Josephine Buys, CEO IAB SA
For many, 2016 was a year of tumultuous change. For IAB SA, we saw several changes of our own.
Jarred Cinman, the first IAB SA chairperson, stepped down. Three years ago, Jarred was instrumental in the agreement reached with IAB Global to evolve the then Digital Media & Marketing Association into the first IAB on the African continent, one of over 40 chapters worldwide. Jarred has been a source of personal strength and a mentor to me in my onboarding and I will be forever grateful for his guidance and support in navigating this often challenging, always exciting role.
As 2016 draws to a rapid close, we are thrilled to announce that the IAB SA will be taking an active role in education, learning and development in 2017.
We will not become a training institution, but rather, will partner with those providers already in the industry to achieve several strategic goals including the need to provide a mechanism for us to create a greater awareness of interactive advertising and marketing as a profession and, in doing so, to drive professionalism, ethics and discipline within our industry; to encourage transformation of the sector by actively participating in industry Learnerships; professional qualification and Continuing Professional Development (“CPD”); further to play an active role in advocacy for the industry amongst our customers and to actively participate in the crucial role of Responsible Marketing.
JP Kloppers – BrandsEye CEO
Starting in the 1940s and ‘50s, celebrity endorsements began changing the marketing landscape. Soap, shampoo, suntan lotion: Ronald Reagan himself endorsed a brand of cigarettes. Leveraging Hollywood stars’ power and recognisability, companies first tapped into the potential of the Big Screen.
1948 ad featuring Roland Regan in Life Magazine
The IAB SA has announced the list of judges that will decide which contenders will scoop a coveted Bookmark Award in 2017. The team of judges, led by Jury President John Dixon, features more diverse industry players than ever before.
Josephine Buys, CEO of IAB SA says, “Our mid-year, judges workshop yielded valuable insights from the best in the business for judging the Bookmarks 2017. We have secured the time and talent of some of the brightest minds in digital and have expanded our pool of experts to include gamers, innovators and engineers.”
By Nick Sarnadas, event director: Madex 2017, Specialised Exhibitions Montgomery
What does your gut feel say? Well, here’s the deal. No longer is it viable to rely on your intuition to know where your marketing campaign is heading. We are now living in a data analytics world – and if that does not sound as exciting as the material one decades ago, believe us (or at least the trend setters who have studied this growing technology phenomenon) data analysis will take you to the next level.
Analyse it, use it well and be set to soar! But do remember to look at solid (that’s reliable and not vague) data. Garbage in, garbage out, still applies.
Effective Measure, the digital audience measurement provider for IAB SA and data intelligence solutions company, announced today that Greg Mason joins them as Country Manager – South Africa as of 2 January 2017. Mason will be taking over the reins from from SSA Lead, Nicolle Harding, who moves on to another role.
Scott Julian, Effective Measure CEO, said: “Greg joins Effective Measure at a crucial time as we work towards releasing Dashboard 2.0. His experience working with publishers and his knowledge of the South African digital ecosystem makes him an extraordinary fit for Effective Measure.”
“We are extremely pleased to be welcoming him to the Effective Measure team.”
While digital excellence is usually associated with technical innovation, content is the real differentiator between a successful or unsuccessful digital campaign. As agencies, marketers and publishers put together their submissions before the final IAB SA Bookmarks 2017 deadline of 25 November, an understanding of content is more relevant than ever.
IAB SA CEO, Josephine Buys says, “In South Africa, we have reached an interesting crossroads rich in opportunity. Audiences no longer want to passively receive messages from brands. They want to brands to engage with them and add real value to their lives.”
A first for a South African charity; challenging the traditional business model and providing consumers with a product of value when donating to a cause
Technology has aided in facilitating the disruption of every major, global industry – from taxis to hotel bookings. Today, Starfish Greathearts Foundation launches an interactive e-book, in order to turn the traditional, charity, fundraising model on its head.
Belinda te Riele, CEO of Starfish explains, ‘It is a challenge raising funds in our market, as South Africa is considered a middle-income country with less foreign aid coming through. Also, many people are experiencing donor fatigue and so we need to find more innovative ways of raising funds and to build a community of support for children’.
By Andrew Allison: Head of Regulatory Affairs Council
The significant increase in regulatory activity, which we saw in 2015, continued and accelerated into 2016, and looks set to keep us busy through the next couple of years. The Government seems to have recently come alive to the pitfalls and perils of a South African digital “Wild, Wild West”, with which it now seems preoccupied. The raft of new Bills and rumblings from Pretoria are fixated on perceived failings of the Internet and – sadly – not focused on harnessing the opportunities it presents and on championing innovation and technology.
On a more positive note, there has been an undeniable mobilisation of civil society in response to the threat of increased regulation, and this can never be a bad thing. In the broader marketing, publishing and technology sectors, industry associations and self-regulatory bodies have jostled to align with each other, to engage with government and to re-evaluate their own internal workings. Concessions have been made from both sides. It is still difficult to predict how favourable the outcome will be – and for whom – but we have made big strides this far, and have no plans to slow down.
Mobile web traffic has increased from 20% in 2012 to 45% in 2015 and is expected to rise to 72% by 2020 according to IAB SA Internet advertising revenue report. With mobile traffic booming, digital advertising across these platforms is fast-becoming the most relevant way to engage with customers intimately and on their terms.
While access to data still remains a barrier in South Africa, the report notes that more affordable services, lower data costs and faster mobile data will bring more users onto mobile phones for longer. In fact, a 2015 Effective Measure study notes that 46% of South Africans using the Internet have at least three cellphones in their household.