The Media

www.themediaonline.co.za

ISSUE 186
SEPTEMBER 2020

INSIDE:

› REALITY TV
› MOBILE IS MAKING MOVES
› ESPORTS, GAMING AND IN-APP ADS
› YOUTUBE PHENOMENON
› pDOOH

SCREENS Clockwise from top left: Suhana Gordhan, Legend Manqele,
IN FOCUS Quanita Salie, Lungile Binza, Merlin Naicker, Isla Prentis





Reach over 29 million* viewers annually in
Gauteng and KZN public healthcare facilities.

*The number of viewers were provided by the Department of Health
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Contents 30 TRAVERSING SOUTH AFRICA’S
GAMING LANDSCAPE 52 MOBILE’S TIPPING POINT
FEATURES The fastest-growing and most Mobile is not immune to the
immersive market is mobile blanket budget cuts that most
09 LEGEND HAS IT gaming, reports GARTH RHODA marketers are navigating, but
South Africa’s king of it’s certainly on solid ground,
homegrown reality TV, 34 THE REALITY OF PDOOH says LUISA MAZINTER
Legend Manqele, shares his Programmatic digital out-of-
success story with home advertising is 54 ADVERTISING BEYOND MAD MEN
LUCINDA JORDAAN revolutionising the way Advertising has moved beyond
we advertise outdoors, writes the Mad Men era, but the
12 KEEPING IT REAL, SORT OF ALASDAIR MULLER industry needs to do better,
South Africa has a thriving believes SUHANA GORDHAN
reality television production
sector across the SABC, 38 DOOH INVESTMENT GROWS REGULARS
DStv and e.tv, writes ACROSS AFRICA
BRITTA REID South Africa’s OOH sector is 04 Ed’s note: On the record
the strongest in DOOH, with
18 GREEN SHOOTS AT SABC TV Nigeria coming in second.
SABC TV’S new head, Merlin JORJA WILKINS takes a look
Naicker, updates GLENDA
NEVILL on what he’s been 44 YOUTUBE’S UNPARALLELED 05 Bites: News in brief
up to since joining the POPULARITY
public broadcaster As mobile data rates plunge to 06 Who are You? I am Sbu
the lowest levels we’ve ever Ngalwa, politics editor of
24 TV AND DIGITAL IN THE seen, web-based streaming Newzroom Afrika
COVID-19 ERA video services and platforms
Understanding platform are a real option for millions, 08 The Hotseat with Gary
integration is key to brand says SHAUN ROSEN Rathbone, general manager
survival, say DELIA VAN of SABC Sport
STADEN, SHAUN FRAZAO and 46 WHAT’S UP WITH WFH?
MERISSA HIMRAJ Almost overnight, South African COVER
media workers across the sectors Clockwise from top left: Suhana
12 relocated to home offices. Gordhan, Legend Manqele, Quanita
GLENDA NEVILL asks them Salie, Lungile Binza, Merlin Naicker,
about the pros, the cons and Isla Prentis
the pitfalls

52

44 THE MEDIA i 3

themediaonline.co.za

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On the record... www.themediaonline.co.za

W ho isn’t still glued to one kind of screen or PUBLISHED BY
another right now? We might have entered Arena Holdings
level 1 lockdown, with more freedom of Hill on Empire, 16 Empire Road
movement and most industries back to (cnr Hillside Road)
business, but our need for information and
entertainment has not diminished as we adjust our views of Parktown
the new normal. Johannesburg

After the first month of lockdown, we had to introduce 2193
new rules in our household, and that was to kill news
of Covid-19 after 5pm each day. The total onslaught of Postal Address: PO Box 1746
information and differing views, and the level of human misery and disaster – Saxonwold
plus the disinformation on social media – became too much to bear.
I don’t know about you, but I wanted to watch period series like Anne with an Johannesburg
E or Land Girls. And Downton Abbey, again. Hell, science fiction such as Star 2193
Trek: Discovery and Star Trek: The Next Generation. Anything but series set
in the now. Every time I watched an episode of a series, I’d think, “But you’re Telephone: 011 280 3000
not wearing a mask! Stop hugging people”. It became a disjointed experience.
With period and sci-fi series, I didn’t have to worry about all that. EDITORIAL
Reality certainly bites in times like these. Editor: Glenda Nevill
Reality TV, however, is something that South Africans love. Britta Reid has [email protected]
taken an in-depth look at the genre, and a fascinating story it is too. Lucinda Content Manager: Raina Julies
Jordaan chatted with Legend Manqele, the man behind some of our greatest [email protected]
home-grown reality shows, including Being Bonang, Life with Kelly Khumalo Sub-editor: Anthony Sharpe
and Somizi & Mohale: The Union. We have a thriving scene here, one that Content Co-ordinator: Vanessa Payne
keeps on growing.
While e-sports and competitive gaming was growing prior to the pandemic, Contributors: Shaun Frazao, Suhana Gordhan,
global lockdowns and bans on live sport certainly gave this sector some Merissa Himraj, Lucinda Jordaan, Luisa Mazinter,
major impetus. I mean, Toyota sponsored the Esports Challenge 2020 and Red
Bull signed its first South African gamer, Thabo Moloi. The advertising and Alasdair Muller, Britta Reid, Garth Rhoda,
sponsorship opportunities are growing, something Garth Rhoda explores in Delia van Staden, Jorja Wilkins
his piece on the subject, reporting a 45% spike in mobile gaming during the
first months of the pandemic. DESIGN
Talking about mobile, coronavirus certainly saw the medium come into Head of Design: Jayne Macé-Ferguson
its own. Chair emeritus of the Mobile Marketing Association of SA, Luisa
Mazinter, delivers a compelling pay-off in her piece. Whether it’s mobile video, Design Team: Mfundo Archie Ndzo,
gaming or social media, one common priority remains: marketers must adopt Lesley-Ann van Schalkwyk
a mobile media-first approach.
From the YouTube phenomenon, and media planning incorporating digital Advert Designer: Bulelwa Sotashe
and TV advertising lift to word from SABC TV’s new head, Merlin Naicker, on
what’s going on at the public broadcaster, our screens issue is designed to tap SALES
into everything media pros need to know, right now. Sales Manager: Kalyn Fagan
[email protected]
The Media. Got to love it.
Glenda 011 280 5467
Sales: Vanessa Tiddy
Subscribe to The Media Online’s free newsletter [email protected]

Visit www.themediaonline.co.za 011 280 3058
Sales administrator: Neesha Klaaste

PRODUCTION
Production Editor: Shamiela Brenner
Advertising Co-ordinator: Monique Sauls

MANAGEMENT
General Manager, Magazines: Jocelyne Bayer

Copyright: The Media.
No portion of this magazine may be reproduced in any form

without written consent of the publisher. The publisher
is not responsible for unsolicited material. The Media is
published by Arena Holdings. The opinions expressed are
not necessarily those of Arena Holdings. All advertisements/
advertorials have been paid for and therefore do not carry

any endorsement by the publisher.

4 i THE MEDIA themediaonline.co.za

BITES

No it’s not Monopoly it’s Landlord Go Geo-buying gives radio
stations a boost
Want to become a virtual real estate mogul in New York, Cape
Town, or anywhere on earth? Landlord Go is an action-packed UBU International has created a digital
geolocation reality strategy game by Reality that lets players buy solution that gives radio stations a new way
and sell real-world properties. CEO John Woznowski says within to monetise their footprints above the sale of
a few days of going live, it was the top app in South Africa, with advertising, while helping small businesses
more than one million players. get radio exposure. UBU International provides
each radio station with its own white-labelled
MOST Awards postponed? No problem branded loyalty wallet. Embedded in this is a
massive marketplace, supporting thousands
News that the MOST Awards gala event has been postponed until of businesses, which are visible to the radio
September 2021 didn’t surprise sponsors, old and new. station’s audience. Each time one of these
businesses makes a sale, the radio station gets
“I think it’s a great idea because the MOST Awards and the a percentage cashback. Several stations have
event ceremony itself are all about the social connection we already signed up, including East Coast Radio,
share as an industry, coming together to celebrate one another’s Jacaranda FM and Radio Laeveld.
excellence,” says Carat’s Lerina Bierman. “It would just not have
the same impact if done virtually, and I think the industry needs “UBU identified an opportunity to harness
that connection again after the year we’ve had. We therefore the massive opportunity that location-specific
completely agree with and support the decision to move it out.” mobile search offers, and how it allows one
to drive traffic and conversion into physical
Mercurial Media’s Nicola Wright says the awards are unique in retailers, an opportunity that has largely been
recognising expertise through participation from ignored,” says CEO Andre de Wet.
the media industry itself. “It’s the rare time of
the year when agencies and media owners The UBU Marketplace is an accumulation
can get together, celebrate the year and of businesses that have signed up on the
let their hair down for the night. Though platform through a quick and easy on-boarding
we will miss the event, we support process via UBU platform, he explains.
the decision to postpone the awards “Businesses gain exposure across the whole
until September 2021, and to maintain UBU Marketplace, across every single app or
the quality standards for which this wallet, which is constantly promoted by the
industry event is known.” participating organisations and businesses
to their networks and clients. This gives them
Watch out on The Media Online access to a range of benefit, including a much
for more MOST news. larger market that they would otherwise
struggle to reach, attracting new customers,
boosting sales and through the unique loyalty
aspect, and keeping existing customers coming
back for more.”

UBU also encourages “buying local” by
directing users to participating businesses in
their area based on geolocation.

themediaonline.co.za THE MEDIA i 5

WHO ARE YOU?

