In the 10 years since Habari Media launched, much has changed in digital realm. The sales house turned 10 years old in February, and was recently bought by one the South African media’s big four media companies, Caxton. This, says managing director Wayne Bischoff, will give the company the sustainability and scalability that will help it navigate the challenges that will undoubtedly be thrown up over the next 10 years.
Bischoff says the Caxton buyout has already changed the way Habari does business as it has given them access to selected media platforms and brands ”which we can add to our offering” as well as “access to broader range of clients, especially in the retail division”. He says Habari is “already benefitting from Caxton’s exceptionally strong financial discipline. It brings the benefits of corporate, without the bureaucracy”.
Habari was started by Adrian Hewlett as a one-man band operating out of a bedroom in Cape Town. It is now an African powerhouse that works with global operators such as Facebook, LinkedIn and BBC World News. In 2004, Facebook had only just begun, Wikipedia was three years old and Google was only six.
Ten years ago, it is likely Caxton would not have been interested in a digital sales house, no matter how good. “Digital media was such an immature industry back in 2004. People didn’t understand what digital or ‘New Media’, as it was called then, really was… never mind selling it. It was a challenging time to start, but it also enabled us to be at the forefront of the market,” Bischoff says. Habari faced many challenges including what Bischoff calls the “slow uptake of understanding how to utilise digital for marketing purposes”. Bischoff says the fact that there is no true reflection of total digital adspend in South Africa hinders its growth by generating the perception that the segment pulls in less spend than it actually does in reality”.
“The reason for this lack of clarity is that Ad Dynamix doesn’t accurately capture the spend that goes to digital, as most publishers don’t send their logs to Nielsen, whilst the international sites, like Facebook and Google, don’t submit revenue figures,” he says.
Educating traditional marketers added to the challenge. “Traditional media has had decades to build up case studies and trust. Habari Media has spent a significant part of the last 10 years educating the marketplace,” Bischoff says.
And then, of course, there’s the tricky question of measurability. The digital industry, he says, sold itself on being “hyper-measurable”. “This makes it tough when a campaign doesn’t perform well, e.g. click-throughs, unique users, traffic etc. This makes marketers lose faith, and possibly hesitate to book a campaign again”.
It is more than likely that the next 10 years will be equally challenging. “An ongoing challenge is growing our share of the ad pie, to what digital truly deserves. Print is getting 10 times more than digital, and for the same size audience. Convincing marketers that digital can now reach 50% of the adult population at the right time, place and context on a one to one level is imperative,” Bischoff says. “The more inventory that gets dumped into the market, the more downward pressure on the yield. This can hurt the revenue stream of the publishers. And that inventory will not only come from web traffic, but from digital TV as well as a plethora of other platforms coming on board with the digital rollout.”
As privacy laws tighten up, this too could impact on digital advertising. Bischoff says the possibility of “anti-trackers on websites” is a concern. “A key benefit of digital is serving relevant contextual ads to users which have meaning…there is a possibility of that being taken away,” he says.
Then, of course, there’s the constantly evolving world of digital technology such as wearable gadgets. Bischoff warns that it is important not to get sucked in by the hype, as these techs are still some years away from being used effectively as a marketing platform.
Increasing fragmentation of media is also a concern. “We need to make sure our media type stands out from the media clutter, and that our brand can innovate. Defend your premium position. Stop your brand from becoming a commodity,” he says.
“Big Data is finally finding the attention of marketers – they are using it to define their customers and track their buying behaviour. But it is the nirvana of having that robust single view of the consumer from all the various sources of data that still alludes. Marketers want this… agencies still fear it,” Bischoff believes.
Bischoff added to the debate raging on The Media Online on the digital revolution or evolution started by TBWA’s Justin McCarthy and taken up by IAB South Africa (see today’s lead story).
“The article is right to say it is not a revolution, even though the internet and digital communications is the most rapidly adopted technology in history, reaching down to the poorest of the poor. It does mention that 80% of ad revs still go to traditional forms of media. So it’s an evolution, but one that is growing its share every year as it proves its worth and consumers become accustomed to engaging in forms of advertising, including content marketing,” he says.
