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rooi rose is proud to announce the commencement of season 3 of rrRADIO in February 2020!

rooi rose is proud to announce the commencement of season 3 of rrRADIO in February 2020!

rrRADIO, rooi rose and Caxton Magazine’s first, free Afrikaans podcast channel for women, is expanding its programming for a second time, since its launch in June 2019. rrRADIO offers clients a new innovative and cost-effective way to connect to the Afrikaans market and sought-after rooi rose audiences.  “Over the first 2 seasons, rrRADIO downloads and impressions have grown organically at an exponential rate and we foresee that, during season 3, it will rise to 40 000+ impressions per month”, says rrRADIO Executive Producer and rooi rose Deputy Editor, Hannelie Diedericks.

Some feedback & reviews from listeners from season 1 & 2:

  • “Thank you for this enjoyable series.  I love every second of it!  At times I laugh out loud, and even cry a tear or two.  I only allow myself one episode each evening, so it will last longer.”
  • “What a wonderful podcast series! I can’t believe it’s finished now.”
  • “I adore this story immensely and have laughed and cried with the protagonist.  Elize Cawood is an excellent narrator.”
  • “rrRADIO – at long last! Finally an Afrikaans podcast channel to listen to.”
  • “rrRADIO is a stroke of genius. Thank you rooi rose, I love your podcasts.”

Season 3 will see the launch of two brand new series:

Lam in Wolfsklere

Lam in Wolfsklere is a new serial fiction series, which is based on the fun, light hearted novel written by popular Afrikaans author, Bernette Bergenthuin.  The story will be narrated by well-known actress and TV presenter Elma Postma (pictured).  New episodes will be released every Thursday morning from 27 February.

Ons diere & hul giere

Ons diere & hul giere is a new pet care series hosted by Ilse Salzwedel.  Pets are an integral part of our reader’s families’ and the show will focus on everything pet owners need to know about how to care for their pets.  We will interview various pet experts and veterinarians, and each episode will cover a pertinent topic for pet owners.  New episodes will be released every second Monday from 2 March.

The following popular series will return in season 3:

Tussen Ons 3

Tussen Ons 3 is a wellness programme hosted by rooi rose’s specialist journalist Mariette Snyman.  In this season we will focus on how people can help people close to them if they are experiencing a specific crisis, whether it’s divorce, death of loved one, terminal illness or any other life challenge.  New episodes will be released every Tuesday morning from 25 February.

Tee & Taai Toffies

This popular interview and advice series returns with a new cast of interesting celebrities who are interviewed by our veteran journalist and radio personality, Ilse Salzwedel.  In the second part of the interview, they attempt to give relationship advice to our listeners. We promise a listener’s experience filled with compassion and humour. New episodes will be released every second Wednesday morning from 2 March.

Ka-tjieng!

In the latest season of our financial advice series, specialist journalist Anet Schoeman, will talk to various experts in finance about everything you need to know and teach your child about finance. New episodes will be released every second Friday morning from 6 March.

rrRADIO can be streamed directly from rooirose.co.za and is also available wherever you listen to podcasts.  All the previous series from season 1 and 2 (Botox, Barbies & Bietse,  Dans met die rooi rok, Tussen Ons seasons 1 and 2) are still active. E-mail rrradio@caxton.co.za for more information.

 Photo credit Elma Postma: rooi rose

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Heavy weight contenders gearing up for the Emerald Speed Fest this weekend

Emerald Resort & Casino will come alive with roaring action from 28 February to 1 March with everyone patiently waiting to find out who will take home the inaugural Master of the Mile Championship Trophy.

