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Key Systems and Continental Outdoor Media collaborate to achieve business optimization

 

Continental-Outdoor-Media-SatsKey Systems, a global provider of software solutions for the out of home advertising industry, has created a tailored asset management solution for Continental Outdoor Media, Africa's largest billboard advertising company operating in 14 countries in sub-Saharan Africa.

 

The company offers a one-stop advertising services for marketers and advertisers from the design, printing and installation of artwork onto the 35000 outdoor advertising displays it owns. Its outdoor advertising product range covers airports, major cities and towns, innovative outdoor signs, digital advertising both roadside and place based, mass reach billboards, street furniture, large format super signs, citilites and wraps.

 

Bazil Lauryssen, Continental Outdoor Media CEO says, "We chose to work with Key Systems because it gives us the flexibility, stability and reliability we need to operate over 14 countries and across a large growing continent. Key Systems has demonstrated that they can adapt their software product to our needs, providing language options, complicated site rental calculation options and a very easy user interface."

 

Finding its previous system limited and outdated, Continental decided to migrate from its in-house management system to Key Systems' Fusion and Digital Director products. The company is now enjoying the full benefits of having all of its media assets managed with one Key Systems solution.

 

Mike Dillon, Key Systems CEO comments, "Any migration from one management system to a new one takes some time and a lot of tweaking. Key Systems engineers have expertly designed our Fusion and Digital Director software solutions, and this means that we can address the needs of our clients and adapt the product to suit them. Continental's implementation is a prime example of what can be achieved."

 

The Fusion software family, which includes Digital Director, takes care of traditional and digital advertising assets. Just using Key Systems Continental has the necessary tools to manage the full life-cycle of all its advertising campaigns from a single entry-point.

 

 

Adelaide McKelvey - Media powerhouse with exacting standards

 

most 2014 logobgAdelaide McKelvey, Managing Director of Continental Outdoor Media's Rest of Africa business, was announced as the 2014 Media Owner Legend of the Year at the MOST Awards, held in Johannesburg on Thursday 4 September. The MOST Awards is well-established as an industry measure with sought-after accolades with media owners and media agencies ranking each other via independent research conducted by FGI (Freshly Ground Insights).

 

The key purpose of the MOST Awards is to create a culture of service excellence among media owner sales and marketing teams and front line staff in media agencies.

 

Adelaide was recognized for her outstanding contribution to professionalism and leadership in the Media Owner sector. This significant award carries much gravitas, and is made to only one Media Owner per year from the entire media owner industry within South Africa

 

Chris Botta (Mediashop) and Adelaide McKelvey

 

Gordon Patterson, Business Director at Omnicom Media Group, says that "Adelaide McKelvey is a consummate professional with a sharp business mind. She has brought a level of professionalism to the outdoor and media industry that's put Continental on the map as a media leader".

 

 

 

Continental Outdoor continues to dominate Africa's DOOH growth! 

 

Continental Outdoor is leading the way in paving South Africa and sub-Saharan Africa's roads, commuter and consumer convergence areas with Digital advertising screens. It is fast expanding its network across Africa into airports, malls, on escalators, bars and restaurants, and onto roadside!

 

Much of the recent growth has been focused on the expansion of its Roadside Digital networks. The network of roadside screens in South Africa, placed in Pretoria and Sandton, now afford marketers the collective opportunity of reaching in excess of 11 million consumers a month with the 11 sites that now make up the Ignite roadside network. In addition to the comprehensive network in Gauteng, South Africa, more Ignite screens were rolled out into sub-Saharan Africa over the course of the past several months into Tanzania, Zambia, Mozambique and Botswana, with further growth into other countries planned soon.

 

Digital-advertising-screens 

Marketers throughout the continent have supported these new digital roadside advertising opportunities with alacrity, supporting PQ Media's Global DOOH Media Forecast growth projection of 11.3% in 2014 to $9.87 billion, with double-digit growth projected through to 2018. DOOH revenues will post a 12.4% CAGR in the 2014-18 period, reaching $15.92 billion.

 

A key benefit of the networks is that marketers are now able to plan, by day-part, or region, across Africa. Merlene Farquhar, Starcom, comments, "I love this new product for Africa. It gives us an opportunity to be innovative for new product launches right here in SA for the rest of Africa. The digital roadside format perfectly matched our recent campaign for Trident in Mozambique. The vibrant colours of the brand were displayed consistently both day and night, perfectly matching the Trident brand image".

