Comutanet

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    Comutanet - Presentation Transcript

    1. WELCOME
      • A Primedia Company
      • – rated No. 1 Empowerment Company (Media) : Financial Mail Empowerdex Index (2006)
      • R88 Million – in retraining
      • Biggest commuter marketing company in Africa
      • Reaching 17.7million economically active South African consumers weekly
      • National infrastructure
      • Unique Controls
      • 17th on Top 200 BEE Companies in SA
      • 1st on Top 10 BEE Media Companies in SA
      • 4 4 % joint control by MIC ( Mineworkers Investment Corporation ), with 20% stake in Primedia (making it the LARGEST Stake holder in Primedia)
      TRACK RECORD & BEE
    2. TRACK RECORD & BEE
      • MOMA Out of Home / Outdoor winner for 10 consecutive years
      • No. 1 Media Owner company in SA
      • (2003 MOMA)
      • Primemedia Company of the Year Award 2006
      • IMPUMELELO AWARDS – South Africa’s Top 300 Empowerment Companies (2003)
      • UNILEVER AWARDS
      • 2004/5 & 2005/6 Channel Accountability
      • 2002/3 - Channel Innovation Category Award (for best innovation – Rank TV)
      • 2002/3 - Best Channel Ambassadors Award (for delivering outstanding brand connections)
      • 2002/3 - Grand Prix Award (for excellent innovation, service, strategic solutions and value for money)
    3. Prime PLAYER could take new DIRECTION “ It came as no surprise that Primedia topped this year’s Top Empowerment Companies survey for the third time in a row says the Financial Mail 2007”.
      • The impact of the emerging market on SA’s economy has been huge – and there’s a lot more growth to come.
      • But all the growth won’t come from consumers who are now moving upmarket. A great deal will come from the efforts of firms that go downmarket, and sell products and services to people at ‘the bottom of the pyramid’ – GLOBAL TREND
      • This will present marketers with tough choices about media spending, and they will have to fight the temptation to get into ‘spray and pray’ mode.
      • They will also have to be smarter about integrating all their activities for maximum effect.
      • Whatever happens in the environment, though, marketers will pay increasing attention to brand development.
      • They will spend more on research, and on strategy – on getting the essence of their offerings and messages right, rather than just on promotional activities.
      • Tony Manning (consultant in strategy, leadership and change management)
      INTRODUCTION Article courtesy of Marketingweb 26 Jan ‘06
    4. infrastructure
    5. Wheel A DAY IN THE LIFE OF A COMMUTER Time spent in a taxi = 58 min Time spent in a bus = 66 min Time spent in a train = 68 min = dead time = commuter media only = Other media
    6. Split COMMUTERS BY MODE OF TRANSPORT Source: AMPS 2006 Total 17.7 million 15.5% 4.5% 80 %
    7. LSM PROFILES OF COMMUTERS Source: AMPS 2006
    8. AGE SPLIT OF COMMUTERS Source: AMPS 2006
    9. Gender GENDER PROFILES % Source: AMPS 2006
    10. Decisions DAY-TO-DAY HOUSEHOLD PURCHASE DECISION MAKERS % Source: AMPS 2006
    11. AUDIO STAR MUSIC STAR RADIO VISUAL TAXI ADV BUS ADV TRAIN ADV INTERACTIVE PROMOTIONS SAMPLING/ PROMOTIONS KIOSKS GAZEBOS COMMUTER FM TRAILERS DOUBLE SIDED AUDIO TRAILERS STAGE TRAILERS LED TRAILERS CONCERT TRAILERS BACKLIT TRAILER COMMUTER OUTDOOR RANK BRANDING BRANDMARKS RANK TV
    12. AUDIO VISUAL ‘ The Winning Formula To Advertising Success”
    13. Rank TV ‘ Your Commuter Market Brand Ambassador” Launched in 2002 with 10 screens situated at the largest taxi ranks nationally. A major expansion drive will double our reach daily to 2,5m commuters unduplicated.
    14. RANK TV
      • Size: 12m ²
      • Powerful Visual
      • Powerful Audio
      • Critical Mass
      • Average viewing time 1h38 per day
      • Live crossings and archive content from the
      • SABC – exclusive agreement with the SABC having unlimited access to all the live and Archive content.
