Beyond The Billboard
00:11:15 · Kirsty Carlson
[00:11:15] S1: I have a lot of these conversations or having a lot of these conversations recently around programmatic design of home across the continent with media owners and with the likes of BroadSign, moving walls and so on. And yes, believe that there is an education job, but it's more of just helping them understand what the needs are from a tech point of view. Obviously the to take the software, but also helping them understand that it's not a loss of budget or a loss of spend that they'll be getting. And how can they actually move with the tide and understand the bigger picture. But what is nice is that we're not at a zero mark with the rest of Africa. Actually through BroadSign, their latest inventory update that they gave me was around eight markets now. So outside of South Africa, which is really exciting. Yes, majority is driven through Prime Media, but that still shows that there is movement. It's in its infant stages, but there's a lot more to growth and ground to cover, but still really, really exciting. So yes, I completely second with you. There's definitely this education job that I think as agencies and particularly people in these roles doing rest of Africa media and working with these media owners, it's also part of our responsibilities to be having those conversations with our media owners and our partners across the continent. And explaining programmatic digital out of home and why our clients are actually looking for it and why they're speaking about it and requesting it for markets outside of South Africa. So I think, yeah, that's definitely something I resonate with you. Then I think the other thing I wanted to speak around was where are you seeing now? Where are you seeing the budgets coming from to cover programmatic digital out of home? Are you seeing, I know you were mentioning that separation between digital and out of home, particularly in agencies where it's quite isolated. Where are you seeing those budgets come from? Are you seeing them more so, more percent, a higher percentage of them coming through from the digital team that's covering programmatic buys? Or are you seeing that from the out of home team?
00:13:06 · Remi Du Preez
[00:13:06] S3: So I mean, Polygon position that we work in is that we've never done a spot in the loop in our business. And we also don't work with out of home strategists. So we only work with digital strategists. We only deal with performance strategists. We work with guys that have a budget that was going to go to YouTube, was going to go for search. And we tell them, look, that's still your key metric. But I tell you what, how about you allocate a little bit of that money to the out of home space on a CPM basis? And we have targeting tools that could be very similar. And we also have our own measurement attribution. And we will show you how we can boost your online metrics by including out of home into the space. So we're advocating the omnichannel mix very, very hard as far as the media owners that we work with. Because look, have an aggregated network. We're not a media owner. We're just sort of connecting all screens everywhere. A lot of those media owners already within the agencies working with the out of home team. So we don't step into that domain at all. We respect relationships. There's no chance of us selling another media owner's inventory better than them. Whether they want to do loop or programmatic, that's their prerogative. A media owner's job is to, end of the day, just sell out his screens, however you can do that. So we don't sort of step into that space. But as far as the Polygon space is concerned, we're purely servicing the digital strategists. There's no out of home planners on our emailing lists at all. In actual fact, every single person that worked for Polygon now has never worked in the out of home space at all. We've been very intentional on only hiring guys with a purely digital background. From our programmatic traders, even to our sales team. And I must say, it's fascinating because I've now moved into a space where I have to be the quietest in client meetings. Because I've got digital guys throwing terms around. And at the end of it, I'm walking out of my head of demand. I'm like, what were you guys talking about? And it's beautiful to sort of move into that new space. I'm also learning a lot from the digital strategists and picking up what's important for them. And the digital guys, I think, have become a little how's the word? You can become a little bit despondent in the work. There's a lot of stress from clients.
00:15:18 · Remi Du Preez
It becomes a bit mundane just serving impressions on a phone. Now they know I can serve on screens in the real world where there's no bots. It really feels like honestly, it's like a breath of fresh air for the digital strategists, where they have this new shiny toy, and they can boast about it to their You know, it's like, go and look down there. We're booking this from Google, from DV360. How amazing is that? So there's a lot of excitement around the way the guys are using the technology as well. So look, a lot more money from the out of home space will eventually move programmatically as market matures. Loop based buying won't go away. I don't see it going away at all. I still I really do still believe it has a lot of value, especially when you have a frequency is sort of the general call on campaign. But let's look at where the internet world was fifteen years ago. Guys are still doing a lot of direct buys and they started shifting programmatically to the point where majority of the ads are still being delivered programmatically. So we have hindsight, which is a beautiful thing in an industry. We just have to look at the internet world to see what they're doing and also even learn from their mistakes and make sure we don't make the same mistakes ourselves.
00:16:29 · Kirsty Carlson, S2
[00:16:29] S1: I love that, Remi. I had such a laugh there with the digital team. And you know what? Still to this day, I sit in meetings sometimes and I hear another new abbreviation in this media industry. And it usually comes from the digital team. And often I'm like, Okay, here we go. Got to give me the new one. Fill me in. [00:16:55] S2: Nalasa Media, giving your brand the right exposure. We are a 100% black female owned company aimed at providing quality and futuristic out of home placement. Visit our website today on www.nalisamedia.zo.za. For more information, follow us on our socials to keep up to date with our latest news.
00:17:20 · Livia Brown
[00:17:20] S0: Remi, I love... So you touched on a point that I think is so important. And I think that I've seen this kind of when digital out of home first comes from South Africa, a lot of the traditional billboard guys were kind of like, what happens to my billboards now that we have digital out of home? And the answer then was like, it becomes part of the media mix. And the same thing happens now with programmatic. I've had a lot of clients, media owners, clients feel we have to we have to be on programmatic. Media owners, we've got to get enabled for programmatic. And then what happens to my loop? Happens to the screens where I'm actually losing money when I am selling programmatically and it doesn't work for my business? My screens are on the malls. How do I feature? A lot of these questions are coming up. And I think, again, the answer is that it becomes part of the media mix. Again, it always goes back to what is your strategy for out of home? What are you trying to achieve for your client? Not everything has to be a digital billboard. Not everything has to be programmatic. Not everything should be static. It's more about looking at things from an omnichannel perspective. And I think that from a media owner perspective, sometimes you're in your your media owner lane and you know what inventory you have. But you must remember that the role of a strategist is to actually pull together the the omnichannel mix together. So to understand, we can have a mix of static billboards and traditional loop based buying and programmatic buying in the same campaign. Like, we can all share in the same strategic kind of journey to achieve what we want to for the client. And I think from your perspective, what's also interesting is that coming from an out of home background, you don't have a team of programmatic out of home people. You have a team of digital people that you have upskilled on how the out of home landscape works. But the worlds have merged closer and closer. And that's why we're seeing such great work coming to market is that the closer the media channels get, and I guess in an extent, the less precious everyone around is TV does this, digital does this, out of home does this, and these very specific silos.
00:19:17 · Livia Brown
When you start to dissolve those lines, that's where we're seeing the beautiful work coming to market that's really making people say like, wow, this is some really cool work. One of the other questions that I wanted to ask you, Remi, as we head towards kind of the closing on our side, and it's a bit of a hot topic. I know we have discussed it in some of the do. Cio. Za programmatic newsletter that's come out too. But just for everybody listening and from your perspective, where are we sitting from a measurement perspective? I think once everyone's got their head around what is programmatic, the next question is how is the measurement being done and what channels are or what data sources are being used? How can they be used? And who should be championing that journey?