Also From the Mail and Guardian (South Africa) edition 19/1/96:
@ Netting new ad opportunities
With the advent of Internet and satellite transmission, advertisers are
having to deal with a whole new medium for top niche
products, writes Jacquie Golding-Duffy
South Africa's advertising agencies will have to concentrate more carefully
on targeting niche audiences, now that satellite and
Internet mediums are entering the market.
Eurospace media strategist, Alistair Duff said it was a "worldwide trend"
that the more "media types" were made available to agencies, the more
targeted the audience became.
"With an increase of media types from
television, print and radio to Internet and satellite, advertisers have to
plan more carefully and realise the importance of
calling on the expertise of specialist
consultants," Duff said.
He added that the expanse of the media allowed for agencies to "outplan"
competitors with regard to choosing an
"You have to be in touch with the needs of your consumer and also with
shifts in the market," Duff said, adding that the Internet was being
"under-utilised" while satellite advertising was "slow and cautious"
because it was still in the early stages.
Internet advertising allows for consumers to purchase cars without having
to go physically to a car showroom.
"If you were connected to the Internet and wanted to purchase a car, all
you have to do is connect to a virtual car showroom,
determine the make of vehicle you would like, get detailed information on
its performance and durability and even see which colour you would prefer
by merely pressing the right command buttons," he said.
The Internet rules of advertising ---
Netiquette --- do not permit the advertising agent to "impose" any product
on clients but allow for consumer choice. "Whether you choose to connect to
a specific advertisement or not is entirely up to you," he said.
Ogilvy and Mather is using the Internet for "a couple of clients", said
company media planner Bruce Williamson.
Williamson said using the Internet as a medium was relatively inexpensive
in terms of
production costs and lent itself to a "highly targeted audience".
"The advantage of this medium is you can determine the demographic profile
of potential consumers by ensuring they answer questions before allowing
them on your site," he said.
He added that the medium was worth using for "top niche products" and
"high-tech products", and users of the Net were broadening, with estimates
at about 150 000 users locally.
"The Internet is also fast becoming a business medium with people accessing
to newspapers with news which is fresher and faster. It is these people
which advertising firms will target with specialised products," he said.
Ivor Jones, Roy media analyst Peter Armitage said the two mediums were
different"; the Internet is an international mechanism with people
computer screens, while satellite offered a slightly larger audience via
"But both mechanisms are not as broad-based as television and print media,"
Armitage said, adding that in the long-term both options could become
"The Internet is more of a long-term option and is not a serious competitor for
advertising expenditure at the moment," he said.
"The advantage of satellite television is that the variety of channels are
going to increase over the years and so will the base of
consumers. Hence viewers can be more selective and advertisers can
carefully plan and target viewers."
With 15 000 satellite subscribers compared to four million terrestrial
television viewers, the feeling among advertisers is that it would take a
few years before satellite expands and therefore advertising was
"tentative" at the moment. Neither offered mass market options but both had
a place in the advertising market with niche opportunities and scientific
Jupiter Drawing Room managing director Renee Silverstone said advertisers
would interact with both mediums and that agencies could not afford to be
out of touch. "What you market depends largely on who's accessing which
There are opportunities in both mediums for a whole new type of approach
and design from the advertisers' perspective," Silverstone said, adding
that before satellite advertising takes off the ground, agencies would have
to "gather information" as to who was watching in order to target
correctly. "As for the Internet, we have a couple of clients," she said.
Saatchi and Saatchi media group head Julie Podmore said an attitude of
"wait and see" prevailed with regard to satellite advertising and although
both options, the Internet and satellite, offered opportunity, it was clear
that both mediums were "niche orientated".
Media Institute of Southern Africa (MISA)
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Tel. +264 61 232975, Fax. 248016
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