“But for the article to say companies like Facebook are misleading advertisers is nonsense. Marketers aren’t stupid and wouldn’t be increasing their social media spend if the results weren’t there. But I will leave it to FB to answer that in more detail.”
Bischoff says digital is the most measureable media channel ever invented. “The only problem is that it is so measurable that marketers expect miracles sometimes. But more and more highly reliable metrics are emerging and some big brands have established their own metrics, proving digital as a part of the mix. It sometimes amplifies traditional media and how sometimes, if technology can solve the problem, starting with digital and amplifying with traditional media like TV and radio.”
Habari is also at the forefront of developing its own technology, the most recent of which is a data insights tool called Storyteller. “I am extremely excited about the development of Storyteller. It is fully in line with Habari Media’s strategy of insights and data lead media sales, where we aim to put the consumer first, and use those insights to produce relevant proposals that provide a significant return on investment,” says Habari Media’s sales director Garth Rhoda. “Several clients have are already seeing results, and we are looking forward to rolling it out in the market.”
Storyteller cuts through the massive glut of information on the world wide web that is “based upon the industry-standard AMPS dataset, but uses only sections from the data to build a compelling story of consumers from ‘the bottom up’.
“Traditionally, marketing practitioners have pre-defined target markets for Brand X, stating that their consumers are (for example) 18-34 years old, earning between R2500 and R12000 per month, living in Gauteng, slotting into LSM 7 to 10. What Storyteller does is filter from the brand first and then tells the story of who consumes Brand X, according to the AMPS survey,” says Habari Media’s insights and innovations director Byron John. The result is an accurate representation of actual consumers, which in some cases can be quite different from the pre-defined target market.
John says the biggest advantage of using Storyteller is its ease of use as it utilizes an intuitively designed dashboard that provides even novice marketers with the ability to instantaneously view key demographic variables such as who uses Brand X? What do they do? Where do they live? Storyteller also provides insight into consumers’ digital or online behaviours, illustrating at a glance whether users are technophobes or members of the so-called ‘Digital Elite’. Habari believes cues like this will direct not only the angle of any marketing communication, and the appropriate medium but also the mechanics of any campaign.
Want to continue this conversation on The Media Online platforms? Comment on Twitter @MediaTMO or on our Facebook page. Send us your suggestions, comments, contributions or tip-offs via e-mail to glenda.nevill@cybersmart.co.za.
One Comment
Jagatheesan Chandrasekharan
Volgende
is ‘n paar moedige en grootliks gesirkuleer mening en kommentaar
vriendelike Media wat die praktyk Napoleon se sê: “Ek kan die gesig
staar sleep bataljonne maar nie twee skrywers . ” & Ontwaak met ‘n bewustheid van die feit dat
” Internet gebruikers wysvinger !
Is sterker as al dodelike wapens wat gevaar ! ”
in
3) Klassiek Afrikaans
//ijnet.org/blog/professional-photojournalism-age-crowdsourced-images # comment- 34573
IJNet –
//www.ndtv.com/elections/article/election-news/blog-arvind-kejriwal-crosses-the-line-with-paid-media-remarks-496847?pfrom=home-topstories
Lok Sabha Verkiesings 2014
//www.tehelka.com/what-do-the-youth-want/
Tehelka.com
//www.theguardian.com/money/2014/mar/18/childcare-plans-dismissed-au-pair-subsidy-labour?commentpage=1
Die Guardian huis
//www.japanfocus.org/-Shen-Yuan_/4093
//indianexpress.com/article/india/politics/model-code-of-conduct-problematic-for-common-man-candidates-says-salman-khurshid/
indian Express
//www.moneycontrol.com/news/business/finmin-looking-at-coal-india-disinvestment-next-fiscal_1054887.html#Thankyou
//www.foxsearchlight.com/post/3940/learn-how-to-make-grand-budapest-hotel-pastries-with-buzzfeed/
Fox Searchlight
//www.hindustantimes.com/india-news/allaboutnarendramodi/modi-is-distrustful-person-trending-on-twitter-wikileaks-clarifies-it-never-endorsed-gujarat-cm/article1-1196717.aspx
//themediaonline.co.za/2014/03/understanding-the-digital-revolution/
op die regte pad
Jagatheesan Chandrasekharan • ‘n paar sekondes gelede
BSP en Mayawati die mees gesoek party en leier : Google
Politieke party die Bahujan Samaj Party is besig om sigbaarheid online
, as ‘n mens deur hul gewildheid op die Google search platform.