This race features heavy weight contenders, Franco Scribante and André Bezuidenhout, who each has won the Knysna King of the Hill on three occasions. Franco says: “We’ve been waiting for an event like this to take place in Gauteng for a long time. I’m excited about the challenge, because it’s an even playing field as none of us has raced on this high downforce circuit before”.  Scribante will take on the 1.6-kilometer custom-built track with his Nissan GTR 35. His Team Perfect Circle co-driver, André Bezuidenhout, entered his Martini Porsche RSR in the Historic racing category and said: “The organizers of this event have gone out of their way to attract a quality field and all the competitors are really looking forward to show their skills and equipment. I predict that the event will go from strength to strength.”  Other exciting contenders to keep your eye on is Reghard Roets, Wilhelm Baard and previous Mobil 1 V8 Super Car Champion, Franco Di Matteo. These are just some of the 80 plus competitors who will bring roaring power to the Vaal this weekend.

So much more than just racing!

Emerald Speed Fest promises to be a fun-filled day for the whole family, with five racing classes to thrill the motorsport fanatics: Historic cars, Road Performance and Supercars, Modified Saloon Cars, Sports Cars and the much-anticipated Master of the Mile Championship.

Visitors can also expect classic car displays, lifestyle retail exhibitors, live music and a beer garden to keep visitors entertained in between the racing action. Or relax and rest your legs whilst watching the race on big screens so you never miss a second of the action on the race track.

The Emerald Resort & Casino also has lots of activities to choose from should you wish to break away from the adrenaline rush for a little while, activities include; Putt Putt, swimming in one of the heated pools in the Aquadome, enjoying a game of Ten Pin Bowling and so much more.

Interactive Pit Area

Get up close and personal with the competitors in the pit area which is open to the public across all three days to bring cars and drivers closer to race fans. Enthusiasts will have the opportunity to observe race contenders execute aerodynamic changes, heating, changing and pressure testing of tyres, as well as suspension set-ups done on their race cars.

Classic Car Displays and Exhibits

Cars expected at the Car Clubs area at the inaugural Emerald Speed Fest will vary from very old to very exotic cars, as well as, racing cars on local tracks. A variety of car clubs will have some of their beauties on display including Vaal Old Wheels Club, Inex Legends Club and SA Car Clubs Magazine.

Vaal Old Wheels Club will showcase a theme variety of cars from each decade starting from the 1920’s up to a car in the 1970’s. Inex Legends Club will have some of their amazing looking little Legends on display, while SA Car Clubs Magazine will also have a few golden oldies such as a stunning 1991 BMW M3 on show.

Five action packed racing classes:

Historic Cars

Historic racing is one of the fastest growing and most popular forms of motorsport world-wide. The values of original classics have increased dramatically, and many competitors are building recreations of iconic race cars. Race competitors will complete in three classes of overall honours.

Road Performance and Supercars

This is the largest class at ESF. Race competitors in this class range from 4-cylinder saloon cars to V8 Supercars.

Modified Saloon Cars

The winner of the Master of the Mile (fastest recorded time) will most likely come from this category. This class allows for unlimited specials. Cars built specifically to race in this type of motorsport event.

Sports Cars

This category has 3 classes catering for purpose-built Sports Cars. This category presents some of the loudest, fastest and most spectacular cars competing.

Master of the Mile

Competitors competing in the various categories can enter for the Master of the Mile competition. The winner will be determined by the fastest times recorded and will walk away with the Master of the Mile Trophy as well as a trip for 2, to Caesars Palace in Las Vegas!

Don’t miss out on the action of three fun filled days.

Tickets range from R20 – R135 and are on sale at  https://tickets.computicket.com/event/emerald_speed_fest/7098320

Tickets are also available at the gate on the days of the event.

For more information visit our website:  www.emeraldspeedfest.com

For event and competition related queries contact – Annelie.Reynolds@za.messefrankfurt.com

For media and visitor related queries contact – Priyanka.Lutchman@za.messefrankfurt.com

For exhibitor related queries contact – Marlene.Bosch@za.messefrankfurt.com

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Brand longevity – a lesson from Ladysmith Black Mambazo

Thuso Mmotlana, Buyer at The MediaShop

With all the noise and clutter in the market, how can a brand illuminate itself to have a long productive life and make a mark in cultural and artistic history?

