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The Good Things Guy celebrates six years of sharing good news

Six years ago, one South African citizen turned a reckless challenge into a random act of kindness. Fast forward a few years and today the Good Things Guy platform reaches over four million people every month sharing good news stories about South Africa and ordinary South Africans.

Good Things Guy founder Brent Lindeque says that after launching the website six years ago with the idea to share good news has changed his life completely. “What I didn’t know at the time is how much this little concept would change my entire life in the process. It would help me find my purpose and give me the best job title in the world.”

Today the platform employs a team of writers who capture every day good news that constantly streams into Brent’s inbox and social media platforms. “There’s a LOT,” he says. “The amount of feel-good news about our country coupled with the good deeds and initiatives from every day South Africans humbles our team on a daily basis.”

Brent over the years, has proven the misconception that good news doesn’t sell – an average social media post reaches over 500 000 people with close on 400 000 loyal followers across the Good Things Guys Facebook, Twitter, Instagram, and YouTube platforms on a daily basis. The site’s top five stories are also displayed on various outdoor and indoor digital screens across South Africa.

With a 76% South African and 24% global readership across all ages, it’s clear that we all want more good news.

“My intention at the time of starting Good Things Guy was to bring a little sunshine into the lives of others, to bring hope to people who felt despair and perhaps offer some balance in a world that can sometimes feel overwhelmingly sad,” says Brent. “I wanted to share one good news story every single day and to make people proud of South Africa and remind everyone of all the good things happening in our beautiful country and the world.

Just looking at the last year… this pandemic, the lockdown, the anger, the sadness, the trauma and the pain. We have all been through the most. But even through all of that, in all that tragedy, every single day, something good happens, and I got to report on it every day.

I really do have the best job title in the world, but Good Things Guy is so much more than just me. It’s become a real business, with real writers, winning real awards, creating real change by finding real joy and sharing it with others.”

Good Things Guy has become one of the leading news sites in South Africa and has grown from one person with a simple idea to a full team that brings good news to South Africans every single day! The website is growing daily, with the highest reach achieving over 10 million people in a single month.

The Good Things Guy can be found on all social media platforms and at www.goodthingsguy.com

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In the times of tragedy, look for the helpers

This week’s mass lootings, riots and violence has rocked South Africans from all works of life both here at home and abroad. But despite the heartache of loss of life, income and employment, South Africans can always be counted on to come together in times of tragedy.

“South Africans are one of the most resilient people on the planet,” says South Africa’s GoodThingsGuy Brent Lindeque. “Yes, the last week has been incredibly traumatic but in times of tragedy it is crucial to look for the helpers, and South Africa, you are delivering in droves.”

Over the last 48 hours the GoodThingsGuy has featured stories of South Africans volunteering to help clean up after the looters, of people going to donate blood to help the SANBS, of business owners forced to close that were helping feed and hydrate the police, of communities rallying together to protect their shopping centres from looters, of the Ndlovu Youth Choir using their platform to promote peace, of a psychologist giving free advice to help parents through this and even a Durban couple whose wedding was cancelled and how they chose to donate all the food (over 1000 meals) to the hungry and homeless.

Taxi associations are protecting malls, small business owners are offering their services free of charge and communities are planning clean-up operations across Gauteng and KwaZulu Natal.

“There’s a great Facebook Group called Stronger Together which has over 9000 followers that was created to find solutions to creating a better South Africa. It is filled to the brim with practical positivity which is so very needed right now. In other initiatives across the country other Facebook Groups like Rebuild South Africa have been created with close to 17 000 followers in the last 24 hours, and Stronger Together – Small businesses of South Africa, by ordinary South Africans to affect real change in our country.

We will be okay South Africa, maybe not today or this week but we always come together when it’s needed most,” says Brent.

The Good Things Guy can be found on all social media platforms and at www.goodthingsguy.com

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UM is the best kept agency secret you never knew

Media agency UM had its origin in 1999 with McCann Worldgroup South Africa before it was swooped up with the launch of Mediabrands South Africa two decades later. Now, UM celebrates being crowned the Global Media Agency of the Year by Campaign magazine.

