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Expert Opinion


Neuro key to effective outdoor
18 Mar 2015

SYDNEY: An outdoor campaign can be significantly boosted by linking the creative displayed to the trigger moments of a TV commercial or video pre-roll a new study has said.

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Digital Ad Attribution: Treat It Like A Billboard
25 Feb 2015

Physical billboards represent the real-world analog for how digital ad attribution should work. Measurement doesn't involve tracking drivers who see a billboard and then immediately drive to the store, nor does it involve a competition where billboards are placed ever closer to a mall. Instead, analysis of billboard effectiveness considers the relative, aggregate sales among exposed and unexposed consumers.

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Today's Path To Purchase: A Tricky, Meandering Road
18 Feb 2015

Not long ago, the customer journey was straightforward and predictable. If we needed things, we"d leave our homes and head to stores. With the rapid advancements of technology, digital touch points have outgrown physical ones. The Internet allowed us to shop from the comfort of our living rooms. With the advent of mobile, there are really no boundaries. Consumers may have endless options, but this new reality is tricky for marketers and retailers alike.

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Digital advertising billboards set to replace traditional paper billboards
11 Feb 2015

Digital advertising is increasingly replacing traditional paper billboards across South Africa. The next generation in out of home advertising is internet-connected digital screens that vary in size, provide more effective advertising to consumers through their flexibility and timeliness, and afford advertisers the opportunity to stream media and showcase dynamic graphics.

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Trends in Out of Home
04 Feb 2015

The Out of Home industry in South Africa is a profitable and fast-growing one and is set to see further growth and change in 2015, says Provantage Media Group MD Jacques du Preez.

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How to avoid having your great ad campaign frozen by the ASA
14 Jan 2015

The Advertising Standards Authority's final ruling of 2014 showed us once again how easily a carefully crafted and catchy advertisement can be kyboshed if one fails to pay attention to the provisions of the ASA Code and respond carefully to any complaints lodged by one's competitors.

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FNB Ordered To Drop Steve Ads
10 Dec 2014

FNB has been ordered by The Advertising Standards Authority (ASA) to remove its "Steve" advertisements after it received some 20 complaints from members of the public.

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