On Tuesday the 11th February I heard the sad news of Professor Bhekizizwe Joseph Shabalala’s passing. He was the founding member of the Is’cathamiya group, Ladysmith Black Mambazo. Taken aback by the news I listened further as the ENCA reporter gave a short eulogy. Talking about his early life and origin, she went on to say that Bab’ Shabalala founded the band in 1960 – I paused for a moment and thought “1960? That means this year the group will be celebrating 60 years of existence”, which is an incredible feat for a group of roughly ten band members, touring the world and winning prestigious awards without scandalous reports and ego clashes.

My mind started racing as I asked myself what it takes to build that kind of a brand that is consistent, beyond reproach and stands the test of time such as this amazing group. So out of interest I googled ‘what keeps a brand alive over an extended period of time?’ These were the top tips I found on this matter, aka Marketing 101.

Have a distinct brand identity – this includes the visible elements of a brand like its name, colours, design and logo that distinguish it in consumers’ minds. It’s important for a brand to be bold from the onset about who they are and what they do, this sets them apart from their competitors and carves out a unique journey for the product/service. For Ladysmith Black Mambazo part of their ID is in their name and in the visual presentation of their unique Dashiki shirts, formal pants and bright white shoes, which are/ very visible when dancing and lifting their legs in the air.

Relevance and Resonance – another way to keep a brand alive is by identifying a need in the market and continuing to meet it. A sure fire way of remaining relevant is also by constantly being truthful and authentic in all endeavours taken by the brand. LSBM achieved that in its formative years.

Performing during a difficult time in South Africa and with racial tensions quickly escalating, the groups’ purpose was to bring a message of peace, kindness and hope amongst the people of the world, which is still a relevant message today. They also remained authentic to themselves while using their voices acapella style. 

Have a growth strategy or succession plan – if any brand is to live long after its founders have gone its growth strategy should be to groom young talent for key leadership positions and to impart skills to the younger generation. For Bab’ Shabalala and his team the solution was easy – he and his band members taught and trained their children to sing, so now the younger band members are sons of the original band members with one grandson even joining. Thamsanqa is now the lead singer of the band since his father’s retirement in 2014.

The last but not least important tip to keeping a brand alive is Courage and Self-Belief. The courage to stick to your guns and be consistent in who and what this brand is. In an environment where there are many different influences that could’ve enticed LSBM to change their indigenous sound, they were courageous and took a chance on what was true to them. They believed in themselves and over 60 years later, with more than 50 albums released and five Grammy awards won, the Group has toured worldwide with the likes of Paul Simon and Nelson Mandela. They even sang for Queen Elizabeth III and they’re still going strong.

The brand journey is far from over for this band but I’ll park my thoughts about what makes a brand have longevity and stand the test of time right here. There are a lot more aspects of what makes a brand great but I found these to be the most influential in pushing a brand forward, just as it did for the Legendary Ladysmith Black Mambazo.

Rest in Peace Professor Bhekizizwe Joeseph Mshengu Mxoveni BigBoy Shabalala,

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The MediaShop evolves into a fully-fledged IMC, intelligence led agency

Award winning media agency, The MediaShop began its evolution into an integrated marketing and communications (IMC) agency in 2019, and is now ready to make the transition final. The move allows the agency to offer business solutions beyond media that will be informed by data and behavioural economics, says Kgaugelo Maphai, The MediaShop’s Johannesburg MD.

Led by Victor Koaho as the agency’s IMC Head, the company’s new direction is promising great insight driven strategies. “We’re massively excited about our new direction which is already yielding positive results,” he says. “As an IMC agency we’re able to truly look at a business from all angles and address any shortcomings that may exist, beyond the realm of media planning. We’ll be taking a bird’s eye view of each client’s business in its entirety and offering workable solutions.”