Kevin Ndinguri

UM South Africa’s Managing Director Kevin Ndinguri says that the global accolade is a testament to UM’s resilience and indicative of how its Futureproof proposition is built to deliver now and into the future for the agency’s partners. “Similar to many agencies throughout the pandemic, we’ve had our fair share of turbulence to navigate, but our team, with the backing of Mediabrands has done exceptionally well.”

Over the past 18 months UM has quietly enjoyed some very significant account wins and internal agency growth. Management has also been working hard behind the scenes to structure an agency that is ready to step onto centre stage. Mediabrands’ Managing Director Brad Smale says that UM’s approach to futureproofing its business and that of its clients is one of the many reasons this agency stands out in the industry.

“We like to think of ourselves as a global business that really knows its local markets. We also understand that we are in this business for the long haul and that we cannot operate and continue in the future as we have in the past. We cannot forget what made brands and advertising great right in the very beginning and that is compelling brand stories, which comes from solid and sustainable brand building.

During Covid the agency has focused on strengthening its proprietary media tools and technologies and consolidating its focus in the industry. This, together with UM’s merging into the Mediabrands structure, has provided the runway needed for Kevin and his team to do the great work that has contributed to wins like Campaign’s EMEA Network Agency of the Year in 2019 and in 2021 Campaign Global Media Agency of the Year.

Kevin adds: “Futureproof has been a complete shift in our mindset at UM and the way we work with clients through applying a more consultative approach to communication and media. The essence of Futureproof is that transformative media can be both a business and brand growth driver. By transformative we mean better use of real time data signals and technology, turning insight into action at speed, to deliver a competitive advantage for our clients.

This is achieved through a core set of proprietary tools and technology that optimises client’s media spend against business goals. This is further enhanced by crafting fluid plans designed to win over diverse sets of “high value audiences” - individuals at scale that have the highest business and brand growth opportunity.

By embracing a data-led approach, UM has shown an impressive growth from 15 people, two years ago, to 45 staff that have helped the agency win several blue-chip business accounts including Investec, Multichoice, Mattel, Energizer and Emirates.

Brad Smale

UM also leads Forrester’s Media Agency Wave, released in 2020. The study gave the highest ratings to the agencies that used data platforms to improve both media execution and ad creatives and created a more centralised, integrated experience for their clients. UM placed first in part due to its Kinesso offering, which not only uses that data for typical insights, but the agency is now applying it to develop content for digital ad campaigns, identify audiences and target content to audiences in a precise way, said Forrester principal analyst Jay Pattisall. Also, according to Forrester: “UM envisions the future of media consulting and content at scale. UM is shifting its strategy from purely media services to include marketing consulting. The report also declares UM a good fit for CMO’s looking to strategically unify marketing execution, move beyond conventional media placement and scale original, branded and addressable content.”

Brad says that the Group is operating differently to its competitors because they realise the need to become trusted partners to their clients. “Our client agency relationship is one where we can assist our clients intellectually with solid, tactical and strategic advice that leads to tangible results.

Never before has this been more important than during a pandemic and I honestly believe that contributed to UM being named the Global Media Agency of the Year by Campaign magazine.”

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The BRC announces interim data for RAMS

Due to the impact of the international COVID-19 pandemic, many industries have been negatively affected and South Africa’s radio currency has been no exception. To alleviate the pressure of no radio data being available, and to get a comprehensive update on the industry the BRC has commissioned research experts, Ask Afrika, to implement an interim radio data study.

 As the pandemic hit and Level 5 lockdown ensued there was no doubt that radio stations in South Africa would see fluctuations in audience data. A huge disruptor being the changes to people’s daily routines and habits. Consumers were no longer commuting to and from work, working hours were altered by home schooling, family life, restrictions on movement, social interactions and the like.

“These shifts in routines and habits have led to massive changes in media consumption, mainly, increases in listening and viewing habits,” says Gary Whitaker, CEO at The Broadcast Research Council (BRC) of South Africa.

Another implication is that the radio research currency was negatively impacted. “As the makeup of the current underlying research methodology involves face-to-face interaction, namely, interviewing respondents for RAMS (Radio Audience Measurement), we were unable to provide data in Q2, Q3 and Q4 of 2020 to demonstrate these irregular times and differences in listenership audiences,” says Whitaker.

