In an effort to communicate the dates of the tax season and simplicity of filing tax returns online, Outdoor Network provided SARS and their creative agency with the ideal platform. This solution was a large format billboard positioned alongside the busy Rivonia Road off-ramp on the N1 North highway. Highlighting the creative brilliance and flexibility offered by out-of-home, the billboard was embellished with a large raised computer style pointer which draws motorists attention to the tax season dates while also providing an analogy for the ease of filing taxes online, anytime, anywhere. The stretch of highway in a key business environment leads into the Buccleuch Interchange, one of the busiest in South Africa, with the billboard reaching over 560,000 tax paying motorists monthly. Out of Home media provided the optimal solution for SARS – the billboard targets the various consumer demographics the organisation is looking to reach. To find out how Outdoor Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.outdoornetwork.co.za
Tibb selects Street Network’s bus shelters to boost its winter campaign
Pharmaceuticals Company, Tibb Health Sciences, which provides a wide range of natural herbal remedies recently launched its national winter campaign in order to elevate consumer awareness and drive sales of its varied products, including among others immune boosters. With winter a key sales period for many of the products in the range, the campaign reinforced the brands’ ‘The Natural Boost You Need This Winter’ messaging. With the aim of extending the reach and frequency of its integrated campaign, Tibb implemented a national campaign on Street Network’s bus shelter offering. This was an ideal solution for Tibb who are committed to providing the highest quality, clinically proven and uniquely formulated natural products to all South Africans. Site selection for the campaign was focused in proximity to consumer social environments and places of purchase, such as shopping centres and pharmacies, with a total reach of over 700,000 consumers monthly (ROAD2015/2016/2017C). Tibb is rapidly becoming one of the most highly regarded pharmaceutical companies in South Africa and the winter campaign highlighted the message that consumers should be boosting their immune systems over the winter period. The strong call to action in the creative was aided by a competition element which required a simple scan of a QR code to find out more about the range and to take part in the competition in these high dwell time environments. “Bus shelters can be utilised in a targeted and contextually relevant manner and are positioned to attract the attention of consumers on their daily commute. Out of Home drives mobile, social and digital engagement better than any other advertising medium, and Tibb’s utilisation of bus shelters and inclusion of a mobile engagement call to action was an ideal solution with which to take advantage of this fact,” says Jonathan Everest, Head of Sales at Street Network. Small format Out of Home is one of the most effective media platforms driving consumer recall and engagement, while according to a recent study from Nielsen and the Outdoor Advertising Association of America (OAAA), Out of Home is the most cost-effective ad format for brands.1 “Considering that the Nielsen and OAAA report further showed that 46% of the study’s participants profess to having conducted an online search as a result of seeing or hearing something advertised on an Out of Home media platform, Tibb’s bus shelter campaign creative execution was right on target,” concludes Everest. To find out how Street Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.streetnetwork.co.za Sources: 1 (OAAA n.d.)