Kgaugelo adds: “This is the foundation and investment we have made as a business to ensure that we differentiate ourselves, and that we are able to deliver even better results together with our clients in 2020 and beyond. Our vision is to be pioneers in revolutionary communication solutions for brands to connect with consumers — we can only achieve this by truly being in touch with consumers in this diverse society of ours.”

“With budgets being constrained, some brands are sticking to tried-and-tested methods, and therefore limiting the amount of innovation required to break through the clutter,” he says. “We are not seeing as much creativity as a result, which is unfortunate, because this is when we need it most.”

Backing the agency’s new direction is Tirisano Consulting, the agency’s human intelligence business headed by Isla Prentis that underpins all strategic work on intelligence led consumer insights.

The MediaShop:

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.

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Evidence Based Marketing has arrived!

 

Over the past decade there has been significant advances in the advertising and marketing fields, not least of which is the advent of Evidence Based Marketing, the latest global movement in marketing. As an introduction to concepts including Behavioural Economics, Observed Consumer Behaviour and Cognitive Neuroscience, Kirsty Dugmore of SugaSpice will be hosting a “Modern Marketing Bootcamp” to bring together these principles of Evidence-Based thinking in a useful and inspiring workshop.

“The rise of behavioural science within marketing around the world is quiet staggering, and any business looking for longevity and brand growth should be adopting Evidence Based Marketing techniques,” she says.

The short two-day course will take a closer look at consumer behaviour, why brands matter and the principles for brand growth by bringing together fact-based learnings that draw from the disciplines of Behavioural Economics, Observed Consumer Behaviour and Neuro-marketing or Cognitive Neuroscience.

“Throughout the course we will also understand how consumers make decisions, and the role that brands can play in these decisions,” says Kirsty. “There are so many factors playing beneath the surface when it comes to the decision making process and we will touch on a few of these as we learn to establish and maintain strong brands.”

The course is a must for anyone in the marketing, advertising, communication and related industries and takes place on the 24th and 25th March and the 5th and 6th May in Randburg, Johannesburg. Interested parties can email Kirsty on kirsty@sugaspice.co.za

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Is attention the new media currency?

At the end of last year SPARK Media and Caxton commissioned international attention technology company Lumen to utilise its eye tracking software in qualitative research to measure attention on its local newspapers and lifestyle magazines. The results will be out in early March. It’s everything that was expected and so much more!

“Just because you can see something doesn’t mean that you will see it,” explains Mike Follett, Managing Director at Lumen. “Lumen’s eye tracking technology helps us understand what people look at.” The methodology also measures what is remembered or able to be recalled as the crucial metric. What you can’t remember you can’t act on.

“With attention at a premium in our multi-device dominated world, it’s more important than ever to understand the reality of visual attention on memory and the ability to recall messages,” says SPARK Media’s Marketing Services and Research Director, Debbie McIntyre.

“We know that we’ve created an efficient media shopping mall for consumers with all the relevant ads and inserts in our newspapers every week and we know they’re well read,” she says. “But our recent research findings from Lumen have also confirmed that times are incredibly tough for our readers and getting tougher so it’s crucial that we understand exactly where their attention is when it comes to our platforms.”

Eye tracking according to Lumen allows the company to ‘see exactly what people do, not what they say they’re going to do’. By measuring automatic responses and questioning respondents afterwards, Lumen can utilise this information to gain incredible consumer insights.

Results will be shared at industry presentations in Johannesburg, Durban and Cape Town. Interested parties are invited to email bs@sparkmedia.co.za for more information.

SPARK Media

Established in 2015, SPARK Media, a division of CTP Ltd, are experts in retail and location-based marketing solutions. The company owns and represents an arsenal of print products that deliver locally relevant, effective audiences for advertising clients. SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’.

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The evolution of Mobile

Simba Hozo, Digital Specialist at Reprise Digital looks at the evolution of mobile in the consumer and branding space.

