Adspend in the cellular category for the 12 months, ending June 2012, comes in at an impressive R102 million. With 81% of the adult South African population privately owning cell phones, South Africa’s cellular giants continue to battle it out for market share.
Recent research into which media influencer consumer’s decision making has enabled the cellular network industry to better invest in advertising. Results from Ads24’s Path to Persuasion research indicated the top of mind cellular networks were MTN, Vodacom and Cell C.
A good media mix includes media formats that play different incremental roles across the Path to Persuasion. For example in a television and newspaper advertising mix both channels play clear and differentiated roles across all phasses in the consumer path to purchase. A bad media mix includes media formats that play a similar or the same role and leave “weak links” in the Path to Persuasion.
The internet plays a valuable role in this category at the comparison and persuasion phases whilst newspapers are strong at helping the consumers through the inform and comparison stages of the Path of of Persuasion.
“With the high level of media investment into the cellular category, any insights into where consumers expect to see a brand’s messaging gives valuable media investment guidance,” says Karen Dyke, head of marketing, media intelligence and strategy at Ads24.