Advertising Branding Content July 2023, Hybrid Event Parktown, Johannesburg ATTENDEES 300 ATTENDEES WILL INCLUDE is expected to reach SPENDADVERTISINGR34.9BILLION in South Africa by 2023 ADVERTISINGCMOSCEOS MANAGERS MARKETING MANAGERS MEDIA BUYERS AND PLANNERS MEDIA OWNERS BRAND VARIOUSPRCREATIVEMANAGERSDIRECTORSMANAGERSMEDIA MARKETING CAMPAIGN HYBRID EVENT ACCESS TO INFLUENTIAL SPEAKERS NATIONWIDE CAMPAIGNPRINT DIGITAL PUBLICATION & CONTENT RECOGNITION DIGITAL OVER 20 000 VIEWERS TO DATE THOUGHTAWARENESSLEADERSHIP For more information, visit www.quicklink.co.za/fom Partnership enquiries: Cortney HoylandC@arena.africaHoyland General enquiries and ticket bookings: Jade FleishmanJ@arena.africaFleishman YOUR CHANCE TO SHAPE THE FUTURE OF MEDIA AND BRING THE INDUSTRY BACK TOGETHER TO SHARE VISION, STRATEGY AND INNOVATIVE IDEAS
A note from the Future of Media team
August2022 3 Brought to you by: COPYRIGHT: The copyright in all material in this supplement is expressly reserved. I never intended to be in this industry. I fell into the world of media and realised I had a passion for it, especially the idea of bringing industry leaders together to collaborate, debate and share insights about what the future of media will be. Well, what a ride it’s been. Advertising in the goldfish economy is the theme of this year’s digital series. It covers how to grab short attention spans in a time where ad revenue is expected to increase and life expected to return to “normal”.IfIlookback to the beginning of the year, it’s been a rollercoaster of stress and excitement. While ad revenue is coming in, it is offset by inflation and petrol price increases, which affects us all. THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY CO�N�T�E�N�TS
CONTACT DETAILS: Jade Fleishman 072fleishmanj@arena.africa-712-3503 Cortney Hoyland 082hoylandc@arena.africa-442-0624 Editor & project manager: Jade Fleishman Partnership manager: Cortney Hoyland Surveys editor: Les Tilley Sub-editor: Danni Marais Design: Design Team •Grabbing attention in a complex landscape04 •Content must follow consumers 06 •Winning over the expert ignorers08 •Science harnesses the subconscious10 •Finding the person behind the buy16 •Many possibilities in the virtual world28 Over the past few years, the Future of Media campaign has steadily grown into a community, one which I am proud to be a part of. Thank you for joining us for the ride this year. Enjoy the powerful content and conversations about issues that affect our industry and day-to-day life. Jade Fleishman Future of Media editor •Loyalty still trumps the click numbers18 •Advertising remains an industry of choice20 •How does gut feel measure up to data?13 •Don’t go with the flow, take a stand32 •Playing outside the agency/owner box21 •Engagement using emotional connections36 •Design hub is young, gifted and black23 •Meet up in the metaverse39 •The limitless power of storytelling31 •Digital and radio a powerful combination34 •#MSW making a mark in the world35 / 123RF/tawngImage: •Progress boosted by strategic partnerships40 •Collaborations & the meaning of purpose42•Ethical marketing helps retention26
Khan’s advice to creatives is to not limit their creativity to the platform, but to take as long as required to tell the story. Creativity and innovation are inextricably linked and cannot exist without the other, said Asbo Ofori-Amanfo, senior account manager at RAPT Creative Agency. Unfortunately, there is no magic formula that guarantees content will trend on social media, because people are not as predictable as we like to think. Brands need to have a certain level of consciousness and create content that is authentic and Owner Noah Khan TBWA and DAN regional president of
Mesmerising GOLDFISH
t’s said that goldfish have an attention span of just eight seconds and that humans are not that far behind. In an age that’s fast-moving and always connected, the distractions of a ringing phone, a pinging app, Insta this and TikTok that, have affected our ability to remain focused. As consumers get bombarded with competing demands for their time and attention, the challenge for marketers is getting their brands to be top of mind with consumers. At the same time, brands are struggling to meet consumers’ need for convenience, value, sustainability and innovation. So, just how do they grab attention in a competitive landscape and hold on to Increasingly,it?itappears, brands that invest in data, insights, people and marketing are the ones that stand out. Not only do they need to become more innovative and succinct in their approach, but must create content that is engaging and ultra-creative for social media platforms.
An instalment of the Future of Media online conference series, moderated by Siya Sangweni, put the spotlight on how to generate a return on investment in an age where consumers are time-starved with ever-shortening attention spans. Noah Khan, TBWA and DAN regional president of digital and innovation for Central and Eastern Europe, the Middle East and Africa, said innovation is the antidote to incrementalism. Digital has opened up a bigger space for exploration and creativity, providing brands with an opportunity to build experiences that bring their consumers closer to them.
budgetandenterawards.joiningresearchtoadviceclientsproducedLoerieaccountOfori-Amanfo,relatable.anaward-winningmanageratthe2020and2021Awards,saidthebestworkiswhenagenciespartnerwiththeirratherthanmerelyservicethem.Hertoadvertisingprofessionalswantinghavetheirworkrecognisedistoprospectiveagenciesbeforethem:ensuretheyhaveanawards ◗ Lynette Dicey
Social media, said Khan, allows brands to build a real connection with their audience. “The ultimate aim is to get your audience to become your brand advocate.” Brands are defined by the experiences they create. For a brand to truly connect with its audience, these experiences need to be felt at multiple levels.
digital and innovation /Images: 123RF/Irochka/belchonok/Vangert/ ✪ To watch the full discussion, click here
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of LAD Writing Services THE BIG TAKEOUT Brands�need�to�be u�l�t�ra�-�c�rea�t�i�ve�, innovative�and�make�a real�connection�with their�audience “ The ultimate aim is to get your audience to become your brand advocate
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MEET THE CITIZEN.CO.ZA TEAM THE IS NOW Support Local Publishers Creative concept Audience targeting Sponsored content 70% viewability Fast turnaround Keyword contextual targeting Marketing Intelligence Campaign reporting & recommendations Demographics Gender, age, income geo-footprint,level,etc Other info Offline to modelling,information,onlinelookalikeetc Intent Actively in market productsforandservices Social interests,participationSocialmediaconsumption,etc remarketingSearch searchpreviousUsingquerydata Interests fromInferredonlinebrowsingactivity PR campaigns Native advertising 1ST PARTY DATA Nuraan Petersen Digital Account Manager Ashik Ramkelawan Digital Account Manager Juliet Maroney Digital Account Manager Tyron Lodwig Campaign Manager To schedule a meeting contact us on 010 976 4131 or email sandym@citizen.zo.za
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The metaverse is a highly social space, one where consumers can collaborate in ways that go beyond what we can imagine.
For the newbies, these are party rooms where your followers watch content together.There’s really no wrong way to approach watch parties, so long as your brand objectives are clear and your audience is engaged. Done right, watch parties are just as engaging as the live event itself, whether it’s an awards show, sporting event, movie release, fashion show or something else.
Create�ephemeral�content The shortened life cycle (less than 24 hours) of mainly video and photos creates a sense of FOMO in the consumer and causes a sense of urgency that leads to more interest.
Focus�on�niche�communities Facebook has taken the lead with these groups and even announced that they prioritise content from groups that users frequently engage with. Platforms such as Discord, Roblox, Reddit and Telegram have become powerful touchpoints for brands to build niche communities more easily.
Non-fungible�tokens People are paying thousands, even millions, to own exclusive pieces of digital memorabilia.Brandssuch as McDonald’s, Toys R Us, ACharispelgren-Coleman Head of digital content: group digital, Multichoice THE BIG TAKEOUT
ith nearly 5-billion people worldwide using one or more social platforms every day, social media is becoming more than a gateway or aggregator of content. Competing against so much content requires staying in the social conversation, being on top of trending topics, working with creators and influencers, and developing continuous touchpoints with social audiences. By tailoring your content to each platform, you can provide experiences that are in line with your audience’s reasons for being there, which is much stronger than a spray-and-pray approach. How do you make your content more social? Watch�parties
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-trillion
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Global metaverse revenue opportunities on streams such as live events, ads, social commerce and hardware are projected to reach more than $1-trillion, according to a JPMorgan report. All sorts of consumer brands, from fashion houses to fast-food chains and even movie studios, are realising the opportunities to connect with their customers through games. Understanding and embracing new immersive technologies can be an effective way to engage and delight audiences.
Short-form�videos If TikTok and Instagram have taught us anything recently, it’s that short-form videos are engaging and here to stay. YouTube Shorts, which launched at the end of 2020, gets 15-billion average views every day globally. Across all generations, short-form video content trumps long-form. There are benefits to long form, however, one of them being that it affords brands an opportunity to generate revenue on platforms such as YouTube, which is why the likes of TikTok are also building it into their strategies.
Po�d�cas�t�s In 2020, the number of podcast listeners worldwide amounted to 332.2-million internet users. This number grew to 383.7-million in 2021. The beauty of audio is that it can be consumed in combination with other media or behaviours. Shoppable�content I have to throw this one in the mix as I am officially addicted to shopping on Instagram for images, look-books, video, online product catalogues and more.Over the past two years, shopping on social media has taken off. The moment your content inspires someone to buy, they can act on that desire. It’s worth noting that social commerce is nothing new, but the rise in how many people shop online has grown since the advent of Facebook,Covid.Instagram and TikTok all offer shopping features for consumer in-app purchase opportunities that can even be stylised to your brand’s theme.