PMG’s continued association with the APEX Awards
Provantage Media Group is proud to have partnered with the prestigious APEX awards hosted the by the Association for Communication and Advertising yet again in 2018. The APEX programme is aligned to Provantage Media Group’s values and principles of efficacy and of transformation as well as the upliftment of the youth. This is a partnership that PMG is extremely proud of as it is the most sought after award in the industry from a business perspective. Through celebrating and awarding creative effectiveness, APEX highlights the fact that the broader marketing and communications sector delivers and is key to business success. As was the case with 2017, as Key Partner, PMG was afforded the opportunity to once more be the official brand behind the highly respected APEX NeXt Level of Thinking Masterclass. This year the speakers, tapping into effectiveness in marketing and communications campaigns, looked at a topic which we believe is critical in terms of the narrative of the South African broader marketing and communications, that of diversity. Furthermore, the topics of AI and technology and how they continue to impact the communications environment were highlighted. But before delegates were welcomed by Talk Show host and Champion South Africa Founder Ashraf Garda, attendees were offered a light breakfast and enticed by the aroma of freshly extracted 100% pure African Arabica coffees at the PMG coffee station. Using the opportunity to highlight PMG’s further expansion into the African continent, a PMG branded coffee station provided delegates with a hot and much needed coffee fix as the event kicked off on an unusually cold Highveld morning. The morning event was followed by the Gala Awards Ceremony in the evening where the most effective campaigns were announced in two categories namely The ABInBev Launch Category and The PMG Change Category. A Kantar Millward Brown special award was also handed out for a campaign that demonstrated the most ingenious response to limited advertising or research funds. APEX awards the work that works and celebrates campaigns that have a positive effect on return on investment. It is with great pride that this year a campaign which PMG was involved in won two APEX awards. The NSPCA ‘Dog Fight’ campaign from Grey South Africa received a Bronze APEX and also an APEX Special Award. The campaign which flighted on PMG’s Trailer offering resulted in massive awareness and impact, with the response received far beyond what was expected. Placed on only one trailer, and strategically positioned, the campaign had an initial message, with a follow up message scheduled to be announced 5 days later. This however was not the case as the second message had to be announced within mere hours of the campaign going live. PMG is proud to be associated with such a creatively effective campaign, one that demonstrates not only the value that marketing and communications campaigns bring to brands, but one that highlights the efficacy and value proposition offered by Out-of-Home as a media channel. The APEX Bursary Scheme has been an integral part of the awards programme since 2010 and it was an honour as Key Partner to once more have an opportunity to contribute toward the APEX Bursary scheme which ensures that deserving PDI students are provided the opportunity to complete their studies and enter the world of marketing communications. This year eight bursaries were handed out, bringing the total number of bursaries since 2010 to eighty – a fantastic achievement. PMG prides itself on providing a service offering that delivers relevant and effective marketing and advertising solutions within the Out-of-Home environment. Through continued and extensive investment in human resources, product offering and research, Provantage Media Group continues to bolster its prominence and leadership within the industry. It is this importance that PMG places on efficacy which ensures that the partnership with the APEX awards is one rooted in our own beliefs and actions, and in encouraging brands to keep targeting effective campaigns at all times.
Outdoor Network unveils its rotating digital LED in Mbombela
All eyes are on Outdoor Network’s latest state-of-the-art rotating digital billboard site, which has just been unveiled along the R40, Madiba Drive in the heart of Mbombela (formerly Nelspruit). The roadside rotating billboard is assured high visibility on the main road in Mpumalanga’s bustling capital city. A vital business and tourism destination, Mbombela is also a gateway to Kruger National Park, Swaziland and Mozambique. The city is likely to experience tremendous growth in the near future, particularly as the Municipality’s ‘Vision 2030’ strategy envisages shaping Mbombela into “the best city in South Africa”. Already a shopping hub that boasts as part of the area premier lifestyle centres like the Riverside Mall and i’langa Mall, the city also attracts consumers from the nearby towns of Hazyview and White River. Adding to the consumer mix are Swazi and Mozambican nationals that cross the border to shop, study or for business purposes. Mbombela is home to all the major motor dealerships among which are luxury brands such as Land Rover, Mercedes Benz and BMW, its malls are tenanted by a number of international brands, and Tsogo Sun’s Emnotweni Casino is a popular attraction. In addition, tourism is thriving in the city – Kruger Mpumalanga International Airport serves an average of 260 000 passengers a year and breached the 3 million passengers mark during 2016. According to Warren Dougmore, Outdoor Network’s Head of Sales, Billboards: “The