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.”
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.
While some traditional media struggles, digital adspend in South Africa has witnessed powerful growth. The latest full year (2015) digital advertising spend report released by PwC on behalf of the IAB SA illustrates that the local industry has moved beyond the R3,4 billion spend (invoiced) mark in 2015. This translates to 36% overall year-on-year growth.
Certain sectors have witnessed exponential development. In terms of the PwC classification, mobile saw the biggest growth at 182%, followed by online at 68% and search at 22% (Search for 2014 was restated by PwC referencing the PwC Entertainment and media outlook: 2015 – 2019). South African advertisers spent R2.35 billion in 2015 on paid search. Online advertising (display and video) generated R952 million, which equates to 27% of total spend. Excluding search, R181 million was reported as being spent on mobile advertising.
The IAB SA Bookmark Awards 2017 are recognising South Africa’s brightest young digital talent.
“Digital is, by nature, a playground for young creativity. We are excited to review and recognise the many ways in which emerging talent is contributing to the industry and shaping its future,” says Josephine Buys, CEO for IAB SA. “We look forward to awarding tomorrow’s talent and watching these digital stars rise.”
What better way to start your career in digital than being recognised as a young digital pioneer? If you are studying a digital course at an institution including marketing and related disciplines such as UX and your work is making waves, this is the category for you to be recognised in.
The IAB SA is pleased to announce that the final deadline for all submissions to the Bookmark Awards 2017 has been extended until midnight on 25 November. This is in response to numerous requests from the industry and a phenomenal interest, in particular in the new categories.
IAB SA CEO Josephine Buys says, “We are so impressed by the detail and scope of the submissions this year. We are mindful that many marketers, publishers and agencies are putting in significant effort and resources to complete their entries, and want to give them as much time as possible.”
The IAB SA Bookmark Awards recognise best-in-class digital work in South Africa. As the definition of digital rapidly expands within today’s marketing climate, the Bookmarks seek to promote and award the country’s digital pioneers in the Emerging Technology category.
John Dixon, Jury Chair for the 2017 IAB SA Bookmark Awards says, “The Bookmark Awards have always tried to evolve the categories of entry to reflect the emergence of new technologies into the mainstream digital conversation. We’re excited this year to confirm new categories such as Programmatic Media, Virtual Reality and Internet of Things.”
Database marketing is a form of direct marketing that uses electronic databases of customers to generate targeted lists for direct marketing communications. This process is all about identifying, collecting and then analysing relevant information about a company’s customers (and potential customers), to allow brands to improve their products and services, to build better marketing strategies and – ultimately – to customise the conversations and develop the relationships that they have with individual customers. These databases may include a very wide range of personal information about customers, including names, addresses, phone numbers, e-mail correspondence, purchase histories, and prior information requests and subscriptions. Databases like these may very well contain data that can (and has been) be legally collected and legitimately used, and may further be augmented (or “enriched”) by leveraging the vast amount of information available via digital media sources and social media platforms.
The IAB SA resolved at its AGM on 26 October 2016 to apply for core membership of the Advertising Standards Authority of South Africa (ASA), a move which the IAB Board believes will bolster the self-regulatory framework established by the advertising industry 48 years ago and bring much-needed digital best-practice and know-how to the ASA.
The ASA is itself in the process of applying for accreditation by the National Consumer Commission as an industry ombud in terms of the Consumer Protection Act. This will give it stronger and more expansive legal jurisdiction to deal with complaints, and more effective enforcement powers.