I am Sbu did not last long as the bickering
Sbu Ngalwa began soon after all political parties
Ngalwa had thrown their weight behind the
What led you to become a political president and his initial lockdown
Newzroom Afrika’s politics journalist and editor? I have plan. Politics is polarising and we all
editor, Sbu Ngalwa, always had an interest in current have our own biases. The problem
affairs, so I gravitated towards is when as journalists we only want
was recently appointed political reporting when I worked at to talk to the people who share our
chairperson of the South Independent Newspapers in KZN as world view. That is what journalists
African National Editors’ we had a newsroom with general should avoid. I believe in giving a
Forum. He is the former reporters but no beat reporters. platform even to those whose views
editor of the Daily Dispatch South Africa has a vibrant political I strongly disagree with. Fairness
and served as political editor landscape that made it easy for me and balance are at the centre of our
of the Sunday Times before to find my niche. My biggest political approach to political reporting.
taking the leadership role assignment was the ANC Polokwane
conference in 2007. After working What three things can you not live
at the Eastern Cape as a general and investigative without? My cellphone, coffee and
daily newspaper reporter, I moved to Cape Town to lip balm.
join Independent Newspaper group’s
political bureau based in parliament, Who is your superhero and why? I IMAGE: SUPPLIED
where we covered government, do not have a superhero per se, but
parliament and politics. in journalism I have always admired
the writing of Barney Mthombothi. He
South Africa’s political space was my first editor and an incredible
offers non-stop drama that often writer. After all these years I still read
plays out on television. What his column religiously.
is your sense of how we cover
politics on TV in South Africa Where you will be in five years’
and of Newzroom Afrika’s place time? I am sure I will still be playing
in this arena? Politics is by nature one role or another in South Africa’s
very dramatic and South Africa is no post-Covid 19 media landscape.
different. The only time there was As to what it will look like, no one
limited political activity was during knows. But what I do know is that
the hard lockdown, but even that we must still have a sustainable
media beyond this difficult period.
A vibrant and independent media is
an important pillar of a democracy.
That is why we at the South African
National Editors’ Forum are taking
a long-term view of various ways
to ensure the sustainability of the
media. While our media relief fund
has given immediate relief to 227
journalists who lost their jobs after
the lockdown, we have to take a long-
term view so that in five or 10 years
we can look back and say we were
part of a generation that ensured
Covid-19 did not sound the death
knell for credible, quality journalism
in South Africa.

6 i THE MEDIA themediaonline.co.za

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THE HOTSEAT

I am 59 years old and so far in my Gary Your pet hate is…Negativity. IMAGE: SUPPLIED
career…I’ve been able to do things Rathbone
that really matter to me, that excite What scares you most…The current
me and that I’m passionate about. So Play it explosion of stupidity around the
I guess I’m pretty lucky in that regard. where world. The US and UK in particular
it lies are plumbing the depths of idiocracy,
What excites you most about your creating a very dangerous situation
new position at SABC Sport? The Formerly head of sport at for the whole planet. It’s one thing
challenge of building a new sports StarTimes, GARY RATHBONE to criticise Trump, but please don’t
proposition that will really take the forget to spare some of that vitriol for
SABC back to being at the centre of took charge of SABC Sport the people who actually voted for him
the South African sporting world. in May. He is charged with and continue to support him in office.
Also, delivering a genuinely engaging overseeing the acquisition Truly, the lunatics have taken over
on-air experience with sport that the asylum.
speaks to all South Africans. of sports rights and
programming, as well as Your best qualities are…The
What are the key issues you’re launching a standalone SABC ability to see a problem as a
tackling and solutions that you creative challenge.
foresee? Mainly trying to deliver sports channel
sports content to South African Your personal motto is…I’m not a
without having an actual sports golfer, but I’d go with: “Play it where
channel. Getting a proper 24/7 SABC it lies.” You might wish your ball
Sports channel up and running is had ended up right in the middle of
probably the most important issue I the fairway, and you might blame
have to tackle right now. everyone from the club pro to the
hadedas cawing overhead for the fact
What are some of the most that you sliced your shot and it ended
important lessons you’ve learned up in the rough. But none of that will
on your business journey? That change a thing and the way forward
you need to enjoy what you do, and is to accept that, and start figuring out
genuinely believe that what you are how to play your way out of there and
doing is bigger than your own self- onto the green.
interest. And that it’s crucial that the
people you work with are prepared The gadget/s you can’t live
to back your vision to deliver on what without and why…The digital audio
needs to be achieved. workstation I have on my laptop for
recording my songs. To be honest,
What’s the worst job you’ve ever nothing fulfils me like time spent in
had and why? Fortunately, I’ve never that space.
stayed too long in any job I didn’t
enjoy. As the saying goes, “when the You think the rest of 2020 will
fun stops, stop”. be…Encouraging and full of new
opportunities to rebuild, remake
The quality you most respect in and remodel a world that has been
people is…Being frank about what quite devastated by Covid-19. My
they think and feel. And always real hope is that the rebuilding,
having a sense of perspective on remaking and remodelling will bring
an issue. Oh, and an ability to bring us something new and better. Like
positive energy to situation. The glass I said, if you want it to be, the glass
is always half-full. is always half full.

8 i THE MEDIA themediaonline.co.za

THE INTERVIEW

I am
Legend

In just a few short years, Legend I’M CONSTANTLY
Legend Manqele has built an Manqele REMINDED THAT I’M THE
impressive, award-winning GUY I’M SUPPOSED TO BE,
TELL US ABOUT YOUR JOURNEY SO FAR. AND NO JOB WILL GIVE
media brand, producing My journey has been one of passion ME THE VALIDATION I’M
hot, local reality shows and fear. I always wanted to be a part LOOKING FOR
and relaunching Destiny of the industry, and was willing to
magazine. And, as the work for nothing – R1 000 per month WHAT HAVE YOU LEARNED, AND WHAT
The BarLeader’s CEO tells at Urban Brew for five years – until DO YOU TEACH OR PREACH? I’ve always
LUCINDA JORDAAN, the hits I’d built a reputation. And after I been passionate about learning
will just keep on coming left, I was asked back to build all the rules, then breaking them
some shows. for people like myself who were
DO YOU THINK YOUR NAME IS AN disadvantaged, and empowering
ACCURATE REFLECTION OF YOU? Names I’ve always been led by love and people within this industry. My goal
have always freaked me out because spirit, but at some level, I was just is really to crack this mentorship
they’ve either boxed me in or they doing it out of fear, a fear of not thing that people define so loosely.
just explain something I didn’t think being part of something. I had all I’ve had opportunities where people
I was. I thought: ‘I just want to be these scholarships, but couldn’t wanted to mentor me just by
silent – in the room, but not in afford to fulfil them: Juilliard; Yale;
the room.’ AFDA. I wanted the opportunities
afforded by a really big education,
I think a lot of people strategise and acting was part of the goal.
about who they are and who they But while I was acting in series
want to be, but I don’t. I’ve gone on e.tv I realised that the tools
from venture capitalist to visionary for proper development weren’t
to media executive, and after three there, like access to proper scripts.
or four months, I change it. Like I felt then that the role of actor
imbewu, a seed from a tree that will shouldn’t be my ultimate goal.
bear many fruits, I want to walk into
a room and multiply.

themediaonline.co.za THE MEDIA I 9

THE INTERVIEW

telling me about my career. But real supposed to be, and no job will give culture and use it as a tool to get to IMAGES: SUPPLIED
mentorship has process: taking one me the validation I’m looking for. the most important places. Reality
from A to B, and it must be clear. shows have great margins and a
MultiChoice has Magic in Motion, WHAT IS STORYTELLING TO YOU? At great bottom line, but if I didn’t have
where they put students in the field; different levels it’s essential to the a vision beyond that, it wouldn’t
that is key in mentorship. human fabric. Storytelling is where work for me.
With the access I have in the we get our courage and fuel, from
industry and the platforms provided stories that have been told and WHAT DOES THIS MEAN FOR YOUR
by my company, I would like to preserved. I need to be a part of FUTURE? I’m pivoting now, from
see succession: the next wave that, and in the next 10 years I want the fabulous, inspiring excesses
of creatives taking over from the to make sure that people who come of Somizi’s Wedding, to more
current wave. These people grow after me know these stories, by intentional work, like bringing Kelly
and take the front line in your archiving them. Destiny, for example, Khumalo’s story to everyone else;
company, and that’s what I want. is an archive of great people who her trending on Twitter every day
I hired a lot of small-time jobbers have achieved so much. won’t help find Senzo’s killer. She’s
when I first started and essentially seen as a black widow, but there
mentored eight people without I WANTED TO CREATE THIS is so much more to her story, and
realising it. Now they’re senior, GROUP OF COMPANIES TO I want my stories to reflect where
or entry-level senior, and pitch TELL STORIES, DOCUMENT society is; I want to find the common
together. That’s the ethos of this AND ARCHIVE OUR LIVES ground. That’s why I started The
company now: bringing in new AND OUR ASPIRATIONS – Bar: I wanted to create this group of
people in every way. AND OUR HEROES companies to tell stories, document
and archive our lives and our
WHAT, TO YOU, ARE THE MOST My mission has always been to aspirations – and our heroes.
SURPRISING ASPECTS OF YOUR RISE make sure that we reflect what is
FROM SALES REP TO ACTOR AND out there, what people may not Lucinda Jordaan is a media and
CEO? I think it’s the simplest thing: necessarily see for themselves. communications consultant with
I matter and I have value. I now This is an era where black people specialist expertise in writing,
understand that with or without are economically independent, with copy editing, and content and
it, I am fine. Ultimately, no job or extreme lifestyles and ridiculous communications strategy. She
acquisition matters more than who money, which is isn’t necessarily heads up a diverse team of media
you are in yourself, and how you used well or for the furtherance of and language specialists under
matter to family and the people with race or others. But these subjects the umbrella of Lucinup Media
whom you interact. But business don’t see it themselves until they and Communications. Her articles
is personal, and I’m constantly see it reflected. I love how people have appeared in several award-
reminded of that fact because I’ve react to that. I like to capture popular winning publications, locally and
grown up with imposter syndrome. internationally, and she has contributed
I’ve tried to find value and self in to books and online sites, including The
these things, and am now constantly Media Online and The Media.
reminded that I’m the guy I’m

10 I T H E M E D I A themediaonline.co.za

C R E AT E . C O N N E CT. C O L L A B O R AT E

Di itised events re n excitin
venue for br nds to connect
with their udience.

We live in time where technolo y
llows us to d pt, nd we believe
now, more th n ever, in the
import nce of coll bor tin ,
cre tin nd connectin .

