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THE MEDIA APRIL 2018

DIGITAL trends Increased pressure from clients and on revenue Gustav Goosen CEO: The SpaceStation What do you believe is the biggest digital trend this year and how will it impact on business? Firstly, the pressure from advertisers, specifically multi-nationals like P&G and Unilever on brand safety with digital advertising placements and transparency within the digital advertising ecosystem, specifically ad-tech and programmatic buying. Agencies will have to add focus from their already scarce resources on ensuring brand safe placements, and I would expect to see agencies forging partnerships with reputable publishers to reduce the requirement to verify brand safety across a plethora of URL’s and digital properties. In terms of ad-tech and programmatic transparency, I expect to see consolidation across the ad-tech industry with smaller (worthwhile) players bought by their larger counterparts, as well as consolidation by agencies and marketers across the breadth and depth of their ad-tech stack. I also expect to see transparency across programmatic and exchange fees will also be scrutinised more rigorously. “Ag encies wil have to add focus from their already scarce resources on ensuring brand safe placements… agencies wil be forging partnerships with reputable publishers to reduce the requirement to verify brand safety acros a plethora of URL’s and digital properties.” What is the biggest issue digital agencies have to deal with this year? I foresee agencies facing increased pressure on revenues and business models. What is your overarching mission for your company this year and how do you plan to go about achieving it? Focus on and address the issues raised in my first answer, as well as continue to build shareholder value; afford our advertising clients and partners increased innovation and effective advertising solutions; keep educating the market; expand on our audience targeting abilities; and make buying digital advertising simpler. Choose relevant digital platforms Beverly Cosslett Director: Sonic Digital Media What do you believe is the biggest digital trend this year and how will it impact on your business? With no new platforms that are disrupting the market, the biggest trend would be managing existing platforms within the client’s objectives and budget. Many clients are battling with lead generation and with digital being so measurable, they are either greatly disappointed with the numbers, or work closely with the digital agencies to build direct relationships with their clients. Digital marketing is so broad. It is critical to assess what the client needs i.e. Branding, social engagement or generating leads, and then make recommendations that meet those requirements. Not all platforms need to be included in the media mix all the time. The biggest mistake made today is clients being sold the overall package and then they battle to manage all the platforms and fail because of time constraints, skill or inclination. So the ideal way forward for 2018 would be to consolidate the strategy with all media and communications platforms in the mix and remove dormant platforms that are not being managed. Rather work within fewer platforms well than do many badly. An example of this is the Enterprise (Tiger Brands) Twitter feed, which was not managed since 2015. Since the Listeria outbreak, consumers were posting to their handle expecting a response and getting quite heated when they were not being answered. This is so bad for the brand overall. What is the biggest issue digital agencies have to deal with this year? The biggest issue that faces good digital agencies is counteracting the bad client service and bad execution of digital marketing with new or potential clients. There has been so much damage done by “fly-by-night” companies that saw it as an opportunity to make quick money with clients that don’t know any better. Many clients have had such bad experiences with lots of money spent with no return on investment. Too many digital companies hold clients to ransom and withhold their digital assets including domains, websites and social media platforms. Smaller agencies are also employing people that have no advertising or communication background or experience and they are managing client’s budgets with no insights into consumer behaviour, messaging or communication. What is your overarching mission for your company this year and how do you plan to go about achieving it? Sonic Digital Media aims to work alongside our clients to ensure the objectives set out are met. This manages expectations and keeps everyone happy and engaged in the process. P 42 The Media | wagthedog.co.za


THE MEDIA APRIL 2018
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