 

Eric Ngondo, Country Marketing Manager for the Corporate Affairs Department of Barclays in Zambia, has also endorsed the use of the Ignite network stating that the aesthetics and look and feel of the sites support the quality of the brand. He states that, "the network provides value for money on good locations for each 15 second slot".

Ignite-network

 

Just some of the other global and national brands that are benefitting from the digital networks are SACOB, BMW, We Chat, Heinz, Lucozade, Liberty, McDonalds, Business Connexion, Standard Bank, Disney and Burger King. All supporters of these formats cite the ease of purchase, the flexibility of creative changes and quality of reproduction as major reasons to purchase these networks. The synergistic benefits of DOOH and mobile integration is a key benefit for campaign planning, more so that Continental Outdoor are able to provide this as an additional service to clients.

 

Beyond the digitisation of OOH campaigns, Continental Outdoor now offers interactivity and inter-connectivity with mobile platforms. This in essence, provides commerce on the run. All this is redefining Out of Home's role, reinforcing many of its inherent strengths, providing new opportunities for brands to converse with consumers in a seamless manner.

digital-roadside

 

Continental Outdoor has invested heavily in building a digital operational hub at its Head Office in Bryanston that manages, schedules and monitors all its digital roadside and indoor screens across sub-Saharan Africa. Marketers are able to reach consumers by region, country or continentally, in real-time and adapt their marketing messages with the push of a button from the central neural hub.

 

"The extended and comprehensive network, offering an innovative selection of day part advertising to reach consumers in the right frame of mind, builds on Continental Outdoors' already extensive range of products geared to reach metropolitan consumers, and solidifies our place as the leaders in Digital Out of Home in Africa", states Bazil Lauryssen, CEO of Continental Outdoor.

 

 

Aesthetics and Effectiveness of Out of Home advertising in Africa

 

For many global companies, Africa already represents a significant market. For others, who face sales declines in the credit-crunched markets of the developed world, Africa represents the next wave of opportunity and growth. Africa's middle class is growing rapidly and more of the continent's governments are opening up their economies and moving away from the state-controlled structures of old.

 

The rise of the African urban consumer also will fuel long-term growth. Today, 40 percent of Africans live in urban areas, a portion close to China's and continuing to expand. The number of households with discretionary income is projected to rise by 50 percent over the next 10 years, reaching 128 million. By 2030, the continents' top 18 cities could have a combined spending power of $1.3 trillion (McKinsey & Company).

 

The out-of-home (OOH) medium is one of the most effective for advertisers in Africa and studies show that many African's feel that OOH enhances their environment. This is supported by advertisers and marketers who claim that OOH is key within their media plans as illustrated in a recent survey to major brands throughout Africa conducted by Continental Outdoor. Many studies done by different organisations throughout Africa have shown the effectiveness of OOH with regards to recall and awareness of OOH media, along with the positive perception billboards (both static and digital) have on the average consumer.

 

Outdoor advertising has one of the longest histories in reaching and influencing people. In many ways, it is the last true broadcast medium. It's also a medium that has continued to evolve and is increasingly sophisticated in how it reaches and impacts audiences. Strategists continue to include Outdoor Advertising in their media plans as it is still the most cost effective mass reach medium, a great support medium to radio and TV, ideal for brand building or tactical campaigns, achieves regional objectives, and continues to be a good visual medium in illiterate markets.

 

Strategists-continue-to-include-Outdoor-Advertising

 

The challenges facing the medium remain universal and not just in Africa; marketers would like to see that Outdoor Advertising is more accountable and delivers return on investment. The recent global research conducted by BrandScience found that for each dollar spent on out of home advertising, an average of $2.80 was received in sales. Television and print advertising have a lower ROI, yet receive a greater share of the dollars in the average media mix. The study also confirms that using Outdoor Advertising in combination with other media improves the decay rate, or time it takes for a person to forget a campaign's advertising message. This works particularly well for TV and online advertising. When Outdoor is included, the retention rate increases by several days.

 

A recent study by TNS Mauritius revealed that (via 500 face-to-face interviews) 68% of consumers mentioned that they recall having seen a billboard the day before. Large billboards had the highest recall with 81% of consumers. Billboards are noted to contribute to the aesthetics of the environment with 69% of consumers agreeing that, 'Billboards make the environment look colourful'. In addition, 50% of consumers agreed that they trust a brand or product that is advertised on a billboard.


The PAMRO 2013 country reports revealed that in Botswana, consumer recall of OOH media for large billboards is high, at 60%. Street poles follow closely with a recall of 49%. In Namibia, consumer recall for large format billboards carrying advertising is 42%. This high recall shows sensitivity to the medium. Large billboards in Zambia also have high recall, with 49% of the consumers having seen a billboard within the last 7 days.