/ e123Image:RF/llagrin
Strategies focused on hiring influencers can incur significant costs with questionable results. With user-generated content (UGC), brands create deep emotional bonds by featuring the audience in the content it publishes.Don’tbe tempted to fake your UGC posts. Audiences will quickly sniff out the false sentiment, which could seriously damage your brand reputation. Instead, always ensure that your UGC comes from a placeofauthenticity. ◗
Leveraging�user�content
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Adidas, Coca-Cola and Forbes have all debuted their non-fungible tokens (NFTs). TikTok even announced it will be releasing a selection of six “culturally significant” TikToks that will be sold as NFTs. What does this mean for your brand? Don’t make the mistake of thinking that NFTs are a passing fad. NFTs could be the central digital touchpoint between your brand and your consumers and one that is controlled by the brand itself.
Try�to�focus�on DISTRACTIO
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t took me forever to write this. Seriously. Like, months. And yet it’sa mere few hundred words. So, why? Well, for the purposes of this piece let’s imagine that the answer lies not in my crippling procrastination addiction, but rather in my tendency to get distracted. And perhaps it’s not a tendency that is mine alone. In a world filled with a bazillion ways to get dopamine kicks, it’s no wonder that focus has become increasingly difficult to locate and maintain. We’ve built systems that shamelessly take advantage of our primitive instincts from the sugar in our foods to the likes on our feeds. Once upon a time, things such as social validation and sweet tastes were tough to find, so when we managed to find them, we lapped up as much as possible. That instinct remains, yet the rarities have lost their scarcity, becoming effortlessly accessible, hyper-personalised, seamlessly monetised and manufactured en masse. Attention is now a currency with diminishing abundance and increasing value.Being exposed to thousands of pieces of communication every day has turned us into expert ignorers. According to the University of California, the average American consumes about 34GB of data a day, and I’d bet that they’re paying attention to less than 20% of it. A part of cognitive function in the modern age is, by extension, ignorance. In my view, our (relatively new) relationship with digital media and connected technology culminates in a mindset where we so badly want to find content that we care about that we’re willing to put in the mental work to wade through the majority of the content that is essentially just flavourless mental bubblegum. So, what does this have to do with marketing? I’m actually not sure, I got distracted again. Sorry. But let me bring it back to a summary and a Peoplesuggestion.don’tcare about most of the content they see, but are willing to live with the “background noise” in exchange for those pieces which perk their ears up, earn their attention and become something they can happily and indulgently focus on. And as marketers, it’s important to know what impact our work is having. Sure, not all content is there to beguile a user, consumer or community. At times it’s purely functional, intended for reach and frequency or aiming to land a sale. And the metrics associated with those types of communications are, of course, important.Butwhen it comes to evoking feelings, telling stories and building a sense of kinship between consumer and brand, we need to act in ways that invite focus and stir emotion. That kind of work needs to give one that feeling you get when a piece of content pops up in your feed and you’re instantly at attention (while the little voice at the back of your mind assures you that scrolling past hundreds of baby updates, food pics and political opinions was worth it). So before I get distracted again, let me sum up the essence of this mindset in a fantastic quote that should be the core of anyone who’s putting out work that’s intended to entertain, provoke or engage people on the receiving end: “Don’t interrupt what I’m interested in. Be what I’m interested in.” Do this and you’ll inevitably find yourself making content that’s much more difficult toignore. ◗ Danny Druion Creative Wundermandirector,Thompson
THE BIG TAKEOUT
We�need�to�invite focus�and�stir�emotion to�stand�out�above the�background�noise “ Don’t interrupt what I’m interested in. Be what interestedI’min
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Delving deeper
Neuromarketing is a term that has been bandied about in the marketing and market research industries for the past decade or two. It’s therefore not necessarily spanking new but it’s also not shooting the lights out in terms of adoption, by clients and vendors alike. Despite some extremely smart and dedicated people committed to educating clients and promoting the application of insight from neuroscience to both marketing and market research, the widespread mainstream adoption thereof remains a slow burn... and I continue to wonder why this is the case. On the one hand it has to be recognised that the biggest market research companies are deeply invested in traditional approaches to market research in spite of the evidence highlighting its shortcomings. It would be naive to expect them to be the primary drivers of alternative techniques and thinking inspired by neuroscience. So, if they’re not going to drive the adoption of new techniques designed to tap into the nonconscious, it must be up to clients to drive this. But I suspect that few clients, and not due to any fault of their own, really understand the value of what it has to offer. If they did, the status quo would be different. While it truly is not necessarily rocket science, the subject is unfortunately too often considered to be murky; a mysterious black box. It can be intimidating to the average in-house research personnel, who are important influencers in the research methods commissioned on behalf of their employers.I,too,come from a traditional market research background having “learnt market research” within what is now one of the dominant global market research companies. It took 10 years for me to identify exactly what it was behind my feeling of ambivalence about what I did for a living. Why did I tend to feel the insight we presented to clients was underwhelming and overpriced? Why did I mumble with a fair dose of reservation, “I’m a marketAboutresearcher”?12yearsago while in the employ of a large corporate, our team of in-house marketers and researchers as well as our creative and media agencies were extremely privileged to be coached and mentored by an expert consultant in this field. She’d been brought into our business by our then highly visionary chief marketing officer. Her brief was simple: “Teach my team about the learning from neuroscience and how we should be applying this within our business to be better, more effective marketers informed by more accurate and predictive research learning.”So,how was this achieved? Much to our benefit, this consultant was especially gifted in simplifying the complex and appealing to her audience’s common sense and intuition. We simply needed to appreciate the operating system of our consumers. And so, the basic principles about how we think and how our brains work, were shared with us. These indisputable facts are: Jackie Dhaeyere an CconsultantindependentwithloudArmy
We are not the rational ‘homo economicus’ beings we have traditionallybelieved
2. The vast majority of thought processes, about 95%, occur beneath our level of awareness. It is therefore nonconscious, and we are unable to accurately report on it, even when asked to. Despite what has long been believed, we do not have conscious access to our motivations.
/123RF/melitas
3.�Decisions are primarily felt, not made. What this means is that decision-making is not the output of conscious deliberation as we have long believed. Instead, it has now been proven through neuroscience that every single decision, no matter how big or small, is driven by emotion. As marketers, we therefore must ensure we are evoking emotion in the consumers we strive to influence and as market researchers, we need to ensure we are measuring the emotional responses of our consumers to our marketing initiatives.
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THE BIG TAKEOUT
Every�single�decision we�make,�no�matter how�big�or�small,�is driven�by�emotion
1. We are not the rational “homo economicus” beings we have traditionally believed, our thoughts are not orderly and hierarchical, initially likened to the workings of a computer processor. Rather, we make sense of the world through the most advanced pattern recognition system known to man, our brains. Our minds work as an associative processor, meaning that we learn through an extensive network of associated ideas and concepts, which has significant implications for the content and efficacy of the marketing messages we communicate.
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◗ “
And it’s important to understand that the emotion that drives everyday decisions is not necessarily the overt feelings of happiness or anger that we are all able to identify when we experience them; it is far more subtle than that. It is nonconscious and therefore cannot be reported via reflection or introspection. Alternative methods for measuring this kind of indirect emotion are needed. Because consumers will provide an answer to any question asked of them, all too often highly rationalised and bearing little resemblance to the truth, it is difficult for some to accept that “consumers cannot tell us Onethat”ofmy favourite analogies is this one used to explain what consumers can and cannot accurately tell us. Just like when we are feeling unwell and go to the doctor, we are only able to report on certain symptoms... a sore throat, achy joints and feeling feverish. Any self-respecting doctor, however, would not make a diagnosis nor prescribe a treatment based purely on what his patient is able to directly report. This information would be considered in combination with other information gathered by the doctor via specialised equipment such as a stethoscope, a thermometer and blood tests, for example. Only with a complete picture of reported symptoms from the patient, together with information gathered by the doctor, can a reliable diagnosis be made. Applying this analogy to market research with the consumer as patient and the marketer or market researcher as doctor, consumers can mostly and accurately tell us what, where, when and with whom, provided we are not asking them to recall too far back. What they cannot accurately tell us is why they do what they do and if they will do what they say. To more accurately understand why consumers behave as they do and what is likely to motivate future decisions in response to our marketing efforts, we need to use alternative and specialised techniques in combination with direct questioning. These techniques are specifically designed to measure subtle, underlying emotion and nonconscious motivation.Fortunately, these techniques exist, and they can offer multiple advantages. Implicit response testing my personal favourite is versatile, widely applicable, saleable, well-suited to a range of digital devices, quick to administer, quick to turn around and cost effective. What more could any market researcher want? Using another analogy of sorts... how many departmental heads would feel comfortable making budgetary decisions with only 5% of the required information? It seems ludicrous, and it is. But it’s no different to a sole reliance on marketing communication and market research that exclusively talks to and explores the conscious minds of consumers. And if one accepts that most of human behaviour is driven by automatic nonconscious mental processes that we are not aware of, and quite honestly, in the words of Daniel Kahneman “disbelief [in this regard] is not an option”, it really is no different.Inconclusion, nothing is perfect, and no-one is or should be asserting that these newer tools and techniques tapping into the nonconscious minds of consumers are fully evolved just yet. But those who have been after the science and using these techniques appropriately are seeing significant and continuous benefits from including such metrics in the mix and increasingweightonthemtoo.placing
What dotellcannot[consumers]accuratelyusiswhytheywhattheydoandiftheywilldowhattheysay Picture: 123RF/koya79
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Lynette Dicey LADOwner,Writing
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An analysis of data provides an objective, numbers-based tool to inform brands about consumer behaviour and preferences. However, gut feel can bring a more personal and uniquely human element of empathy into the marketing mix something numbers often can’tHowprovide.should brands create concepts that gain consumer’s attention while respecting their privacy, and should we be training up-and-coming marketers to love what they do and use their gut instead of purely data? Or vice versa?
