Author: Mark

The way in which readers and users are engaging with publications has been, and is, changing. To stay ahead publishers must evolve and diversify their revenue streams or risk being left behind. The shift to a data-driven advertising world is in full swing and Caxton is at the forefront of digital innovation, ensuring consumer-insight-driven data is available through Oracle’s BlueKai Data Management Platform (DMP).

Caxton Digital’s programmatic and direct audience solution has, through its Data Management Platform Bluekai, the capability to collect and deliver relevant, customised interest-based audiences. This gives advertisers the opportunity to speak to potential consumers across the Caxton Magazines’ network of premium lifestyle-focused publisher websites, in a brand safe environment.“In today’s world it’s not just about the platform, but rather a move to focus on the audience,” says Jana Kleinloog, Caxton Magazine’s Digital Head. “Bluekai allows the acquisition of critical insights from both our own first party data as well as third party data. It enables us to create more engaged and valuable audiences, separated into highly specific inventory segments. For instance, if a brand wants to advertise a new clothing line, we can build them a bespoke fashion audience.”

Caxton Magazines has ten women’s interest sites, including trusted legacy brands like rooi rose, woman&home, Bona and Your Family. The network also includes travel and agriculture titles, Country Life and farmer’s weekly. Jana adds, “With over a million unique South African visitors coming to our sites every month, we offer brands great reach across our titles.”

“Just like consumers spend their money in many different places, users are not single-site dwellers and will consume content across many digital sites and platforms,” says Jana. “We now have the technology to build a rich profile based on the content the users consume and their interests.”

“Caxton Magazines’ editorial content is skilfully crafted by professional journalists. Brands and agencies should know they are buying inventory against quality content,” she adds. Content remains king, but data is critical in the editorial process. Editorial content, across all Caxton Magazine titles is driven by what the reader wants to see and read based on analytics.

Through the DMP, advertisers and media agencies are supplied with high quality inventory options to target audiences based on browsing behaviours and demographics. Data layers further enhance the user experience, performance metrics and decreased audience duplication result in much better reach. Caxton Magazines’ General Manager Anton Botes adds: “Messages are delivered to the correct audience in the right environment, resulting in a much higher click through rate (CTR) and overall performance of the advertising.”

As one of the largest women’s interest publishers, Caxton Magazines’ audience can be segmented by user interest categories that include travel, style and fashion, personal finance, food and drink and décor and gardening, to name a few.

“The magazine business has evolved,” concludes Jana, “We are at the forefront of this transformation and are very excited about what we can offer advertisers.”

Gone are the days of “spray and pray” in online advertising, holding thumbs that your scattered online banners are finding the eyeballs of the right audience. As strategic specialists, SPARK Media are excited to launch a ground-breaking new technology in online display advertising: Dynamic Ads – data-driven, innovative banners which allow for targeted ad customisation, adapting the ad for the viewer according to their location and weather conditions, thereby increasing its relevance.

According to the British Retail Consortium, weather has the biggest influence on consumer behaviour, after the economy. It affects consumers’ emotional state, drives their purchase decisions based on the context they find themselves in, and even dictates how much they are willing to spend. There are huge opportunities for brands to tap into this insight using Dynamic Ads, targeting consumers with relevant messaging based on weather conditions, amongst other dynamic variables.

The online banner advert’s images, offers and product details can be perfectly delivered to audiences based on clients’ selected variables, including: time, location, temperature, weather conditions, days of the week and language. Multiple dynamic structures can be chosen, for example combing a specific temperature range and day of the week. These external data points ensure that the best ad is delivered at the right moment to your viewer. The contextual relevance effectively appeals to a need that is top of mind for the consumer.

“We’re excited to have Builders on-board as our first partner in piloting our Dynamic Ads. Using the weather condition variable, we’ve been able to target consumers with messaging around their JoJo tank product offering which is adapted based on whether it’s raining or not. We are currently testing these, and other creatives, in market to determine the various ways that marketers can best use these ads to drive conversion. We have been excited with the results so far,” says Marc du Plessis, Joint CEO of SPARK Media.