We all remember the first telephone we ever used, connecting with the person on the far end of that dialling tone. It was amazing to be able to connect like that no matter the time or distance (remember the girls hogging the phone for hours?). Years after this an even better bit of tech evolved. A telephone you could have on you all the time, one you could walk around with and connect to with more than just voice.
But did you know that hand held phones had been in the making since 1918, in trains and automobiles? This and many other lightbulb moments helped Motorola and its peers to introduce the world to the future telephone that would colloquially be known simply as ‘the mobile’.

It is argued that South Africa is the foremost mobile-first nation in Africa, maybe even the world, similar to America being the world’s foremost computer-first nation. These are probably two of the worlds’ grandest means of connecting businesses and consumers globally a.k.a the desktop and the mobile. According to ICASA (Independent Communications Authority of South Africa), South Africa’s smartphone penetration today stands at a whopping 84%, doubling in the past two years.

It is at moments like this I remember what one of my marketing mentors used to say: “fish where the fish are, and if you can’t find fish where the fish are, change your bait.” This was a simple analogy for the modern-day market place where quality leads have evolved from walk-ins to platforms.

Our world is a smartphone market place and it seems the only thing that matters these days is, ‘is it mobile ready?’ ICASA recorded smartphone subscriptions at 46.9 million as at 30 September 2018 and taking this in context of South Africa’s population, July 2018 Statistics South Africa reported the mid-year pollution to be 57.7million.

That is a staggering figure for any business wishing to connect with its consumers. Smartphone penetration has also seen a surge in application development, because what are people really doing on their smartphones apart from connecting and transacting? It goes without saying that it’s critical that brands are playing in the mobile space today more than ever. But, how are brands standing out? Who has mastered their ‘fishing’?

For a business to thrive, with more than just a shift in mind set, I believe the following three approaches are necessary.

– Look deeper and understand the type of audience you want to attract.
– Understand how your type of audience connects and converts as they sometimes don’t relate to the same thing.
– What device is your audience using to engage and at what time.

Mobile has in no way become the be-all and end-all of connecting with customers – that would be a dangerous assumption. There is however something to be said in constantly connecting with customers. Imagine serving a print ad, then serving the same ad via desktop or TV and then later re-serving it directly to the same customer’s mobile phone. Sounds a bit stalky and nonsensical doesn’t it? What if we could just re-purpose the same ad and serve it in three different appealing ways at three very convenient times, directly to that same customer? This is the impact smartphones and where the power of the technology lies.

The technology behind mobile phones means that businesses have the ability to study their customer’s engagement and lifestyle patterns. After all, mobile has propelled today’s fastest growing industrial stack – digital marketing, where the global online spend has grown 3% year on year since its inception.

Over the past three decades it remains, without a doubt in my mind that the biggest lesson for marketers throughout mobile’s incredible changes, is that the fundamentals have remained the same. It is still vital to reach the right customers, with the right message at the right time. Technology is accelerating at a tremendous pace and it pays to keep moving with the times. Mobile more than any other platform has become the world’s premier, and competitive, marketplace. So really, it’s always #MobileFirst

Reprise Digital SA DNA

Reprise is a digital-first agency, and everything we do is rooted in understanding how consumers interact across apps, sites, IOT-devices, bots, search engines, and social platforms. We uncover your audience based upon their digital fingerprints – and build a media approach to help transform your business digitally. Reprise has the ability to fuse smart digital approaches for our media agency partners in smart and sophisticated ways.

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Are you Offended?

Moti Grauman, Digital Media Strategist at The MediaShop

Perhaps it’s time to stop being so sensitive! Then again, perhaps we are not sensitive enough. It’s a tough nut to crack.

Towards the end of 2019, 702 Afternoon Drive Host, Joanne Joseph, featured two local ads on her show. It was only a five minute segment, but during that time she interviewed the CEO of the ASA to discuss the future of two different ads.