A Future of Media online event, in partnership with TymeBank, The MediaShop, TBWA\SA and Arena Holdings, discussed how much weight should be put on data vs gut feel when it comes to building outstanding brand marketing campaigns and how to apply owned data in a way that is creative, strategically effective and legally sound. Lindile Xoko, chief revenue officer at Primedia Group, said 85% of current advertising fails to make an enduring impact and does not meet the 8% attention threshold. Given this failure, the role of data is to ensure that the right message gets to the right people, at the right place and time to help them make an appropriate purchase decision. Gut feel or instinct he said, helps to provide context and to ensure the message is understood and useful.Acombination of informed gut feel and data helps marketers to better understand their consumers, said Linda Appie, head of marketing at TymeBank, adding that there is no one-size-fits-all approach. Pointing out that marketers are responsible for large budgets, she said there’s no room for error, particularly when it comes to big-ticket items such as a TV commercial. David Uribe, regional head of data for Central and Eastern Europe, Africa and Middle East at TBWA, explained that the agency made extensive use of data and testing. While advertising used to be predominantly gut driven, the industry no longer has the luxury of relying only on gut feel. Data, he said, helps advertising be more precise, specific and effective in less time and at a lower cost.
In response to a poll asking whether gut instinct or data is more important when developing a marketing campaign, 66.7% of respondents said data is more important that gut. When asked how much their company invests in data, 76.5% said the investment was under 50% of the budget, while 23.5% said it was over 50% of the budget. most in today’s advertising world?
◗ FEELGUT Which matter
Services THE BIG TAKEOUT As�attention�spans get�shorter,�the role�of�data�is getting�bigger /Image: 123RF/vectorlab ✪ To watch the full discussion, click here
TymeBank customer Simanga Nkosi agrees: “It was easy to open; the process was paperless and not complicated to use. I’m able to send money to my parents without needing a card and it’s easy for them to access the money through Pick n Pay.”
Innovative products Innovation is intrinsic to TymeBank, evidenced by the range of pioneering products and services that speak to consumers’ needs. Consider the much-loved savings tool, GoalSave, which is linked to your EveryDay Account and allows you to earn up to an 8% interest rate. You can also add to, or take your money from, your GoalSave at any MoreTyme,time. the bank’s interest-free “buy-now-pay-later” product, is interest-free shopping, where you pay 50% for items upfront and the rest over two months. For an insurance offering, TymeBank partnered with top providers to offer a range of products, including our affordable medical insurance, TymeHealth.Thesearejust some of the examples of how TymeBank empowers customers like no other bank does. Take less than five minutes to join the 5-million South Africans that trust TymeBank You can open your account in under five minutes on the TymeBank app, our website, or at a TymeBank kiosk at your nearest Pick n Pay or Boxer store. All you need is your ID number and cellphone number. If you open your account online or via the app, you can collect your free Visa debit card at one of the kiosks later. * To open a TymeBank account, customers need to be 16 years or older.
ADVERTORIAL
embracingwonder“queuespaperwork,complicatedlongandlimitedofficehours”,it’snoconsumersarethenew, better way to bank. As a digital-only bank, TymeBank offers an easier, simpler way of banking that doesn’t rely on physical branches. The saving on such expenses ultimately benefits our customers in terms of higher interest savings rates and lower banking fees. A game-changer in the industry, TymeBank is designed to make banking accessible and affordable to all South Africans. Why have 5-million consumers chosen to open a TymeBank account? TymeBank is one of the world’s fastest-growing digital banks, with 5-million customers. This means one in every eight consumers in SA who are eligible* to open a bank account now bank with TymeBank. What makes TymeBank special?
An easier, simplerway of banking B y bringing an end to
■ No monthly fees you only pay for the banking you use. ■ Self-service kiosks at most Pick n Pay and Boxer stores. ■ Initial Visa debit or credit card free. ■ Earn Pick n Pay Smart Shopper points when using your TymeBank debit card at any till point. ■ Up to 8% savings account. “TymeBank offers much-needed simplicity and transparency that separates us from other big banks in the country. I think that is what makes us so special,” says Linda Appie, head of marketing at TymeBank.
TymeBank is an Authorised Financial Services (FSP 49140) and Registered Credit Provider (NCRCP 10774). Tyme Bank Limited Reg no: 2015/231510/06. Terms and conditions apply. Terms and conditions available on tymebank.co.za. All bankingyour needs. Now in your hand. TymeBank is a digitally smart bank. Use the TymeBank app for great rewards, high interest rates and cash-cleva ways to shop. All with zero-to-low fees. Download the app today and open an account in under 5 minutes.
How immersive, qualitative research helps marketers get back to the person behind the buy /Picture: 123RF/alotofpeople
BIG feelings
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Observing and spending time with the decision-making unit is the first place to begin who are the people and what are their spoken and unspoken roles in the decision-making? What makes them tick and who do they talk to or collaborate with at work? What kind of career pressures do they face? How does this buying influence their opportunity to grow or flourish in their job?All of these questions help us frame the different forces at play in the decisionmaking unit. The more we know about them, their behaviour and their belief system, the more we are able to write strategy that creates chemistry between our brand and this collection of people. E
Anthropology is the study of people and their behaviour, and cultural anthropology focuses specifically on the rituals, beliefs and habits of people. When used in a research context, anthropology can help us understand why people make decisions in a specific context and what kind of actions happen when people choose to buy. In a marketing context, unpacking the buyer behaviours enables us to talk to buyers throughout the journey, and also connect in a different way. In B2B, we often assume that because our buyers are more informed, they are also more rational about their decisions. In reality, B2B buying is often all about the relationships that are formed, the people and the feelings involved. People deeply need to feel trust and a sense of connection with their salesperson, to take the big risk of a business buy.
Claire Denham-Dyson Head of anthropology, Demographica
So, using anthropology to understand why people buy helps us unlock a few things. First, we are able to understand the context in which the actors or buyers are making decisions. Anthropologists are trained to understand and observe the unsaid, notice power dynamics and question assumptions. When we go into the field to understand a particular place or group of people, we try to experience it as both an insider (understanding shared meanings, noticing norms and picking up on biases) and also as an outsider (seeing what they choose to ignore, noticing who assents or disagrees and who stands outside the place/group).
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These big emotions are the things that lead us back to our human truth the thing that gets to the core of the person behind the buying role and speaks to them on a relatable and real level. This is what will ultimately make our message cut through the clutter. Lastly, we need to understand how people engage with the product or the offering at hand, and in which ways it affects their industry or position in relation to competitors. Understanding this opens up a window into a potential strategic direction or competitive edge. How can we show up and position our brand in such a way that it meets a need, and unlocks something other for our clients? How can our brand really shine for our customers andWhenaudience?weask anthropological research questions, we don’t look for yes or no answers. We search for why people do the things they do, and often how they do them. Seeing people engaging with products or with one another, observing them in their normal life, can tell us so much about who they are and what’s really going on beneath the mask that people often wear at work. Marrying insights of their contexts, their feelings and finally the role of the brand can help us tell a compelling story. This story does not necessarily have to be about our brand, but it can be meaningful enough to speak to the person in a way that makes them pay attention. A great example of this was a technology client of ours looking to sell to chief information officers and chief technical officers in large corporates. Despite being powerful individuals in big organisations, we discovered they were riddled with fears of becoming irrelevant. Their roles were considered more influential than ever and the pressure to make the right decision had never been more intense for these people. So, we told a story around making the right decision, and soothed their fears of becoming irrelevant. We did this by talking about sports perhaps seemingly completely unrelated to technology, but in our context it worked perfectly. Being competitive folk they got it. They felt seen.People, no matter who they are, long to feel seen. Anthropology can help us create the kind of advertising that actually does that that represents. That, as a higher calling, is the purpose marketers can align themselves with right now. It doesn’t have to be something we only promise Gen Z consumers in Coca-Cola ads B2B marketing can be just as fun, conceptual and meaningful with the right human truth. Image: 123RF/aleutie
THE BIG TAKEOUT People,�no�matter who�they�are,�long�to feel�seen
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The next thing we need to do is begin to think about the big emotions and feelings at play. Once we’ve discovered the risks they are willing to take at work and who takes what role in decision-making, we need to ask ourselves how this might make our audience feel. We can ask them, too, but we are often looking for the things that people may not like to admit, such as feeling nervous about making the wrong decision, or feeling jealous that someone else has the final say.
Makhudu Sefara TimesLIVE editor, Arena
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a space
Holdings
As news consumption patterns around the world evolve because of changes in technology that have made information and news ubiquitous, firms have had to innovate, turning traditional business models on their heads.TimesLIVE, Arena’s online jewel, is undergoing a metamorphosis that has already enabled it to connect better with a widerTimesLIVEaudience.’sregistered users and subscribers have increased exponentially, hitting 240,000 in May, in addition to its millions of unique monthly browsers. The content focus of the title has recently changed from chasing clicks (consisting of page views and unique browsers) to chasing subscribers and registered users. are creating where there’s
Makhudu Sefara TimesLIVE editor
a predictableconsistent,supplyofqualitycontent
Great journalism is obviously costly. What we’ve done is to invest in investigations and quality analysis, while growing our viral content teams. This means that our homepage is now increasingly used for content news, sport, entertainment and investigations that is exclusive or unique to us, that has depth, and that sends a message to subscribers that we have taken time to plan and execute the packages being made available to them. We are intentional about how we create the quality we are putting on the table. To give effect to this, TimesLIVE has introduced a crack investigations unit that is already changing the investigations landscape.Inthepast, the ecosystem belonged to a select few. Arena has now made the necessary investments which, in a short space of time, have started yielding positive results. Our team has done ground-breaking investigations into the murky world of kidnappings in SA, exposing its horrors, the networked gangs and their sophisticated modus operandi that span several countries and continents.