” Bahujan Samaj Party ( BSP ) en sy grootbaas Maha Mayawati is die
mees gesoek party en leier in die land aanlyn ,” het die soektog reus
het gesê in ‘n verklaring gesê .
Die
intellektuele van Sarva Samaj ( alle samelewings ), insluitend SC / ST /
OBC / Minderhede / Swak brahamins , Baniyas , & kashatriyas wat die
meerderheid mense begin die gebruik van die Internet te maak in ‘n baie
nuttige manier vir die welsyn , geluk en vrede van die hele volk om hulle in staat te stel om uiteindelik die ewige redding te bereik as hul finale doel . Die kaders leiers en ondersteuners van hierdie magtige beweging
soortgelyk aan Nelson Mandela se stryd teen rassisme begin beweeg van
deur – tot – deur in al die hutte in die ondersteuning van BSP se
olifant vir die uittog 2014 Lok Sabha Verkiesings .
Google_mouse_pad_reuters.jpg
“Ek het reeds verklaar by die Lucknow tydren wat Mayawati is my gekies politieke erfgenaam . ” – Kanshiram Ji
Daar sal nie ‘n keuse tussen almal en Mayawati vir die Eerste Minister , sou kiesers in haar guns .
Stem vir me Mayawati se BSP se OLIFANT – sal die grootste met 100 % dat hierdie debat sal vonk en stuur die openbare mening. Dit is wat ons nodig het. Verskillende plaaslike politieke partye se Backward Gemeenskapsleiers begin beywer ten gunste van BSP .
Nou
al geword het ruim denkend soos die mense van die VSA wat Obama as
president vir die tweede keer verkies en insgelyks te ondersteun Me
Mayawati te word Eerste Minister en ware vennote om die rykdom van die
land te versprei gelykop tussen al die afdelings van die samelewing ”
Sarva Samaj ‘ insluitend SC / ST / OBC / Minderhede , swak Brahmins ,
Baniyas en kshatrias vir erfgenaam welsyn, geluk en vrede as hierdie
beweging is gelyk aan die beweging van Nelson Mandela rassediskriminasie
te verwyder .
Mayawati
Voormalige Uttar Pradesh Hoofminister en BSP hoof Mayawati . File foto
Uttar Pradesh Hoofminister Mayawati
BAHAN Kumari Mayawati
14anim.gif
Die komende verkiesing van 2014 is baie belangrik vir die oorlewing van ons demokrasie, soos in die verkiesings ,
Verkiesing
Kommissie is om alle pogings al in aanmerking kom burgers in te sluit
as kiesers & verwyder name van die kieserslys word ingesluit . En ook tot die openbare die open source code van die elektroniese stem masjiene wat nie peuter is ‘n bewys maak .
Na
die vergadering ‘n groep van die fonds se bestuurders en
aandelemakelaars in Mumbai op Woensdag, Anil Singhvi , beleggingsbankier
en voormalige besturende direkteur van Ambuja cement, bygewoon deur
sowat 50 fondsbestuurders en makelaars , is op Bajaj Bhavan in Nairman
Point gehou . Aandelemakelaar Ramdeo Agrawal het reeds besef dat daar sal nie enige
keuse tussen almal en Mayawati vir die Eerste Minister , vir kiesers in
haar guns sou wees .
Daar is ‘n groot geraas oor verklaar dat die Eerste Minister kandidaat deur baie partye. Dit
is baie gekant teen ons stelsel van demokrasie , waar die eerste lede
van die parlement verkies word wat op sy beurt besluit om die Eerste
Minister . Hierdie partye wil die sake in die rigting van Presidensiële stelsel
van verkiesings , wat verskillende stelle probleme en is nie geskik vir
‘n land met diversiteit soos ons s’n te neem .