launch of another of our innovative LED billboards will offer brands a world-class advertising opportunity in a city much frequented by South Africans, Africans and international tourists alike. The rollout of this billboard further consolidates Outdoor Network’s national footprint in high-demand metropolitan areas across the country.” The strategically placed 3x6m billboard is expected to reach an audience of over 83 000 consumers. With a frequency rate of 16, the site will deliver more than 1.3m impacts every month (ROAD2015/2016/2017C), which guarantees huge exposure to brands. According to marketing intelligence service WARC, digital out of home plays a key role in today’s ‘smart cities, where roads, buildings and billboards are increasingly connected. Brands are now uniquely placed to speak directly to motorists, commuters and pedestrians within the urban environment – and those that plan their campaigns by audience rather than format can increase engagement[1]. “DOOH is even more effective when integrated with mobile, video and social media, so brands with a physical presence in Mbombela should consider DOOH as an integral part of the marketing mix,” says Howard Lonstein, Marketing Manager at Outdoor Network. To find out how Outdoor Network’s roadside LED can help your brand deliver flexible, immediate and effective out-of-home campaigns nationally, contact info@on.co.za. Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.on.co.za [1] https://www.warc.com/NewsAndOpinion/Opinion/1999
Caltex fills up with Street Network
Bus Shelter advertising proved to be the ideal solution for Caltex when the brand launched a campaign to promote repeat purchase from its Cape Town area filling stations and forecourt stores. Street Network provided geographically targeted MyCiTi bus shelters for the campaign, strategically situated in close proximity to the outlets. Providing line of sight visibility to motorists and a reach of over 320 000, the ten-month long campaign is visible on bus shelters situated close to point of purchase while attracting high levels of brand awareness among commuters and motorists alike.
Museum of Contemporary Art Belgrade democrARtisation
Bad office air lowers the ability to think with 10%. To prove this point Swedish air filter company Ultramare wanted to sponsor the office in the biggest need of an extra 10% thinking ability – the White House. The campaign has tried tweeting @realdonaldtrump in different ways. In a letter, in a Youtube preroll, in AdWords, on mobile billboards, on sandwich boards, in an open letter, in a film, on flyers, on Twitter and on the campaign website.
Zee World Bus Shelter campaign creates industry hype
Digital satellite television channel, Zee World, which offers mainstream viewers in Africa the best in award-winning Bollywood movies and series, a variety of food, kids and talent shows and lifestyle programmes elected to use Street Network Bus Shelters in order to extend the reach of its latest ‘It’s Happening’ campaign. Street Network’s bus shelter offering provided Zee World with the ability to effectively target consumers within a geographically selected region and create talkability through its impactful and creative campaign execution. With a combined reach for the campaign of over 550,000 people monthly at an exposure frequency of 7 (ROAD 2016/17C), Street Network provided a solution that maximised the campaign reach while engaging a highly sought after audience. “We had no hesitation in selecting bus shelters for among other reasons the creative canvass that they present to consumers making use of all forms of transport, whether public or private. We chose sites across the greater Johannesburg area with a view to reaching consumers across the entire LSM spectrum that represent the overall viewers of the channel,” comments Shaun Kennedy, OMD South Africa. In order to reach this diverse audience, Street Network provided a range of geographically targeted bus shelters situated along key high-traffic routes across Johannesburg’s central and northern suburbs. An ideal solution for Zee World since small format Out of Home is one of the most effective media platforms driving consumer recall and engagement. According to Outsmart, Out of Home is a key medium for Entertainment and Media brands, with over 61% of adults recalling advertising by these brands when seen on Out of Home platforms. The report further shows that 59% of those surveyed ‘talked to many people’ about television, with 56% noting that they are very likely to convince others about TV. When combined with the 2017 Nielsen Poster Advertising Report which reflects ‘recall of Out of Home messages seen’ at 89%, it is evident that integrating Out of Home and Street Network’s Bus Shelters in particular into the marketing campaign was an effective and strategically well planned media buy for Zee World. Comments Jonathan Everest, Head of Sales at Street Network: “The five-month extended campaign was designed with highly impactful creative and copy to ensure that consumers exposed to the bus shelters would take note of and recall the messaging. So much so that it resulted in high recall, evidenced by great talkability amongst other brands and media agencies to name a few.” “Rising above the clutter in this manner is highly desired by brands, and bundled with effective ROI, is precisely what Out of Home and specifically street furniture advertising is able to deliver,” concludes Everest. To find out how Street Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.streetnetwork.co.za Sources: 1 (Out of Home works for Entertainment & Media brands n.d.) 2 (Nielsen Poster Study 2017 n.d.)