We’ve embr ced the di it l events
sp ce nd introduced series of
online events to cre te on oin
thou ht le dership opportunities
for our p rtners.

To coll bor te with us,
cont ct Meliss de A rel
t de rel m@ ren . fric

w w w. r e n e v e n t s . f r i c

THE BIG FEATURE

The tribe has spoken

Reality TV is a portmanteau genre encompassing game, prank, cooking, makeover/
transformational, transactional and celebrity lifestyle shows. It’s also a genre that’s
evolving in fascinating ways, as BRITTA REID discovers

D efining the reality TV Somizi & Mohale, The Union broadcaster’s “informal knowledge
genre may be tricky, but building” quota.
it certainly draws • Are about romance and
audiences. The futurefact relationships (85.6%) Examples of successful popular
2019 survey showed • Show people working through reality docu-formats are SABC 1’s
almost four out of 10 adult viewers difficult situations, for example Khumbul’ekhaya, Nyan’Nyan and It
considered reality shows their illness, divorce, financial, Takes a Village, as well as SABC 3’s
favourite type of programme, legal (84.6%) The Longest Date and Miles Apart,
placing them behind South African • Are about glamorous Miles Together.
soaps and music programmes. lifestyles (81.4%)
Closer inspection reveals that the Legend Manqele, founder of The
demographic profile of the reality- A learning experience BarLeader, believes that universal
show enthusiast is skewed towards Reality fans are not driven by feelings and experiences drive
the upper middle class/upper class, voyeurism and malice; rather reality viewership. A marriage
SEM 7-10, female and under 35. they are motivated by the desire proposal resonates universally; the
Acting SABC spokesperson, to learn about the world and format simply frames it enticingly,
Mmoni Seapolelo, points out that other people. Seapolelo describes “with cocktails, on a beach in
the lower SEMs prefer fiction as a SABC’s approach to the genre the Maldives”. The genre can be
way of escaping. as tempering it with ethical educative: Living the Dream with
Mediology media director, Michael considerations; thus, reality Somizi helped viewers realise that
Pearce, believes the sub-genres “all formats can be used to fulfil the the members of LGBTQ+ community
have their place with their audiences.
Where some people will relate,
others will not, and some reality-TV
shows will appeal to the masses…”
According to futurefact 2019,
the most popular shows among
enthusiasts are those that do the
following:
• Give people the chance to achieve
their ambitions (95.0%)
• Increase viewers’ knowledge
about the world (92.1%)
• Have a competitive element, for
example MasterChef and The
Voice (90.0%)
• Get viewers involved in the lives of
real people (89.9%)

12 i T H E M E D I A themediaonline.co.za



“breathe the same oxygen and have Life with Kelly Khumalo
the same dreams”.
behind drama (27.9%), while Jodie Bailey-Norris,
Of Life with Kelly Khumalo, he senior integrated marketing
explains that society tends to sport (11.5%), movies communications manager,
shun black widows, so the show Coca-Cola, Southern and
addresses how a person innocently (11%), news (8.1%) and East Africa, explains that
falling in love can make bad choices their “media team looks
and seeks to evoke empathy rather music (6.8%). for a balance between
than judgement. TRPs and affinity for the
One explanation is specific audience…and buys
The Broadcast Research Council of spots that reach the right
South Africa’s TAMS data (1 Jan – 31 that many of the shows audiences at the right time”.
July 2020), averaged by programme,
show the top five free-to-air, all- The top brands
adult reality series to be: Nyan’Nyan, supporting the genre
Mi Kasi Su Kasi, Emasisweni, are Clicks, Outsurance
Instapreneurs and Spartan: Ultimate (Personal), ClearScore, Debonairs
Team Challenge. Pizza and Sensodyne.
For Fahmeeda Cassim Surtee, CEO
SEM cluster 5, however, shows of DStv Media Sales, reality shows
a taste for international shows: remain important both for revenue
Survivor: Game Changers; and for driving live linear viewership.
Welcome to Sweetie Pie’s; Survivor: The recently launched Big Brother
Millennials vs. Gen X and America’s
Got Talent.

In the adult pay TV universe,
local shows predominate: Uyajola
9/9, Somizi & Mohale: The Union,
uThando Nes’thembu, Mnakwethu
and Marry Me Now SA. SEM cluster
5 prefers My Kitchen Rules Australia,
The Bachelor South Africa, Extreme
Makeover Home Edition, and The
Real Housewives of Johannesburg.
Recent Netflix reality hits are Too Hot
to Handle, Love is Blind, Rhythm +
Flow and The Circle.

A dream audience run outside the 19h00-
According to futurefact, reality fans
love to shop, believe the right brands 21h00 time band. Sune
create the right impression, and are
eager to try new brands that Beyers, Mindshare
they see or hear advertised.
In short, they sound like managing director, says
an advertiser’s dream
audience. However, “If the content does
Telmar’s Q1 2020 Transmit
post campaign reveals not seem to push any Sune
that the genre only ethical or moral Beyers
attracted 6.2% of ad
investment, lagging values and the

viewership is there,” then

advertisers will support the

genre. Isla Prentis, intelligence

lead at Tirisano Consulting,

confirms that “generic TV

advertising is predominantly

about reaching the audience”,

14 i T H E M E D I A Isla themediaonline.co.za
Prentis

THE BIG FEATURE

Giving the advertiser observes a generational African companies tend not
what speaks to their to be aware of production
brand at a logical divide in the attitude costs and the terms and
cost with added value conditions of product
and a GUARANTEED towards brand-safety placement. Prentis concurs
ROI determines their that “poor costing models
involvement concerns, with younger and long lead times”
often hinder marketer
clients and strategists involvement.

tending more towards

the cutting edge.

“If you get involved

early enough, product

placement…can be Real sentiments

seamlessly interwoven

into the drama Celia “It’s not product
unfolding on screen,” Collins
Naija sold out all above-the-line and placement, but rather

below-the-line opportunities. says Merissa Himraj, sentiment association that

eMedia Group’s Mokgadi chief strategy officer at Wavemaker really works,” argues Katharine

Whitehead cites The Ultimate Braai South Africa, cautioning that she has Liese, group head of media and

Master and Family Feud as examples yet to “see any brand get it spot on”. channel integration at Telesure

where the sponsors extended “their Consumers expect authenticity Investment Holdings. She explains,

campaigns beyond the 30-second from brands, believes Prentis, “Sun’Ceda is a reality show similar

classical commercials, through so it is key to make sure that the to Extreme Makeover and for 1Life,

opportunities such as product show aligns with the brand. Pearce it aligns to what the brand is about:

placement and integration into the advises that, “advertisers should changing lives.”

programme and, at times, on-the- only be keen if the reality show Media director at Meta Media Cape

ground activations”. consists of similar brand values and Town, Quanita Salie, says Capitec’s

MediaCom MD, Claudelle Naidoo, is able to build relevant connections The Next Brand Ambassador

argues the genre has between the show and resonated with

“become a lot more the products. Relevance viewers because

lucrative and creative is key!”. the three winners

as an advertising Urban Brew Studios scored “real,

platform” but tempers genre producer, Beverly live jobs” in the

this by pointing out Moubane, puts it simply: client’s marketing

the responsibility “Giving the advertiser team. She salutes

“for ensuring that the what speaks to their Capitec undertaking

opportunities we present brand at a logical cost the project: it

to client meet all the with added value and a takes time and

necessary requirements guarantee ROI determines commitment to

from a brand safety point Merissa their involvement.” Her produce a successful
Himraj
of view”. Celia Collins, colleague Colleen Smith reality show that Quanita
director of Amplifi, meets business, Salie
cautions that South

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THE BIG FEATURE

brand and viewer objectives. She that they can extend or engaging in “choose
adds that it is critical to work with introduce trends. He
producers who are experienced in refers to Being Bonang, in your own adventure”
the genre, and that clients must be which Matheba launched
open to learning and adjusting on not only a T-shirt range scenarios. Pearce sees it
the fly. but also her own luxury
beverage brand. He also “expanding because of
Manqele jokes that the shows acknowledges Samsung’s
can be “walking shopping centres”, role in facilitating the other channels – YouTube,
but more seriously he points out production of Dinner
at Somizi’s. Facebook Live, Instagram
Content must
inevitably adapt to the Navigating an Stories, etc…These allow
platform on which it uncertain future
lives, be that TikTok, a Covid-19 brought the entire film the reality shows to
news site, a streaming and TV industry to a halt. As
service or linear TV restrictions were eased, stricter expand into sub-stories
health and safety measures had to
Bonang Matheba be implemented. Manqele’s intimate and behind-the-scenes
approach to working with celebrities
meant that they “never had 1 000 stories, and extend the
crew members involved”, but they
still had to adjust to shooting Life Adelaide entertainment value
with Kelly Khumalo on one location. Joshua-Hill beyond just the screen”.

Liese suggests the pandemic Adelaide Joshua-Hill,
“has birthed some different kinds
of reality show”, for example head of content and platforms at
Kyknet’s Kwarantyn. She notes that
MasterChef Australia adapted their Urban Brew studios, says, “The
format mid-season, changing to
individual challenges and socially genre is very exciting. It has
distancing contestants.
the ability to morph and adapt
It’s not product
placement, but rather to changes in technology… the
sentiment association
that really works interaction between first and second

Despite the challenges, media screen will play a big role in how the
agencies are buoyant about the
future of the genre. Naidoo is genre evolves in the future.”
certain it will continue to grow
within mainstream programming, Robert Kaden, junior
and that advertisers will seek more
diverse and segmented advertising commissioning editor for Media24’s
opportunities within it. Himraj
suggests that the genre might VIA TV, says, “Content must
become interactive, with viewers
inevitably adapt to the platform on

which it lives, be that TikTok, a news

site, a streaming service or linear TV.

We’ll increasingly see various genre

conventions getting nudged into

new directions.”

Given Manqele’s belief that the

genre can open viewers’ eyes and

hearts to the predicaments of their IMAGES: Austin Malema , SUPPLIED

fellows, it is not surprising that he

speculates that reality shows could

present the stories of street children

or prostitutes. Ultimately, he sees the

genre as having the potential

for healing and bringing the

nation together.

