BITESmedia by the mouthful WHO ARE YOU? P 6 Be curious… about how Martell Cognac came to life on Corlett Drive Five thousand one hundred and twenty five: That’s how many individual LEDs were used to bring to life what is now billed as the largest animated first-of-itskind lightbox display site in Africa. It’s also the first time this particular technique has been used on a billboard of this size. The 9.4-metre tall times 9.4-metre wide structure is static during the day, but at night it brings Martell Cognac to gorgeous golden life using a process called ‘Colour Alchemy’. It uses multi-layered print technology with full colour spectrum lighting to create memorable visual effects. Sequencing of the 5 125 LED lights gives the illusion of movement and animation. • Programatic is the way to go The world’s big brands are putting their faith in programmatic adspend, despite concerns around brand safety and transparency. A new study by the World Federation of Advertisers (WFA), based on 28 companies spending in excess of $50bn globally on marketing, shows budgets are expected to be up by 11 points from 17% of total digital media investment in 2016/17 to 28% in 2017/18. Mobile and video will be the big winners from the increase, with 87% of respondents set to increase spend in mobile and 68% in video. Transparency is a major priority for marketers, with 41% of respondents saying this is a major f ocus for them this year. • Hlaudi Motsoeneng’s number is up The amount of money government spent on former president Jacob Zuma’s legal fees pales in comparison to what the SABC had to fork out as a result of the actions of former chief operating officer, Hlaudi Motsoeneng. Responding to a parliamentary question from the Democratic Alliance, previous communications minister, Mmamoloko Kubayi-Ngubane, reckoned it amounted to around R22 million. Some of the line items were: Former SABC news anchor Vuyo Mvoko – R1 186 184 Former SABC news head, Verona Duwarkah – R505 985 Helen Suzman Foundation – R1 659 490 Democratic Alliance – R5 370 828 Various board matters – R4 990 985 Ouch! It hurts even more when one takes into account that the R22 million doesn’t include the R21 million the Special Investigating Unit wants Motsoeneng to pay back. But the SABC sure could do with an injection of R43 million into its depleted coffers. • MultiChoice steps in with new cameras for Cape Town TV MultiChoice has donated three brand new cameras to community television station, Cape Town TV (CTV). The generous donation followed a robbery at the Observatory-based TV station in which armed robbers held studio staff at gunpoint, assaulting some with their weapons. They stole three cameras – originally donated by MultiChoice too – worth over R600 000, as well as cellphones and the crew’s personal belongings. “MultiChoice really stepped up for us with three new cameras,” said CTV station manager, Karen Thorne. “They’re not perfect for the studio and for training, being more suited for electronic news gathering, but they’re working well for us.” Thorne said police had taken fingerprints, but the culprits had not yet been arrested. “We’ve had to upgrade our security with new alarms, access control and a new security company, so we’ve done the most urgent work to secure our premises,” said Thorne, adding that the work had serious financial implications for the station.
THE MEDIA APRIL 2018
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