Author: Mark

AdColony South Africa, one of Nfinity Media’s investments and co-entrant Dentsu Redstar have won the Gold Award at the prestigious AMASA Awards in the category Best Use of Technology for its Heineken UEFA Champions League campaign.

AdColony and Dentsu Redstar collaborated with Heineken to create a high reach, innovative, impactful and engaging mobile experience for Heineken’s UCL campaign. The brand was the first to sign up with AdColony in the region and utilise its trademark Aurora technology – offering interactive video engagement.

“The client sought mass reach, engagement and innovation with measured results,” says AdColony South Africa’s Michelle Randall, Senior Account. “The campaign was created with two separate videos. Through the innovative Aurora offering consumers could literally flip between the two brand centric videos. AdColony also incorporated Haptic Technology so that when consumers switched between videos, their phones vibrated. This allowed Heineken to deliver an impactful full sensory experience in high definition quality.”

The video was watched to completion 902 965 times with 58% of those being unique users.

The Aurora interactive experience generated an engagement rate of 88,28%, and 8 620 users who completed the video, also engaged with the end card for an average of 4.2

seconds, resulting in 603 minutes of earned media.

Over and above this, Heineken, sold 67 329 H/L (Hectolitres) of beer, a year on year value growth of 424% and year on year volume growth of 610%. Heineken also saw a 2% increase in brand awareness and became the number one purchased alcohol for the full campaign period.

“We are so thrilled to have won Gold for this campaign and extend massive thanks to Cuan Bergan from Dentsu Redstar and Ilse Gräbe from Heineken for driving this campaign and of course the incredible team at AdColony who exceed expectations every day,” she says.

“Working with the Heineken brand on this campaign has highlighted the way forward for many of our campaigns. Reaching an effective mass audience and capturing people’s attention is the foundation of successful advertising.

As a brand AdColony doesn’t sell advertising but rather partners with brands to deliver exceptional campaign results and offer world class technologies to implement innovations such as Aurora. The results so far have been incredible, and we look forward to implementing many more innovative campaigns for our clients.”

The winners are out! At the AMASA Awards gala event held at the Hilton Sandton last night, sports management consultancy Playmakers was named the inaugural Agency of the Year and overall Roger Garlick Award winner!

 “We extend massive congratulations to the team at Playmakers who impressed the judges with their #CokeScoreChallenge.

The campaign offered unparalleled excellence in media strategy, media planning and the creative and innovative use of their chosen media platforms,” says AMASA Chairperson Wayne Bishop. “As the agency with the most number of Highly Commended, Golds and overall Grand Prix, Playmakers were also crowned Agency of the Year.”

The winners are:

AMASA would like to extend a massive thank you to the all the awards contributors, the committee, judges and sponsors who made the awards happen. This year’s sponsors were AdColony, Els Event Architects, Emedia Sales, Gumtree, Kaya FM, Kantar Millward Brown Mediamark, The MediaShop, US Engage, Mediamark and Cinevation.

A large media company recently published an expose on fake news websites and advertisers that mistakenly landed up advertising on these platforms. SPARK Media’s solution to online advertisers is practical while offering solutions and ideas to help brands be safe and stay safe.

“While fake news is a global problem and very difficult to identify and avoid, we want to offer practical, safe and efficient solutions to our clients,” says Marc du Plessis, Joint CEO of SPARK Media. “When buying programmatically, one simple step is to make use of whitelisted, trusted, known publisher market places and websites.”

Programmatic advertising buying is certainly the most scalable and efficient way to buy media in today’s world, but it does come with certain risks when buying in the open market. SPARK Media has access to an array of inventory on over 100 credible SA publisher websites. These websites vary in genre from breaking news, community news, national news as well as a variety of lifestyle categories.

Companies that inadvertently advertise on fake news type of sites automatically associate themselves with the content and ethos of the site, which can be extremely harmful and detrimental to a brand. Many of these sites exist only by publishing inflammatory content including racism, hate speech, sexism and general intolerance.

It seems that, through GDN (Google Display Network) and the buying of programmatic advertising it certainly is possible for brands to land up on unintended sites. Advertisers are encouraged to use the services of companies like SPARK Media that offer managed solutions which allows for the buying of trusted and reputable online ad inventory.

“We offer advertisers a trusted space,” concludes du Plessis. “When that is layered with the power of data, we are talking about unprecedented advertising effectiveness. Our data management platform evaluates key website audiences across the 100+ credible publisher sites to which we have access.

Don’t support fake news sites, even by accident!”

For more on SPARK Media, visit our website and follow us on social media @sparkmediasa.

SPARK Media

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location based marketing solutions. The company owns and represents a myriad of print and digital products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

An oft neglected advertising space is a newspaper’s ROP (Run of Print) space. It’s a very powerful platform that Caxton Local Newspapers is unlocking for local and national businesses.

