Page 20

THE MEDIA NOV_2018 - TMOL

Mal Media their research needs. We can then observe shoppers as they shop in the ‘store’ and ask questions without any delay. We’re also able to create scenarios for modern, convenience and traditional trade store formats, which makes this solution highly relevant for the South African market,” says Nielsen South Africa Consumer Insights director, Kim Reddy. Global shopper trend analysts report a rise of chatbots and artificial intelligence in mall media. What of South Africa? Faia reckons we’re lagging the rest of the world, but at the same time says these solutions can only be looked at and considered if there is take up in the market. “Currently there isn’t a need for a mall to be a leader in innovation because it’s not their core business,” he says. “When it comes to AI, the cost to get it into the country and manage it is extremely expensive. Our market has not sufficiently matured to incorporate AI into mainstream media.” Matthews cites two issues facing the application of this sort of tech. “Firstly, customers rarely trust technology to be able to provide meaningful assistance as a replacement for an actual person. Secondly, we have a huge unemployment issue in the country and it is a contentious issue when we start replacing humans with AI.” A better application of this sort of thinking would be remote assist kiosks where staff working from an office can assist customers inside malls via a kiosk that makes use of camera, bio-metric and touchscreen technology.” So mall media is constantly changing. But as Faia points out, there is one thing that remains the same: “Malls are very prescriptive on what campaigns can happen in the environment and where media can be placed, approving every element, so we are restricted in this space. As media owners, we need to abide by a set of rules. Malls won’t support campaigns that will negatively affect tenants.” John Faia: What’s impacting on mall media right now • In terms of the non-GLA space, the bubble has burst around the old traditional model. What we are seeing in the market currently is the proliferation of the pop-up store. This is a direct result of poor trading conditions. • Dead malls. With the over trading of space, malls will soon be used for other purposes. Mall property will be converted into residential or office space. • Shoppertainment is critically important. People value experiences rather than product in their hands. • People are looking for more value and many retailers are potentially missing this. Value is a key driver for shoppers. • The old mall marketing model doesn’t work anymore and we need to be more creative and flexible when putting together communication solutions for brands. BITESmedia by the mouthful Reuters launches mobile-first video news service Loc al government comm unicates a pow erful message with Reuters has launched a mobile-first video news service OOH advertising called Africa Journal. The move reflects growing mobile and digital consumption of news on the continent. Editor Serena Chaudhry said the growth of the African digital mobile audience has been phenomenal and that Reuters, with its journalistic expertise built over 150 years, would offer a fresh way to report African news. “Africa is the world’s fastest growing region and Africa Journal will showcase what a diverse and vibrant continent it is through a wide range of multimedia stories.” The new service was developed in response to feedback from clients and is available to broadcasters and digital publishers through a series of daily ready-to-publish video packages. To inform and promote local health clinics and reduce pressure on the Khayelitsha District Hospital by diverting patients to primary health care facilities, the Provincial Government of the Western Cape chose out of home to deliver the message. “In addition to the impact, OOH affords the Western Cape government the opportunity to strategically target the public in the area,” said Warren Weiner, director and founder of New Wave Outdoor Media. “For example, within Khayelitsha, certain areas are considered to be a priority for this message and OOH provides the opportunity to achieve this communication, while avoiding wastage. P 18 The Media | wagthedog.co.za


THE MEDIA NOV_2018 - TMOL
To see the actual publication please follow the link above