 

The Zambia All Media Products Survey 2011 (ZAMPS) revealed that on average, 8 out of every 10 people have ever seen a type of either fixed or mobile advertising media. Billboards have high penetration and visibility followed by adverts on the side of vehicles and adverts on buses. Overall, 6 out of every 10 people can recall a brand advertised on the different types of OOH type they have come across.

 

Zambia-All-Media-Products-Survey

 

With regards to the overall perception 9 out of 10 people are of the opinion that billboards make the environment colourful, 8 find the brand or product information on billboards useful and 7 trust the brand that is advertised on billboards.

 

The Continental Outdoor Media Tanzania Millward Brown Study showed that nearly 15% of the day is spent travelling. This presents a significant opportunity for OOH media. Out of all the campaigns tracked in the study, OOH media had consumer recall of 68%. The relative impact of OOH media in Tanzania is stronger than in most other developed markets in the world, however follows the trend within Africa.

 

Overall, consumers believe that digital and static billboards add positively to the immediate environment and are aesthetically pleasing. These multiple research projections highlight the true value of OOH Advertising.


The future growth of OOH is expected to come from Digital Outdoor Advertising. Continental Outdoor is leading the way in paving South Africa and sub-Saharan Africa's roads, commuter and consumer convergence areas with Digital advertising screens. It is fast expanding its network across Africa into airports, malls, on escalators, bars and restaurants, and onto roadside! A key benefit of the networks is that marketers are now able to plan, by day-part, or region, across Africa.

 

DOOH-and-mobile-integration 

 

All supporters of these formats cite the ease of purchase, the flexibility of creative changes and quality of reproduction as major reasons to purchase these networks. The synergistic benefits of DOOH and mobile integration is a key benefit for campaign planning, more so that Continental Outdoor are able to provide this as an additional service to clients.

 

Beyond the digitisation of OOH campaigns, Continental Outdoor now offers interactivity and inter-connectivity with mobile platforms. This in essence, provides commerce on the run. All this is redefining Out of Home's role, reinforcing many of its inherent strengths, providing new opportunities for brands to converse with consumers in a seamless manner.

 

All this, in Africa!

 

 

 

Whats-up

 

BOTSWANA - ROADSIDE DIGITAL

 

Botswana-roadside"Continental Outdoor Media Botswana installed two Roadside digital structures in Gaborone in July, with first sales kicking off in August. The structures have been really well received in Gaborone and are the first of their type and packaging. The structures are located on two of the busiest roads in the capital city and due to their visibility they have created big excitement and interest," states Susannah Steenkamp, GM Botswana.

 

"Marketers are beginning to understand the benefit of the digital boards and in particular are starting to welcome the day part advertising, a brand new way of thinking for the market in Botswana. Clients can advertise dinner specials and promos in the evening which offer great opportunity for the Client and the market alike", continues Susannah.

 

 


 

Mozambique goes Digital

 

Continental Outdoor Mozambique has gone digital through the recent implementation of 3 very well located digital billboards in Maputo.

 

According to Carla Mendes, Sales Executive, Mozambique, "There are other companies already in the market with the same product type, but Continental offers a simple, beautiful and unusual structure to what is seen in the national market, and offers the latest technology in LED screens from one of the leading manufacturers and experts in digital the world".

 

"The pixel density is 10.66 mm, which will provide a high resolution image and quality for motorists and pedestrians. The quality of our LED screens is almost perfect, a level of performance not yet seen in Africa", continues Carla.

Mozambique-goes-Digital

 



 

The-2014-TNS-Outdoor-Advertising-Analysis

 

The 2014 TNS Outdoor Advertising Analysis has just been released and once again demonstrates the power of billboards and identifies other forms of out-of-home (OOH) advertising. TNS market research seeks to shine a light on consumer perception towards advertising.

 

Analysis on Viewership has shown that recall of outdoor adverting is stable and nearly two thirds of the respondents interviewed declared having seen an outdoor advert 'yesterday', thus denoting that OOH advertising remains an effective medium.

 

The study on Billboard Affinity conducted illustrates that Billboards are found to have the highest impact on the environment by adding more colours and it is also perceived as a good means for obtaining useful information on brands and products

 

An analysis of the recall for the various outdoor adverts across socio-demographics

 

2014-TNS-Outdoor-Advertising-Analysis

 

For more info on the 2014 TNS Outdoor Advertising Analysis report, please contact us on: Tel: 011 514 1400

 



 

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Basilio Sozinho

Basilio Sozinho
Senior Credit Controller
Angola