Having spent some decades
working in the media agencies,
Britta Reid now relishes the
opportunity to take an independent
perspective on the South African
media world, especially during this
time of radical research transformation.

16 i T H E M E D I A themediaonline.co.za

daily drama

Do not adjust your set
Head of SABC TV, Merlin Naicker, took on the massive role of the continued revival
of the SABC’s television stations in April, just as the national lockdown began. He
gives GLENDA NEVILL an update on what’s been happening at SABC TV

I t’s no secret SABC television Merlin that huge audience, confined to
is emerging from years of Naicker their homes and desperate for news
operational, financial and and entertainment. That led to the
management issues. It has The rest of the first of what is sure to be a number
a long way to go before industry has moved of controversial decisions Naicker
becoming the “fit-for-purpose on, but the SABC has will have to make: he applied to
public broadcasting service that is almost been in a the Independent Communications
financially sustainable, self-sufficient time warp with the Authority of South Africa for an
and appropriately capacitated to turnaround strategy exemption from the local content
execute its mandate effectively” quotas defined in SABC TV’s
that its board and new management “Then in the midst of all of this, mandate. Unions and producers
structures are working towards. we we had the highest audience were furious, accusing the
While continuing to implement its record in TV history,” says Naicker. broadcaster of decimating the vitally
Treasury-approved turnaround plan, “So definitely, you know, some important production sector.
a condition of its R3.2-billion bailout, contradictions came into play.”
it has to pay back millions of rands Locked out of local It was far from a sinister decision,
in debt to production companies, Covid-19 or no, Naicker’s task is Naicker explains. With lockdown in
restructure staff (a process fraught clear: “Bring back the audience force, local productions halted and
with union involvement) and numbers, and that really brings back with no idea when filming would be
operations to become a much leaner the advertisers, which brings back able to begin again, the SABC had to
machine, buy and create content the revenue. Yes, it sounds like a supply content. With around three
viewers want to watch, attract great simple equation, but not so simple months of programming in the can,
swathes of advertisers while sticking in reality.” it simply could not go dark once that
to its mandate and also figure out had been flighted.
how to get South Africans to pay First though, he had to ensure the
their licence fees. Rebuilding its SABC had enough programming “The suspension came out of
reputation, devastated by years to get through lockdown and feed the question: If your productions
of mismanagement and massive are being stopped through a state
political interference, is a big part of of disaster being declared by the
the job. And that’s just for starters. president, how are you then able to
When Merlin Naicker arrived at the find local content?” he says. “I think
SABC’s Auckland Park HQ on 1 April, we missed the mark by a couple
it was a “ghost town”. The news of percent across the board. And
operation had relocated to Nasrec even when we ran out of stock, we
for the duration of the coronavirus replaced it with local content.”
pandemic, the hard lockdown was
in place and anyone who could work What about ads?
from home was doing so. The SABC’s local content is vitally
important, not just because of
its mandate, but because it is

18 i T H E M E D I A themediaonline.co.za

THE SABC

a commercial driver with big Naicker is well aware that the turnaround action in the
background. What three goals does
audiences and ad spend. Speaking while the SABC was going through he have for the rest of 2020?

of which, what’s happening on years of strife brought about by “Firstly, I’d definitely like to see an
increase in audience for our prime-
that front? extreme political interference, time block. This is twofold for me:
it’s a test of our success and it’s a
“We’ve got the right programming other broadcasters (free-to-air, test of our communication with our
customers. That’s something that
stock available, but advertisers are over-the-top and pay TV) were talks to regaining the trust of
the market.
not coming back in terms of general embracing new technologies
“Secondly, when we say
advertising spend…they’re coming and modernising outputs for something, we deliver upon
it to so people know where to
back on our key properties such as today’s consumer. find content. I’ve also realised a
large percentage of our market
Uzalo, Generations: The Legacy and “What I realised once I had started don’t have set-top boxes yet, so
they’re not aware of what is on
Muvhango. But generally, across with the SABC was that a lot of the the channels.
“Thirdly, ensuring that
the rest of the day, they don’t seem roles were acting roles, so decisions we have a more regular
digital presence.”
to choose to follow Naicker says that before
the pandemic, the SABC was
suit with the audience. investigating on-demand
platforms to grow its consumer
They’re cherry-picking. base as part of the turnaround
strategy. “The challenge
That’s the challenge.” we have is that now we’ve
really got to contemplate this
Agencies have realistically in terms of the cost
base, distribution and market
criticised the SABC’s that we serve.”
This revival and future
approach to selling sustainability are at the heart
of everything the SABC is
advertising, saying it is doing now. “It represents

often cumbersome, that two thirds of the broadcast
industry in the country and it
there’s a lack of urgency has a footprint across Africa as
well,” says Naicker. And he’s not
in responding, and there afraid of the challenge; in fact, he
relishes it. “You know, sitting on
are too many processes the outside, you can make many
comments on how I should do this
to jump through. It or that to make it happen. And
now I’m here to do that, and see
simply shouldn’t be Welcome to a New Era whether or not I’m really worth
so hard. my salt.”

“We’ve looked at of Fully-Virtualised
that,” responds Naicker.

“We have a new Post-Production Editing
group executive for

commercial enterprises,

Reggie Nxumalo, and

he’s been focusing a lot editvirtually.com [email protected]
on on those processes

to ensure that we do

compete with the rest of

the market from that perspective. weren’t necessarily being made,”

“So yes, there’s lots of work says Naicker. “The instability of

being done but not much we can (previous) boards and management

talk about, unfortunately, because resulted in a lot of people just care-

in lockdown, you don’t make a big taking what was being done on a

noise about all of these things. But day-to-day basis. The net effect of

we’ve made opportunities that is that the rest of the industry

for advertisers.” has moved on, but the SABC has

IMAGES: SUPPLIED Of course, the situation is almost been in a time warp with the

compounded by advertisers turnaround strategy.”

themselves being impacted by the Still, he is charged with

pandemic and lockdown. progressing SABC TV, despite

themediaonline.co.za T H E M E D I A i 19





STARTS 5 OCT
MON-FRI

LOVE &6.30PM

DECEIT

Digital and TV advertising:
The lift is real
Merissa
Himraj

With the evolution of consumer viewing habits amplified by
Covid-19, integrating digital and TV advertising is crucial now
more than ever, as DELIA VAN STADEN, SHAUN FRAZAO and
MERISSA HIMRAJ report

O ur dependency on increases respectively in linear “With an entire nation, and most of
screens is nothing new. TV viewing compared to the same the world, confined to their homes,
For several decades periods last year, while visits to consumers were actively seeking
– and increasingly streaming services soared, also entertainment, and TV and digital
with every passing peaking in April. channels stepped upto the plate.”
year – we have relied on some
kind of digital device to work, to TV-sync solutions As South Africa’s lockdown levels
learn, to be entertained, and to recognise TV adverts dropped in June, with many people
connect to the world. Of course, this and then, seconds returning to work and school,
digital dependency has increased after the ad flights, these trends started to flatten off.
dramatically since the onset push online content “Ongoing fluctuations are likely as
of Covid-19. to consumers’ devices schools and various sectors of the
economy open and close in line
Today, we’re more plugged into “Between February and April with new regulations,” adds
our digital devices and TVs than ever 2020, Netflix’s website traffic Van Staden.
before. Brands that understand the increased by an incredible 120%,
ways in which various platforms Amazon Prime Video by 85% and Despite some flux, the demand
integrate, and use them to market Showmax by 78%,” says Delia van for TV and digital content is sure to
their products successfully, are likely Staden, the head of analytics and continue for a long time to come;
to succeed despite the economic insights at Wavemaker South Africa. Covid-19 has only enhanced a
turmoil wrought by the pandemic. demand that was already there.
Companies that use these channels
Since March, the TV and digital effectively by adopting an integrated
viewing landscape has changed approach to their advertising are
dramatically. March, April and likely to remain relevant during
May 2020 saw 12%, 28% and 11% this time.

SAVING LIVES & BREAKING HEARTS

IMAGES: SUPPLIED

STARTS 5 OCT I MON-FRI I 6.30PM

Delia MEDIA PLANNING
van Staden

The following four push online content Improving programmatic
methods demonstrate to consumers’ devices conversion rates
the benefits of through a variety The mistake that many brands
integrating your TV of formats.
and digital content. and agencies make is to look at
“Ensuring your TV
Building incremental reach plan is optimised with a brand communication and direct
Studies that explore best practice robust TV-sync approach delivers
in advertising often emphasise a seamless end-to-end brand responses as discrete from each
the effectiveness of a cross-media experience as well as impressive
approach. “By combining TV and sales results, especially if your brand other. “Consumers don’t see these
online video, brands are able to already has e-commerce solutions
deliver incremental reach using in place,” Himraj adds. With 82% two forms of communication
similar creative formats,” explains of mobile purchases made at home
Shaun Frazao, Wavemaker’s head while consumers are relaxing or separately,” says Frazao, “they
of digital. watching TV, integrating TV sync
solutions is a no-brainer. just see communications from the
Van Staden adds, “At Wavemaker,
we plan for and ensure we deliver TV advertising through brand. In an optimum media plan,
incremental reach through paid search
our proprietary planning tool, After audiences have been exposed therefore, the sales benefit of all
CrossMedia, which helps us to to high-reach marketing channels
measure the reach that various such as TV, they usually turn to customer communication should
touch-points add to a campaign.” online platforms to learn more about
the brands or products in which be quantified.”
Synchronising TV and they’re interested. Studies on
digital activity multi-screen behaviour estimate Wavemaker Econometrics IQ
Second-screening and multi- that close to a fifth of all smartphone
screening have become searches are prompted by studies have shown brands that
commonplace as technology has TV commercials.
evolved, with many consumers now have used TV advertising to increase
watching TV while simultaneously “Brands that want to maximise
scrolling through online content on their TV investment should their brand bias have improved their
one or more devices. therefore align their paid search
marketing with their TV plans,” says digital programmatic conversion
“By using TV-sync technology, Wavemaker CEO, Lwandile Qokweni.
brands can extend their reach and “This not only allows brands to rates by a factor of nine
engagement into the digital space,” benefit from the interest that they
says Merissa Himraj, Wavemaker’s have generated through TV, but on average. For some Shaun Frazao
chief strategy officer. TV-sync also helps to prevent opportunistic categories, this rate
solutions recognise TV adverts and competitors from leveraging that
then, seconds after the ad flights, interest for their own benefit.” is as high as 15 times

higher than it would

have been without

TV. Outcomes-based

opportunities along

the purchase journey

therefore need to

be leveraged.

