In a recent campaign, The MediaShop and client Nedbank displayed just how great minds think differently, while delivering some next level media planning for a South African TV first.
DSTV viewers were quite surprised when they experienced a completely new form of advertising while pausing their favourite series on DStv’s Catch Up service. In a first for the South African television industry, DStv launched its ‘Pause Screens’ function where, in the Catch Up environment, viewers are served an advert when pause is pressed on the remote. The MediaShop together with client Nedbank were quick to take advantage of this new concept by purchasing the first Paused Screen campaign.
According to Gareth Grant, Business Unit Manager at The MediaShop, Nedbank has always been willing to test new and innovative platforms that others may not. Over lockdown The MediaShop progressed this idea with the DStv Media Sales team. “Being first to market for Nedbank and ourselves was important because together as we consider both companies thought leaders and pioneers within the media industry. To make it easier, the DStv Media Sales team have always been a real pleasure to work with, not only through this process but with everything that we throw at them.
We were exceptionally pleased with the results of the campaign. We know that viewers make use of the pause facility often, whether on live TV or within the Catch Up environment and this is a fantastic way to make use of that on-screen time! Suitable Catch Up series were selected based on the target market and each delivered their fair number of impacts*.
We practice what we preach when we say that we believe there is always a better way to connect our clients’ brands with their consumers. As respected specialists in the industry and as demonstrated in the Nedbank campaign, together with pioneering clients we’ve delivered revolutionary solutions.”
*Impacts – A measure of viewing to commercial spots. Impacts are added together to give the total number of impacts delivered by a particular advertising campaign.
The MediaShop is South Africa’s most established, most awarded, most transformed media agency, and member of the Nahana Communications Group of specialist agencies, each with their own independent structures, cultures and management teams, and a desire to work together where synergy exists.