“ROP is still a very powerful space,” says Jaco Koekemoer, MD of Caxton Local Media & Coldset Printing, “and one of the most powerful elements within ROP is our ability to localise content!”

Latest eye-tracking research shows that ROP print media remains one of the most effective advertising mediums if the human eye is used as a yard stick. This medium becomes even more effective if it is delivered in conjunction with local content within a local newspaper. The advert itself becomes more trustworthy by association as people trust and believe the paper’s editorial content.

The research also indicates that ROP advertisements become even more noticeable and effective the larger the size of the advert. In this instance bigger is better! Unfortunately many large retailers have missed this opportunity and many have only been focusing on pre-printed pamphlets for print media. “At each branch within Caxton we have a team of designers to design effective relevant adverts for local clients,” says Koekemoer. “A well designed advert next to quality content, provides the client with a great opportunity to reach a high amount of consumers.”

Each town or region is unique in terms of its residents and SPARK Media’s ROOTS research proves this. For example, in Bellville/Durbanville in the Cape where 96% of homes fall into the LSM 8-10 bracket, the average grocery shopper will visit up to four stores in a four week period while in Ezakheni near Ladysmith, where 97% of the consumers are lower income earners (LSM 4 -7), shoppers will visit at most two different stores over the same period.

The benefit of local news media is that a national story can be adapted to make it more editorially relevant to the local community. Take the example of a national brand with multiple outlets; the community needs to know where the store is located and who the manager is – perhaps he’s a person of interest to the community. Caxton has the ability to take a national advertising campaign that has been localised to make it more relevant to the people that matter – the readers in that specific geographic area.

Caxton employs journalists in every area it has a paper – local editors and journalists that may be born and bred there who write in, and about that area. These are the people that know and understand the local community and the team that the local community trusts.

Caxton has touch points all over the country with a weekly footprint and print run of 3.5 million. Remove the metro and city papers and there is still a weekly print order of 1.5 million representing smaller communities across South Africa. Having this type of reach and influence means that Caxton Local Media is very often the first with the news. A small local paper may break a story which is escalated up the Local News Network to other news outlets.

Being a supplier of local relevant news also means that Caxton has an exceptionally strong readership which is the customer base of business and advertisers within their geographic areas. “We know people, in particular local people and local companies, and can unlock a local environment for corporates,” says Koekemoer. “Take Roodepoort for example, we know that there are over 3600 businesses in the immediate vicinity forming part of the local community. Many of these are national and international brands that advertise.

The “shotgun” approach to advertising is long past! It’s all about the engagement, relevance, precise targeting and making use of those that know and understand who the target market is.

“Wouldn’t there be more value to a brand if the locals could relate to the story at a personal level?” concludes Koekemoer.

SPARK Media DNA
Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location based marketing solutions. The company owns and represents a myriad of print and digital products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

AMASA (the Advertising and Media Association of South Africa) is delighted to announce that Kaya FM will sponsor the Roger Garlick Grand Prix for the AMASA Awards 2018, for a third consecutive year.

“The Roger Garlick Award is the pinnacle of our accolades and is awarded annually to the overall Campaign of the Year,” says Wayne Bishop, Chairperson of AMASA. “We’re thrilled that Kaya FM has come on-board to sponsor this award that showcases the best in media creativity, innovation and execution.”

The AMASA Awards recognise and celebrate media planning, innovation and creative media excellence from agencies around South Africa. Judges look for entries which are based on sound insights, underpinned by great ideas and followed through with perfectly executed strategy all the while showing outstanding and measurable results.

Last year, Halo won the Garlick Grand Prix Award for their outstanding work on the Jacaranda FM, #MoreMusicYouLove campaign.

Brenda Modibane, Marketing and Business Development Manager at Kaya FM adds: “As a brand, Kaya FM is constantly looking to innovate within the business for our audiences and clients across our platforms. Our sponsorship of the Roger Garlick Grand Prix award allows us to celebrate like-minded individuals and teams that push boundaries. We’re proud to continue this partnership for a third year.”

This year, the AMASA Awards has added Agency of the Year to the list of categories. The winning agency will be determined through a combination of points for shortlists, highly commended and gold awards as well as a senior panel of experts to evaluate the top scoring agencies.

Now in its fifth year, the AMASA Awards has grown from a single award shared within the framework of other great industry award ceremonies, into its own credible, memorable and valuable award ceremony.

“We would like to thank all of our sponsors and especially the media agencies that have taken the time to enter. From initial scanning of the entries, marketers are in superb hands,” concludes Bishop. “We look forward to seeing all of our media industry colleagues at the awards on 10 October 2018.”

For tickets or for more information email amasa.awards2018@gmail.com