IMAGES: SUPPLIED Merissa Himraj is chief strategy officer
at Wavemaker.

Delia van Staden is head of analytics and
insight at Wavemaker.

Shaun Frazao is head of digital and content
at Wavemaker.

Wavemaker (previously MEC and Maxus) is
the second largest media agency in
the world.

IMAGES: SUPPLIED

themediaonline.co.za [email protected]
T H E08M3E5D7I8A00i 0205

www.lampstandfilm.com

partner content

More than just
a virtual desktop
A virtual editing solution is helping African production companies
flex their creative muscles, writes TREVOR STONEBANK
I t’s all about timing. Two years
before the coronavirus pandemic systems that would allow creative BIO
shut down productions around storytellers in the film and television
the world and locked down industry throughout Africa to create Trevor Stonebank is chief technology
high-quality productions with officer for Brave Channels.

humans involved in film and better workflows, improving the outfits need low overheads, and high
product quality.
television, the EVA (Edit Virtually profitability of the productions and
Survivor South Africa was a
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enabling creators to edit from the biggest and probably one of the
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comfort of their own homes without EVA in a COVID-19 world we kept them three weeks ahead of
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The members of Brave Channels to help productions when Covid-19
The costs
have more than 70 years’ collective lockdown was imposed, and we
EVA has been priced to compete
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production, understanding the increased our user base threefold in facilitators or broadcasters to
adopt the solution. We charge for
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This knowledge was instrumental in was good for us as EVA takes care of
And when you don’t need it any
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26 i T H E M E D I A themediaonline.co.za

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Press START to engage
consumers The COVID-19 pandemic has driven huge

growth in gaming across the world, with
South Africa no exception. GARTH RHODA
believes this is the perfect time for brands
to enter the fray

T he global gaming scene Source: End card screenshots from local Gameloft campaigns
has seen a huge increase in
downloads, new users and
activity since the Covid-19
pandemic hit. People have
been spending more time indoors
and with their families, resulting in a
45% spike in mobile gaming.

Gaming increases oxytocin and
dopamine levels, sending a rush of
endorphins through the body. This
explains why it’s so popular among
people of all ages, genders and
professions. Games generated almost
R184-billion in revenue in June 2020,
slightly lower than the all-time high
of R185-billion recorded in April 2020,
according to App Annie’s The State of
Mobile 2020 report.

Global gaming market growth
Smartphones have democratised
gaming, as many individuals now
have a portable gaming console in
their pocket at any time of the day, no
matter where they are or what they
are doing.

By the end of the year, there will
be 2.7-billion gamers worldwide –
2.5 billion of which will be playing
games on their smartphones,
according to research by Newzoo.
In-app spend is expected to surpass
R1.7-trillion across all app stores,
according to games and e-sports

30 i T H E M E D I A themediaonline.co.za

THE GAME

Forecast Toward 2023

Total Players CAGR
2015-2023

Mobile Players in 2020

Console Players in 2020

PC Players in 2020

Source: Newzoo

analytics and market research Share of Global Time Spent by Gaming Genres in 2019
company Newzoo, which also
predicts that the global gaming
market will reach three-
billion players, worth an estimated
R3.5-trillion, by 2023.

South Africa’s gaming landscape Note: Genre breakdown among top 100 Games
While South Africa has around by Android Phone MAU
10-million active monthly gamers
– with a near-even split between Source: App Annie: The State of Mobile 2020
console and mobile users and an
overlap across the two platforms Gameplay and first-party data also While prominent mobile media
– the fastest-growing and most allow audiences to be segmented brands – such as networks, app
immersive market is mobile gaming. further into age groups, such as whitelists or gaming publishers that
teens, millennials and Generation Z. own closed environments – use
Advertisers are spoilt for choice
with opportunities for native advert
placements in console games, across
global streaming platforms such
as Twitch, YouTube and Facebook,
and on content portals such as IGN
Africa and Critical Hit. Local gaming
influencers are also on the rise as
they build engaged communities.
And e-sports is steadily growing its
viewer base.

The mobile ecosystem
In-app mobile gaming allows specific
audiences to be targeted according
to gaming titles, game genre, mobile
operator and device manufacturer.

themediaonline.co.za T H E M E D I A i 31

THE GAME

Gamer moms are
known as mega-
consumers, as they
are at the centre
of household
purchasing decisions

brand safety and ad fraud partners Source: Detonator Media Group/BMW Gamer moms are known as mega-
such as IAS, Double Verify or consumers, as they are at the centre
MOAT, there’s much room for M Festival. They used influencers of household purchasing decisions.
increased transparency around and content creators coupled with They are also more engaged
app whitelists. mobile-gaming media to push into with products when compared to
new markets, drive engagement, other users and are more likely to
There are numerous exciting increase app downloads and boost recommend them.
advertising opportunities to drive ticket sales for the event. Online and
audience awareness, engagement, live racing tournaments were topped The only way is up
purchase intent and performance off with a live e-sports event at Brands need to be bold, yet should
across the mobile ecosystem. These the festival. remain authentic, because gamers
include general display banners can be quite territorial around their
and full-screen interstitials, as well Three things to consider leisure time. As more brands
as interactive videos – both natural Cloud gaming takes advantage of move into the exciting space of
views and incentivised or rewarded faster and more reliable internet mobile gaming each month, there
views, which can include prompts connections, giving gamers the are endless opportunities for
like tap, swipe, tilt and so forth. Then ability to stream games to their them to create engaged and
there are native brand integrations smartphones rather than playing on a meaningful connections with
that allow brands into the game console. Several brand platforms are their audiences through interactive
environment; think billboards and moving into this space to offer richer gaming experiences.
signage, branded avatars and skins, brand experiences.
skinned-up and branded mini games, Real-time personalisation: The Garth Rhoda is a managing partner at
and sponsored live e-sports events interactive nature of mobile gaming Detonator Media Group, which he launched
within games. lends itself to a new world of in-game in 2014 as an innovation-based multimedia
personalisation, including exciting channel sales operation. With 18 years’
A positive brand experience would developments in the augmented- and experience in media and marketing, he is
be a full-screen video inside one virtual-reality spaces. also a member of the Media Innovation
of the world’s largest mobile game Mom’s got game: 71% of moms are Council for the Interactive Advertising Bureau
publishers, Gameloft, which is an playing video games, according to a South Africa.
owned environment that boasts May 2020 study by Activision Blizzard
view-through rates upwards of Media. They play games like My
95%. This encourages action, with Talking Tom with their kids and often
interactive end cards prompting switch turns to make it a family affair.
various types of calls to action that
drive high engagement, as in the
illustrated examples.

In late 2019, BMW Group South
Africa flawlessly threaded gaming
into the marketing strategy for their

32 i T H E M E D I A themediaonline.co.za

partner content

The new champions

From humble beginnings, e-sports have grown from strength to strength, and are now
a force to be reckoned with on the global sporting calendar. It’s only fitting, then, that
Betway now offers e-sports betting.

IMAGES: SUPPLIED W hen Ralph Baer Doomed to succeed With the popularity
created the first e-sports growing, so has
version of a gaming The nineties saw the release of the desire to bet on the
console that Doom, the first game players could outcomes of the games
connects to the play with others from around the
television way back in 1967, he could world through the internet, leading Today there are many different
have never imagined just how big to the development of competitive kind of games that make up esports,
video games would become. online gaming. The decade also saw including first-person shooters such
It was only a few years later that the the launch of Sony’s PlayStation, as Counter-Strike, real-time strategy
first console based on his design, which sold well over 100-million games like StarCraft, fighting games
the Magnavox Odyssey, was sold copies and fuelled the hunger for like Street Fighter, sports games
to the public, becoming an instant better games. such as FIFA, and multiplayer
hit. Inspired by Baer, Atari became online battle arena games such as
a major player in the video games Competitive gaming can be Dota 2 and League of Legends.
industry in the seventies and traced back to the early seventies,
launched Home Pong in 1975, but when students at a university in The spoils for winning these
their real success came in 1977 America competed against one tournaments have become
when the company released the another in Spacewar! to win a staggering, with the prize pool
Atari 2600. year’s subscription to Rolling of the International Dota 2
Stone. But it was only a decade Championships being above
The Atari 2600 was a real later when e-sports really began the R500-million mark. E-sports
breakthrough that saw millions of with the Atari consoles, where tournaments are now sometimes
consoles being played in the comfort thousands of hopeful gamers held in large arenas with thousands
of the people’s homes. Atari’s competed against each other all of live spectators and millions
market dominance did not last very over America in tournaments, some watching at home via the Twitch
long, however, and came crashing of which were televised video-streaming service.
down after the poorly received With the popularity e-sports
releases of Pac-Man and E.T. the Worldwide Warcraft growing, so has the desire to bet
Extra-Terrestrial in the early eighties. on the outcomes of the games, so
Nintendo, a card-gaming company The popularisation of the internet much so that Betway added e-sports
from Japan, then stepped into the saw a real boom in competitive betting to their catalogue last year.
fray and entered the gaming market gaming, with the establishment Betway Eports betting offers odds
with the Color TV-Game in 1977 and, of World championships and the on all the major leagues from around
later, the Nintendo Entertainment formation of leagues in certain the world. If the viewership numbers
System (NES) in 1983. Featuring one games such as Counter-Strike are to be believed, thwen e-sports
of the most-played games of all time, and Warcraft. Tournaments, prize seems to be a sure bet.
Super Mario Bros, the NES revived money and viewership increased
the ailing video games industry. dramatically, and competitors This is sponsored content.
started playing for more than just a
magazine subscription.

