The MediaShop, through their multiple-award winning ad tech unit, Cadreon, has launched the first ever programmatic audio campaign in South Africa. The MediaShop are the first agency in the market to pioneer buying radio in this ground-breaking way.
Programmatic audio uses data to target ads to relevant geographies, time slots, and audiences, allowing advertisers to hone in on the most valuable prospects. For the first time, ads are targeted to South African listeners using a mix of domestic and international streaming audio inventory. This includes Primedia Broadcasting’s 947, 702, KFM and Cape Talk, as well as global streaming platforms such as Spotify, iHeart Radio and Pandora, to name a few. Programmatic audio campaigns allow advertisers to speak to the right listeners, at the right moment in their day, and when they are most likely to be receptive to the message.
Ads can run as stand-alone audio ads, just like traditional radio spots, or can be combined with digital companion banners to reinforce the message in a visual way. The MediaShop’s best-in-class technology allows for full tracking and reporting of metrics, including GRPs, audio listening completion rates, as well as conversion metrics for those clients with ecommerce solutions.
Because inventory is being bought using the same audience data that is used for other programmatic campaigns, audio campaigns can now be fully integrated and complement video, banner and native campaigns, across all devices. This allows advertisers to have a single view of all their programmatic initiatives and generate meaningful results throughout the conversion funnel, across multiple touch-points.
“We are excited to be able to offer our clients a better way to speak to their target audiences, by using our world-class technology platforms. Whilst it is exciting to be able to do something for a client that’s never been done before, it is even more exciting to offer them solutions that make a real difference to their business and give them measurable returns”, says Richard Lord, head of digital at The MediaShop.
Erin Heaney, Head of Cadreon says, “We are thrilled to announce the first programmatic audio buy in South Africa. I believe this programmatic format will be enormously beneficial for advertisers as it allows for precision targeting to ensure that only the most valuable audiences are reached and there is continuous returns for their business. We look forward to growing this programmatic format in the market and encourage more advertisers to realise the value of programmatic audio.”
Craig Wallis, Business Unit Manager at The MediaShop
Operating in the media arena, I have been privileged enough to have been exposed to a lot of ground breaking and innovative media types, in fact we have an abundance of entrepreneurial media owners in South Africa, but just how influential is advertising versus peer to peer recommendations?
Innovation is a good thing because it pushes people to the next level of advertising and complacent traditional media owners that just sit by will see their share of the adspend pie being gobbled up by the more hungry media innovators out there.
As an example, digital OOH is definitely on a fantastic upward trajectory all across the globe and back home this is no exception. The number of proposed digital media types that have crossed my desk over the past few years have exponentially increased.
Briefly, I’ve seen screens in buses, mini bus taxis, Uber cabs, aeroplanes, screens on top of cabs forecourt retail shops, hair salons, washrooms, student res elevators, taxi ranks, train stations, shopping centres, airports, free standing roadside digital screens, screens attached to buildings, screens in pubs, hospital waiting areas, doctor’s rooms, golf locker rooms, on golf club washing “machines”, in restaurants and clubs, in all types of retailer stores, golf carts, they are currently trialling digital street pole ads, and even a proposal to have screens on hand sanitiser dispensers in retailers… and this isn’t even a comprehensive list.
With all of these high-tech media types out there it has surprised me to regularly read about the growth of Influencer Marketing or old fashioned “word-of-mouth”. Influencer Marketing is described by Wikipedia as “a form of marketing that has emerged from a variety of practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. Or more simply put peer to peer recommendations”.
Can something as simple as chatting to a mate make me purchase a product?
I gave it some thought and did a quick tally of some of the things that I have bought over the last couple of years without any true advertising exposure and only as a result of friends, family or colleagues convincing me of the benefits of the product:
- A mate’s car
- A mate’s small caravan
- A mate’s mountain bike
- A Homemark “Flavour Wave” oven
- A swimming pool salt chlorinator
- A non-market leading smartphone
- A tablet by the same manufacturer as my smartphone
- Car insurance
- A flat screen TV
- A laptop
Looking at that quick list, I was quite shocked to see that I have spent a considerable amount of money purely on the persuasive powers of a trusted source!!! And not a single celebrity involved, either. No Usain Bolt to convince me to get Telkom fibre, no Lionel Messi to get me to buy Lays chips, no George Clooney for my coffee… just a trustworthy source whom I know personally.
Marketers may be putting all of their proverbial eggs in one marketing basket and missing a trick by not considering non-celebrity influencers – your average Joe!
Check out these links for more info on how normal people can really influence the spend of their friends and colleagues and where to find these people…
https://www.linkedin.com/pulse/reality-brand-influencing-pieter-groenewald http://khaleejtimes.com/business/local/why-micro-influencers-matter-most http://www.mediaupdate.co.za/publicity/113956/are-influencers-the-new-most-valuable-players http://www.inc.com/bill-carmody/what-is-influencer-marketing.html
The bottom line is that marketers should be considering all avenues of influence. A good referral in my view doesn’t discount any marketing efforts because a product or service still needs to be bought or trialled before word of mouth takes over and consumers have to be constantly reminded that your brand is available.
A good experience from a consumer will do wonders for spreading the word on any brand, and shouldn’t be taken lightly. Now add social media into that mix and instant “virtual word-of-mouse” is created!