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Yearbook Jan 2019

Teeilnosv Gabllo 29 them and linear TV miles apart. What they have already achieved though, is that they are serving a medium-long tail of companies that never had access to linear TV. The State of Video authors predict that the video marketplace will reconfigure itself from serving a few hundred large advertisers to a few million small ones. When we consider how technology has affected people’s behaviour, it is the availability of larger bandwidth at lower costs that is having the biggest impact. Smartphones and mobile devices have become the default screen anytime, anywhere. More bandwidth allows more streaming and is clearly favouring the subscription model with Netflix and all SVOD services taking precedence over traditional pay-TV, which is still cable or satellite based. Traditional news brands – The New York Times, The Wall Street Journal, among others – are finally seeing profitable subscription models, thanks to a mix of video, static content and measurable and safe environments. And so is the music industry. Music downloads will disappear shortly in favour of subscription streaming services such as Spotify. How does this affect advertising? In a big way, because most subscription models can and will be advert free. Like Netflix. Or they can offer cheaper subscriptions with some advertising and more expensive ones without any advertising. This is already a reality, and will alienate a relevant and affluent audience from advertising opportunities. Therefore, advertisers will push more and more to get unduplicated viewing measurement across all screens and channels, which is an objective that is still a few years away. In the meantime, we must minimise duplication across linear, OTT, SVOD and addressable TV to achieve effective impressions at the lowest cost opportunity. But we are still facing two different systems – traditional and modern – with separate currencies. The future will most probably force traditional TV to become more digital: targeted, automated and optimised. An inside lok into the revamped Gagasi Gagasi FM recently underwent a brand refresh that coincided with moving into state of the art premises in Cornubia and the launch of a new logo. What does this move mean for brand Gagasi? As a business that attracts audiences and advertisers, market dynamics and trends in the consumer and trade spaces inform our approach. Gagasi FM has operated as a radio brand for the past 13 years, supported by online channels and events. But changes in consumer lifestyle patterns and how people consume media meant moving our brand beyond traditional radio platforms. The brand refresh exercise was not just about a change of logo and brand collateral but also about a shift in the our business mindset: moving from being a radio station to becoming a media lifestyle brand with three core businesses. Multi-Platforms Gagasi FM This unit remains the on-air offering within the Gagasi stable which at this point remains critical in the commercial viability of the brand as the station remains the biggest regional radio station in the country. The prime time shows are: I Love mornings, Golden Circle, Midday Shandis, The Kings Drive, and Indaba. Gagasi Online This unit drives consumer engagement through the digital platforms of the brand. The structure of the new website, www.gagasiworld.co.za, was developed to engage consumers and give advertisers a platform too. Exciting content is planned for 2019. Gagasi Events The events business drives below-the-line consumer engagement and comprises Gagasi flagship events and G Squad-powered client activations. Our premier events are Easter Chill Zone; Gagasi Red Star Experience; Shero Campaign; and the Gagasi Beach Festival. Integrated Solutions Gagasi’s multi-platform presence creates opportunities for a range of integrated consumer engagements. The Gagasi brand has unmatched influence on the KwaZulu-Natal market and has delivered value over the years. It will continue to do so in 2019.


Yearbook Jan 2019
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