themediaonline.co.za T H E M E D I A i 33

pDOOH T he more involved you the two parties, all of which happens
comes become in marketing in a matter of milliseconds.
of age and advertising, the
more you get used to The most common option for
Programmatic digital hearing references buying pDOOH is through real-time
out-of-home advertising is to programmatic advertising. bidding, also known as the open
revolutionising the way we Programmatic advertising refers to auction. In this scenario an ad slot
advertise outdoors. You’ll the sale and purchase of advertising is offered to a group of buyers, who
never look at a billboard the space in real time, through software automatically place bids according
used to automate the buying, to how much the slot is worth to
same way again, writes placement and optimisation of them. Instantaneously, the system
ALASDAIR MULLER media inventory. assigns the slot to the best bid, the
transaction is completed, and the ad
Put very simply: programmatic is delivered.
media buying uses computer
algorithms and various data sources What makes it different?
to serve the right advertising to the So you may ask: How does pDOOH
right audience at the right time. The differ from other programmatic
pricing is based on the real-time channels such as online or mobile
balance of available inventory advertising? Online or mobile
and demand. advertising is almost always a one-
to-one ad serve, which means an
Programmatic advertising has advertiser is serving an advert to
rapidly become a reality in the ONE individual based on information
outdoor advertising space, with (browsing history and so forth) about
2020 being touted as the year for that individual.
programmatic digital out-of-home, or
pDOOH as it is widely known. pDOOH is a one-to-many ad serve,
In its most simplistic form, the so its measurement differs in terms
pDOOH transaction between of what is called an impression
advertiser and media owner looks multiplier. For mobile and online
like this: advertising, there is always a 1:1 ad
Advertisers load their various served: impression generated ratio.
targeting and budget options on But a single pDOOH ad serve could
the ‘demand side’ through a demand equate to thousands of impressions
side platform (DSP), which can have depending on the location, time of
many different variations depending day and generic traffic density.
on the unique objectives and needs
of the client or campaign. Media As a result, the type of data
owners load their inventory on used and campaign reporting
the ‘supply side’ through a supply may differ slightly, but just like
side platform (SSP). Media owners with traditional programmatic
can programme things like pricing purchases, advertisers can layer
and load the inventory they want and fuse any number of datasets
to be sold. The ad exchange then and insights to serve a more
essentially brokers a deal between targeted and effective advert
through pDOOH.

As technology advances, we are seeing dynamic-
pricing adverts linked to sale products in store

34 i T H E M E D I A themediaonline.co.za

THE TECHNOLOGY

IMAGE: yasmin dangor xgK2rnc4YF4/ unsplash Leading DSPs in the market today From a content perspective, DOOH option for ensuring contextually
are integrating pDOOH into their companies are already seeing the relevant ads for that time of the day
buying platforms and allowing value in integrating various datasets when consumers are in the right
advertisers to buy online and DOOH like location data and mobility frame of mind to buy a product.
inventory simultaneously, essentially data to get real-time views of Other data sources include live
making each digital billboard panel audience and movement around daily stock-market performance,
a mobile screen. The race to a their displays. real-time scores coming from
truly programmatic environment sporting events and integration
is being led by global giants like There is also no limit to the ways with social-media feeds.
JCDecaux and Clear in which external data can be
Channel Outdoor, which Platforms like Quividi
are already making most Programmatic media and AdMobilize let DOOH
of their inventory available buying uses computer networks use camera
programmatically. algorithms and sensors that can detect
As more media owners various data sources things like audience
and DSPs begin to support to serve the right demographics, dwell times,
programmatic pDOOH advertising to the engagement and more.
and more buyers begin right audience at the Variations on this technology
incorporating the medium right time include facial- and gender-
into their campaigns, the recognition software, and
format will inevitably used to trigger DOOH adverts. For eye-tracking software. As
become an integral part of instance, setting content to change technology advances, we
most mainstream digital in response to time or weather are seeing dynamic-pricing
media buys. parameters is a simple and effective adverts linked to sales that
change content based on
This is where the the availability of products
potential for pDOOH in store. And, of course,
gets exciting. Rather the more triggers and more
than cannibalise the data sources used, the more
OOH market, pDOOH granular the targeting can be
enhances the probability for a pDOOH campaign.
of increased advertising
spend for the sector, As pDOOH comes of age
tapping into campaigns we can expect more
that would not normally be locations, better tools,
allocated to OOH. more effective campaign
measurement and more captivating
Data-driven DOOH creative executions. Not only will
An important point to note is that pDOOH drive growth in ad spend,
there is nothing that can be done making a bigger advertising pizza
programmatically that cannot with bigger slices for everyone, but
already be accomplished with a with all the platform, content and
direct buy. The key differentiator creative options, everyone can have
in pDOOH lies in the speed and their favourite topping on their slice.
efficiency at which you can
deliver relevant messaging to Alasdair Muller is the business
your target market. Instead of development director at Guerrilla IMC. He is
multiple direct buys with various an OOH and technology fanatic with more
media owners, you can buy than 13 years’ advertising and marketing
through one single DSP quickly experience. Muller has served in senior
and easily, optimising your time management roles at JCDecaux Africa, EOH
and your budget. Mthombo and The Media Factory.

themediaonline.co.za T H E M E D I A i 35

The future is
brighter Out-of-home advertising has emerged from lockdown
stronger than ever as a dynamic platform for marketers to
capture resurgent audiences, writes JORJA WILKINS

B rand out-of-home (OOH) the undeniable impact and power button, ensuring their consumers
is the strongest it has that is DOOH. DOOH guided our were informed and empowered
ever been. Yes, you read audiences through confusing times as they stepped out of their safe
that correctly. by informing them of changes to zones. A recent Future of Strategy
We took the first business operating hours, options survey conducted by WARC on
COVID-19 blow, the hardest hit – for delivery or click and collect, strategists reported that, on a global
but we were not knocked out. In directions to clinics and hospitals scale, more than 40% of clients
fact, we have risen, stronger and – you name it, DOOH showcased commissioned new creative work in
more determined than before. it, and at a speed unrivalled by any response to the pandemic with only
Specifically, the key media other platform. 18% stating a few or none pivoted
platform of digital out of home their communications.
(DOOH), which pre-Covid, had Never before has there
accelerated the growth of our been such solidarity Admiration and praise for those
traditional platform, and globally among local and who have risked their lives on the
has surpassed all other traditional international OOH front lines dominated the local DOOH
media, second only to pure-play companies landscape. Primedia Outdoor utilised
digital. A recent study conducted its dynamic, optimised, creative-
in the US, the 2020 Nielsen Digital Preventative measures in capable Social Wall platform with
OOH Advertising Report, found curbing the spread of the virus #PrimediaBigThanks to ensure
DOOH drives action across multiple were displayed across all DOOH messages from social media could
formats for travellers across 30 top environments, ensuring the nation be linked to the big screens of DOOH,
markets and also examined their took all necessary actions to remain making the nation’s voice louder
behaviour once exposed to a DOOH safe. The agility and dynamic and prouder. Small businesses
format on their journeys. Their capability of DOOH ensured that were supported with free display
findings indicate that DOOH drives the nation was kept abreast of advertising to help them get back on
engagement for audiences, with COVID-19 statistics and all regulation their feet as they opened their doors
50% or more of those surveyed updates, through the utilisation of to re-emerging audiences. Primedia
saying they noticed DOOH either live feeds from Eyewitness News Outdoor launched HelpLocalBiz, which
“all the time” or “most of the time”, on all of Primedia Outdoor’s DOOH gave micro-businesses free display
while 64% took at least one action, structures, which cover the country advertising across all of its roadside
or purchased online or in store. and key environments. DOOH networks, ensuring consumers
knew they were open for business.
The news we need to hear Brands pivoted their marketing
communications at a touch of a Dynamic strategies for
As we came out of various degrees a dynamic platform
of lockdown regulations around
the globe, we were welcomed by The widening availability of DOOH
has shown the level of investment

36 i T H E M E D I A themediaonline.co.za

partner content

to which owners of outdoor-related Contextually, DOOH has the power “#SendingLove” promoted
ad inventory have committed. to speak to audiences based on messages of love and was
Advancements in inventory where they are, what they are doing, positioned to unite communities all
management and digital trading and how they feel about what they over the world in the fight against
through programmatic capabilities are doing. Dynamic, contextual the effects of the virus. Advertising
have also added impetus to messaging plays a very important space donated by more than 70
this investment growth. DOOH role in communication on DOOH and media owners across 153 cities
has experienced an incredible brands need to recognise the power made it the biggest user-generated
transformation, with data and of this capability; it should be an campaign ever screened on DOOH.
technology providing new levels of always-on strategy. #OurSecondChance is currently
insight into the platform. running in 58 countries with more
Programmatic DOOH (pDOOH) has than 180 media owners – and as the
Owners of inventory must utilise been available in global markets for World Out of Home Organization
this data effectively, guiding a few years now, and what we have president, Tom Goddard, said,
advertisers with their campaigns seen during the past six months is the campaign “shows the out-of-
and playing a crucial role in ensuring that development is beginning to home industry at its best and most
effective targeting strategies are take scale on demand and supply striking: a reminder to advertisers
aligned to changing audience platforms. Globally it is predicted and agencies that, as the world
behaviours. More than 70% of that 2020 will be the year for pDOOH reopens for business, out-of-
clients surveyed in WARC’s Future to come to the forefront in OOH home remains the only true global
of Strategy survey have adopted with its traditional platform. In broadcast medium”.
new strategic thinking in response South Africa, pDOOH has only just
to the pandemic. As media owners, been launched and the learnings So here we are, back on our feet
we are the specialists and we need from these initial campaigns will be and ready for action. More than
to help brands build trust with insightful for the industry as a whole. ever, our industry is poised for
the flexibility, agility and tactical the return of audiences to absorb
strength of DOOH. Open for business the smorgasbord of high-impact
advertising emblazoned across
The hyperlocal capability of Never before has there been our screens, perfectly positioning
OOH and DOOH positions brands such solidarity among local and brands in a host of environments.
in proximity to places of purchase international OOH companies. The future is bright. Well,
where attention and intent to Webinars have been hosted certainly brighter.
buy are high. Nielsen reports at across different markets: Primedia
least 82% of those surveyed About Primedia Outdoor
immediately visited a store worked together as a team to
and made a purchase as understand the changing Primedia Outdoor is the premier
a result of seeing a DOOH landscape and how OOH provider of out of home media
advertisement. could provide solutions. solutions within sub-Saharan
Primedia Outdoor took Africa. A Level 1 BBEEE contributor,
Jorja Wilkins part in two worldwide Primedia Outdoor is currently the
Marketing & Marketing initiatives: #SendingLove largest wholly South African-owned
and #OurSecondChance. outdoor advertising media specialist,
Services Executive offering national outdoor exposure
throughout South Africa and high
IMAGES: SUPPLIED reach in key markets in the rest of
the continent. Primedia Outdoor
offers flexible coverage of the entire
LSM/SEM spectrum, targeting
cosmopolitan consumers in major
urban areas through to those living
in rural communities.