Eusebius on TimesLIVE is a new podcast, gaining followers at great speed.
The idea is to prioritise subscribers by purposefully creating a space where there’s a consistent, predictable supply of quality content worth spending on. The turnaround, while still under way, has been remarkable.Marketfeedback has been nothing less thanamazingandencouraging.
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In addition, we’ve acquired the services of high-end analysts such as Eusebius McKaiser, a sought-after political commentator; Songezo Zibi, author and former Business Day editor; and former statistician-general Pali Lehohla, who, along with existing esteemed columnists, help provide a multiplicity of voices covering the changing SA story. While much of the content has historically been text heavy deriving from the traditional flow of print news across our publications video and audio are increasingly moving to the centre of what TimesLIVE does. Our TimesLIVE videos, including TikTok, have done particularly well, with our highest views being at 2.5-million for a single video.
The Family Table is a video-cast that takes viewers behind the fast-paced news and introduces our audiences to newsmakers in a relaxed environment.
◗ THE BIG TAKEOUT Arena�is�investing�in g�ro�u�n�d�-�b�rea�k�i�n�g i�nve�s�t�i�g�a�t�i�o�n�s�, strong�analysis�and unique�content / 1213Graphic:RF/tudmeak
Pule Molebeledi, Arena’s MD for news and media, says that as TimesLIVE’s content mutates, so is the back-end technology changing.
“It’s important to get the systems to operate seamlessly, not only to enable the content to reach as many people as it is possible, but also to ensure that we excavate as many nuggets and know as much as possible about who reads us, what stories work and what user journeys need improvement on a continuous basis.”Hesays the TimesLIVE audience has, over the years, grown organically on the back of quality Sunday Times content.
There’s a whole list of innovations introduced as part of our effort to diversify our content TimesLIVEoffering.hasbecome, in more ways than one, much more than just a news site.
When I was growing up, my parents had a vision for me: either acquire a business degree or become a lawyer. The marketing and advertising industry was never taken seriously in our household. Both my mom and dad did not believe it was a promising career choice that was sustainable or had any room for growth, opportunity and financial remuneration.
Fast-forward several years. I pursued a business degree, but I could not ignore my inner passion and interest in the diverse world of marketing and the vast prospects that shape the industry. I have had enough experiences and conversations during my career to know that my parent’s opinion on the industry is common in many households and school corridor conversations. Many students are still faced with the expectation of becoming a doctor, teacher, lawyer, dentist, accountant or engineer, with careers in marketing and advertising being seen as forbidden fruit. This is why I strongly believe in the importance of engaging with potential talent and changing the perception where possible.
Well, if only I could count the number of times I have heard this. Yes, creativity plays a crucial role in the industry by bringing campaign ideas to life, but so do strategists, account executives, media planners, buyers, researchers, finance, traffic managers, HR, communications, legal, and so on. From creative to analytical, there is opportunity for candidates across multiple sectors as each role is as instrumental to the success and growth of a client-agency relationship as the next. Not only is there opportunity for a variety of sectors to build a career within the industry, but due to the nature of agency structures and the collaborative Koo Govender, DentsuCEO, South Africa / SA
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“ No day is the same, with client campaignseventsrequests,andthateachlookdifferent
/Graphic: 123RF/yanatomashova
An industry of CHOICE
‘I�need�to�be�creative�to�join�the advertising�industry’
efforts of the teams, one is also exposed to the sectors of one’s peers. This could spark interest or even a career change, while remaining under the marketing and advertising umbrella.
‘I�like�a�challenge,�is�advertising right�for�me?’ Advertising is a profession that, when embraced entirely, will never allow one to get bored. It is one of the few industries that provides the opportunity to gain experience with some of the most loved global brands; work across global and local networks; and get exposure across multiple industries. No day is the same, with ever-changing client requests, deliverables, events and evolving campaigns that each look different to the next. For those who thrive on being part of meaningful work and making a difference, there is also opportunity in creating campaigns and pieces of work that play a crucial role in societal change.
After nine years working in a large media agency, I recently established my own out-of-home (OOH) advertising strategic advisory services company, called what3things. Setting up my own consulting business has given me the opportunity to evaluate not only my own skill set and expertise with a fresh perspective, but all my engagements with media owners, clients and agencies with a new lens. I’m not sure whether it’s Covid and the Livia Brown what3thingsOwner, / 123Image:RF/retrorocket
THE BIG TAKEOUT From�creative�to analytical,�the�industry offers�vast opportunities�for multiple�skill�sets
Playing outside the box
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Our�responsibility Yes, advertising has a work hard, play hard culture, it is a high-pressure environment that often requires long hours, resilience and agility, but there is so much more to it. I believe it is the responsibility of leaders and industry colleagues to advocate for the industry and the vast opportunities within. Where do we begin? As leaders, we begin by targeting future talent at schools and universities, educating those who are unfamiliar by unpacking the industry at every opportunity possible, focusing on mentorship, bursaries and internships. We should highlight growth and personal development, career journeys and most importantly, the potential to thrive in a high-speed, impactful and ever-changing environment.
◗
subsequent lockdowns, getting older, starting my own business, or recently becoming a parent for the first time, but I have found myself reflecting on my career, the various roles I’ve had and, specifically, what I have learnt along my journey. Since I started working, I have learnt many important lessons and skills that have shaped my career. But there’s one particular lesson that has recently stood out to me. Years ago, during one of my stints as a sales rep, I worked at Ferrero and of the all the yummy chocolate-related tales I can tell, this one of cross-merchandising is the one that I would like to share. On joining Ferrero, I was given on-the-job training on how to merchandise the products in various grocery stores. This seemed like an obvious task at the time: place the chocolates with the other chocolates in the sweets aisle. Yes, this is of course part of the merchandising, but this was not the lesson that stood out to me.What struck me was the placement of the Nutella chocolate spread with the breads. This meant placing a spread outside its category of spreads, but with the most likely product, bread, that the product would be used with: plain and simpleCross-merchandisingcross-merchandising.inthe media industry is referred to as cross-selling or upselling, and usually involves agencies trying to sell skills and services between agencies to grow client revenue. So often we operate in silos within companies and industries and do not always identify opportunities to cross-sell and upsell ourselves and our skills and play outside ourWithcategory.thisin mind, I thought: what if we cross-merchandised media agencies with media owners? Which is exactly what I did for a recent project. Each of the projects I have been involved with are bespoke and created around solving a unique business challenge for my clients. The brief from my client was simple, they wanted to know how they could adapt the way agencies operate into a media owner business, and cross-merchandising came to mind immediately.Mediaagencies offer their clients and teams training and development in all media-related areas; new clients are onboarded accordingly to a clear, structured plan; various industry data and reports are available at their fingertips; even media agency billing data offers an opportunity for spend trends and analyses. Media agencies have structures in place to ensure business continuity across large agencies and track client spend against contractual commitments and create detailed client plans focused around growth and retention. The result: the adaptation of these agency principles, combined with the existing structures and strengths of the media owner’s business, means that my client is now able to assess business challenges from a new perspective. They are starting to play outside their category by thinking differently to diversify not only their offering but, most importantly, to offer a newapproachtotheirclients. often we operate in silos and don’t to cross- and upsell
opportunitiesidentify
◗ “ So
ourselves THE BIG TAKEOUT C�ro�ss�-�m�e�rc�h�a�n�d�i�s�i�n�g combines�the strengths�of�agencies and�owners�to�give clients�a�fresh p�e�rs�p�e�c�t�i�ve / 123Image:RF/3djuice
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Developing�talent�at�scale Quietly, stealthily and after months of incubation, a group of content creators were recruited through a rigorous talent search and harnessed together in a collective that launched in August 2021 called the Youth Content Collective (YCC).
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D
Yo�u�n�g�, and black
GIFTED
Part of YES (the Youth Employment Service), YCC already comprises a large group of young black photographers, Jason Levin Director and co-founder, TILT & YCC programme chair /Image: 123RF/rudzhan
o we, as marketers, create enough fresh, intrinsically SA brand stories? Or are we still wrapped up in brand monologues produced by traditional methods and means for audiences who are less and less interested?Ofcourse, social media and the rise of influencer marketing has resulted in more brand conversations being curated by users, consumers and average Joes. But has the SA marketing community nurtured any sizeable groups of content creators to create fresh marketing content from the hands of the young, gifted and black? The answer is yes, yes, it has.
❏ YCC is real. ❏ YCC is hundreds of young creatives working on branded content daily. ❏ YCC is young, gifted and black.
“ There is a distinct lack of authentic SA stock imagery and content available to brands /Image: 123RF/vectora/graycet/dianmk/vohah/zhigulina/studiostoks/jolopes
What�is�YCC?
❏ YCC is a national initiative with its physical base at the YES hub in Alexandra, Johannesburg. ❏ YCC is one of the largest “agencies” in the“country.Thereis a distinct lack of authentic SA stock imagery and content available to brands. The images in image libraries tend to be very European both in terms of the models and the styling and do not represent or resonate with a South African audience,” says Berniece Hieckmann, head of Metropolitan’s GetUp, the founding sponsor of YCC.
“We were looking for imagery and video embodying the youthful vibrancy, optimism and complexity of our customer. When we couldn’t readily find it, we believed YCC was the perfect solve to this,” says Hieckmann.So,together with content creation and influencer marketing agency TILT and YES, the initiative was born in mid-2021. The first cohort recruited had 50 members, and from there YCC has gone from strength to strength. It is now 240-members strong. It has attracted more support financially and otherwise from Ford, Telkom, Pizza Hut, GIZ and Johnson Matthey.
videographers, designers and illustrators working around the country, creating fresh, authentic content for brands while they hone and develop their own skills in parallel.
