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THE MEDIA NOV_2018 - TMOL

Contents November 2018 Issue 179 06 24 28 Features 06 Dancing to a revolutionary beat Lifestyle brands’ love affair with experiences, music and alcohol. 11 When is a view not a view? Mobile advertising faces the triple threat of viewability, ad fraud and brand safety. 13 Out of home is still the common sense way to go OOH advertising is one of the most effective ways of reaching consumers. 15 The changing role of malls How mall media platforms are adapting to shopping centres of the future. 19 Advances in OOH tech Advances in technology have opened up a whole world of innovative advertising options for brands. 21 Cannabis: A growing OOH category Since its legalisation in several US states, cannabis OOH advertising is starting to grow. 24 When rights go wrong Herman Mashaba’s council is determined to right the wrongs in Joburg’s OOH sector. 28 Bringing ads to life Holograms are no longer the preserve of science fiction shows. They’re right here, right now. 32 DOOH does Africa Digital out of home is revolutionising Africa’s outdoor media sector. 35 Mobile has created ‘no-line marketing’ Africa’s citizens have strange mobile consumption habits. So Cover much so, that marketing is no longer above or below the line... 38 Insights that prove OOH accountability How the Outdoor Measurement Council has taken the guesswork out of media planning. Regulars 02 E d’s Note On the record… 04 Who are you? SuperSport’s Motshidisi Mohono and Carol Tshabalala give us the score. 40 T he Hotseat Newly appointed head of Okuhle Media, Prejlin Naidoo, is in The Hotseat. Actress, model, on-air presenter and master of celebrations for G.H. Mumm, Minnie Dlamini Jones. Photo: Stevel Marc. CONSUMER PROTECTION ACT – INDEMNITY CLAUSE “As supplier of the goods/services, you, the Advertiser warrant that you are familiar with and will comply with the provisions of the Consumer Protection Act, Act 68 of 2008 (‘CPA’) in all transactions between us. You indemnify Wag the Dog against any damages that you or any other party may suffer as a result of your non-compliance with the CPA or as a result of any damages suffered by any party.” The Media | wagthedog.co.za P 1


THE MEDIA NOV_2018 - TMOL
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