Media Moves… TheMediaOnline’s weekly round up. ABC and Effective Measure work together to ensure digital measurement credibility. Lauren Kruger joins Airport Ads. MaxAxion announced as official reseller for the AdJoin Private Audience Marketplace. Credence Security appointed AccessData official Accredited Training Centre, Now launches Now Numbers. Boomtown delivers new website for Tigers
This week’s BIG move: ABC SA and Effective Measure work together to ensure digital measurement credibility
Effective Measure, provider of digital audience, brand and measurement solutions, and the Audit Bureau of Circulations of South Africa have been working together since January to give media owners the ability to rubber stamp and certify their digital statistics.
The ABC is well respected for providing measurement certification for a variety of media including print publications. The addition of digital publication certification ensures South Africa’s online marketplace maintains a high standard of credibility and transparency.
“The importance of a single digital measurement currency in an already fragmented marketplace is of critical important in South Africa, especially with all the changes happening with the measurement of other media channels…consistency and continuity is vital,” says Nicolle Harding, lead of Sub-Saharan Africa at Effective Measure.
Effective Measure facilitate certification of digital statics with the ABC at client’s request. Raw data is supplied by the Effective Measure support team to the ABC auditors. This data is fed into a bespoke digital auditing tool, which vets Effective Measure’s detection of anomalies (robotic traffic), iframe and page requests and several other variables.
“As the digital industry measurement partner of IAB SA, EM provides media owner measurement for a large percentage of locally produced platforms and several international partners. Working with the ABC on certification of these metrics is a great step forward to further add credibility to the digital marketing channel. We are very grateful to be able to collaborate with a partner of this calibre,” adds Harding.
Three ABC digital certifications are available- Website Traffic (including Apps), Digital Publications and Email Newsletters. This represents a major leap forward for the industry as it allows publishers to offer a snapshot of an entire publication’s audience as well as measure against set industry benchmarks. In addition, digital publications previously excluded can now be certified.
Details and procedures are available on the ABC website.
Who’s moved where
Lauren Kruger joins Airport Ads
Airport Ads, a division of Provantage Media Group, has announced the appointment of Lauren Kruger as marketing manager.
Kruger brings with her exceptional skills in terms of marketing and building brand equity. She has extensive experience in consulting to companies in various sectors throughout Africa and has helped them gain significant traction in local markets.
Kruger has worked for the likes of Base Two, 3Fifteen, The Brand Union and L’Oréal and has consulted to Gloo Digital and Sunshinegun, honing her 360-degree perspective on how consumers assimilate and respond to branding.
Mzukisi Deliwe, Deputy CEO of Provantage Media Group and spokesperson for Airport Ads, is thrilled to have her on the team. “Airport Ads and its clients will benefit hugely from Lauren’s insight and extensive experience in marketing. She is a specialist in enhancing brand equity through rapidly emerging digital branding opportunities and we are extremely pleased to have her on the team.”
Who’s won what
MaxAxion announced as official reseller for the AdJoin Private Audience Marketplace
Mobile media sales house MaxAxion has been announced as one of the official resellers for the AdJoin Private Audience Marketplace. AdJoin sees premium, local and international publishers leverage remnant traffic using global market-leading data technology, enabling brands and agencies to reach their desired audiences more effectively.
“The launch of Adjoin into the MaxAxion portfolio is a big industry statement from both a publisher, advertiser and a technology partner’s perspective. Data around audiences is a massive requirement when deciding where to invest your media… with the partnership that has been forged with both Rubicon (SSP) and Krux (DMP) we literally have two of the biggest global players in this space looking to drive the proposition and help the industry as whole to leapfrog the technology gap that still exists,” says Mike Carter, special projects director at MaxAxion.
AdJoin ticks a big box for MaxAxion, to-date missing the more premium piece to their already comprehensive product stack. The mobile specialist now has the ability to execute a range of campaign requirements with the ability to purchase everything from SMS and Please Call me traffic, Programmatic media, Moment Scoring (across device) Technology and now Premium Audiences across Standard Display, Rich Media, Video and Native ad formats.
Adidas & Deezer team up for Athletic campaign
To launch its new category, adidas ATHLETICS, through the campaign #FindFocus, adidas has teamed up with Deezer to create a unique experience for their customers. adidas ATHLETICS is more than just a new sportswear collection, it’s dedicated to athletes with a specific philosophy: That sport is not just about physical skills but also about mental focus. All great athletes need to be isolated from external disruptions, to #FindFocus in order to give their best.
This partnership will be supported on Deezer through a classic media plan across mobile, tablet and desktop with native ads, takeovers and megabanners.
Music is a key element to many athletes’ pre-match rituals. In this spirit, Deezer & adidas, working together with PerformDM and Carat, invite users to listen to South Africa’s most prolific athletes’ favourite #FindFocus tracks. In an exclusively curated playlist each athlete explains, in short, why their chosen track means something to them, why the beat gives them the strength to go beyond their limits and why the song soothes them just before an important competition.
Bryan Habana, Siya Kolisi and Kagiso Rabada are a few of the famous faces who have lent their voices to the cause, choosing songs from Casting Crowns, Disclosure and Bethel Music to share with listeners.
Credence Security appointed AccessData official Accredited Training Centre
Credence Security has announced that it has been appointed local official Accredited Training Centre (ATC) in Middle East and Africa by digital forensics leader, AccessData.
Technology is becoming increasingly faster, more easily accessible, and paperless. “While these developments have assisted people of all ages and walks of life with their daily lives, they have also provided tools for criminals and fraudsters to deceive innocent people and evade detection,” says Vivian Gevers, managing director at Credence Security.
“Through this partnership, we will be able to offer world-class AccessData certified training throughout Middle East, Africa and India, allowing our channel partners as well as their end-users the ability to train their security staff on the latest product offerings from AccessData, but without having to spend large sums to send them to the US or Europe,” says Gevers.
The company currently has 130 000 users in corporations, law enforcement, government agencies, and law firms around the world that rely on its solutions for digital forensics, e-Discovery and litigation support.
Who’s making moves
Now launches Now Numbers
Now has launched a new division, Now Numbers, which will make data central to the agency’s creative strategy.
Now has hired Simon Wall, one of the original founders of Fuel, the independent data consultancy acquired by Engine Group, as director of analytics. Wall will lead Now Numbers and help drive strategy at the agency. He joins as significant shareholder at Now.
Wall has already delivered major projects for Now clients using data to drive strategic and creative direction, including Smart Energy GB, Nuffield Health and the Royal Academy of Engineering. Data was also central to Now’s recent Ocado win.
Boomtown delivers new website for Tigers
Global logistics and transportation company Tigers, specialising in supply chain enterprise solutions, approached Boomtown to create a website in-line with global standards, and to increase lead generation.
“Tigers focuses on two main assets, technology and its people,” says Boomtown Business group head, Lauren McNish. “With a culture centred on performance and providing a unique customer experience, our solution positions the company online alongside how it operates off-line.”
Within the freight industry, websites tend to be information-heavy. Boomtown proposed an industry leading, custom content managed website with a modern, clean and picturesque face.
“Our approach means that Tigers stands out from the crowd and its competitors. We have used imagery that speaks to the solutions Tigers offers as well as the industry verticals it services as opposed to the standard freight look and feel,” adds McNish.
The solution is mobile optimised to ensure that it’s accessible on all devices as there is a global trend for users to search via mobile devices more frequently.