Outdoor Network gets heads turning in Centurion with its new Digital billboard
Outdoor Network has unveiled its 3x6m rotating digital billboard at the intersection of Hendrik Verwoerd and John Vorster Drives in Centurion, Tshwane. The roadside digital billboard forms part of Outdoor Network’s expanding national digital network rollout. The launch further enhances the ability of advertisers, at the flick of a switch, to implement a national digital Out of Home campaign across the entire network, with immediacy and great flexibility in terms of creative execution. The network sees brands being offered a range of strategically positioned, digital sites delivering high-impact, high-recall advertising within geographically targeted environments. Out of Home provides super-high-frequency, with significant exposure to traffic, which is enhanced in this case by the innovative technology where the billboard structure rotates, aligned to traffic flow and density, to maximise visibility and exposure for advertisers. Strategically positioned, the LED billboard is expected to reach an audience of over 100 000 consumers. With a frequency rate of 12, the site will deliver more than 1.1m impacts every month (ROAD, 2016C). An ideal site for advertisers looking to communicate with targeted upper income consumers from across Gauteng and beyond. With twenty-percent of the households in Centurion earning in excess of R600k annually, it is no surprise that the approximately 236,000 residents are spoiled for choice when it comes to retail and leisure options. Centurion Mall, Mall@Reds, Centurion Lifestyle Centre and a host of upmarket motor vehicle dealers among others are all situated within the area. As a result of its ideal geographical position for business and leisure, it is a regular destination point for many consumers, business people and casual visitors. Centurion’s host of corporate offices, business premises, retail outlets and regular major cricket matches attract a large number of non-residents virtually non-stop. Many of these visitors inevitably pass through the area surrounding the key mall and business destinations at the intersection of the N1 Freeway and Centurion Mall precinct where the new digital billboard is positioned. Says Patrick de Robillard, Outdoor Network’s Head of Sales, Billboards: “The effectiveness of Out of Home is well documented, and now research is available that shows that Digital Out of Home delivers even greater impact and recall. We’re excited about the launch of our 3×6 rotating digital billboard in the Centurion area as it positioned in the heart of one the most economically active and dynamic areas within Gauteng.” To find out how Outdoor Network’s roadside LED can help your brand deliver flexible, immediate and effective Out of Home campaigns nationally, contact info@on.co.za. Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.on.co.za
Why Lew Geffen Sotheby’s takes a ‘long’ position on Bus Shelters
The Sotheby’s name has earned renown as a marketer of the world’s most valuable and prestigious possessions. Outside of the United States, Lew Geffen Sotheby’s International Realty is the biggest single operation and member of Sotheby’s International Realty® worldwide. The Atlantic Seaboard remains a solid bet for investors despite a recent dent in its armour, and further boasts excellent rental income with a high demand for short-term rentals. The average sectional title selling price stands at roughly R7m, an incredible 147% more compared to five years ago, while the average full title selling price in the area stands at approximately R14m, also much higher when compared to five years ago. Brands can influence their position through strategically located long-term Out of Home campaigns, with Lew Geffen Sotheby’s selecting Street Network’s ideally located Bus Shelters along the MyCiTi bus route. Highly visible to not only bus commuters, but motorists and pedestrians too, the campaign effectively reminds those property market that Lew Geffen are the specialists in the area, whether you’re looking to buy, sell or rent. Bus Shelters are ideally geared to deliver effective geo-located campaigns for realtors looking to establish presence and awareness in specific areas. They are visible to thousands of passers-by on a daily basis around the clock, with relatively high dwell times. To find out how Outdoor Network’s Street Network division can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA and LinkedIn
Gallery: Outdoor Network Blood Drive March 14th 2018
Outdoor Network held a Blood Drive in association with the South African National Blood Service on Wednesday 14th March 2018. PMG and Outdoor Network staff were invited to support and donate with the drive being held at the PMG Ops Centre.
