Posterscope - biz-file.com€¦ · shift towards helping communities and people impacted by the...
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13.5 = units Working together to support the Caring for You Campaign Just as our eating and activity habits have changed over the years, our drinking habits have also changed. With more options available in both bars and shops, having a drink after work or on a day off can easily become the norm. And after working hard, it can be nice to unwind by drinking with friends or enjoying a glass of wine with dinner. This factsheet gives you all you need to get clued up on alcohol while still enjoying a drink or two. current alcohol recommendations The UK Chief Medical Officers’ advice is to drink no more than 14 units a week, spread over three or more days, to keep the health risks from alcohol to a low level. Alcohol-free days are recommended, and the recommendations are the same for men and women. During pregnancy and breastfeeding the Royal College of Midwives (RCM) advise to avoid alcohol completely. alcohol health and what does 14 units actually look like? 14 units is equivalent to around 6 pints of beer (4% vol), 6 medium (175ml) glasses of wine (13% vol), or 14 25ml glasses of spirits (40% vol).
Transcript of Posterscope - biz-file.com€¦ · shift towards helping communities and people impacted by the...
PosterscopeUnderstanding the OOH Landscape in South Africa.
COVID Level 3 and Beyond.
June 2020
“The media industry (particularly the Out of Home medium) is facing unprecedented shifts and
adjustments. Currently, we are navigating unchartered waters with no textbook or playbook to guide us
on the approach however, we all in this TOGETHER. Times of great change are synonymous with
great opportunity for brands to show up and do their part. Brands will be guided by their purpose.
Brands need to listen to their customers and stay relevant.
The global reset due to the COVID 19 pandemic will bring with it a “new normal” and if there was ever a
time for innovation and pushing boundaries it is now.
Let’s be bold, let’s do the extraordinary”
Koo GovenderDentsu Aegis Network, CEO, South Africa
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Out of Home has been
shaken and stirred.But…we are set and ready for the comeback.
The COVID-19 pandemic has created a monumental shift across all
industries in South Africa, but within the media, and specifically the
Out of Home industry, we have seen significant disruption.
As we move towards lockdown restriction Level 3 and Out of Home
starts to plan its recovery, things are going to be shaken up with new
and improved ways of leveraging the medium.
Here are Posterscope South Africa’s predictions for an Out of Home
landscape as we enter Level 3 and beyond.
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South African OOH Predictions
Measurement Steps Up
Rise of Mobile OOH
Intentional OOH
OOH Pricing Shake up
Focus on Localism
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Digital OOH takes Centre Stage06
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01Measurement Steps Up
OOH will become more measurable.
Our current methods of measuring OOH ROI and traffic are via the OMC
or ROAD platform and currency, passengers and commuter figures,
estimated, duplicated traffic counts and car tracker data to mention the
most frequently used metrics.
With the impact of COVID-19 on OOH and the scramble to show the
return (albeit slow) of traffic on roads and in environments we are seeing
the introduction of some innovative new measurement metrics that are
most welcome and much needed for OOH to continue to justify its place
within the media mix.
We have seen an increase in the adoption of mobility reports, Tom Tom
data, mobile data to show traffic and movement around OOH inventory
and web cams, traditionally used to provide proof of flighting, are now
being rotated to face the road and used to record traffic. With this we
should see the further uptake in technology being adopted to count traffic
through these web cams.
Key OOH Points: Although we are still a ways away from standardizing
measurement in OOH, the shift we are currently seeing means that more
inventory will be more accurately measured, and this is a good, strong
step forward.
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02Rise of Mobile OOH
Mobile OOH (MOOH) has been kickstarted.
The COVID-19 pandemic has propelled the adoption of geo-targeted,
mobile ads. As more media owner partners are using mobile partners to
measure traffic in proximity of their billboard inventory, the natural step is
for the industry to start to position mobile and OOH together more
frequently than we have seen to date.
We know that OOH is a primer for online search behavior and the more
we bridge the gap between the online and offline worlds the more we will
be able to offer seamlessly integrated consumer journeys.
