Beyond The Billboard
00:28:37 · Samy Naidu
[00:28:37] S0: So firstly, I think from a global perspective, and we know and I just want to touch on that as well, with regards to the evolution of digital and where it's actually progressed globally. So two things. I mean, one, we, you know, digital out of home has sort of transitioned to more than 50% of the total out of home inventory currently globally. And I think that's set to grow. So so we're going to see static sort of, you know, shrink a little bit more in time as new digital screens come come on board, and less static inventory being available. But it's definitely static hasn't lost its, essence and ethos, and I think it will always remain there for many years to come. Second thing for me is is that, you know, programmatic digital has started to catapult globally. I think last year, the the spend on programmatic has been in excess of 1,300,000,000 US dollars globally, which is amazing. But and the reason why I say that and why I actually sort of frame that is if I look at countries like The US, Northern America, Europe, etcetera, where they've utilized both digital and static quite effectively and strategically is in the launch of car brands and keeping key car brands top of mind in those communities, etcetera. And I've seen that work very well. Where, you know, the likes of Ford, Chrysler, Kia to a certain extent, Hyundai, and you've seen Hyundai do a lot of promotion and sponsorship events, etcetera. They've kept the brand top of mind through static advertising. But what they've clearly done as well is utilize digital for the car brand, model releases, for bringing in, you know, pricing strategies for countdown on new your features, countdown on new models being launched, as well as hyper local in terms of where, car dealerships are located, etcetera, and advertising those on the digital format. If we look at South Africa, and within my context and within our business, I think for me, one vertical that really stands out is the retail vertical. And I take it back to a few campaigns that we've executed and undertaken. The very first one that comes top of mind for me is ShopRite. ShopRite's done an amazing job where they've static branded or branded taxi ranks and they've branded commuter corridors that lead onto retail locations and transport nodes.
00:31:31 · Samy Naidu
And they've then supported this with price and product advertising via digital screens, our transit TV networks, and those screens, they change ads on a weekly basis. They advertise their new products, they advertise pricing, they advertise specials, but the brand has always remained top of mind in those environments through their static advertising. Very similar executions have been done by Pep, SPAR, Pick n Pay. And I think, you know, while that's just one vertical, a lot of other advertisers could learn from exactly the same principles. Is we know that static is relatively much cheaper than digital by far, even on a long term basis. So you... You're yielding long term brand affinity. And to come in with a strategic tactical campaign or burst with a digital just reinforces what you've achieved on your static advertising, which is key for me.
00:32:38 · Kirsty Carlson
[00:32:38] S2: I love that you raised retail because I think it's such an amazing way to do the combination on the effectiveness of the use of static out of home with digital out of home with that brand building and then the price product promotion and changing the creative, you know, and adapting the creative. I think that's such an incredible showcase of a vertical or category to really show this combination. I also think another one would be QSR. So your fast foods using your ecstatic very much for your brand build and then using your desired home for your breakfast, your lunch, your dinner, or your price products or special specials that you're doing or occasional, you know, Easter special festive specials. I think QSR is quite a nice category to play in that, that magic of combining those two together in a way that can be effective for them. When you were speaking about the stats globally, and you're speaking about programmatic, and we're I think we're tenth in the world on the latest programmatic Desert of Home Global report, when it comes to the percentage, we're the first South Africa on the continent to from driving programmatic and a Desert of Home spend point of view, South Africa on the continent. But what I find quite interesting is the spend percentage of digital out of home, and that we're nearly hitting that we're in the 49% mark based on World Out of Homes global report spend report is that we're nearly at that 50% mark of global out of home spend. So interesting to see what's happening at a global level, and to monitor what is going to happen here. But we know that dish out of home is still growing in our market, there's still more screens being put into ground. And there's still a lot more brands learning how to use the format.
00:34:08 · S1, Samy Naidu
[00:34:08] S1: Yeah, Kirsty, thanks so much for unpacking that programmatic piece. And I think Samy, to your piece around the creative, both of you touched on kind of retail QSR, the biggest brand making the best use of digital out of home through the creative. So Samy I love that you shared some examples of the work that you guys have been doing with ShopRite and Pep, also huge brands from an out of home perspective and they get it. They're using those formats in the correct way. I think it's a good place for us to end our episode today. Samy you started the episode today by saying that you know, there isn't really a hard and fast rule of how you should split your static and your digital. I think the conversation that we've had has really lent into that. In cases, it's more static than digital. In other cases, it's more digital than static. I think what's really important and coming through for me is that you're applying the best media principles and the strategy principles to actually taking the time to analyze and assess why are you including your specific formats that you are in your media mix to achieve the objectives that the brands want to achieve. And from there, you can assess what's going to work better for you. So I've really loved the conversation. It's given me some food for thought as usual. And Samy, thank you so much for joining us for this episode. It's been great to sit down with you again. [00:35:15] S0: Yeah. Liv, Kirsty, thank you so much. Yeah, it was awesome. So really enjoyed it. Thank you very much.
00:35:15 · Samy Naidu, Kirsty Carlson, S1
[00:35:15] S0: Yeah. Liv, Kirsty, thank you so much. Yeah, it was awesome. So really enjoyed it. Thank you very much. [00:35:31] S2: Africa. For joining us today to go beyond the Billboard. Subscribe to our podcast to ensure you don't miss out on our exciting content. [00:35:38] S1: Us again to go beyond the billboard.