According to Sarina de Beer, Managing Director at Ask Afrika, Lockdown has changed consumer psyche and behaviour considerably, which naturally includes how we consume media. These changes did not find its onset during Lockdown however, but these restrictions have added its own layer of complexity to radio consumption.

“The focus of the interim measure will be to support the industry to gain a deeper understanding of just how radio consumption has changed over time. As an essential asset we need to leverage the opportunity as one of the most trusted media sources over time,” confirms de Beer. “I believe that a fresh and deep understanding will enable just that!”

The only RAMS data currently available to the industry is Q1 2020 data and the world has gone through immense changes since then. To supplement this data, two interim sets of radio data will be released at the end of March and May 2021. Surveying will take place through a combination of face to face and online interviews which will deliver insights at a Total Radio listenership level. The assessment of the approach was completed in collaboration with, among others, the AMF (The Advertising Media Forum), a collective of media agencies and individuals including media strategists, planners, buyers and consultants.

While these two radio data sets are exactly that – interim data – the Lockdown regulations have highlighted a clear need for the Listenership currency to be futureproofed. Face to face methods and manual seven-day diaries will soon be a thing of the past. “We are looking forward to revealing the way forward – how Listenership will be measured in South Africa following international best practices as soon as the second quarter of 2021,” concludes Whitaker.

Please visit the BRC’s website at: https://brcsa.org.za/

The Broadcast Research Council of South Africa DNA

The Broadcast Research Council of South Africa (BRC), established in 2015, chief role is to commission and oversee the delivery of radio and television audience measurement research for broadcasters and the advertising and marketing industry.

Issued on behalf of:                            The Broadcast Research Council of South Africa (BRC)

Gary Whitaker, CEO

gary@brcsa.org.za

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The Fashion Hero offers local brands global exposure

This year when Spice Girl Mel B hits our shores to host and begin filming for the diversity inclusive reality TV show The Fashion Hero, four headline brands will have the opportunity for global exposure.

 Gail Hoffman Parrish of G2 Connection, the integrated marketing agency managing all brand immersion for the ten-episode 60-minute reality programme says that The Fashion Hero is a ground-breaking series with no age limit, incorporating contestants from all over the world – all ethnicities, genders, shapes and sizes.

The Fashion Hero will suit brands in the tourism, alcohol, fashion, mobile, beauty, telco, sports apparel, health, skin care, fragrance, beverages and finance categories,” says Gail. “Brands will get to work with all contestants from the beginning and secretly select their favourite before mentoring them as a future brand ambassador. Brands will also get to work with the contestants during the challenges, both on- and off-camera.”

In addition, participating brands will also be on The Fashion Hero’s judging panel.

“We have a team of 40 international influencers who reach millions of people and promote The Fashion Hero TV series and website on their platforms. If each influencer has even half their followers share our content, the reach is nearing 100 million people from all around the world,” says Gail. “The 32 contestants will be mentored by internationally recognised Social Media Influencers from all over the world (including South Africa), who are champions of diversity themselves.”

The first season of The Fashion Hero aired in over 160 territories worldwide, had over a million fans on Facebook and received 30 million visits to the www.thefashionhero.com website. “We’re expecting even bigger numbers for the second season,” she says. “That’s a lot of opportunity waiting to happen!”

Whatever your communication and media strategy is, there is a suitable fit within the show! If you would like to be a part of this extrodinary journey please contact Gail Hoffman Parrish at gail@g2connection.co.za

 G2 Connection DNA

We connect brands to strategic, aligned communication opportunities to amplify and reinforce the creative brand message. G2 partners with leading production companies whose track record is well established in executing both quality international formats and local content for all broadcasters, including Africa. We complete our solutions offering through partnerships with highly respected PR agencies, specialist digital and mobile companies as well as all ATL media.

Issued on behalf of:                   G2 Connection

Virginia Hollis

Gail Parrish

Co-Founders

Facebook: G2 Connection

LinkedIn: G2 Connection

W: www.g2connection.co.za

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The importance of optimism in 2021

Chris Botha, Group Managing Director, Park Advertising

Firstly, to all our staff, clients and media owner partners – HAPPY NEW YEAR! Here’s hoping that 2021 will be a really special one.

