Page 26

THE MEDIA MARCH 2017_DIGITAL

TV advertising watched on a 50” HD screen in the comfort of your lounge? Of course not! Researchers are working feverishly to find the holy grail – an integrated, cross platform, multi device, media measurement system that can provide marketers with sensible metrics to gauge advertising effectiveness. Building critical awarenes Also, all the parties agreed that this shouldn’t become an either/or debate ie. should I use TV or digital. They are both effective tools and should be used for what they excel at. I would argue that the reach and impact of TV make it still the best medium for brand building (at the top of the marketing funnel) – and it’s important to remember that brand building is not only required to reach the consumer buying your product today, it’s also about talking to the person who might buy it tomorrow. Digital is great for conversion and activation once TV has done its job and built the critical initial awareness and influenced brand preference. Which brings me to South Africa and what’s happening in the local marketplace. While digital growth in South Africa is now all pervasive, TV remains the ultimate reach builder delivering an average reach of 72%, the highest reach recorded across channels. According to Monique Claassen, director of media and digital research at Millward Brown, “TV remains critical in building reach in South Africa. Studies from our CrossMedia database clearly show that, while non-TV media can perform alone, they do much better with TV priming (TV flighted first in a campaign). A campaign can be up to 40% less effective at driving impact if TV is excluded, compared to launching with TV first in a multi-channel marketing approach, which can deliver 35% more impact than TV alone”. Clearly this is all very good news for TV as an advertising medium, but certainly as broadcasters we need to be constantly evolving to keep pace with technology and the new connected consumer. At DStv Media Sales we are considering a variety of innovations (including those described above) and exploring how we can best integrate these into our local offerings over time – watch this space! n Chris Hitchings is CEO of DStv Media Sales. 24 | themedia www.wagthedog.co.za Photograph courtesy of Justin Day


THE MEDIA MARCH 2017_DIGITAL
To see the actual publication please follow the link above