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Yearbook Jan 2019

Otu fo ehmo hostu aacfir 39 that can make sense of this process in real time, as well as generate a booking and serve the ad(s). JCDecaux is one of the largest out of home companies in the world, and operates in South Africa and Africa. Chris Hitchings, director for marketing and sales in South Africa, offers a global perspective on the topic. “JCDecaux is convinced that out of home can compete with digital advertising (mobile, search, display) by transforming its whole offering through optimised campaigns using data and technology,” he says. The company launched VIOOH (pronounced ‘view’) in June 2018. It is a global, independent, automated planning and trading platform “designed to accelerate growth of out of home and connect the industry to the programmatic digital ecosystem”. Hitchings says the system, owned 93.5% by JCDecaux and 6.5% by data specialist and modelling company Veltys, is designed “to grow out of home advertising spend globally by offering an integrated platform to provide automation and offer programmatic trading for media sellers and buyers”. VIOOH will be rolled out to many countries over the next few years, but Hitchings can’t say when it might make its way to South Africa. What’s clear, though, is the country is nowhere near the top of the list. The convergence of mobile and OOH While programmatic out of home might be years away, Du Preez says there are numerous other exciting and technologically advanced methods of achieving efficacy within the OOH environment. “A key growth area in our market is geo-based marketing through the convergence of mobile and OOH,” he says. The use of location targeting in communication, fuelled by mobile, is driving new opportunities for advertisers within the space, Du Preez reckons. “South African mobile connections, in relation to the population, stand at 117%, and internet penetration at 52%, the majority of which is through mobile,” he says. “This is great news for out of home, as linking geo-location advertising with mobile can increase engagement by 17%, in addition to extending reach, and lowering overall CPT cost. This changes the role of OOH in the sales funnel from awareness and top of mind to bottom of the funnel activities, such as search and influencing purchase intent.” Primedia Outdoor, says executive of sales and marketing, Peter Lindstrom, isn’t convinced programmatic is a realistic option in South Africa at present. He says while prOOH has had some success in bigger markets, South Africa is different and doesn’t have the same kind of potential. Primedia Outdoor focuses on what they term ‘contextual advertising’. “It works on triggers, which go off Donald Mokgale should a billboard camera pick up, for example, a car worth over R2 million, at a certain interchange where expensive cars would pass. Targeted advertising for high-end products would be shown and the client only charged for an ad that flighted,” he explains. Du Preez points out that international research shows Near Field Communication (NFC) and other technologies are being used to drive immediate call to action. “Location marketing, coupled with mobile digital communication strategy is playing an increasingly vital role in the out-of-home space,” he says. “South Africa is not immune to this development and we will see immense growth in this area over the next couple of years.” location targeting in communication, fuelled by mobile, is driving new opportunities for advertisers within the OOH space Donald Mokgale, GM at Posterscope


Yearbook Jan 2019
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