The first was the ‘more than a mouthful’ billboard by Kota Joe (pictured below) and the second was the radio ad for VW Amorak: Shoe Sale Country.

The radio ad depicts a man in a mall who is accompanying his shoe-shopping female partner. The voiceover reports from the scene:

“It’s dusk and you’re in unfamiliar territory, surrounded by predators hunting for fresh prey. And they found it. 50% off all shoes. They attack, lunging mercilessly. As you guard the 12 shopping bags, seated on a bench alongside the other men, you watch the feeding frenzy take place. This is Shoe Sale Country and you don’t belong here, man. This is not your habitat, so go where you belong in the V6 Amarok… Visit your Volkswagen dealership for great Amarok V6 offers today, man.”

Ultimately the podcast of that 702 discussion was entitled: “Gender Stereotyping in advertising”.

To be fair, that’s exactly what Joseph was discussing, and it was certainly claimed that Gender Stereotyping was evident in both pieces of creative.

During the show, the ASA CEO agreed that the Kota Joe ad was sexist, and that it objectified women as nothing more than sexual objects for the gratification of men. But that may be a bit of a stretch.

No doubt, many would agree it’s not a fantastic ad, but extrapolating the entire meaning of women in the minds of all men from one photograph in bad taste, is a bit ambitious.

As it turns out, the VW Amarok Radio ad which ran on 702, was actually banned by the Advertising Regulatory Board (ARB) on the grounds that it was Gender Stereotyping.

This was widely reported at the time, and recently Professor Goldstein, the original complainant against VW for the Shoe Sale Country Ad, wrote an article defending her position. I recommend reading it in order to understand her motivation and to be able to reach your own conclusions. In her article, Professor Goldstein raises some pretty scary issues prevalent in SA society. There are indeed problems, and we need to be aware of them.

I just struggle with the assertion that a Radio ad causes or perpetuates these problems.

So….

How do we differentiate between communication or products that are truly offensive, or dangerous, and communication or products that are simply lacking in sensitivity toward consumers outside of their intended audience? Right at this moment consumers can buy Auschwitz-Birkenau themed beach towels online, but not a Country Road bag in colours reminiscent of the old SA apartheid flag. The latter having been removed from stores due to pressure by consumers. By that standard, shouldn’t we all be boycotting Visa based on their old logo?

Perhaps we are taking it all just a tad too far?

Additionally…

Where do we draw the line between stereotyping and the holy grail of advertising, the elusive “Human Truth”? That is the insight into our consumers, that’s true while simultaneously being humorous, frightening or exciting, that causes an emotional reaction that makes advertising resonate with us.

Something that isn’t stereotypical would be irrelevant to most consumers.

Is it true, as the VW complaint contends, that the advert demeans women? That it says that “they are like predators, in a feeding frenzy – building into the stereotype that women are superficial and consumerist, relying on men to provide”?

To be honest, I don’t see it? The ad implies that some women like shoe sales. Well, that’s true.

Is pointing that out and exaggerating the enthusiasm a good strategy for selling cars? Perhaps not, but is it really,…..really dangerous?

To quote from Professor Goldstein’s article: “According to the UN Human Rights Office harmful gender stereotypes are one of the “root causes for discrimination, abuse and violence…”

I don’t doubt that for a moment. But is this ad a Harmful Gender Stereotype? Some people think so. Others disagree.

As a society, are we too easily offended by ads that don’t strike the exact right chord in their consumers and begin a witch hunt ultimately causing a storm in a tea cup?

In both cases, the ads got a lot of more coverage from the reaction to them. The VW ad banning was covered by a few media platforms including Business InsiderCar magazine, 2Oceans Vibe and Bizcommunity. These articles were later referenced on chat groups and shared to social media. Had the ads just run, they would both be long gone, but both the Professor and I are still writing about them.