One of my favourite things to do over my December break is to read. This is when I have enough time to really relax and let the magic of books carry me away. During this holiday I read the biography of Bob Iger – the CEO of the Disney Corporation. The book is entitled Ride of a Lifetime and I would highly recommend it.

The book touches on Iger’s influence in acquiring Pixar, Lucasfilm, and the Marvel Franchise. But is it something else that really grabbed my attention. One of the topics that Iger stresses is the importance of optimism in difficult circumstances.

Difficult circumstances? Boy do we all know a thing or two about this. I would imagine we all had a rough 2020. And 2021 is not kicking off much better. But how important is an optimistic attitude in getting the wheels turning again?

A psychology expert says that optimistic people are more likely to invest, act and put effort into achieving whatever it is that they want to achieve. “High optimism will predict high effort and success,” she says.

Iger talks extensively about the importance of optimism amongst leaders. I must be honest; this was something I failed at in 2020. Honestly, on numerous occasions, I did let the pressure and chaos from COVID get to me, resulting in me projecting a negative attitude both internally and externally.

If as a leader of a business you don’t lead with optimism how do you expect your team to be optimistic? By being pessimistic, you give your team licence to be down in the dumps and conservative in their approach. Your attitude rubs off on those around you.

The opposite is also true. When you are optimistic, you are more likely to invest, more likely to take a chance and to think creatively. Harvard University in the USA, has completed various studies on the impact of optimism on health, long term survival, and success. No guesses what the results are – the more optimistic you are, the better your chances of getting cured, succeeding in business and yes, surviving in the long term.

But optimism in 2021 needs perspective. What I am NOT talking about here is ignoring the realities around us. God knows that is almost impossible to do. I am not professing a “moonshine and roses approach”. It’s about keeping an optimistic attitude in spite of what is going on around us. Rolling with the punches, but having an attitude of advancement.

Every year I write a “motto” on my wall in my office. At the beginning of last year, I wrote “What’s Next” in big black bold letters. Inspiration to keep pushing, to see what’s coming and to create your own future. But without a sense of optimism – “What’s Next” is – “more trouble, more problems, and more challenges”. But with a sense of optimism “What’s Next” gains some meat. It gains some perspective about what is going on.

So in 2021 I wrote “Go do it”. Too many great ideas are buried under a sea of pessimism. In 2020 this was sooooooooo easy to do. I am hoping that with a realistic optimistic attitude – we will all “Go do it” and force the change.

So, here’s to 2021. Guaranteed it will bring challenges. But I hope you will join me in having an optimistic attitude about what we can achieve this year. As Helen Keller famously said – “Optimism is the faith that leads to achievement. Nothing can be done without hope and confidence.”

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Steve Harvey returns to South Africa to host Season 2 of Family Feud SA

On Sunday 5th April last year, e.tv launched the first episode of the 26-episode series of Family Feud South Africa. The Family Feud format has been an instant success in SA with an average of over 2.1 million viewers (age 15+) every Sunday between 18h00-19h00. Now, the series returns for a second season in 2021.

G2 Connection is the official integrated marketing agency managing all brand immersion for Family Feud South Africa. Co-founder Gail Hoffman Parrish says that although KFC has taken the coveted headline sponsor spot, there are still many opportunities for brands to get involved.

“Last year, the show averaged over 2.1 million viewers per week among e.tv audiences, with the show actually influencing a change in viewership patterns over the timeslot it ran on e.tv, increasing the audience by one million people over the first broadcast,” says Gail.

During its first season, award-winning entertainer and host of Family Feud South Africa, Steve Harvey, kept a close eye on the viewership numbers and was delighted to see how the South African audience took to Family Feud SA and the overall success of the show.

Suhayl Limbada, Marketing Director at KFC said that during lockdown, people were looking for shows that would entertain the whole family and Family Feud delivered exactly that. “We are delighted that we will be continuing this partnership on such a popular gameshow and look forward to Season 2 once again bringing the best family entertainment to African shores. KFC is renowned for bringing families together over buckets of chicken and this partnership is a natural extension of that – after all what’s better than great food coupled with great entertainment.”

The local South African producers, Rapid Blue, have put together strict COVID safety protocols to ensure the safety of Mr Steve Harvey, contestants and crew for the production and filming of the second season.