‘N Groot gedeelte van die media , sosiale media en afdeling van
sosiale klasse ; middelklas in die besonder het begin skep ‘n atmosfeer
asof BSP is die enigste oplossing vir ons probleme.
Kumari
Mayawati is ‘n Indiese politikus wat vier termyne as Hoof Minister van
Uttar Pradesh (UP ) as hoof van die Bahujan Samaj Party ( BSP ) , wat
fokus op ‘n platform van sosiale verandering die welsyn van die swakste
lae van die Indiese gemeenskap te verbeter – die
Bahujans of gelyste kaste / geskeduleer stamme , Ander agteruit Klasse ,
godsdienstige minderhede en die armes Brahmins , Baniyas en kshatriyas .
Sy was Chief Minister kortliks in 1995 en weer in 1997, toe 2002-2003 en 2007-2012 .
Mayawati se styging van ‘n nederige begin is bekend as ‘n “wonderwerk van die demokrasie” . In
1993 Mayawati gevorm ‘n koalisie met die Samajwadi Party en die jongste
Chief Minister van Uttar Pradesh op daardie tydstip geword . Sy was die eerste vroulike geskeduleer Caste Chief Minister . In 1997 en in 2002 was sy eerste minister, die tweede keer vir ‘n volle termyn .
Mayawati se termyn gelok het lof. Miljoene
SC / ST / OBCs / Minderhede / swak Brahmins , Baniyas en kshatriyas
sien haar as ‘n ikoon , en verwys na haar as Behen – ji ( suster ) . Sy
is vol lof vir haar fondsinsameling pogings namens haar party en haar
verjaarsdae geword het groot media gebeure en ‘n simbool vir haar
ondersteuners . Hulle
probeer om hand oor die meester-sleutel dws hele begroting van die land
aan haar al die deure van die vooruitgang en ontwikkeling te ontsluit
vir alle samelewings ( Sarva Samaj ) vir hul welsyn , geluk en vrede. Uiteindelik vir hulle die ewige Bliss te bereik as einddoel .
2007: BSP meerderheid
Uttar
Pradesh, mees bevolkte staat en een van sy swakste , word beskou as
deurslaggewend in die politiek as gevolg van sy groot aantal kiesers. BSP het ‘n meerderheid in die 2007 Uttar Pradesh Vergadering
verkiesings, veldwerk kandidate uit ‘n verskeidenheid van kaste en
gelowe.
Mayawati ingesweer as Hoof Minister van Uttar Pradesh vir die vierde keer op 13 Mei 2007. Sy
het aangekondig ‘n agenda wat fokus op die verskaffing van maatskaplike
geregtigheid aan die swakker dele van die samelewing en die verskaffing
van werk in plaas van die verspreiding van geld aan die werkloses . Haar slagspreuk was ” Uttar Pradesh ” ( ” Noordelike Provinsie “) te maak in ” Uttam Pradesh ” ( “Uitstekend Provinsie “) . Mayawati ingestel hervormings deursigtigheid in te voer in die werwing
proses , insluitend plaas die resultate van seleksie eksamens aanlyn.
Die
BSP het 20 setels in Lok Sabha van die staat van Uttar Pradesh in die
2009-verkiesing , die verkryging van die hoogste persentasie ( 27,42 %)
van die stemme vir enige politieke party in die staat. Die party het die derde in terme van nasionale stemdag persentasie (
6,17 %). Op 13 Maart 2012 het sy geliasseer nominasie vraestelle vir die
Rajya Sabha , en sy is verklaar onbestrede verkies op 22 Maart.
Op 15 November 2011 het Mayawati se kabinet goedgekeur skeiding Uttar
Pradesh in vier verskillende state vir beter administrasie en bestuur.
Mayawati
het tot voltooiing verskeie van haar droom projekte , insluitend die
Manvyar Shri Kanshi Ramji Groen ( Eco ) Garden ( ingehuldig Maart 2011) ,
die RASHTRIYA geskeduleerde kastes / geskeduleer stamme Prerna Sthal en
Green Garden ( ingehuldig Oktober 2011) , en die dr gesien Bhimrao Ambedkar Samajik Parivartan Prateek Sthal ( oop November 2012 ) .