For example, a rainy day would be the perfect opportunity for an online retailer to encourage

consumers to shop online instead of braving the rain to the mall, or for a take-away app or restaurant to encourage eating in, or a clothing retailer to display a special on umbrellas and raincoats. Restaurants could use one of the other variables, the timing or day part variable, to target customers with breakfast, lunch, dinner or weekday specials. The opportunities are endless across all industries.

“Dynamic Ads form part of SPARK’s programmatic advertising offering, SPARK Ignition, which allows advertisers to target relevant audience segments across the Caxton Network as an alternative to buying site specific impressions. Dynamic Ads allow us to take a company’s targeting to the next level, delivering their ad at the right moment to their specified target market, by featuring different banner communications based on dynamic environmental influences. It’s a highly sophisticated technology that’s allowed us to add a level of intelligence to banner advertising, making it more relevant and thus, impactful,” adds du Plessis.

Dynamic Ads give you the opportunity to dynamically target your key audiences with incredible creative combined with impactful messaging to create perfect campaigns with the right voice.

To reach your target market in a unique and innovative way, contact SPARK Media: call +27 10 492 8391 or email info@sparkmedia.co.za.

In today’s frenetic business world, corporate events are required to be more about unique and memorable experiences that attendees can participate in and feel, as opposed to the run of the mill formal ‘sit down and listen’ type of affairs. These tailored events do however require a dedicated, skilled and experienced team behind them.

“OrangeBlock, a bespoke events management company within the Nfinity Group, is one such company that provides our clients the full range of varied services that include corporate events, marketing programmes, special corporate hospitality events, award ceremonies, launch/release parties and public events,” says Michelle Kirby, Managing Director of OrangeBlock. “In a recent example, a client wanted to create a unique and premium experience targeting a very high income target market.”

In answer to the brief, OrangeBlock arranged and executed a day of advanced and high speed driving around the famous Kyalami Race track which culminated in a whisky tasting.  The event included personalised pictures taken in a Mercedes AMG for each guest to take home as a memento, delicacies and eats throughout the day and ended off with a bespoke whisky tasting hosted by a skilled whisky brand ambassador.

According to Kirby, it is critical that events take into account the brand’s marketing and communication strategies, creating the full 360° communication tool – with an event being one of the possible marketing channels marketers can use to further enhance a brand. These strategies become especially important, right from the beginning and concept phase, in the choices and decisions that are made relating to the creative concept and design of the event.

In order to create these unique and memorable experiences, eventing companies must, as a minimum, be able to offer a wide scope of services for any given event, which at its maximum include all creative, technical and logistical elements of the event, or just a subset of these. All this, of course, depends on the client’s requirements, expertise and budget.

“In depth technical design, knowledge and full understanding of how to deliver a company’s message to their target audience and markets are needed in order to make any event effective,” concludes Kirby.

In an age inundated with fake news, curating trust with a community is absolutely crucial to the success of local papers. To remain relevant, there’s a huge need for top quality editorial content. We spoke to Irma Green, National Group Editor of Caxton Local Media, about how their papers and digital platforms maintain content that is consistently high quality, newsworthy and relevant for the community that they serve.

1. How is Caxton’s content the bloodline of the papers’ success?

Caxton’s local newspapers’ success is attributed to the fact that they are uniquely positioned to offer quality, hyper local content to its readers. Digital content consumption is a reality for media companies and Caxton has embraced it with title sites and a social media presence for all their publications. Although the newspapers still offer the reader content which can’t be found somewhere else.

2. How does Caxton ensure that its journalists create quality content and provide instant ground-breaking news reporting?

The newsrooms are geared to deal with breaking news stories, which are published online immediately. But once a story is prepared for print, it’s important to find a new angle. Our readers want interpretation and palatable information when they pick up a newspaper. Our editors and journalists are constantly trained on how to deal with the changing news environment. When we train, we also focus on other areas like photography, media law, layout and design, subbing and headline writing. Upskilling our staff remains a priority in Caxton newsrooms.

3. In the rush to be the first to break a big news story, there’s so much fake news out there. How does Caxton ensure that they are trusted content producers?

