JOHANNESBURG: At the beginning of 2010 I said that I was bullish about the out of home industry and my sentiments for 2011 are the same. Whilst the remnants of the economic recession remain, I truly believe that the media industry is on the upswing and clients are being a bit more adventurous in terms of using new spaces.
We have seen for example, new category advertisers using the mall and washroom space which is very encouraging. Marketers are no longer just following the old mainstream media formulae.
Some key learnings going into 2011 are that the industry is going to have to work harder to close the same deal, commit to doing more with less, keep client relationships a priority and making service delivery king. Research will also continually play a part in proving the efficacy of the differing media.
Consumers are generally more circumspect to marketing communication. We continue to see advertising advance with each passing year, both in ideas and technology, more so than it did in the previous ten. Economically, more consumers own cars, road infrastructure has drastically improved, allowing consumers to travel more easily and frequently. They have become more gregarious and are spending more and more time out of home. Given this trend, Out of Home advertising needs to become more integrated with consumer lifestyles.
With transport and social destinations being more accessible, malls continue to be places where friends and families spend time together, opposed to just shopping. Media geared toward in-home consumption is no longer the only option marketers should consider, and different media platforms are benefiting by being placed in relevant spaces and importantly, by dominating these sectors which ensures brands can stand out.
By and large it's a good time to introduce new media. There's an optimistic feeling in the industry, although we expected budgets to slow down post Soccer World Cup, it hasn't happened and looking into 2011, I predict that the purse strings will be relaxed even further.
To reiterate, I'm bullish about the future and look forward to bringing new media concepts to the market.