a celebration of an attitude that epitomises individuals who aren’t afraid to truly express themselves.

Through #madeofblack we will provide a stage for those who are an inspiration to others, as they carve their own path with confidence, flair and boldness.

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Dentsu Aegis Network acquires majority stake in SA experiential marketing agency

Dentsu Aegis Network has acquired a majority stake in Crimson Room Communications, one of South Africa’s leading experiential marketing and promotions agencies which delivers market-leading, creative below-the-line solutions.

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Established in 2005 by Philippa Viljoen, Crimson Room Communications offers a range of experiential marketing services from strategy development and concept ideation, events management, promotions, public relations and brand activation to execution of the brand experience across a multitude of consumer touch points.  Crimson Room Communications prides itself in delivering top quality service and creativity without compromise.

In line with Dentsu Aegis Network’s ongoing investment into the African market, Crimson Room Communications will over time be integrated into Posterscope, establishing psLIVE in South Africa. Crimson Room Communications will continue to be led by founder Philippa Viljoen, whose expertise has seen this company’s success and expansion grow year on year.

Dawn Rowlands, CEO Dentsu Aegis Network Sub-Saharan Africa said: “Dentsu Aegis Network is fully focused on growing psLIVE globally so we are thrilled to have the opportunity to acquire Crimson Room as it will further enhance psLIVE and our ambition of Innovating the way brands are built for our clients.”

Philippa Viljoen, Owner of Crimson Room Communications, said: “I am excited about what we can achieve together and for the fantastic opportunities ahead for both our clients and employees. Our partnership will allow us to provide a broader product offering to our clients and leverage global best practice.

“Crimson Room will continue to serve its clients with the commitment to integrity and excellence that has been built over the years and now with the support and drive of a global partner. We are committed to building on our best-in-class experiential solutions to create the most compelling and comprehensive offering for both current and new customers. I look to the future with great optimism.”

Craig Page-Lee, Group Managing Director Posterscope Sub-Saharan African said: “Crimson Room is an excellent strategic fit with Posterscope’s South African business as we continue to drive the specialist nature of the Out-of-Home, which includes ambient and experiential advertising as well as shopper marketing. Adding this strong proposition to our business will ensure that we provide clients with an end-to-end, one-stop solution to their entire BTL requirements, or in other words, allows our clients to own the entire consumer journey across a multitude of touch points when consumers are out-of-home. I am excited at the prospect of engaging the market with the amazing Crimson Room team as we seek out new opportunities.”