How�YCC�works Inspired by the fast-growing gigging economy and with the aim of addressing rocketing youth unemployment, YES and GetUp founding partner digital insurance firm Metropolitan GetUp tasked me with launching the initiative. I now serve as YCC programme chair. When we took on these young
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More about the @YouthContentCollective can be found on social media /Graphic: 123RF/goodstudio
The�initiative�gives young�talent much-needed real-world�experience
more.Nontokozo Madonsela, chief marketing officer at GetUp founder Momentum Metropolitan, says: “We’re proud to engage the services of YCC across our group, and can highly recommend their work. Any business big or small can use their services.“Ifyou’re a small company needing stock imagery, or a large corporate seeking authentic SA videography for a campaign, YCC can harness the relevant talent and facilitate the process from start to finish. So, access stunning, young SA creatives and extend your social impact: you’ll get great work and make a difference in the lives of these talented young people at the same time.”
THE BIG TAKEOUT
Why�it�works
photographers, videographers and graphic designers, few had formal training and given that old chicken-egg conundrum, they were unable to gain the experience needed to take their place in the industry.
gigs have been secured so far, netting over half a million rand worth of project income for the collective. On receipt of client briefs, YCC’s central team calls on its members to pitch for the work.Ashortlist is created and either the team or the client selects the creative or creatives they want to work with on the gig. This all happens within 48 to 72 hours. From there, the process assimilates a (nimble) agency approach where the YCC co-ordinating team briefs, oversees, manages and bills the project to final delivery of the material to the commissioning client. “On our own projects, YCC ensures that the model releases and usage rights documentation is in place. “The process is normally smooth and seamless and, in fact, often less onerous than what we’ve experienced from some traditional advertising agencies,” says Hieckmann.
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All collective members are on a monthly retainer funded by sponsors, and benefit from a creative skills training programme and mobile-driven self-development modules. But the crux of the initiative is to work on real, paying client briefs. This is a more contemporary way of participating in the creative industry and gig economy. It helps set up members to become entrepreneurs, and even employers, as first prize and worthwhile employees in the creative sector as a close secondManyprize.paying
✉ Click here to contact the YCC programme.
What sets YCC apart as a youth programme is that it not only provides the training, access to equipment and a stipend for youth, it also actively seeks gigging opportunities. And it’s from this real-world experience that the most learning is derived. But with so many members, we are always looking for new work and client briefs. So, members of the marketing community looking for fresh, authentic content should connect with us to get work delivered cost effectively and at a high level of quality. The collective really values the work. YCC has already worked on campaigns for big name brands such as Metropolitan, Pizza Hut, Primedia, Sage, Microsoft and
THE BIG TAKEOUT Millennials�and�Gen�Z will�invest�in�digital and�share�the�data�if something�of�real value�comes�from�it /Image: 123RF/gmast3r
August202226 THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY Ethical�marketing�for companies�in�a�hurry
C
apitalism and ethics. Sounds like the punchline to a patriarchal joke. Yet the cynicism is justifiable. Blame it on rampant corporate corruption, the climate crisis, the rising cost of living, Covid, or bro-ish billionaires. Up-and-coming consumers are increasingly circumspect, viewing brands with a disillusioned eye. People are becoming extremely conscious of what brands are up to. But not for what you suspect. It isn’t just money or data, per se. But the pursuit of purpose. Millennials, Generation Z and younger are starting to flip capitalism like a snow-globe, shaking it up, wanting more, or meh, moving on. Can anyone say the Great Resignation without getting a lump in theirButthroat?ironyaside, overall, they’re having fewer children (or, some like to say, drying up the consumer pool), normalising quitting by drinking less, smoking even less, seeking financial security, therefore spending less on junk, and having more therapy 37% more so than millennials, Damon Boyd Owner and managing partner, AIPX Atelier
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/Graphic: 123RF/piko72
Ethical marketing goes beyond trying to be relevant or aligning to a cause as shallow as a puddle
Millennials and Gen Z aren’t exactly turning their backs on digital; they’re connected to it. But Covid sped up the hunt for balance and more. They want to fulfil their creative passions, have more experiences and unlock their purpose. They want peace of mind. They don’t want to be treated as a demographic. They want brand participation that benefits rather than takes, nurtures instead of subjugates, inspires, and aspires to a greater good. Ethical marketing goes beyond trying to be relevant or being quick to align messaging to a cause or any campaign as shallow as a puddle. It is about understanding the needs state. Are brands using the data mined from marketing and advertising efforts to the best of their abilities? Data must have better things to do, such as making lives more balanced, healthier and improved. That is what millennials and Gen Z expect. They will invest in digital and share the data if something of real value comes from it. Imagine if brands leveraged data ethically to find ways to help better inspire purpose, enhance mental wellness, educate and elevate? In SA, that is something we’reindireneedof.
August2022 27 THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY who clock in at 35%. You can see the cycle. The more you self-actualise, the more you realise that the socioeconomic system is bunk. Put away the pitchforks; therapists are a necessity. Also, it wouldn’t hurt if brands booked themselves in for a few sessions. This isn’t a kumbaya moment or a wake-up call, but rather a gentle nudge in the right direction. It has a lot to do with the depressiveness of fast food and fast fashion, but it has everything to do with technology. According to the data from Monitoring the Future, Gen Z and millennials are more susceptible to depression, anxiety and suicide, with 27% of social media users seeing an increased risk of depression. That is why both generational groupings are leaving social media. Not in droves, not just yet. But, Facebook lost daily users for the first time last quarter. Sure, TikTok may be filling the gap, and there’s a reason for that. The platform has become a resource for mental and physical wellbeing, with videos that educate and validate. But users are already starting to step away from its scroll due to the content’s toxic positivity, coerciveness and inaccuracy. This has a noticeable domino effect on brands. eMarketer predicts that by 2023, companies will be spending more than $52bn on ads across digital. And just as brands are making a deeper investment online, millennials (29%) and Gen Z (28%) are starting to take longer breaks from digital and spending less time on social 23% and 25%, respectively.
The recent explosion of interest in the “
The new worlds won’t be clunky replicas of our analogue life, but will be unlike anything we’ve seen before /Image: 123RF/kate3115
TraClarefankowska-Neal MD for SA, iProspect
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M
edia has become the intersection of culture, content, data and technology and with digitally native brands accelerating growth at this new intersection at triple the rate of e-commerce overall, we see that this new intersection of media allows for possibility, innovation and change. Brands must examine the fundamental shifts in how they operate, organise and, ultimately, transact.
In the latest Future Focus white paper released by iProspect, three mega trendsthe next normal; empathy and responsibility; and personal privacy - were examined to better understand the unrivalled possibilities that exist within these intersections.
At the intersection of next and normal, unlimited creativity, connections and recommendations powered by artificial intelligence (AI) will mean these new worlds won’t be clunky replicas of our analogue life, but instead open new possibilities that are unlike anything we’ve seenNFTsbefore.(non-fungible token) success is a great example of something that defies “analogue” logic, yet is proving a runaway success for luxury and collectors’ items.
MEET US at�the intersection
Facebook’s recent rebranding of Meta is a great marker of that change and the potential behind the metaverse for such a company to want to own. With these shifts in mind, the future of media lies within these new intersections and their ability to give birth to immersive, interactive, highly personalised and value-based experiences.
The exponential growth and proliferation of content, channels and general choices has given rise to “my media”, where consumers have the power to curate their own experiential ecosystems, meshing their passions with unrestricted accessibility to what they want and where they want it.
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likes of metaverse and NFTs, as well as the increasing adoption of TikTok, are all manifestations of consumers’ need to control and curate their content and brand experiences. NFTs play a critical role in bridging the gap in value exchange giving rise to rich opportunities that brands will continue to explore.
The biggest indication that we are moving into a time of metaverses is probably the development of virtual economies, or direct to avatar instead of direct to consumer. Established brands such as Vans and Balenciaga are the latest to sell clothing within virtual worlds Roblox and Fortnite, respectively with Balenciaga selling items such as hoodies in-game and in real life. We see huge developments in this area more brands, more drops, more partnerships and more physical/virtual crossovers. If this is relevant to their audiences, brands should include virtual and in-game elements in existing campaigns, as virtual should be part of an omnichannel strategy. Virtual worlds allow brands to do things that would not be possible in the real world, from in-game powers to virtual subbrands.Experiment with the idea of avatars as an audience. Explore ways to target based on new, virtual and in-game metrics. Evaluate any applicable lessons from social media that could also work in virtual worlds. Image: 123RF/timofeev & akkachai
THE BIG TAKEOUT New�intersections�will give�birth�to immersive,�interactive, highly�personalised and�value-based e�x�p�e�r�i�e�n�ce�s ✪ To read in full, click here for the Future Focus 2022 report
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The Future Focus report goes on to detail how artists and creators have started to use technology to mint proofs of ownership for their items, such as an original artwork or a limited run of prints. Adoption of NFTs started off in areas traditionally associated with collecting artworks and memorabilia such as baseball cards but is now spreading to a much wider range of creators. Not surprisingly, brands are also testing the water. Several, including Taco Bell, Coca-Cola, Budweiser, Microsoft, Nike, Marvel and Warner Bros have produced NFTs, either for existing campaigns or as one-off activations, for example, raising money for charity. What can brands do? If relevant to your audiences, identify the superfans willing to pay for items or experiences connected to your brand and develop strategies to appeal to them. Partner with platforms and intellectual property that will appeal to the fans, or already have a strong crossover in audience. Start small, test and scale. In the past year, there has also been an acceleration in the adoption of virtual reality (VR), with an ever-growing number of new use cases for its application. Fitness is a good example, with several apps such as FitVR that allow people to take part in immersive workouts that feel real because of the VR headset.