      • 14 Sites Nationally
    15. RAPID GROWTH
      • By May 2007 we expected to have 14 sites. The additional 3 being Vryheid, New Castle (KZN) and Botschabelo (FS)
      • 20 sites by the end of this year – 2007
      • 2008 aim for 35 sites
      • Creating critical mass
      • Further improve your return on investment by doubling our footprint
      • Creating the best TV frequency by enabling your budget to stretch further
    16. RANK TV COMMUTER FOOTPRINT - MONTHLY * By July 2007
    17. SITE ADVERTISING
      • Enables you to reach specific geographic target areas.
      • Crucial for catchment area advertising and encouraging call to action.
      • Allows for a through the line communication strategy.
      • Campaigns can be extended to other ComutaNet media platforms.
      • Each site is a stand alone and unique television station.
      • Allows for effective multi-vernacular advertising.
      • Ideal for Regional price & product promotions.
    18. Commuters Media Exposure Source: TGI
    19. RANK TV - Research Facts
      • 1 in every 4 commuters go to the rank specifically to watch something on the big screen. Like to watch:
            • Soccer 82%
            • Other sport 21%
            • Music 18%
            • Gospel main genre
              • Can create a unique “Stadium – Like” environment at each Rank TV site
    20. Q. Do you watch Rank TV when you are at the taxi rank? RANK TV Viewing Behaviour
    21. RANK THROUGH FLOW vs. COVENTIONAL TV WATCHING Frequency Building Bateleur Research 2005
    22. Q. How much does each statement apply to you? Influence of RANK TV vs. at Home
    23. Q. How strongly do you agree with each statement about Rank TV? Positive Aspects of RANK TV
    24. Q. What product categories have you seen advertised on Rank TV in the last month? Product Categories Advertised
      • Most categories are currently
      • spending on Rank TV
    25. Q. What brands have you seen advertised on Rank TV in the last month? Spontaneous Awareness Brands Advertised
    26. Q. Have you seen this advert on Rank TV? Prompted Awareness Of RANK TV Advertising
    27. Q. How often have you seen this advert? Frequency Of RANK TV Advertising
    28. CONCLUSION – WHY RANK TV
      • Growing National Coverage (additional sites)
      • Regional/Site Advertising and flexibility
      • Has a captive audience and is part of a commuter’s everyday media
      • exposure
      • Relevant content
      • Cost effective
      • World class production studio house
      • On going research
      • 2010 – Fan Parks, Sports Gate of the townships
      • RANK TV IS “YOUR COMMUTER MARKET BRAND AMBASSADOR”
    29. COST EFFICIENCY
      • Get more “bang” for your buck
      • One 30” spot on Generations can give you 140 X 30” spots on Rank TV.
      • Widens your net
      R 151.71 DStv R 66.39 Mnet R 23.97 eTV R 29.10 SABC 3 R 25.14 SABC 2 R 21.74 SABC 1 R 6.36 Rank TV R 2.03 Commuter FM R 2.41 Star Radio COMUTANET OTHER COST PER 1 000 PEOPLE REACHED
    30. STAR RADIO “ YOUR BRAND ECHO TO THE COMMUTER” Star Radio was launched in 2006. The Radio Station was voted by commuters as their 4 th most favorite Radio Station.
