Richard Lord, a freelance media specialist, asks the controversial question: is programmatic digital OOH (pDOOH) a gimmick in its current state? Is it more about the ‘wow’ of the tech than the ‘win’ for the brand? Increasingly the South African media industry is being told that the future of OOH (out of home) is digital. […]
Shaun Frazao, Head of Digital and Content at Wavemaker South Africa, says digital channels offer great reach. However, everything you know about digital reach is wrong. In its essence, an effective media plan ensures that you reach as much of the right audience as possible in the most cost-effective way. Driving engagement, building affinity and […]
Grant Lapping, MD at DataCore Media, suggests that companies should be moving towards measuring the lifetime value of the customers they convert through their digital campaigns and channels. This is easier said than done because it demands that digital agencies look beyond digital campaign data and also draw on company-owned insights about their customer base. […]
According to Valiant, formerly known as BrandTruth, now more than ever, brands need to be brave, nimble and defiant in digital. Modern marketing professionals need to flip their thinking upside down – and think digital first. As events all but disappeared, media consumption patterns flew out the window and Out-of Home advertising became redundant, but […]
Zanele Hlatshwayo, YouTube lead at Google Africa and Ciarán Whitaker, FMCG Industry Manager at Google Africa, state that there are 24 million South Africans over the age of 18 on YouTube, and that this number is growing. This is not a platform number, but the number of adult viewers who can be reached through advertising […]
On 11 November 2020, Modern Marketing attended Pernod Ricard South Africa’s launch of the #SisonkeMzansi campaign at their offices Woodmead. Pernod Ricard will be ‘gifting different’ this festive season by investing in the local economy through the campaign. The company has partnered with Springbok stalwarts Siya Kolisi and Cheslin Kolbe. The duo will be encouraging […]