Relevance is crucial to one's success in advertising

With the upsurge of global brands entering the South African market, and vying for prime marketing space with local competitors, the advertising industry looks to grow upwards of R48-billion by the end of 2023.

Showing a fixed growth rate since 2017, OOH advertising continues to attract a higher percentage share of advertising spend in the country, compared to other segments such as print.

Mass media, and specifically radio as a medium, also continues to remain strong in terms of reach with almost half of the population — 22.4 million listeners — tuning in on an average day across the country.

So, how do brands elevate themselves to reach their target audience?

Irina Vlad, managing director at Ivie Media, says, "In a highly congested and competitive advertising market, targeted awareness through dynamic creative is key. Dynamic creative as a principle is all about relevance, and relevance is all about personalisation. We achieve personalisation through data-driven strategy."

Traditionally, platforms like OOH have been known to enable a brand to tell a story, however, with dynamic creative, the story or message can be tailored to the moment to the location and the context. In radio, this is achieved by making sure advertising creative matches the hour and audience it is flighted to on-air.

"Accumulating, interpreting and utilising data is the golden thread of any successful advertising campaign. If a brand is adapting or building their strategy based on their customer insights, wants and needs, they'll be creating awareness in the right place, at the right time and with the right people. This essentially ensures their invaluable marketing spend is used wisely," says Bianca Uys, commercial director at Ivie Media.

For more information, visit www.iviemedia.co.za. You can also follow Ivie Media on Facebook or on Instagram.