Company/brand logo on the FM Redzone home page (under “our members” tab)
4 x Native content articles on the FM Redzone (inclusion in weekly newsletter and social media)
Video inclusion published on the FM Redzone channel (inclusion in weekly newsletter and social media)
3 x Banner insertions in the FM Redzone weekly newsletter (goes out to our subscribers on a Thursday morning)
Future of Media Special 15%: R16 107,50 ex VAT
Tickets to FM Redzone digital events (unlimited) Corporate digital web banner placed on the home page for duration of membership Company/brand logo on the FM Redzone home page (under “our members” tab)
Contact: Cortney Hoyland | Tel: 082 442 0624 | HoylandC@arena.africa
2 x Banner insertions in the FM Redzone weekly newsletter (goes out to our subscribers on a Thursday morning)
Homepage takeover on the FM Redzone for 3 days
6 x Native content articles on the FM Redzone (inclusion in weekly newsletter and social media)
Opportunity to have 1 representative to participate in an FM Redzone digital event
12-month marketing membership: Access to the FM AdFocus marketing survey published annually at the end of November
Standard Membership fee: R18 950 ex. VAT
Standard Membership fee: R33 950 ex. VAT
Tickets to FM Redzone digital events (unlimited) Corporate digital web banner placed on the home page for duration of membership
Video inclusion published on the FM Redzone channel (inclusion in weekly newsletter and social media)
Future of Media Special 15%: R28 857,50 ex VAT
6-month marketing membership: Access to the FM AdFocus marketing survey published annually at the end of November
Great stories have been at the heart of human civilisation. We have used them to educate, entertain and build entire cultures. They have united us, given us hope and purpose, and allowed us to share learning with future generations.Greatcreativity and stories have the ability to transcend time and space. They allow us to visit galaxies far, far away or choke up when we see the reveal of an advert that shows a misunderstood young man filming family moments. This ability to take others on a journey of imagination and connection through stories sits at the heart of all great communications.Thesameapplies to the ways in which brands communicate: there are those that make you stop and take notice and others where you cannot wait for the five-second skip counter to finish. These brand stories use many mediums and take different shapes. They change as your relationship changes; they convince, affirm and help drive not just sales but a belief and a point of view. The ability to communicate through stories should be limited only by the artful execution by the storyteller to take you on a journey and arrive at a moment where you are satisfied and fulfilled, not by medium or units of time, as it once was. Some of the biggest Hollywood movies of 2021, The Batman (2 hours, 55 minutes), Noah Khan TBWA regional president of digital & innovation CEE, Middle East & Africa
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No Time to Die (2 hours, 43 minutes), and Spider-Man: No Way Home (2 hours, 28 minutes), have all exceeded two hours in length and not many have complained about the time they had to spend enjoying themselves. Conversely, there are artful executions of story and craft shown in 15 seconds.Thenew economy gives everyone an abundance of opportunities to take part in creating and telling stories. “Creator economies” have democratised what was once a narrow field to anyone who wants to participate.Brandsare now: ❏ Able to theirvariousthemselvesexpressthroughlenses,bringingpersonalitytolife; ❏ Be in contact with their audience at different times with different themes and purpose; and ❏ Able to reinforce their messaging through those who are true advocates in a way and at a scale never before. To succeed in this economy, brands need to thoroughly explore all these spaces and collaborate with the immense global talent of creators to continue telling incredible stories, taking consumers on journeys to places fuelled by extraordinary imagination.Creativity has the power to change the world. It is able to bring us closer together and shift perspectives for the better, while educating and entertaining. This is something the world needs a lot of right now.As creative storytellers, we owe it to those who entrust us with their purposetodelivertheexceptional.brand Image: 123RF/rastudio
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THE BIG TAKEOUT To�succeed�in�this economy,�brands need�to�collaborate with�creatives�to continue�telling incredible�stories
Limitless�power�of storytelling
In 2010 the US Supreme Court made a landmark decision in the Citizens United v Federal Election Commission case. The court argued that governments can’t restrict expenditures for political campaigns made by corporations due to the free speech clause of the First Amendment. In essence, the court ruled that corporations are people too, and thus can’t have their right to free speech infringed upon. Almost 12 years later and it has never been clearer that this ruling has brought an era of corporate influence in politics that essentially allows companies to buy elections by financially supporting candidates that champion policies and causes that would be of benefit to their profitButmargins.theaim of this piece is by no means to talk about corporate influence in politics, but rather to investigate the idea that corporations are people too, and what it means for brands in the age of hyperpartisanTherepolitics.wasatime when brands, no matter their size, shied away from political rhetoric. Causes and advocacy had proven to be a distraction, and brands were better off focusing on sales, steering clear of sentiment that would have shown them to “pick sides”. And even in cases where they donated to political campaigns, they did so equally across parties. But with the rise of the 24-hour news cycle, worsened by the always-on nature of the internet and social media, political rhetoric and discussion became more visible, more influential, and more difficult to shy away from. The implication for brands was that the shift away from political neutrality became inevitable.
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Shaun Frazao Global strategy partner, Wavemaker Worldwide 123RF/feodora52
Consumers are expecting brands to have an opinion and act, which means inaction can often have bigger consequences than making a controversial decision. The result of an ever-increasing socially conscious consumer is the expectation that the raison d’être of a brand goes beyond the bottom line. If brands and corporations are indeed people too, they can’t isolate themselves from the social, political and economic realities that people face daily. And to be frank, thank goodness for that! Brands do have a responsibility to take a stand on issues beyond their profit margins. So, what does this mean for brands? How should they navigate the complexities that come with a culture of accountability? I have identified four key elements to consider.Nottaking sides can be a bigger risk. The most recent example is the backlash on brands which have not taken a stand against the Russian invasion of Ukraine. The French-owned DIY retailer Leroy Merlin is continuing to face protests and boycotts across the globe due to its refusal to stop operations in Russia. Empty statements of solidarity are no longer suffice. Many brands and companies have pledged their support for greater diversity, but most of the time that isn’t reflected in senior management. We all remember the fiasco that was the Pepsi and Kendall Jenner advertisement not only completely tone deaf, but nothing more than an empty statement of solidarity with the aim of scoring some cheap incremental growth opportunity. Stick to your promises. Maybe I am a bit biased because this is an example from my employer, but WPP has made it its mission to champion equality for women. And when the Texas abortion ban hit earlier this year, the company announced that it will cover the costs for anyone who needs to travel out of state for an abortion. A great example of when you have made a promise, you stick to it. Purpose isn’t just about an emotional TV ad. The buzzwords over the last two years must have been “purpose-led marketing”. If I had a dollar for every ill-constructed brief I received referencing this term, I would have enough money to ban the word “purpose-led marketing”. It is nothing more than an excuse for creative agencies to rack up high fees on production by delivering a five-minute video that is super emotional, but that no media agency will ever place. If your brand’s purpose needs to be communicated in some brand film, then it’s nothing more than an ad. You can’t preach purpose on sustainability if you still print out every email at the office. Purpose needs to be a companywide phenomenon, lived and breathed by every employee, and experienced by consumer. And recently, with uncompassionate governments forcing refugees to Rwanda or politicians who are so concerned with gun rights they can’t see all the dead children around them we, as brands and advertising agencies, wield the power to change all that. We need to be the ones who pull all our media spend from the channels that happily take ad money from the National Rifle Association. We need to be the ones who stop our investment into the Facebook ad platform until it can sort out its problem of Russian involvement in elections.Theage of politically neutral brands is gone, and rightfully so. Organisations, like people, have the power to hold those authorities to account and enact meaningful change. Do it because it’s what consumers are expecting from brands, but mostly do it because it’stherightthingtodo.
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consequencesbiggerthanmakingacontroversialdecision THE BIG TAKEOUT Brands�are�now expected�to�have�an opinion�and�a responsibility�beyond their�profit�margins
August2022 33 THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY
Inaction can often have
Collaboration between radio and digital allows your message to be reinforced across multiple platforms, strengthening the message and creating a more cohesive strategy. When a potential client knows your name, can sing your jingle, and sees you near the top of the search results, that is powerful.Moststations already have a highly developed digital ecosystem and will develop a supporting digital strategy around most traditional radio campaigns. This will include carefully placing visual ads in places where the advertisers’ target audience will visit: thanks to the nature of radio, radio station websites and social media enjoy high traffic. This is the way listeners enter contests and engage with the radio station and their favourite personalities, so it is the ideal place to execute digital strategy and improve the target market’s connection with a Beyondbrand.the enormous reach of station websites, radio stations are also equipped to place all forms of relevant digital advertising outside their owned properties. These digital elements should mirror on-air radio advertising to create consistency and maximise potential ROI. With the many challenges of getting the economy and business back on a growth path, it makes sense that we take advantage of every avenue that we have. Getting discovered can be tough, and standing out and being remembered can be even Radiotougher.anddigital are the vibrant double act that take care of those universal marketingpains. Bunce UnitedMD, Stations Image: 123RF/vectorlab
Combining radio with digital is proving to be a sure-fire way to increase return on investment (ROI). We live in a fast-paced world, focused on recovering from a devastating pandemic. Brands have to fight for our attention and reaching a specific target audience is becoming a greater challenge. In this environment, radio plus digital is proving to be a two-punch strategy that can save the day, and advertisers who combine these two channels are seeing incredible results.
August202234 THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY POWER COUPLE
◗ Rivak
The very disruption in the radio industry that led many to declare the imminent demise of the medium, has actually strengthened it and led to an astonishing resurgence.Today,radio is driving the development of multiple new opportunities such as streaming, online radio, podcasting and new audio content-sharing platforms that are fast changing the advertising landscape. All the while, traditional radio is alive and well, and still a super effective way to reach a target audience. Digital advertising has proven itself to be relevant and ubiquitous, allowing for genuine business-to-consumer and business-to-business connection. Using social media to get discovered and to become liked is incredibly valuable and, just like radio, without a digital strategy brands will struggle to succeed. Combine radio with digital and you get the power of radio’s ability to engage and drive search, along with the powerful increase in presence provided by your digital strategy. The result is an improved two-way communication with your target market, to drive a much higher ROI.