This is sponsored content.

themediaonline.co.za T H E M E D I A i 37

A perspective on
DOOH in Africa

South Africa is leading the charge on the continent in terms of DOOH
growth and capabilities, and COVID-19 has helped accelerate the dynamic
side of that. JORJA WILKINS answers our questions.

THE INVESTMENT REQUIRED IN DIGITAL African markets and has DOOH SOUTH AFRICA MAY
OUT-OF-HOME (DOOH) IS QUITE inventory in eight of these, HAVE THE NUMBERS IN
SUBSTANTIAL. HOW HAS THIS IMPACTED including Nigeria. TERMS OF NUMBER OF
THE ROLLOUT OF DOOH IN SUB- DOOH STRUCTURES BUT
SAHARAN AFRICA? WHAT ARE THE INVESTMENT AND SITE NIGERIA COMES UP TOPS
The Rest of Africa (ROA) marketing NUMBERS LIKE FOR SOUTH AFRICA AND IN SQUARE METRES
in DOOH is very competitive, with SUB-SAHARAN AFRICA?
four main players trying to gain Data for sub-Saharan Africa and pDOOH, which will finally take shape
market share: JCDecaux; Primedia ROA is very poor. However, in South and be placed next to traditional
Outdoor; Global Outdoor Systems Africa, Outdoor Auditors recorded DOOH in a post-Covid world as it
and Alliance Media. Each market in February 2020 that there are 356 offers the following capabilities:
has its own quirks, with local or screens sized 3×6m and larger. Of • Automation of buying DOOH on a
independent companies recently these, 21% are not roadside, falling software platform
making their mark in terms of between markets such as rank, rail • Increased agility and speed
advanced market share, and each and airport. This number continues • Advertisers have access to all
has its main player, whether a global to grow. According to PwC’s Africa available DOOH inventory and
or local subsidiary. Entertainment & Media Outlook decide where and when to bid
2019-2023 report, DOOH will account • Advertisers can optimise their
IN WHICH AFRICAN COUNTRIES IS DOOH for an estimated 45% of revenue creative messages by audience,
MORE PREVALENT? share in 2023, compared to 33% location and time of day in real
South Africa is the strongest, with in 2018. time using data to deliver dynamic,
Nigeria coming in second with relevant, hyper-local content
regards to capabilities and scale PROGRAMMATIC DOOH (PDOOH) IS to digital screens across multiple
of DOOH inventory. South Africa STILL IN ITS EARLY STAGES. SHOULD vendors and environments
may have the numbers in terms of WE EXPECT SIGNIFICANT UPTAKE IN pDOOH works well alongside
number of DOOH structures but SOUTH AFRICA AND THE REST OF traditional DOOH as a solution for all
Nigeria comes up tops in square THE CONTINENT?
metres. Nigeria loves the scale The acceleration of digitisation
and South Africa loves the reach. during COVID-19 lockdowns across
Primedia Outdoor operates in nine the globe has driven the growth of

38 I T H E M E D I A themediaonline.co.za

THE DIGITAL DRIVER

brands looking for exceptional speed effectiveness and capability of because of technical advancements
and efficiency. Primedia Outdoor has DOOH allow for flexible and agile and scale. Global DOOH inventory
recently launched pDOOH into the advertising that is appealing continues to increase, with growth
market with its Roadside inventory. to all, and allows for long-term forecast at 10% for each of the next
The company has 27 screens in total amplification of brand messaging. three years, capturing 40% of total
for the first phase of pDOOH. Primedia Outdoor offers the OOH ad spend, with total investment
following attributes to a brand’s in DOOH doubling by 2025 to more
Which brands are utilising DOOH in DOOH campaign execution: than R595-billion. Global and local
South Africa and the continent? • High-quality inventory resources indicate that COVID-19 has
Based on recent Outdoor Auditor • High-quality visibility accelerated the tenacity of DOOH
data, since 2014 the number of • High-impact audience locations through increased networks, data
digital screens has increased by • Dynamic capabilities availability, automation through
309%, showcasing how across South • Omnichannel responses pDOOH and creativity opportunities
Africa brands now have access to • Hyper-local targeting that is that it brings to marketers.
a wide availability of networks and suitable for brands
locations to choose from than • Safety among controlled JorjaWilkins is marketing and marketing
ever before. content 24/7 services executive at Primedia Outdoor.
She is an experienced marketing executive
Primedia Outdoor sees a What about the future? skilled in market research and intelligence,
combination of brands, from big DOOH is the main driver behind marketing strategy, and integrated marketing.
global companies to small-to- the outdoor medium’s resilience,
medium local enterprises. The attractiveness, and performance

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themediaonline.co.za T H E M E D I A i 39

Out-of-Home when
we Stay at Home:
Should you still be
spending?

Lockdown presents new opportunities
for savvy OOH advertisers willing to ride
out the storm.

As we watch the repercussions of COVID-19 unfold in real time, we Looking to the long-term, Du Preez notes that Many media owners are also increasingly
consumers are getting a taste of the flexible in their offerings, in an effort to
have only just begun to see the extent of its economic toll, as it takes with convenience that online shopping brings. assist advertisers and brands under
it whole industries as collateral damage. Some of these behavioural changes will pressure.
remain post lockdown. “E-commerce will draw
Out-of-home (OOH) advertising is one of the industries that are suffering massive benefit from complementary offline “We believe that those who support their
crippling economic effects in these uncertain times. advertising." community will see renewed customer
loyalty when life returns to some semblance
“Advertisers, understandably, are finding it difficult to justify their spend on This is supported by evidence: given the of normal. My advice to media owners is to
out-of-home, when we’ve all been told to stay at home.” increasingly cluttered online space, OOH has look for creative new solutions to aid those
been shown to have a positive effect in who may be struggling to stay afloat.”
So says Remi Du Preez, Commercial Director at Tractor Outdoor, a conjunction with digital advertising. One study
national OOH media owner. Du Preez admits that the ripple effect of found that consumers are 48% more likely to OOH also allows advertisers the
lockdown on outdoor media owners and marketers has been quick, and interact with a digital advert after initial opportunity to indirectly invest in
cut-throat. exposure to the OOH ad. communities, thanks to its
revenue-share model, having a positive
“The industry is rattled to its core. Advertisers have reacted rapidly, pulling While temporarily under siege, Du Preez knock-on socio-economic effect.�
their placements and spend across the board. The value proposition that urges advertisers and brands to look
OOH presents as a high-reach, high-frequency medium is being beyond lockdown to the new opportunities “On average, the industry pays an
challenged.” presented by the outdoor industry. approximate R125M every month
towards its inventory landlords - which
South Africa is not unique in this position, which mirrors the global “High-value inventory is sometimes booked are often schools, NGOs and tenanted
pattern. In India, experts predict around a 6% drop in overall OOH spend for years at a time, with only the creative buildings home to SMEs such as
from the previous financial year, while in the United States, outdoor media changing at periodic intervals, meaning that restaurants and offices. That billboard
owners have seen a fall in share prices running in parallel to the prime stock is often scarce. you see on the exterior of a school is
30%-70% decline in consumer foot traffic. used towards its funding; meaning that
your adspend, in part, contributes
This is juxtaposed by the reality that prior to COVID-19, OOH saw what “Savvy advertisers are contacting media towards teachers’ salaries.”
was widely regarded as an unprecedented global ‘renaissance’, with the owners to book iconic holding sites now,
international GroupM forecasting an 8% growth in the category. taking advantage of the wide onset of And there’s a silver lining for advertisers
cancellations across the industry. This prepared to ride out the storm: OOH is
Du Preez believes that while the current landscape is vastly different, provides them with the necessary leverage to anticipated to become a go-to channel in
advertisers would be wise to take the underlying reasons for outdoor’s secure quality inventory at fantastic deals, the not-so-distant future. “We’ve seen it with
resurgence into account, basing their marketing decisions on long-term with added value.” the Great Depression and more recently,
outcomes, rather than short-term panic. the 2007/2008 global recession. Once the
“We’ve provided extensions on media threat lifts, people come out in their droves.”
“Establishing a strong, consistent brand presence will carry companies exposure and have offered alternative
through hard times. Brands that have developed strategies agile enough payment arrangements, among other While OOH may mean a commitment in
to navigate immediate hurdles while keeping the long-term vision firmly in initiatives, to help our clients who’ve been these tumultuous times, it’s important to
mind, will outperform competitors. severely impacted.” Tractor Outdoor has also bear in mind an old truism: ‘This too will
proactively reached out to several small pass’. It will be those that hold the
“Outdoor is uniquely positioned in that it derives the bulk of its businesses to offer them free inventory, in a long-term outcomes in mind, who will reap
success from broad-scale brand awareness, driving long-term community-minded effort to help those most the rewards and secure the loyalty of
behaviour change.” vulnerable get back on their feet when consumers.
lockdown is over.
According to Google Mobility Reports, a 24% spike in residential
movements has been captured as a result of lockdown, and Du Preez
advises advertisers to consider residential inventory as well as Digital
Out-of-Home (DOOH) inventory, in the form of roadside digitals, in the
short-term.

