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on
TtotallyMAd
A marketingAadvertising
MARKETING NEWS
Blue Planet Media has developed and
conceived a new exciting, innovative and fresh
advertising and marketing campaign for Jewellex
here for more.
2008. ClickLhere
February's AMASA meeting
had advertising and media
industry players discussing the
controversial topic of “Load
Shedding”. ClickLhere
here for more.
The Marketing Association of South Africa
has launched a new website. Visit
www.marketingsa.co.za or clickLhere
Lwww.marketingsa.co.za here for more.
ADVERTISING NEWS
The judging panel for the Admag Awards has
Lhere
been announced. The judging for the Awards
will take place over two days. ClickLhere
here for more.
Aspen turned to long
term washroom partners
The Letter Corporation
(TLC) to capture the attention
of students and business
people nationwide to promote the energy-boosting
here for more.
effervescent drink, Guronsan C. ClickLhere
Oxy and TLC ran an innovative and naughty
cinema washroom campaign that targeted
teenage boys during the December and January school
here for more.
holidays. ClickLhere
AMEP - the Mozambican Marketing, Advertising
and Public Relations Association - has
announced that the 3rd Maputo International
Advertising Festival is to take place from 26 - 29 May.
ClickLhere
here for more.
The deadline for the Roger Garlick Awards is
13 February. The overall winner will walk away
with R25 000 cash and each AMASA Gold recipient will
here for more.
be awarded R5000. ClickLhere
Icon Media branded trolleys will be buzzing
around selected Dischem stores providing
added value to customers and point-of-purchase
visual advantage for advertisers. ClickLhere
here for more.
Rivaaj Ramdhin approached Cinevation to
assist him when he wanted to propose to his
girlfriend using Nu Metro’s big screen. The marriage
proposal popped up on screen during the screening
here
of the advertising reel prior to the movie. ClickLhere
for more.
newsclip
itoring
managing media intelligently
Friday, 8 February 2008
Wwww.totallymad.co.za
NEW ACCOUNTS
The Jupiter Drawing Room (Johannesburg) has
won the account for the International Marketing
Council (IMC) of South Africa's Brand South Africa
campaign.
Proximity#ttp, the innovative services marketing
agency was recently awarded the Redgwoods
account, including Toys R Us, Babies R Us and Reggies
brands. proximity#ttp will be responsible for all
advertising, brand activation including creative,
marketing, consulting services, direct marketing and
digital initiatives. ClickLhere
here for more.
ZOOM Advertising has been awarded the account
for a new business. Soon to be launched in South
Africa, Bike & Saddle offers year-round luxury bicycle
trips as well as luxury bike travel accessories. Click
here for more.
Promise Brand Specialists has recently gained two
new accounts: Top-5 law firm Routledge Modise and
the Westcliff Hotel and Spa. ClickLhere
here for more.
PEOPLE ON THE MOVE
Pan-African Media Director for Universal McCann (UM),
Sue Rooney, has resigned from her post following an
extended maternity absence. Nazeer Suliman will
assume the position of Managing Director, with
immediate effect. ClickLhere
here for more.
Starcom has recently appointed Celia Collins as head
of media buying and Samantha Pera as Media
Manager.
Deon Pieterse has been appointed Media Manager at
BBDO Cape Town.
The following appointments have recently been made
at Mortimer Harvey:
Louw le Roux has been appointed Deputy Creative
Director;
Tad Cuff has been appointed Deputy Creative
Director;
Jacque Matthee has been appointed Deputy Creative
Director;
Deon Redpath has been appointed Account Director
on the Absa Group Marketing Business Unit;
Savannah Williams has been appointed Business Unit
Director, managing the Peermont account;
Mariette Nebuloni has been appointed Business Unit
Director on the Absa Group Marketing Business Unit;
and
Masego Modisane has been appointed Senior Account
Manager for Coca-Cola.