    31. STAR RADIO
      • Benefits
      • National footprint
      • Understand and researched commuter patterns
      • 5 years experience in running a fully fledged live digital satellite radio station
      • Captive Audience
      • No mainstream media competition
      • Live radio station
      • Instantaneous changes to advertising content
      • Features
      • Fully fledged, live, digital satellite radio station broadcasting 14 hours per day
      • Broadcasting to a minimum of 24 major taxi ranks Nationwide
      • Allows for regional advertising
      • Audience in access of 2,4 million daily Unduplicated
    32. = Speakers (Footprint of speakers covers entire queuing area) Noordt Str. in the morning (549 400 commuters per day)
    33. STAR RADIO COMMUTER FOOTPRINT - MONTHLY
    34. AUDIO LEVELS LEVELS Music Average Ad/Jingle Average -20dB -10dB 0dB +5dB -5dB -8dB
    35. RANK THROUGH FLOW vs. CONVENTIONAL RADIO LISTENING Bateleur Research, 2005 Frequency Building
    36. Q. Do you listen to Star Radio when you are at the taxi rank? Star Radio Listening Behaviour
    37. Q. How strongly do you agree with each statement about Star Radio? Positive Aspects of Star Radio
    38. Q. How much does each statement apply to you? Influence of Star Radio vs. Radio at Home
    39. Q. What product categories have you heard advertised on Star Radio in the last month? Product Categories Advertised
    40. Q. What brands have you heard advertised on Star Radio in the last month? Brands Advertised (SPONTANEOUS AWARENESS)
    41. Q. Have you heard this advert on Star Radio? Prompted Awareness Of Star Radio Advertising
    42. Q. How often have you heard this advert? Frequency Of Star Radio Advertising
    43. FAVOURITE RADIO STATION Star Radio was nominated, by Commuters, as the 4th best Radio Station to listen to Bateleur Research
    44. COMMUTER FM
      • Joint venture with Metrorail
      • No wastage
      • High natural tune in
      • Unduplicated reach
      • + 520,000 adults
        • + 300,000 youth
        • TOTAL 820 000
    45. Star Radio: 05h30 – 09h30 Reggie Philander 11h00 – 15h00 Javu Nkolele 15h00 – 19h00 Leon Mazibuko Commuter FM: 05h00 – 09h00 Mothusi Makosholo 09h00 – 12h00 Thembi Saohatse 12h00 – 15h00 Collen Mashawa 15h00 – 19h00 Bheki Methula DJ Line Up
    46. CONCLUSION – WHY STAR RADIO
      • Live DJ reads and endorsements
      • Growing National Coverage (additional sites)
      • Has a captive audience and is part of a commuter’s everyday media
      • exposure
      • Frequency building through continual “nudging” to ensure top of mind
      • awareness
      • Relevant content
      • Very Cost effective
      • Exclusive Broadcasting rights in the Major Taxi Ranks
      • 4th FAVOURITE RADIO STATION
      • STAR RADIO IS “YOUR BRAND ECHO TO THE COMMUTER”
    47. IN CONCLUSION
      • ComutaNet audio visual solutions speak to economically active South African in the largest ranks and stations in the country
      • This is done through 14 Rank TV sites and 24 Star Radio sites which are growing
      • 70% of the South Africa’s largest ranks are covered by ComutaNet’s audio visual media platforms
      • The ultimate cost effective, frequency building medium
      • Hard hitting, relevant content
      • Your advertising spend will match your target market’s lifestyle. “Reach them in their space”.
      • Total Reach when combining Rank TV / Star Radio = 4,020,000 Unduplicated
      • Do not stop what you are doing, add the Rank TV / Star Radio and Commuter FM as additional ingredients to your winning formula.
      • SAP
      • Regional Package Rank TV
      • Regional Package Star Radio
      • Sponsorship
        • Breakfast Show
        • Health/Lifestyle Segment
        • Lunchtime/Youth Segment
        • News/Entertainment/Gossip
      ADVERTISING OPPORTUNITY
      • Background:
      • This package is a 12 month commitment
      • It allows for frequency and continuity
      • National, regional or even individual screens
      • Continual growth of audiences and catchment areas
      • Giving you a full audio visual experience
      • Very cost effective (50% rate saving)
      • Rank TV & Star Radio Benefits will include:
      • Combined reach of 4 million daily commuters
      • Option to synergise TV and radio
      • Live reads on star radio
      • Sponsorship opportunities
      SAP (Strategic Alliance Partner)
      • Background:
      • Currently have 14 Rank TV sites and 24 Star Radio
      • The audio visual combined reach is 70% of the biggest ranks in South Africa
      • Tactically reaching both urban and rural areas
      • Rank TV & Star Radio Benefits will
      • include:
      • Price and product regionally specific
      • Vernacular advantage
      • Store openings and product launches
      • Reaching the environmentally active
      • Conquering the consumer in their space
      • Region specific to be more tactical
      Regional Package TV & Radio
      • Background:
      • Presenter driven
      • Will be tailor made by the Rank TV production team.