Entries for Season 2 are now open, to enter please go to the website www.familyfeudafrica.com where all terms and conditions are detailed. Entries must be completed online and those who are deemed successful will be contacted for online auditions.

In Season 1 the answers from some of the contestants were hysterical, but when it comes to funny man Steve Harvey trying to pronounce some of our names and then trying to come to grips with our South Africanism, it’s even funnier. Steve Harvey has admitted that he has loved learning about South African diversity and uniqueness and is looking forward to being back on African soil this year.

e.tv is currently flighting a rerun of Season 1 and are looking to flight Season 2 in April 2021.

Facebook: Family Feud Africa

Instagram: @FamilyFeudAfrica

Twitter: @FeudAfrica

About Steve Harvey

Steve Harvey is an Emmy® Award-winning entertainer, radio personality, motivational speaker, New York Times best-selling author, businessman and philanthropist.

Steve Harvey formed Steve Harvey Global (SHG) in 2017, to consolidate and expand his vast business and media interests. Steve Harvey Global is focused on creating and delivering entertaining, powerful and motivational content, products and experiences to inspire audiences around the world.

The Family Feud Africa business deal was negotiated and executed by FremantleMedia Ltd. Senior Vice President Anahita Kheder, and by Steve Harvey Global Chief Operating Officer and Chief Legal Officer, Brandon R. Williams.

#FamilyFeudAfrica

#FamilyFeudSA

#FamilyFeud

#SteveHarvey

#etvonline

@KFCSA

@RapidBlueTV

 

For Family Feud South Africa media assistance, contact Karabo Sethusha on +27 72 820 8035 or email: Karabo@g2connection.co.za

For e.tv media assistance, contact Lerato Maboi on 084 089 3244 or email: Lerato.Maleto@etv.co.za

For Steve Harvey Global, contact Galit Shokrian and Galit@steveharvey.com or call

+1 424 317 6976.

 

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Virtually anything from anywhere

Chris Botha, Group Managing Director, Park Advertising

Allow me to start this article with three quick, personal stories to set the scene.

 Story 1
For the past month while our offices still remain closed, one of our very efficient staff members booked a house in the Kruger Park. He worked very effectively from there, and even managed to pop out for game drives every morning and evening. His clients never noticed, and his work was as excellent as ever.

 Story 2
My super-efficient PA has been in Durban caring for her Dad for three months. No one noticed, and she has remained as efficient and effective as ever, while caring for her nearest and dearest.

 Story 3

A friend’s daughter is studying at UCT. She came “home” to Johannesburg in March, and will not be returning to Cape Town until 2021. She will finish her full academic year here in Johannesburg.

I am sure you have stories like that too – of businesses that used to rely on massive office space that are giving it all up and in essence becoming virtual, of virtual sports events, virtual music concerts and so much more.

If there is one thing that 2020 has taught us – it’s that you can do anything from anywhere.

But what does this mean? What if my colleague, instead of booking a house in the Kruger, booked a house in the South of France (don’t worry, we don’t pay that well)? Could he carry on? Could he do the job? Heck yes. But here is where the law of unintended consequences come in. If location doesn’t matter – could we not just employ someone who can do the same job from a market like India, at a possibly cheaper salary, to do his job virtually? Yes.

So, there are two sides to this sword. Whereas in the past we would only scout talent from South Africa (for the most part) – we can effectively in this new world scout talent from anywhere in the world, and not have to deal with emigration and relocation headaches. Call centres have been doing this for years. Some tech companies too. It’s now becoming a reality for more and more businesses and industries.

There is a flip side to the euphoria of working from anywhere though. As an employer I worry about staff working from home too much. Hear me out.

A big part of the reason people work at our company is because of the physical location, nice offices, lots of friends, the buzz that our media owner partners create, and the general “gees” of our company. There is something special about working late with a bunch of smart minds, slogging in a boardroom – eating pizza until the presentation is perfect. That experience is drastically watered down in a virtual world.

If your office is your desk at home, doesn’t that mean that the company you work for becomes more “vanilla” and in the long run you work for whoever pays you the most? Company owners and management will also have to work harder to keep staff “loyal” and to maintain a very specific brand identity for their workforce.