We are a national OOH media owner, specialising in
connecting brands to consumers through our network
of traditional and digital inventory, as well as our transit
networks and ambient platforms.

We own one of the largest Digital OOH networks in
South Africa and a member of Outdoor Measurement
Council (OMC) as well as Out of Home Media South
Africa (OHMSA).

Expertly situated OOH & D
major cities of South Afric

We create bespoke We give you access to
experiences for brands that prime locations across all
city gateways and major
are inspirational, arterial routes across South
meaningful, emotional, and Africa, where our locations
are hand-picked to create
engaging.
maximum impact.

We believe in creating new experiences that are
engaging for your brand.

tractoroutdoor.com 086 999 0

DOOH advertising space in
ca.

We are continually investing Data guides every
in data and research to campaign that we
measure audiences’ implement to ensure that
real-world location, likes, each and every campaign is
wants, and interests in a better than the one before.

quantifiable form to deliver
an accurate representation

of OOH audiences.

inspirational, meaningful, emotional and

0226 [email protected]

YouTube advertising
gets smarter
An enormous audience
demands enormous
innovation, and YouTube
marketing is getting a shot in
the arm. SHAUN ROSEN spies
new opportunities for driving
consumer engagement

F rom a 1990s telecoms for millions of consumers, who no sharing platform has grown to have
landscape that included longer have to be quite so careful two billion regular users.
four-million landline with their bits and bytes, megs
telephones, a handful of and gigs. What’s really exciting for
mobile phones and just a advertisers, however, is that six out
few hundred thousand ADSL When it comes to what’s hot of 10 people worldwide right now
connections, South Africa on the video-streaming scene, prefer online-video platforms over
today boasts more than 500 000 of course, YouTube springs to live TV. And it’s only going to get
households with high-speed mind first. Founded in 2005, the better for video sharing: by 2025, half
broadband fibre connections and video-sharing platform not only of viewers under the age of 32 will
a mobile phone penetration rate provides opportunities for individual not subscribe to a traditional pay
of well over 100%, according to consumers to upload content that’s TV service.
Statista.com. meaningful to them, but also creates
In addition, recent interventions by enormous opportunities for brands. Locally, the opportunities inherent
the Independent Communications in the programmatic advertising
Authority of South Africa (ICASA), An unparalleled audience enabled by YouTube start to look
the Competition Commission and Without wanting to preach to the especially exciting when one
others have seen mobile-data converted, let’s take a moment to considers that just one local
rates plunge to the lowest levels summarise YouTube’s unparalleled YouTuber, Dan Mace, has more than
we’ve ever seen. This means web- popularity. From the first YouTube 750 000 subscribers. To put this
based streaming-video services video uploaded in April 2005 to the in perspective, two years ago the
and platforms are a real option first adverts rolled out in August number of all the DStv PVR decoders
2007, the world’s most popular video in the entire country numbered just
double Dan’s subscribers.

The South African YouTube
scene is robust, diverse and, most
importantly, growing. Not only
does the platform offer the healthy
subscriber numbers that advertisers
look for, but it is also distinctly
measurable and offers highly
granular targeting.

44 i T H E M E D I A themediaonline.co.za

THE SMALL SCREEN

IMAGES: SUPPLIED Local innovation Mirrors was recently Mobiclicks is now
To rise above the clutter, we know demonstrated to great effect by able to take YouTube
that brands today need to be seen the Mobiclicks office in Kenya. Using content and overlay
on YouTube. While super-refined the platform, the Nokia 2.3 handset AI so that certain
segmenting is indeed a stand- was front and centre on YouTube. moments or events
out advantage of the platform Some of the moments targeted to taking place on
for reaching consumers, local help showcase the new handset’s screen will trigger
digital advertising firms are taking most outstanding attributes included the associated
YouTube-based advertising to the those in videos of first dates, eating brand content
next level by integrating artificial out, safaris, a new baby and more.
intelligence (AI) into the mix. The appearance of these moments During the four-month activation
on YouTube videos then triggered period, Suzuki enjoyed a favourable
Mobiclicks, for example, is now the advertising tagline: ‘Never miss response from the market, with
able to take YouTube content and a shot’. The results were staggering: audiences showing high engagement
overlay AI so that certain moments the campaign posted a 46.4% view- throughout the duration of the
or events taking place on screen through rate on Nokia’s video ads, campaign. Performance in clicks and
will trigger the associated brand against the YouTube benchmark completed views outperformed the
content. Thirty years ago, that would of 15%. respective industry benchmarks, with
have been like watching SABC TV noticeable increases in contextual
and having a high-performance tyre Driving engagement targeting that appealed to Suzuki’s
advert appear on screen as soon as Another recent YouTube-based target market.
KITT makes its appearance in client campaign achieved similarly
Knight Rider. spectacular results. Mobiclicks YouTube offers the reach and AI
partnered with marketing agency offers brands context and measurable
We now have the perfect AI-based Penquin and Suzuki South Africa results. It’s simple and effective.
campaign tool in the form of Mirrors for the digital launch of the Suzuki
from Mobiclicks, in partnership S-Presso. Shaun Rosen is the CEO of Mobiclicks. He
with Silverpush. This AI technology is an experienced executive with a proven
can be programmed to match Penquin needed a solution beyond history in the marketing and advertising
preselected moments displayed basic keyword and demographic industry. Rosen is skilled in mobile
on users’ screens with certain targeting to maximise effectiveness, advertising, digital strategy, performance-
content. Brands can link their ads so they turned to the Mirrors in- based marketing, mobile content and
to in-video events for the first time, video context-detection platform e-commerce, and is a strong business-
creating a powerful campaign tool for video ad placements. Mirrors development professional.
that seamlessly detects relevant scanned through thousands of
objects, emotions, activities and YouTube videos to detect contextual
logos in videos, and uses them as triggers with automotive relevance,
triggers to serve highly contextual where Suzuki’s new model would
ads on YouTube without any human strategically appear.
input whatsoever.

IMAGE: SUPPLIED BE SEEN WHERE IT MATTERS

THE TREND

The pros, cons and pitfalls
of working from home

Before the global coronavirus pandemic changed
everything, few worked from home, embraced
remote working or chose the co-working option.
Now this is the new normal. GLENDA NEVILL
asked various media organisations, large and
smaller, how they’ve adapted

An opportunity to accelerate
remote working for the workforce
– SABC group executive for media and
technology infrastructure, Lungile Binza
The outbreak of the coronavirus

pandemic and the subsequent

lockdown created an opportunity to

accelerate remote working for the

SABC’s workforce, a process that

began as far back as 2009.

Aside from saving staff time and

money due to no daily commuting,

the working from home phenomenon

has fast-tracked technical access for

staff at all levels of the organisation.

Working from home

also introduced new

innovations previously Lungile
not used, such as Binza

TV broadcasters,

presenters and news

anchors presenting

from their homes

through a combination

of digital satellite news

gathering (DSNG) vans

and digital mobile

news gathering

(DMNG) connections.

46 i T H E M E D I A themediaonline.co.za

Stretching thinking. To the next brand level.

Make often far off marketing and communication ends meet through a seamless campaign experience with
connected insights, creative and media. We seek to be an inspired space where strategy meets creativity,
which meets media solutions.

Expect the unexpected as in every brief we look for an outlier idea that will level up your brand into its future.

E+I is an independent full service (Level 1 B-BBEE) agency. ebonyivory.co.za

E+I 7012

The radio technical resources teams Other cons to working from The new normal is now normal
also introduced innovative radio home include: Flow Communications CEO, Tara
home-broadcast solutions by using • Limited personal interaction with
recent technologies such as remote colleagues, which in turn affects Turkington, and MD, Tiffany
controlling of studio audio-mixing team spirit
consoles and playout systems, as • Sitting for long periods of time Turkington-Palmer
well as software that allows the without a break, which is also a After 15 years in the business Flow
teams to send, receive and record problem for the health of Communications, which has a staff
live audio using only a web browser. employees complement of over 50 people, has
Video-conferencing and • High cost of electricity and data decided to become a permanently
collaboration platforms such as • When there is loadshedding and remote-working company, allowing
Skype, Zoom, Google Meet and no backup power, there could be staff to work from wherever makes
Microsoft Teams have become the issues in delivering work output the most sense. This decision was
norm, and are readily integrated into • Not enough bandwidth when made after we adapted to working so
live broadcasts. data is transferred via the productively and successfully under
Finally, most of the SABC’s network, inadequate network lockdown, and will open up many
administration and support coverage in some areas, unstable new opportunities for ourselves and
employees are technologically network connection, and our staff.
empowered to work from home overworking leading to burnout Pros for clients include:
and conduct their businesses or stress are some other • Teams who choose when and
through a virtual private network, challenges that need to where they work create more
which allows them access to the be addressed innovative work and offer even
SABC’s network from anywhere. All better and more responsive
these technological interventions Tara client service
have ensured business continuity Turkington • Teams are more focused and
throughout the period. available than ever, and are able
to work with more clients in
Working from home did present more countries
some challenges, however. Long- • Flow has a reduced
format broadcasts, whose duration carbon footprint
spans 20 minutes to three hours, • It’s easier than ever to have a
do not work well on best-effort quick meeting
networks such as the internet. The • We have access to a wider range
DMNGs tend to struggle when of staff
the network gets congested. Fibre • Teams are more integrated and
networks struggle with video innovative, and agility, flexibility
broadcasts. DSNG is the only and responsiveness are
platform that can offer guaranteed all improved
throughput with guaranteed quality • Our teams are able to spend more
of service in this kind of service at time than ever on client work (lots
short notice. of time spent in traffic saved!)
The upside for staff is huge. They
Our teams are able to are able to work from anywhere in
spend more time than the world, travel costs are reduced,
ever on client work (lots there is less micromanagement
of time spent in traffic and more opportunity to learn
saved!) new skills and embrace learning
opportunities, accountability and
productivity are improved, and there
are more opportunities for people
to shine. Staff can customise the
work environment to suit individual

48 i T H E M E D I A themediaonline.co.za