Brands don’t seem to be able to win because you can’t please everyone all the time. In March last year, “@TheMedicalShots” tweeted the following image, with the caption: “This is cute isn’t it”?

I thought so, but the backlash was intense!

One user responded: “How did you tweet this from the year 1950?” Another replied: “Nope. It’s tacky and misogynistic. Delete your account.”

A user demanded that they delete their account because she didn’t like what they said? How self-entitled and sanctimonious is that? Why didn’t she just unfollow?

The problem, of course, is that the girl isn’t the doctor. But had she been, men might have been offended. Why didn’t they make them both doctors? That would have offended Nurses. It’s clear to me that this isn’t a statement of how the world works, or the unlimited capabilities of the female gender. It’s just a cute picture of some toddlers holding hands.

Why can’t it just be that?

A few years ago, I saw an ad that literally knocked the wind out of me. The ad was entitled: “Dad is Leaving”. It shows a teary man hugging his little girl goodbye, with bags packed by the open front door. The catch phrase is: “If there’s no Jacobs, it’s not worth stickin’ around”.

I hated the ad, it truly offended me. How can the brand possibly prioritise coffee over family? But that ridiculous comparison was exactly what made it so funny to the many other consumers who saw it.

In truth, I don’t buy Jacobs Coffee, but I do think of that ad every time I see the brand. Does that make it a good ad or a great ad?

Advertising is an art form.

Can we condemn and punish brands every time they misjudge their audience? Or should we quietly protest bad ads in the most effective way possible: By not buying their products……..

I would never buy an Auschwitz-Birkenau themed beach towel, and I don’t want to associate with anyone who would. In fact I personally think that no one should be able to buy them. As it turns out I have a long list of products that I think no one should be able to buy. So thankfully it’s not up to me.

We really don’t have any standard measure for defining what is truly offensive and harmful. My reaction to the Jacobs Coffee, VW and Kota Joe Ads was personal. Society isn’t bound by my reactions and I shouldn’t be bound by anyone else’s. Unless someone is being physically harmed or denigrated, I feel that ads should be free to run and to face whatever reaction individual consumers have.

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Hive Digital Media’s Spectrum Roadshow

As part of the launch of Caxton’s exciting new locally produced video-on-demand platform, Hive Digital Media presented Spectrum to a few select agencies from November 2019 to January 2020.

As part of the initiative a lucky draw competition was run among the agencies, where two prizes were up for grabs, namely a free Spectrum pop-up channel and a 50% discount of a Spectrum channel, both valid for three months.

To date this roadshow has been a resounding success as agencies are eager to hear of the successful integration of Spectrum across 73 Caxton-owned local news websites. The agencies visited were: Mediacom, Mediaology, Dentus Aegis, Phd and Publicis Group.

Spectrum seeks to create a fair value ecosystem for local content producers. To this end the platform aims to provide relevant content to connected individuals, on a hyper local level; ensuring that South African advertising spend stays within our borders and funds locally produced programming and journalism.

Speaking to the value of local content Amber Valentine (Biddable Specialist, MediaCom) noted, “I would probably trust somebody more from a local blog just because they have similar experiences to me”

Spectrum’s stats already prove that the demand for local video is abundant. Between its launch in December 2018 and January 2020, the platform has seen over 9.7 million plays, almost 2.5 million unique browsers, and enjoys an outstanding average dwell time of 3 minutes and 48 seconds.

Another key differential noted by the agencies is that South African consumers can now discover local content in a brand safe, contextualised and non-intrusive video environment. Brand and data safety are central to clients concerns and all content on Spectrum has been curated, and advertisers have power over the context in which their communications will appear.

Emphasizing the importance of brand safety to his clients Bryce Betha (Digital Campaign Manager, Publicis Media) asserted that, “The most beneficial thing about the product is that the client will be able to tell what content is around the adverts.”