The�collaboration between�radio�and digital�allows�your message�to�be reinforced�across multiple�platforms
THE BIG TAKEOUT
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“The #MSW partnership with Marawa has the potential to reach millions of people around the world, but will still keep the local recipe and flavour of SA values and preferences alive.”
A100 days in sportis a career for some. But for the undisputed champion of sports broadcasting in SA, Robert Marawa, getting his daily #MSW show streaming to fans at SowetanLIVE and on air with Vuma FM and Rise FM, the first 100 days is just the first minute after kickoff. And the results are showing.Sports fans across SA, the rest of Africa and as far afield as the UK have caught Marawa Sports Worldwide (#MSW) on SowetanLIVE’s app and website. Streaming numbers are growing by the day and content from the show has been trending on social media platforms, especially Twitter.Listeners have voted with their social media messages and WhatsApp voice notes from all over the world that the show has become a fixture in their lives between 5.50pm and 7pm every weekday. Listeners to Vuma FM in KwaZulu-Natal and Rise FM in Mpumalanga have interacted enthusiastically with the #MSW mix of football updates, interviews with legends and the most cutting-edge interviews with PSL coaches and players. “It’s all about the content,” says Marawa. “Every day we make sure to get the people that matter on air, whether it’s about coaches being fired, players being dropped or left out, legal battles, glory or disaster, or legends young and old. We get them in front of our microphones or wherever they find themselves. And now they are starting to queue outside the studio.“We’ve had a justice minister call in; we’ve had legends of the game questioning the selection processes of Safa (SA Football Association) office bearers; we’ve had global and local commentators talk about the state of the game in a World Cup year; and we’ve had women who have risen to the top in sports and administration in front of our microphones.”Thesyndicated #MSW programme was launched in November 2021 through a partnership between Marawa and Arena Holdings.“We’reexcited at the possibilities of this kind of syndicated content in a media world converging and migrating to online video and audio products,” says Pule Molebeledi, MD of Arena Holdings news and media division.
August2022 35 THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY
/Image: ALON SKUY/123RF/lesyad/morys
Comments made by people interviewed on #MSW have not gone unnoticed. From criticism of referee decisions to boardroom decisions opinions expressed by experts of the game have attracted much interest on social media and in other media.Undoubtedly one of the most poignant moments on #MSW over the past 100 days was the emotional interview with Thamsanqa Gabuza, SuperSport striker and friend of murdered football star Senzo Meyiwa, who was asked what he would tell his friend if he could say one last thing. The answer was shared by Marawa’s 1.2-million Twitter followers and it trended for two days. “They said it couldn’t be done, but we are doing it, from under the bridge in Katlehong,” saysMarawa. ◗ Gary Alfonso Commercial director, BDTV
100 d�ays of #MSW
August202236
But the world is changing, and consumer behaviour is changing. We are being faced with fragmented sets of media choices, /
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Give�them all the feels
e’ve long known the power of storytelling in advertising. The ability to connect and evoke emotion through our brand communication is one of the fundamental drivers of TV’s effectiveness for brands. Storytelling is powerful. Our subconscious responds to stories. Our brains make sense of the world through stories. Our brains love stories, especially ones we can relate to. We see and understand the world using stories, and our memories are created and stored through stories.
The�world�is�a�noisy�place
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THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY
Michelle Randall Head of strategy and marketing SA, Digital Turbine
It’s�a�system�1�world
What does this mean for brands? As humans, we make most of our decisions using mental shortcuts, which is our automatic brain at work. Beliefs, experiences, biases, intuition and emotion drive this automatic system 1 processing. System 1 influences what ads consumers pay attention to which, in turn, can influence what brands they buy. Advertising works over time to build, strengthen and refresh memory encoding linked to the brand. The more associations, and the more entrenched these associations are in the brain, the less conscious thought is required at the point of purchase. You don’t want the consumer to really think about whether to buy your brand or not (we have more important decisions to make); you want your brand to become the obvious choice, the gut-feeling decision.
‘We�think�much�less�than�we think�we�think’
August2022 37 THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY advertising messages, and content, all desperately fighting for our attention. Our attention is scarce, limited, voluntary and selective. Cutting through the clutter is becoming increasingly challenging for brands, and increasingly more critical to media effectiveness and brand success. This has led to the narrative that “shorter ad formats are better”. I am not discounting that shorter-format exposures have a role in the brand communication and media ecosystem. However, for long-term brand growth, storytelling and emotion is vital. The fundamental objective of any form of advertising is to ensure your brand forms part of a consumer’s consideration set when they enter the market (mental availability). Storytelling is undeniably effective at driving mental availability, and that is what effectiveness is all about.
Before we unpack the power of storytelling, let’s take a step back and understand how consumers make decisions and why this matters. At the end of the day, consumers are humans, and the main objective of any brand and any creative is to persuade, nudge and influence the behaviour of humans.Before we can even begin to plan our marketing and media interventions, we need to understand humans, how we make decisions, and how our brains work.
Make�them�feel
Consumers�are�real-life�humans
Though not all system 1 thinking is emotional, all emotional responses are based in system 1. Ads that prime and trigger feelings are the instant key to embedding your brand in system 1. Advertising is most effective when it gives us the feels. We see this time and time again.This is why storytelling is powerful. It offers the best opportunity to connect on a neural level, deliver impact, emotion and essentially brand and message recall. Emotions are responsible for system 1 processing and memory encoding, and great creative storytelling elicits emotional responses.Butitisnot just the story that drives effectiveness for brands. Stories need to resonate, they need to be distinctive, elicit emotions and, most importantly, be linked to your brand. If consumers remember your ad but don’t link it to your brand, you have just spent a lot of money failing to penetrate their system 1 processing.
Advertising�is�most
THE BIG TAKEOUT effective�when�it elicits�emotion /Image: 123RF/
Our brain has two operating systems: system 1 and system 2. System 1 is instantaneous, driven by instinct and prior learning; System 2 is slower, driven by deliberation and logic. We all tend to think we’re rational human beings, who consciously deliberate over all our decisions. Daniel Kahneman’s Thinking Fast & Slow shows we’re (almost) completely irrational. “We think much less than we think we think, and our decision-making is not based on rational conscious thought; in fact, 98% of our decisions are unconscious, automatic and effortless.”According to Kahneman, we make about 35,000 decisions every day. These differ in difficulty and importance, but they all hit you daily. If you had to consciously process all these decisions, your brain would crash. Your automatic system’s primary task is to protect your brain and prevent cognitive overload. Even when we believe we are making decisions based on rational considerations, our system 1 drives most of our choices.
TV works because it stops the content, takes over the screen and tells a story, engaging our senses through sight, sound andIn(e)motion.themayhem of digital, we have been so caught up in the “efficient” reach of the category, we have lost sight of what platforms are effective for what formats. According to Harvard Business School professor and brand consultant Thales Teixeira, the attention paid to ads today is not equal across screens and mediums but advertisers aren’t accounting for that properly.Progressive marketers are starting to understand, through research and data and through sales, that the measure of success is beyond an efficient CPM. As advertisers, it’s important to understand that there is a fundamental difference between an opportunity to see and an attentive exposure. In most ecosystems, we are buying exposures, but paying for an opportunity to see. There is a big difference, especially for video and storytelling.Delivering three seconds of attention to a story does not deliver impact, recall or contribute to increasing mental availability or system 1 processing. Constraints of infeed and certain digital platforms make it difficult to connect emotionally because you only have a few seconds. Functionality of the platform plays a vital role. Creative is not the only driver of attention and success; the platform is. Brand�growth Selections of media channels need to be continuously evaluated as to what purpose they serve, who they reach, how we reach them, and what formats are fit for the environment. We need to continuously ask if we are investing in the right channels, in environments where we can cultivate attention with captivating creative. Are our media exposures reaching the people we are paying to reach and are we delivering against the overall objective of ensuring media effectiveness to build mental availability, the buildingblocktobrandgrowth?fundamental of automaticdecisionsourareunconscious,andeffortless
But�what�about�the�platform?
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You’ve made it into their memory bank, but not into the part that’s connected to the brand. They’re not going to think of your product when it comes to making a choice (mental availability), says Jeri Smith, the CEO of advertising research firm Communicus. Distinctive brand assets and cues that people both remember and uniquely associate with your brand, are vital to penetrating system 1. So, it’s about creating campaigns that are interesting, relevant, and emotionally engaging enough to make the brain want to pay attention, store, encode and do something with. This is what drives impact and effectiveness.
Daniel Kahneman Psychologist and economist /Image: 123RF/normaals
August2022 39
An instalment of the Future of Media online series discussed the challenges and opportunities in the metaverse frontier, and the myriad possibilities it holds for advertisers.Themetaverse will change the world, businesses and how we engage with others, said Elizma Nolte, regional marketing manager for Meta Africa. The metaverse is about more than virtual reality, but rather a variety of digital spaces where we can connect with people, businesses and creators who are not in the same physical spaces. Avatars are how we represent and express who we are in the metaverse.Communities, storytelling and even commerce are evolving in the metaverse, which will ultimately be built by everyone.
THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY
Alan Buck, chief marketing officer at L’Oréal SA, said that though consumers are ready for the metaverse, the challenge in SA is that our digital infrastructure is not ready for the bandwidth required to provide a fully immersive environment. From a business perspective, the metaverse will affect buying behaviours in ways we have not yet even considered. While it is still early days and there are many unanswered questions, the panel said it’s worth taking the time to understand it. Do this by playing in it and havingfunwithit. ◗ tavers
See you inthe me
Lynette Dicey LADOwner,Writing Services
With its roots in gaming, the metaverse is a virtual space characterised by playfulness and community value creation. While the concept of bringing experiences to consumers through virtual reality isn’t new, the promise of what a converged world where physical and digital realities meet is particularly exciting.