      • The duration of this segment will be approximately four minutes.
      • Programme will be updated weekly; ensuring fresh and new content
      • The programme will be flighted between 6am – 9am
      • Benefits:
      • Complete ownership of breakfast segment on Rank TV and Star Radio
      • Association of your brand with breakfast
      • Rank TV & Star Radio content will include:
      • Light entertainment news
      • Cross over to live news on Morning Live
      • Nutritional benefits and the importance of breakfast
      • Thought of the Day
      • Sign off with music video
      • Other features include:
        • Traffic reports
        • News and weather reports
        • Sports and News Update
        • Community events and human interest news
        • Motivational messages to prepare commuters for the day ahead
      Breakfast Segment
      • TV X
      • The 4 minute programme will be flighted once every hour between 6am and 9am
      • 15” commercial top and tail
      • Ticker tape throughout the 4 minute programme
      • Your logo will be displayed throughout the programme
      • STAR RADIO
      • A minimum of two mentions of your brand by the presenter
      • Breakfast segment sponsorship
      • ‘ Get up and go’ 15” commercial top and tail
      • 1 x 30” ad/ live read of your brand per hour
      Advertising Opportunity
      • Background:
      • To deliver health and lifestyle information in a four minute insert
      • Presenter driven
      • Will be tailor made by the Rank TV production team
      • Will be updated weekly, ensuring fresh and new content
      • TVX & Star Radio content will include:
      • Engaging the audience from simple health tips to how to deal with particular health issues
      • How to easily and simply implement uncomplicated décor tips to enhance your home.
      • Because it is lifestyle we are talking about, this opens the avenue to talk about fashion and what’s in and what’s out 
      • Interviews with experts in various health and lifestyle fields
      • Other features in include:
        • Health tips
        • Trends
        • Lifestyle tips
        • Eating habits
      Health/Lifestyle Segment
      • TV X
        • The 4 minute programme will be flighted at allocated times
        • 4 x 30” commercials at allocated times
        • 15” top and tail of the latest music video
        • Ticker tape throughout the 4 minute programme
        • Your logo will be displayed throughout the programme
        • A minimum of two mentions of your brand by the presenter
      • STAR RADIO
        • Health and Lifestyle segment sponsorship
        • 15” top and tail of lifestyle tip of the day
        • 3 x 30” commercials at allocated times
        • A minimum of two mentions of your brand by the DJ
      Advertising Opportunity
      • Background :
      • The programme is targeted at the youth between the ages of 16 and 19
      • Broadcast between 12 pm to 4 pm
      • Benefits:
      • Complete ownership of the programme
      • Rank TV and Star Radio content will include
      • This particular audience demands a hip and happening format that has funky contemporary tunes as its’ main element.
      • The presenter will also give this young audience information that they would find interesting and engaging.
      • Latest local and international music videos
      • Latest gossip about their favourite celebrities
      • Interviews with celebrities
      • Trailers of the latest movies
      • Young people love seeing themselves on the screen – once a month we will go out to different ranks and shoot students singing karaoke style. This will be entertaining but it will also guarantee students coming to watch their fellow students on the screen. If one is to only look at shows such as “Jam Alley” to see how entertaining the show is, one is able to appreciate this concept.
      • Other features include:
        • Phone in competitions
        • Y-talk- discussions on education, sex, Aids, crime etc
        • Special dedications
        • Top 10 albums of the week
        • Career guidance discussions
        • Environmental issues
      Lunch Time – Youth Segment
      • RANK TV
      • The 4 minute programme will be flighted once every hour between 12pm – 4pm
      • Top and Tail with a 15” commercial
      • Ticker tape throughout the 4 minute programme
      • Your logo will be displayed throughout the programme
      • A minimum of two mentions of your brand by the presenter
      • STAR RADIO
      • Youth segment sponsorship between 12 pm - 4pm
      • Top and Tail with a 15” commercial per segment
      • 3 x 30”ad or live read of your brand per show
      Advertising Opportunity
      • Background
      • Appeals to a broad audience.
      • The style will be light and fun and the presenter will embody this vibe.
      • People the world over, love to listen to gossip, especially when it is about celebrities they are fans of. This phenomenon is no different in the black townships.
