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THE MADIA JUNE 2018

RADIO SALES HOUSES Data is playing an increasingly important role in decision making, especially as the pressure mounts to deliver increased return on investment on decreasing budgets. “At Mediamark we strongly believe in being data-driven and work hard to find ways to show ROI,” says Diamond. “We are also finding that using data from post campaigns, including the digital components, has helped us a) win repeat business and b) tweak campaigns, which is exactly what data needs to be used for. This provides clients with an even more engaging solution second time around.” Hood says data is key to all Primedia sales decision making and that “digitally originated first, second and third party audience data is key to the future of integrated audience measurement. At this stage, there is huge untapped potential in this space locally”. The Broadcast Research Council’s data therefore plays a vital role. “We are in full support of the BRC RAM data. We see stability and market traction for the new numbers. However, we are very vocal about encouraging the BRC to push for a digital collection method that will give better access to the top-end of the market and overcome limited access to gated communities,” Hood says. SOUGHT-AFTER PRO PERTY Other opportunities lie in sponsorships and branded content, but again, seamless brand integration presents challenges to planners. Diamond says while sponsorships remain a sought-after property for clients, effective integration is time-consuming, and planners are often given briefs to implement in just a few days. “Therefore short-term tactical sponsorships have become more popular than the longer term sponsorships of the past,” she says. “Clients want out of the box debut ideas on a shoestring budget, which aren’t always feasible.” Branded content is popular and “even standard ideas such as major competitions weave the brand into the programming time and speak seamlessly”, says Diamond. “Radio stations are powerful in the audio space, but likewise in the online space where video and podcasting offer a robust branded content opportunity. We urge clients to engage and build solutions in partnership with the media owner as the effect can be powerful.” Primedia is experiencing increased interest in experiential campaigns, podcasts, endorsements, branded content and other campaigns that speak to audiences in authentic ways, and cut through the clutter, says Hood. “We are seeing such demand for this, that in the past year we have put significant investment into our Creative Solutions team, to both respond to client briefs and identify opportunities for our advertising partners,” she says. CUTTING THROUG H THE CLUTTER Radio sales houses are becoming increasingly innovative when it comes to audio brand strategies. She highlights Primedia Broadcasting’s ‘Radio to Road’ campaign as a case in point. “In 2017 we launched a South African first: a cross-platform collaboration between Primedia Broadcasting stations and Primedia Outdoor’s digital billboard network in Gauteng and the Western Cape. When an advertiser’s spot starts playing on one of our stations, it automatically triggers the creative to appear on the digital billboards in the region, offering simultaneous audio and visual impact for our commuter audiences,” she explains. Hood says advertisers are amazed by the audience size and traction on streaming and podcast platforms. Over 500 000 monthly streamers and over 250 000 unique podcast listeners, generating over 700 000 downloads per month and growing. “Uptake on ad-insert digital audio has been slow, but the more sophisticated digital advertisers are leading the space. There is still a lot of experimentation and testing,” she says. Streaming is a winner for the group, she says, listing international bookings from BMW, Nedbank, Distel, Famous Brands, and FNB as brands that are pioneering locally. “The Dentsu Aegis Group, Cadreon, and Sprout have been the most active agencies – indicative of their teams’ willingness to venture into and pioneer new spaces,” she says. In terms of programmatic buying, Diamond reckons while it is still in the planning stages, it represents a considerable shift from traditional buying. “We need to learn from digital (both the good and the bad) and bring in its efficiencies, increased measurability as well as additional analytics,” she says. “This brings with it faster time to market, so being able to customise broadcast for data such as real-time weather or sports events will be a reality. Agency trading desks are not necessarily geared up for linear programmatic broadcast (both TV and radio) and we expect DSPs to be launched that will fill the void, making it easier to book individual spots. Expect some noise in the next 12 months,” she says. It’s certainly an ever-evolving industry, one that demands sales houses stay ahead of the curve, while demonstrating the power and return on investment across all channels. • P 12 The Media | wagthedog.co.za


THE MADIA JUNE 2018
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