1
A Newsclip Media Monitoring Initiative
EDITOR’S CORNER
Last week saw the
release of the
groundbreaking
SAARF Outdoor
survey results. Ken
McArthur of AC
Nielsen noted the
use of innovative technology that has come about
from years of testing in the new outdoor
measurement survey conducted last year. The data
that is available is from Gauteng and KwaZulu-Natal;
while data from the other provinces will come through
over the next year, at which time a national picture
will come together.
CEO of SAARF Paul Haupt says the new survey is a
work in progress, and requires research and long-
term commitment. “The data that is being made
available will change the face of the marketing and
advertising industry, at least to the extent that
outdoor advertising is concerned”, says McArthur.
“Outdoor advertising has outstripped the market
growth by some 34% over the last four years. It now
has a share of 5.2% in the market”. As for the data
itself, it is worth noting its consistency and
comparability in score and credibility to other media
measurements conducted in the industry.
For this survey, a sub-set of the SAARF AMPS and
RAMS was used in Gauteng and KZN, leading to the
extrapolation of data to a population of 10.2 million.
The demographic profile of the sample group is
similar and comparable to the AMPS sample based on
geodemographics and reach.
The data was gathered through the use of an Npod -
an innovative tool that triangulates the GPS
coordinates of its barer and thus allows for the
establishment of opportunities to see an outdoor ad.
The Npod was given to the sample and they were told
to use it over a period of nine days. During that time,
the device collected data every 5 seconds. When the
Npods were returned after the fieldwork period was
completed, the data was downloaded and processed.
Respondents are defined on several key criteria,
namely visibility zone (similar to the opportunities to
see (OTS) concept in other media), the time of day
the site was viewed and the direction of travel. The
site exposure angle was set at 140 degrees, to ensure
that if a person drove past an ad, it is reasonable to
assume they would have seen it.
Part of the study also involved non-road sites, such as
stores and pedestrian traffic; while other portions
focused on urban exposure along major arteries,
such as the N1, M1 and N3 in Johannesburg. There
were a total of 3824 sites in Gauteng and 2131 in
KwaZulu-Natal.
Media measurement for the outdoor sites is based on
reach (the number of people it can potentially reach),
frequency (the number of times it can be viewed),
and gross rating points (GRPs). This data is presented
in the Telmar data being made available now.
Marketing & Advertising News
The results have shown that the weekly reach of
outdoor advertising is in the region of 70%, and that
the reach increases as the size of the outdoor ad
increases. There is higher notice of outdoor ads in the
upper LSM groups, when compared to other groups
that represent a lower household income.
The average person is exposed to 9.8 ads on average
per day - a number that drastically increases to 20 in
the Greater Johannesburg area. 21% of all sample
sites had no sample passage.
The technology
being employed in
this study is taking
the media industry
into an entirely
new era of media
planning, lead by
T O P S ( Te l m a r
Outdoor Planning System). The new system allows
for a clean export of all the data chosen by the user,
and gives the media planner the power to build
budgets, contact lists, goal setting spreads, and
assessment of reach and frequency. It also contains
all the information needed about the owners of the
various outdoor ad sites.
See you next week.
DANIEL
GET TO KNOW THE TEAM
EDITOR Daniel Munslow
EDITORIAL ASSISTANT Pat McClelland
EDITORIAL ASSISTANT Trevyn Abegg
MEDIA RESEARCHER Roane Booth
MARKETING MANAGER Vanessa Evans
here.
Daniel Munslow is on Facebook... Visit him lhere
Daniel is a member of the Advertising Media Association
of South Africa (AMASA) and a Pendoring Awards
Committee member
GET IN TOUCH
Want to make a contribution? Want to share your opinions
and stories about the media industry? We want to hear
from you.
You can email us atlupdates@newsclip.co.za
updates@newsclip.co.za or call
us on (011) 288-6600.
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totallyMAd IS A NEWSCLIP MEDIA MONITORING INITIATIVE
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