Though the metaverse is currently being experienced primarily through 2D applications, soon bridges will be built from these apps into more immersive virtual 3D experiences, said Nolte. Melody Maker, partner for digital at M&C Saatchi Abel, said that because the metaverse is completely free of any boundaries or barriers, the opportunities for brands are almost unlimited. However, brands first need to understand how these communities work. And once they’re involved in the metaverse, they will need to be prepared to relinquish a degree of control. It’s important to rememberthat the metaverse is still in its infancy. Digital specialist at The MediaShop, Murali Naidu, said that because the metaverse offers an immersive augmented reality, it will provide brands with a more engaging platform than traditional media platforms and will grow a new generation of consumers who want to be part of authentic communities. He agreed with Maker that brands need to understand their audiences. However, brands should not get hung up on quick fixes because the metaverse requires a long-term approach.
e THE BIG TAKEOUT The�only�way�to understand�the metaverse�is�to�start playing�in�it /Image: 123RF/lerbank ✪ To watch the full discussion, click here
The digital adoption of increasedapplicationmobilehas41%inoneyear
As South Africans find more sources of information,reliableimmediate and instant access to the quickest and most authentic sources of media will continue to play a pivotal role in our daily lives. This is particularly true since the advent of fake news because regardless of how many social media apps we have fake news continues to dislodge countries and leaders, without exception to the privileged, most popular and most loved. Many celebrities social and political have contested and challenged fake news sources, implicating them in social or financial scandal. This prompts us to question the future of media and sources of published information.SAhasmany sources of media information. We are spoilt for choice when it comes to where to go for reliable information for our social, financial, educational and personal progress.
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Thami Majola Executive head, brand marketing & communication, Vodacom partnerships
THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY Progress MEANS
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Traditional media houses are pivoting to invest in social media platforms that extend their media channels. These platforms act as advocates of authenticity and reliability, helping to validate their sources in a world where social platforms are often not authenticated or factually correct, which can lead to a litany of lawsuits, keeping our legal system increasingly busy. As much as telecom industry players aim for digital inclusivity and democratisation of data, these companies continue to fight for market share, product superiority and network leadership by spending billions in capital expansion, which determines where the future of media is going and clearly that is digital.
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As we move to a future of connectivity and instant, immediate information sources, media has a pivotal part to play and will be required to be at the front end of information across all platforms. As media houses continue to extend themselves through big partnerships, it will become critical to find partners with networks, big pockets and multiple sources of revenue, which can sustain long-term investment approaches and integrate media and information onto the super-apps they develop. Media houses will then no longer be dependent on their advertising revenue based on circulation, but will have access to mobile subscribers due to clever collaborations with networks and broadcasters.Liketherevenue model of YouTube, which is thriving and drives accurate and programmatic advertising, the future of media in SA will continue to be dependent on credible news, exciting entertainment, and immersive customer engagement like gaming. It will need strong collaborations with partners that have new distribution models and which allows them to drive a revenue-sharing model that helps telecom networks increase days on networks for their customers and provides new advertising revenues for media houses. This will enable media houses to develop a growing and progressive model that allows them to find new advertising platforms, new captive audiences, and the exciting prospect of reaching new digitally savvy customers with increased spend. This allows for new advertising opportunities for revenue-sharing based on subscriber reach and not mere circulation. sources: www.statista.com; www.ecommerce.co.za. 123RF/panzv
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THE BIG TAKEOUT The�future�of�media houses�will�depend on�strategic collaborations�with networks�and b�ro�a�d�cas�te�rs
August2022 41 THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY
For everything social, political, entertainment and gaming, the media platforms of the future are all going digital. All this will shape how the media will evolve from mainstream consumption to digital consumption and drive new sources of entertainment, which are growing at breakneck speed. The nostalgic purchase of print news is slowly decreasing. The robust eruption of digital apps and platforms to share news has dislodged the print value chain and shed traditional jobs in a manner that makes one think: where does my corner newspaper vendor go when I download one more news app on myItsmartphone?hasbecome evident that apps aren’t going anywhere any time soon, but will become our main source of information consumption and entertainment in the future.This has driven the constant development of new platforms for information-sharing and broadcast purposes, and makes you wonder how many instant messaging platforms there are in the world. It also makes you wonder how the most prevalent one WhatsApp continues to grow daily, especially in SA, in a market with more than 28-million social media users. By the third quarter of 2021, about 95% of internet users in the country used the messaging app, which demonstrated its pervasiveness across all customerWhatsAppdemographics.hasbecome one of the primary sources of communication both personal and business to the extent that it’s difficult to keep up with new groups being added daily to one’s personal and business profiles. With all these groups continuing to barrage one with information and pushing the human daily decision-making stats to more than 35,000 decisions a day, the app constantly demands your attention. This digital media phenomenon will continue to grow and eventually be the source of multiple entertainment platforms. This will ensure that customers view media platforms not just for information, but also for entertainment. This is how the future of media will, and has already started to, change, as we watch new entertainment platforms being formed daily. This growth has been led by online video gaming, which is taking the world by storm. Online video gaming is expected to surpass pay TV in revenue by 2030, growing by 5% a year. This is while growth in pay TV channels are crawling at 1%-2% a year. They won’t keep pace with gaming, which is already making at least $130bn in revenue a day, while the pay TV channels are making a seemingly lofty $200bn, for now.The traditionalists will argue that politics, economy and sport will continue to drive the media space and not move their cheese for some time. In SA, print has seen multiple media houses folding, while the digital adoption of mobile application has increased 41% in one year. According to the Mobile Economy Report, 615-million people in Sub-Saharan Africa will subscribe to mobile services by 2025. That’s equivalent to 50% of the region’s population. This means that the race for super-apps in the fintech and telecom space is on. It’s a race that has been championed by many brands, including Vodacom, which launched the VodaPay app in October 2021, in partnership with Alipay.
“VodaPay was an important milestone in the evolution of our digital ecosystem and, by year-end [2021], we already reached 2.2-million downloads. We have 1.6-million registered users with 85 mini apps registered on the platform, and we are consistently adding more merchants as we scale the apps,” said the company.
In aninstalment in the Future of Media online conference series, moderated by Siya Sangweni, the spotlight moved to the value of a shared narrative and the necessity of finding a purpose that elicits consumer trust through sustainable ethics andAbeytransparency.Mokgwatsane, chief marketing officer at Investec, defined purpose as the ability to connect what an organisation does with being a force for good. A brand or organisation’s purpose needs to matter; should be something that will make a difference in terms of resolving societal challenges; and needs to be sufficiently exciting to interest people. A defined purpose helps organisations have the clarity required to make a thousand decisions a day.
In an overcrowded marketplace, having a narrative a story that explains why a brand exists and how it is guided by a purpose is becoming progressively more important.
Nontokozo Madonsela, group chief marketing officer at Momentum Metropolitan Holdings, said having a purpose helps the company make businessDecidingdecisions.onabrand purpose is not done in boardrooms, she said. It requires recognising the brand or organisation’s history, and taking the business on the journey.Pointing out that, though it’s quite easy for a business in the financial services category to have a distinct purpose, Sydney Mbhele, chief executive of brand at Sanlam, said brands need to be purposeful in an authentic way or risk having their messaging backfire on them. In today’s business environment, building trust with consumers is a non-negotiable, said Lyndon Barends, MD of strategy, sales and marketing at Arena Holdings.Trustis established over time and requires the brand to behave reliably and consistently. Get it right and it results in improved return on investment, he said. In response to a poll, 95% of delegates said they strive to be a purpose-led brand and 40% said they believe most “purpose-led” brands are truly authentic in what they are conveying to their consumers. ◗ /Image: 123RF/kmlmtz66
August202242 THE FUTURE OF MEDIA ADVERTISING IN THE GOLDFISH ECONOMY
Lynette Dicey LADOwner,Writing Services
QUICK takeaways
✪ To watch the full discussion, click here
An instalment of the Future of Media online series, moderated by Siya Sangweni, examined how the collaborative marketing space has evolved since 2020 and discussed what the future is likely to hold. Global strategy partner at Wavemaker Worldwide Shaun Frazao said brand partnerships predated the pandemic. However, when budgets were slashed during the pandemic, many brands recognised the power of collaboration as a solution to make budgets go further. Tumelo Motingoe, GM at AMA Media Agency, said that when brands work together, they leverage each other’s strengths, saving money and ensuring maximum return on investment. Media is now being consumed differently, which is making it that much harder for brands to attract attention, said Ryan McFadyen, co-founder and strategic head at HaveYouHeard. He added that one of the most successful collaborations has been Netflix’s partnership with Formula One’s Drive to Survive series.
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Purpose-driven positioning is being tested right now as brands move from a shareholder model to a stakeholder model and put more attention on the triple bottom line of profit, people and the planet, said Tanya Schreuder, CEO at Joe Public Media. Will a hyper-competitive world create instability in the advertising market? That’s unlikely, agreed the panellists, though agencies will inevitably need to reinvent themselves and rethink their role and the way they operate. In response to poll questions posed to the audience, 90% said they had collaborated more during the past two years, while only 50% said they foresee collaborations gaining momentum now thatlifeisgettingbacktonormal. Image: 123RF/bakhtiarzein To watch the full discussion, click here
The Covid pandemic forced brands and marketers to rethink - and to some degree - reinvent their marketing approach to survive and deliver impact. Collaboration between media and brands took off during this period. However, in a post-Covid future, has the urgency for partnerships faded as brands choose to consolidate or expand their offerings on their own once again?
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