Key OOH Points: This is not a new coupling of mediums, but we will
start to see more adoption and growth in this space.
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03Intentional OOH
Brand using OOH to do good.
Now is a time for action and not talking about action. Now is a time for
brands to connect with people in a real way to form lasting bonds.
More than ever before, we are going to see media spend being allocated
to not only generate brand awareness and notability, but also a strong
shift towards helping communities and people impacted by the pandemic.
The commuter and township environments need the most assistance as
social distancing has significant challenges in these areas and some of
the most vulnerable people within or communities, simply cannot keep
themselves safe.
OOH can play a significant role in offering not only educational and
informative messaging, but support through strategic sampling,
dispensing and bespoke instillations to ensure that people are safer
along their journey, whether inside a taxi rank in Soweto or waiting to
catch a bus in Sandton.
Key OOH Points: We will see brands investing in campaigns with an
elements of good, both towards keeping people safer and supporting
local, smaller businesses.
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04OOH Pricing Shake up
The rate card will be thrown out the
window…for a while!
There have been and will continue to be significant disruptions in the
pricing aspect of OOH. We have seen this before the COVID-19
pandemic with companies offering unusually high discounts, and this is
only going to be further amplified now.
With a landscape of higher than normal available inventory and media
owner partners needing to secure OOH bookings onto blank inventory,
we are likely to see a buyer's market with regards to pricing until the
landscape settles.
We are also seeing an introduction of lockdown level pricing models,
where the level of lock down is related to the % of traffic and discounting
being done according to the restriction level. Rates should then stabilize
to the norm the more we move towards level 1.
The disruption in pricing, coupled with the introduction of new and
regularly updated measurement in OOH, means we will see positive
shifts in different pricing models and currencies in OOH, pay per view
and buying audiences will be introduced.
Key OOH Points: Brands acting quickly enough with benefit from
available key inventory, large discounts and flexible contract and
payment terms.
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05Focus on Localism
Changes in travel behavior impact shopping
behavior.
People continue to move around and travel on our roads. We are seeing
a shift in traffic patterns, the early morning commute to drop kids and get
to work, has become a later morning drive with an earlier home
commute. We also know that people are not travelling the same
distances as before and the local strip malls, convenient stores and
shopping centers are being frequented more so than before.
People look to OOH for messages of trust and reassurance and
messaging should be relevant, informative and localised in both message
and placement. Not only does relevancy drive brand recall, it drives
effectiveness too and now is the time to be focusing on both.
Stores and product offerings have adjusted why not use localised OOH to
communicate the new offers, special, deals, changes in trading hours,
precautionary measures and so on.
In environments like the airport, we are also set to see rate cards being
based on passenger figures, which will be a significant shift from the
current model, but in our opinion a positive move.
Key OOH Points: When communicating to smaller communities in OOH,
ensure messaging is area and audience specific, creative messaging and
placements should be adapted to specific areas.
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06Digital OOH takes Centre Stage
Digital OOH is adaptable, use this to drive
relevance.
Before the COVID-19 pandemic Digital OOH was showing steady growth
and investment and we anticipate that we should see further growth in
this space this year still.
We will see an uptake in Digital OOH campaigns, as the medium offers
flexibility of messaging, adaptation to changing circumstances and is the
only OOH medium that can be plugged, played and paused as an when
needed at no extra production cost.
Digital OOH also offers a platform for brands and media partners to do
good in the form of added value space for smaller businesses to kick
start themselves as we head into Level 3 of lockdown.
We should see a focus on dynamic creative messaging as a great way
for Digital OOH to provide relevant and adaptive messaging, engaging
with audiences like never before.
Key OOH Points: It’s important now to make full use of the flexibility,
adaptability and agility of Digital OOH, in relation to pricing models,
creative messaging and the use of the medium.
Mrs. Livia BrownGeneral Manager
Posterscope South Africa
+27 83 372 1784
Contact
CAPE TOWN
31 Brickfield Rd,
Salt River, 7925
Cape Town