      • On a weekly basis, our audiences will get to know what is the latest gossip in local celebs lives. Who said what and to who, who broke up with who, and who is dating who becomes juicy gossip that is sure to engage our captive audience even further.
      • RANK TV and Star Radio content will include
      • Latest local and international Music videos
      • Interviews with celebrities
      • Gossip, Gossip, Gossip of the audience’s favourite celebrities
      • Update of events (concerts, festivals) in the various townships
      • Info about the popular venues in the various townships
      • Other features include:
        • Traffic Reports
        • News and Sports update
        • What’s on? TV, movies, theatre
        • Magazine reviews
        • Dedications
        • Motivational words
        • Health/ Aids Awareness
      News/Entertainment & Gossip Segment
      • RANK TV
      • The 4 minute programme will be flighted once every hour between 4pm – 7pm
      • Top and Tail with a 15” commercial
      • Ticker tape throughout the 4 minute programme
      • Your logo will be displayed throughout the programme
      • Two mentions of your brand by the presenter
      • STAR RADIO
      • Complete ownership and naming rights of the evening segment between 4pm – 7 pm
      • Top and Tail with a 15” commercial
      • 1 x 30” ad or live read of your brand by the DJ mention per hour
    48. PACKAGES – RANK TV R 5,300 Dependent on period R 24,300 473 x 30" spots Individual Screens MONTHLY R 5,300 Dependent on period R 24,300 473 x 30" spots Regional Screens - West Coast (1 screen) MONTHLY R 16,000 Dependent on period R 73,000 473 x 30" spots Regional Screens - East Coast (3 Screens) MONTHLY R 37,000 Dependent on period R 170,520 473 x 30" spots Regional Screens - Inland (7 Screens) MONTHLY   REGIONAL SCREENS R 8,000 Dependent on period R 56,340 112 x 30" spots Weekly (All Screens) R 159,000 Dependent on period R 203,450 473 x 30" spots Monthly (All Screens) R 516,000 R 1,025,090 R 170,848 2838 x 30" spots SAP (Strategic Allilance Parner 6 months all screens) R 1,428,000 R 1,644,500 R 137,042 5676 x 30" spots SAP (Strategic Alliance Partner 12 months all screens) Added Value Total Cost Monthly Cost Number of total spots Package PACKAGES - RANK TV
    49. PACKAGES – STAR RADIO period R 3,200 Dependent on R 16,350 220 x 30" spots Regional Sites - West Coast - MONTHLY period R 6,000 Dependent on R 27,468 220 x 30" spots Regional Sites - East Coast - MONTHLY period R 18,200 Dependent on R 86,328 220 x 30" spots Regional Sites – Inland - MONTHLY R 3,000 Dependent on period R 30,470 55 x 30" spots Weekly (All Sites) Period R 36,000 Dependent on R 109,450 220 x 30" spots Monthly (All sites) sites) R 192,000 R 539,000 R 89,833 1320 x 30" spots SAP (Strategic Allilance Parner 6 months all sites) R 588,000 R 869,000 R 72,417 2640 x 30" spots SAP (Strategic Alliance Partner 12 months all Value total spots Added Total Cost Monthly Number of Package PACKAGES - STAR RADIO
    50. SPONSORSHIP PACKAGES – RANK TV & STAR RADIO * Minimum Period of 3 months R 255,000 R 85,000 220 x 30" spots News/Entertainment/Gossip Segement (16H00 - 19h00) R 255,000 R 85,000 300 x 30" spots Lunch Time/Youth Segement (12H00 16H00) R 255,000 R 85,000 220 x 30" spots Health/Lifestyle Segment (09h00 – 12h00) R 285,000 R 95,000 200 x 30" spots Breakfast Show (06h00 - 09h00) Total Cost Monthly Cost Number of Monthly spots Package SPONSORSHIP PACKAGES - RANK TV + STAR RADIO
    51. Feel trips FEEL TRIPS Clients are given a more personal understanding of the market by joining us on a unique “Feel Trip”. This “tour” through the townships and the taxi ranks is aimed at allowing the client to see, smell, hear, taste and touch the essence of the market.
    52. THANK YOU!

    + MarshMiddletonMarshMiddleton, 3 years ago

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