Digital changes marketer's offerings to consumer

In his presentation at the conference held in Johannesburg last week, entitled 'New Frontiers: On-demand advertising and marketing', Jakins discussed the impact of digital delivery on entertainment, media and brands and how it was changing current and future offerings to marketers and the consumer.

He reiterated: "Over the next 10 - 15 years in South Africa, mainstream media is here to stay. There are very interesting things happening in the SA media landscape, notwithstanding all the sexy hype around new media and assertions that the youth of today do not use traditional media any longer."

Jakins says content remains king. "The dynamics of TV programming targeting kids has undergone radical changes over the last few years and are expected to continue to change. Mainstream media, however, still dominate media consumption patterns and new media offerings were not impacting on mass media - only 1.5 million South Africans have regular internet access.

International trends, according to Jakins revealed:

1. Media Proliferation: more choice, more options... more clutter.
2. From Push Messaging to Pull Information: traditional marketing techniques need to be supplemented in youth market.
3. Choice for entertainment through not traditional channels: iPods, Internet (blogs), cell phones.
4. Television landscape is rapidly changing: PVRs, content on demand, PPV.
5. Television consumption is changing: watch what you want to watch when you want; commercial 'zapping' is an international reality.

South Africa has an increasingly complex media landscape too, comparing favourably with international trends:

1. Technology is driving new media: 5fm 'podcasting' of Roger Good Show; 3G content offerings being advertised; 'vlogging' (podcasting of video data) on the radar.
2. Digital Television is developing: PVRs introduced into SA in 2005.
3. Internet access, although small, is growing (1.5 million individuals average weekly access): access to net via cell phone is occurring; home ownership is slow and niche.
4. Mobile Media is booming (14.1 million cellphone users, 9 million by youth): cellphone ownership is increasing accessibility to mobile media; games, ringtones wallpapers are a growing commercial business (40% of students change their ringtones on average 10 times a year).

Content to youth was demonstrating the following trends, said Jakins:

• Youth viewership is becoming more selective and exigent.
• TV offerings to this market are increasingly competitive.
• TV viewing environments are ever-changing.
• Opinions on the influence of TV on children are mounting in diversity.
• The repertoire competing with kids' TV is expanding.

"Although media proliferation is becoming a reality in SA, the average child is spending more time watching TV. So what are consumers giving up then? I don't want to belittle the hype around new media, but terrestrial media is still outperforming digital, even at the top end of the market. And internationally, the largest audiences are still delivered by broadcast operators."

Jakins said the future reality for South Africa was that:

• Information, Entertainment, Infotainment: advertising was moving towards entertainment.
• Did I ask for it, do I want it? Permission based marketing - this was the information era and consumers wanted quality vs. quantity.
• Advertainment: product placement will continue and be designed around sponsors' objectives; product interaction and brand relevance on the increase; programming designed for advertising, mobile initiatives.
• Technological developments: ability to target and reach the individual at ever increasing frequency and degrees of intimacy.
• Innovation through classical channels: event, programme, genre, sport sponsorship; classical channels were being used differently and more cleverly.
• Control will be in the hand of the consumer.
• There will be more responsibility for marketers in youth markets as legislative initiatives are launched over concern for youth overexposure to advertising.

In this regard, the SABC is undertaking to:

1. Tailor programming offerings addressing topical youth cultures, trends and lifestyles.
2. Addressing interactive engaging opportunities going forward.
3. Apply for digital multi channel licences.
4. Develop multi-layered advertising opportunities for clients using platforms and latest techno applications.
5. Bring campaigns to line with seamless, high impact broadcasting ideas.
6. Engage with citizens.