I do believe we can however become a more caring people over time. Like my PA who is looking after her Dad, companies can and should, enable staff to not lose touch with family while working. A new Dad employee recently commented about how lockdown was such a blessing because he could experience so much more with their new bundle of joy without sitting in traffic. So, there is that as an upside.

The educational sector is an interesting one for me. Universities for example as educational institutions have been around for very many years, but let’s start micro. My friend’s daughter had to rent a flat in Cape Town and move to the Mother City to study at UCT. Is that still the case for new students? Maybe not. Maybe the future is virtual lectures, and a study from anywhere norm. Does that mean universities can now take on more students? Yes surely. Your numbers are no longer limited to a physical location’s capacity.

But don’t forget the double-edged sword.

Let’s for argument’s sake say that we all decide that we want to do our law degree at Harvard Law School in the future. No more moving to Boston, dealing with freezing winters, paying through your ears for everything in dollars. This can be achieved from the comfort of your bedroom in sunny South Africa.

But if everyone decides to study via Harvard (because they are supposedly the best) – does that not mean that fewer people will study in South Africa? Could we see major educational institutions offering world class degrees to anyone around the world, and in so doing, kill off local educational institutions? Well, maybe yes.

Apply this philosophy to retail – if location matters less – would you shop at a different store? Maybe in your suburb the Pick n Pay is 3km away from your home, and Checkers 10km away. So, you always shop at Pick n Pay. But if you move to online delivery shopping – purchases only happen via the PnP App or the Checkers Sixty/60 App – then you might go to the retailer with the better prices or the better online experience.

For us as South Africans we should use this as an opportunity to offer mass services across the globe at a competitive price. We have mass unemployment at 30% so the “anything from anywhere” trend can potentially open our workforce up to the globe, and not just to a stuttering South African economy.

Our weak Rand could help with competitive pricing.

COVID 19 handed us all some lemons, but hey, free lemons so let’s go out of our way to turn them into some much-needed Lemonade.

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A positive reality show for brands!

The second season of the incredibly successful and gender-neutral global production The Fashion Hero, is set to start filming from March 2021 at Sun City. The unique qualities of the show will act like a beacon for brands looking to integrate products seamlessly within the locally produced series aired across multiple countries.

 “The reality series that focuses on the fashion industry – with a significant difference – will flight over a period of two years across the globe, and we’re adding new channels to the mix every week, meaning that the exposure for our contestants and participating brands, will reach well over 500 million people,” explains Gail Hoffmann Parrish, Co-Founder of Marketing and Integration agency G2 Connection.

A gender-neutral reality show, celebrating everyone, The Fashion Hero is a completely new kind of series – challenging the fashion industry’s standard image of beauty. The first season of the show aired internationally in over 160 countries/territories on both linear TV and digital streaming platforms, the show has been seen by millions of people.

Season Two will be hosted by a very well-known international celebrity; we will announce the name soon.  Our host in combination with a team of 40 international influencers who reach millions of people will be promoting The Fashion Hero TV series and its website and the websites of participating brands on their platforms, with a potential global reach of close to 100 million.

“Brands can completely immerse themselves into the show across multiple platforms and touchpoints,” says Gail. “The Fashion Hero TV series shares important values such as individuality, passion, self-confidence and self-empowerment. With diversity at its forefront, The Fashion Hero empowers real people to be themselves and to celebrate that which makes them unique.”

Research out of the US looked at more than 2,800 placements for 99 brands and indicated that prominent product placement embedded in entertainment continues to have a strong positive impact. Effective product placement enables brands to connect with their personal reality, across multiple touchpoints in different ways that are subtle enough not to distract, but impactful enough to be noticed and remembered.

Looking for a possible 25:1 return on investment? The sky’s the limit when it comes to opportunities within and, more importantly, in media surrounding the show.

“Just as the old rules for TV sponsorship are being challenged, the rules of who should be a brand ambassador or role model no longer apply.  Now the world decides what is beautiful, what sells and what is fashionable, and The Fashion Hero brand partners will reap these rewards,” concludes Gail.