When it comes to publishing, our motto is “don’t be first, be right”. Newsrooms globally want to break news and offer it to their readers first. But, by doing this, some of the best news groups have burnt their fingers. Readers are tired of being fed fake news, they want reputable information from trusted sources. We strive to be that trusted source when publishing content. There are mistakes that go through, but we handle it swiftly and have processes in place to deal with it.

4. Are Caxton’s digital assets as important as the print assets? How does the content reporting differ online to print?

Print and digital are “married”. Both are equal partners in the relationship and receive the same attention. The way we publish on the two platforms differ. Online is quick-paced. On our local sites we don’t often publish long feature type stories. Online offers journalists the scope to add various multi-media elements to a story, including video, podcasts, galleries and hyperlinks to similar stories. In print, our local newspapers focus on profiles, human interest stories, schools, clubs and community information unique to a particular area.

5. What key aspect makes Caxton different to other media reporting companies?

Our extensive national reach. You will find a Caxton Local Newspaper in most small towns, regional hubs and provincial capitals. Our network of journalists operates from approximately 80 sites across South Africa, covering vast areas of our country. This enables the group to effectively deal with breaking news scenarios. With the assistance of Caxton’s national team, stories are easily shared across all the online platforms swiftly.

6. How do social media platforms complement your content delivery?

Our newsrooms are all active on social media and share content on community groups daily. Our reporters are members on these groups which are rich sources of information and stories. Local communities eagerly participate in conversation on issues such as service delivery in the area.

7. And lastly, what would you say about the future of local print?

If people ask me about the future of print, I just enquire whether they, a family member or their children have ever been in a local newspaper. Nine out of ten times these articles are cut out and kept in an album or scrapbook. Whether you are a young mother whose child has just been in the newspaper on their first day of school or a pensioner who has been photographed at a Christmas lunch, that clipping will be cherished and valued.

Paul Jenkins: Group Chairman, Caxton

On Friday, 16 February 2018, there was large scale media coverage around the fact that Caxton and Independent Media had paid an administrative penalty to the Competition Commission.

The matter related to Caxton settling a dispute that has been ongoing since 2011. It related to a structural mechanism between the advertising and media industries that has been in existence for over 100 years internationally. It concerns the custom of media owners paying a set commission for services rendered, based on the value of advertising placed. In South Africa, the commission was either 16.5% for accredited agencies or 15% for un-accredited agencies.

The Competition Commission formed the view that this custom was anti-competitive because there was an agreement or concerted practice between media owners to always apply those traditional commissions. The practice has since ceased and the media and advertising industry now negotiate commissions individually. Whilst Caxton believed the matter was contestable, it chose to accept the Competition Commission’s position and pay an administrative penalty rather than enter into lengthy legal proceedings. The settlement agreement was confirmed by the Competition Tribunal on 16 February 2017, in terms of which Caxton will pay a once-off administrative penalty of R5.8m, as well as contribute an amount of R700k per year for three years towards a bursary and development fund for previously disadvantaged persons in the media and advertising industries. It will also provide a 25% advertising space bonus benefit to small advertising agencies for three years, subject to certain rules and limits.

The Competition Commission has now reached settlement agreements on the similar terms with Multichoice/ DSTV Media Sales, Independent Newspapers and Caxton, and is instituting proceedings against another 25 large and small media owners, or is in the process of concluding similar settlements with them.

Subsequently, the media industry has implemented the required changes, with most companies choosing to operate on nett rate cards.

Caxton has decided, in certain instances, to continue with the commission system for now and has actually increased the commission rate to registered advertising practitioners by ½%

Everybody uses it, we visit it at least a few times a day, we go there on our own and even though we’re only there for a short time, we remember great graphics and clever payoff lines from the washroom.

Industry leader in indoor lifestyle advertising in washrooms, airports, gyms, nightlife, cinema, fitting rooms and many other lifestyle focused environments TLC, is reaping the benefits of consistently delivering massive audiences and high recall at affordable advertising rates.