Designed and built by local tech company Tysflo (Spectrum’s software development partner) the data compression technology used by the platform ensures a maximum data consumption rate of 1.2mb/s, 40% less than competitors. This ensures that a diverse range of viewers can access its HD channels and video-on-demand content in an exceptionally data-friendly way.

Discussing the significance of Spectrum and the value of a channel affords clients Hive Digital’s CRO, Parmeshan Moodliar said, “Spectrum represents a defining moment in video-on-demand platforms. We want agencies to be part of Spectrum’s revolution and experience the value of the brand safety and the sustainable reach that the platform can offer.”

Hive Digital Media wanted agencies to experience the platform first-hand, which was their motivation for running the lucky draw competition among the agencies that they visited. Phd and Mediaology were the proud winners of the Spectrum channel prizes.

Moodliar enthused about working with the winners, “It is going to be mutually inspiring working with the winning agencies as we discover the potential of developing local content for a local market.”

To be part of the Spectrum video revolution which offers effective brand awareness, brand safety and ensures that South African media in all parts of the value chain benefit equally, contact Hive Digital Media’s Team on info@hivedigital.media/+27 10 492 8391.

For further insight visit our new website www.hivedigital.media.

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Search Engines prioritise user experiences in 2020

Search Engines are finally putting the user first – enhancing zero click searches, local searches and understanding content better than ever before. This is according to Marcus Matsi, Head of SEO at Reprise Digital South Africa, an IPG Mediabrands company.

Search engines are getting better at understanding content that is crawled. This enhances the user experience by only serving content relevant to the query’s intent.

Take for example Google Featured Snippets (structured data), Google’s Local Packs, Knowledge Graphs, and so on, that result in more than half of all searches being ‘zero-click searches’. This means that the user’s query is answered on the search engine results itself, without the user having to click on any links.  Ahrefs research shows that if brands rank first in a search and has what is termed position zero (the featured snippet), they gain 31% more traffic compared to just having the first position without the featured snippet.

A second trend in terms of search engines is the proliferation of Local Search. We’re seeing more and more people wanting to find information that is geographically relevant to them. For instance, users want to find food delivery services in their neighbourhood. If a brand’s website isn’t optimised for the user to find that information, chances are high that they’ll move on to one that is.

According to Google’s Consumer Barometer, Local Search is a crucial component, with up to 78% of local-intent mobile searches resulting in an offline store visit within 24 hours.

Effective local search means having hyper local content, augmented for voice and mobile search – brands must always focus on the intent of the user. Does the person want to purely find information or do they want to make a transaction? Interestingly, searches including the words ‘near me’ increased by 590% during 2018 and 2019 searches.

Thirdly, Google is spending a lot more time understanding content. The search engine has released an algorithm update named BERT affecting complicated search queries that depend more on context.

Yes, content remains king but most search engines still don’t understand the content ‘in front of them’ so to speak. There are a lot of cultural nuances, and local pricing references that search engines need to learn by country, by region, by suburb. For instance, using the South Africanised word ‘couch’ instead of ‘sofa’ can go a long way in assisting search engines to learn about geographic-specific data.

Ultimately content needs to be relevant, fresh, trustworthy and authoritative. But hosting sites need to adhere to Google Best Practice and have a fast loading time. In fact, 53% of visitors will leave your site if content doesn’t load in 3 seconds or less. That’s why it’s so important to optimize websites and content for mobile conversions. Also, the better that brands write content and spell out as much detail as possible, the better search engines will learn and the better the overall user experience for the consumer will be and ultimately for brands too.

Reprise Digital SA DNA

Reprise is a digital-first agency, and everything we do is rooted in understanding how consumers interact across apps, sites, IOT-devices, bots, search engines, and social platforms. We uncover your audience based upon their digital fingerprints – and build a media approach to help transform your business digitally. Reprise has the ability to fuse smart digital approaches for our media agency partners in smart and sophisticated ways.

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