G2 Connection DNA

We connect brands to strategic, aligned communication opportunities to amplify and reinforce the creative brand message. G2 partners with leading production companies whose track record is well established in executing both quality international formats and local content for all broadcasters, including Africa. We complete our solutions offering through partnerships with highly respected PR agencies, specialist digital and mobile companies as well as all ATL media.

Issued on behalf of:                   G2 Connection

Virginia Hollis

Gail Parrish

Co-Founders

Facebook: G2 Connection

LinkedIn: G2 Connection

W: www.g2connection.co.za

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OMC’s ROAD data paints healthy picture for Out of Home industry

Shot of a traffic on the motorway

For the first time ever, the Outdoor Measurement Council (OMC) launched its latest iteration of ROAD data virtually, covering the 2016/17/18 fused data results after interviewing a total of 45 466 respondents over the three-year period.

Trish Guilford, General Manager of the OMC, said that the OMC and partners, Ask Afrika, Kuper Research, Cuende Infometrics and Telmar had an interesting time leading up to the launch. “OOH continues to be a medium with robust, usable data that definitely assists the industry in providing clients with world class research and justifications for proposals,” she said.

“In total, this three-year fusion resulted in more than 13.4 billion impressions made up of 80% reach of All Adults with an average frequency of 621. Since our last release we have also grown our members to 22. The added growth has meant more trip analysis for more panels.  We now have over 6 800 panels on the Quantum system of which just over 6 500 are visible and available for agencies and clients to plan against.”

Methodology highlights of the research were presented by Lauren Shapiro, Managing Partner of Kuper Research who emphasised that OOH research is more fluid than other media types and that each release of the travel survey will represent a different sample with different travel patterns.

“Due to Covid-19, we have not been in field with our Travel Survey questionnaire.  Ask Afrika did complete just a portion of our interviews during February and the first half of March and therefore will have to complete the wave of 2020 data at the beginning of 2021 if all goes well and we don’t encounter the projected second wave of the virus.  We will reassess the situation again in 2021 and are therefore looking at alternative ways to deal with interviewing respondents” Lauren said.

With the move to change over from static billboards to digital plans, Lelanie Butler, Acting Sales and Marketing Director at JCDecaux shared the algorithm which the OMC has adopted to evaluate DOOH audiences.  The OMC launched this algorithm to the industry in April. Lelanie reminded the audience that the old way of taking the audience and dividing it by the number of ads in the loop is incorrect.  She shared the variables and information that is needed to be taken into account in order to get more accurate audience figures.

During the launch, international guest speaker Kym Frank, President of GEOpath, the Out of Home measurement, joint industry council equivalent from the United States of America stressed that the OOH industry globally has taken strain. She said that even though advertisers were concerned at the lack of travel around the States, data showed that people were still moving around quite a lot. She also said that the advent of Covid has placed increasing importance on available research globally, with advertisers demanding more data and more recency.

Trish adds: “The OMC is striving to close the gap in our research releases despite now being able to work on the 2016/17/18 data that is more up to date than what the industry has had until now. Therefore, our next release is planned for mid-2021 and will be the fused data covering 2017/18/19, with the consistent 45 000 sample size.

There is so much more information to share! What has come through the research, especially after speaking with our overseas counterparts, is that the world is a small place and it is heartening to know that the challenges we face are not that different to the rest of the world. DOOH, coupled with programmatic buying, is becoming a prominent advertising platform, globally and here in South Africa.

We continue to strive for the highest quality ROAD research, giving our members, media agencies and clients the most realistic audiences and data possible in order to effectively and efficiently plan OOH,” says Trish.

The full recorded presentation will be available online soon at www.omcsa.org.za for those who missed the online launch.

About the Outdoor Measurement Council

The OMC (Out of Home Measurement Council) is a non-profit Joint Industry Committee that has been incorporated to provide buyers of Out of Home Media with a currency and survey that allows for efficient and accurate OOH planning.  It produces consolidated, inclusive and representative research covering the key OOH formats, commencing with Static Roadside panels in South Africa including the panels from all Out of Home participating Media Owners.  The JIC aims to market and grow the OOH advertising industry within South Africa.

http://www.omcsa.org.za/

Issued on behalf of the Outdoor Measurement Council

For further information, please contact Trish Guilford

trish@omcsa.org.za

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