“Over the past few months we’ve seen brands in the washroom that would normally not so easily consider this environment,” says Greg Bruwer, TLC’s Managing Director. “Brands like Mastercard are relishing the marketing and sales returns of this platform, especially considering the monthly footfall in airports of over 3.7 million people. Conservatively if 75% of those people go through the washrooms, we have a captive audience of more than 2.8 million people focused on one brand. What’s more is that our messaging can be gender specific, making it even more relevant and memorable to the consumer.”

TLC has also signed Powerade in its Planet Fitness gym portfolio, a new advertiser to the health group’s 160 000 visitors per month, with messaging specifically targeted and relevant to health and fitness minded people. “To really ensure that Powerade’s brand sticks with gym-goers we’re carrying out activations right there on the gym floor, encouraging active engagement directly with the brand’s target market. As consumers, we’re much more likely to form an affinity with a brand that we’ve had a pleasant experience with,” says Greg. 

“ETV, Primeridian and Samsung are other long terms clients that swear by the platform,” says Greg. “We have the added benefit of a solid portfolio, blue chip brands that keep returning and a strong reputation in the industry as cost effective but providing high value on the ROI monitor.”

TLC’s offering includes standard A4 fames, light boxes, mirror decals, complete door wraps, mall walkway billboards and fitting room branding amongst others.

For more information on TLC offerings contact greg@tlc-media.co.za or visit www.primedia-unlimited.co.za

More and more marketers and brand managers are realising that their best brand ambassadors are their very own consumers, but they seem unsure where to find them and subsequently, how to “on-board” them. Enter theSALT, specialists in influencer marketing, offering their clients positive brand conversations that originate from existing customers.

“A marketer’s existing customers are a brand’s most powerful asset. You can bet your house that if a consumer has a good experience with a brand they’re passionate about, they’re going to tell a lot of people about it – online and offline,” says Pieter Groenewald, Managing Director of theSALT.

“There is more value for marketers in gaining people who fall in love with a brand, compared to people just liking it. But the biggest barrier to entry that we see from marketers is that they find it challenging to build influencer marketing into their strategies when utilising their own resources due to the complexity of sourcing and managing a group of brand advocates.”

theSALT’s business model, as part of the Nfinity Group of companies, affords brands the opportunity to access their own loyal consumer base, which are then trained and managed from start to finish as influencers in brand campaigns.

Being part of the Nfinity Group has allowed theSALT access to a bigger network of expertise and infrastructure that has been invaluable and an enabler for the business to focus only on ‘making it happen’ for their clients. “Over the past few years, our business has grown exponentially,” says Pieter. “I believe that the market has really embraced influencer marketing and we’ve had the advantage of being around for a few years already, with a substantial database of on-the-ground influencers that are more than willing to share their brand experiences and testimonials amongst their own communities via word of mouth both on- and off-line.”

More and more brands are engaging with theSALT, allowing the business to open an additional office in Cape Town and even to start exploring international expansion.

But why not pay a local celebrity to endorse the brand? They have massive followers on social media after all.  Pieter says that there are a couple of differences worth noting: “while celebrities are selected based on the size of their audience as well as their niche (fashion, beauty, sport etc.), micro-influencers from theSALT are selected on the basis that they are an existing consumer and can speak about their “own” brand experience.  Don’t confuse reach and influence – depending on your strategy you can decide to use either or, or even both categories.”

He points out that celebrities are mostly limited to one-way communication online by broadcasting a brand message to their audience while micro-influencers can have two-conversations with their community. “It’s also important to note the difference between an audience and a community too – an audience is unknown to the celeb, where the community is a known audience to a micro-influencer,” he says.

“Possibly the largest difference of all though, is that actual word of mouth conversations in our daily environments is still the most powerful form of marketing – all research proves this. Our influencers on the ground are able to engage with real people face-to-face, in relevant environments and when they are most receptive to the messaging.  This element solves one of the biggest brand challenges: getting the message out there at the right time in the right environment thus shortening the path from awareness to purchase decisions.

Consumers and their word of mouth testimonials need to be part of the marketing mix, it’s that simple. The brands that are embracing this strategy are really reaping the rewards,” says Pieter.