The medium has, however, become increasingly complex, making the task of agency media planners, who plan across a number of channels, a tough one.
MD Margie Carr, who founded the company 14 years ago, says the appointment is indicative of not only the company’s, but OOH’s growth. “Previously, OOH was an add on, but today it is an integral part of any campaign together with social media and mobile. Research is proving this time and again.”
However, together with this growth, the medium has become increasingly complex. “For example, today’s audience selection is one of the big challenges in OOH campaign planning as traditional demographic models are changing. “Consumers are picking and identifying with brands regardless of demographic ‘conventions’,” she says.
This, together with the growth of digital OOH (which allows for the tailoring of messages) and mobile convergence, has complicated OOH campaign planning.
To understand and make sense of this, In Touch Media would like to partner with agencies and clients and be part of the conversation that leads to well-planned and executed OOH campaigns. However, to do this, industry knowledge is vital; including knowledge of the actual sites. “This is where we believe Janse van Rensburg will be invaluable, not only for his highly strategic approach, but also for his intricate knowledge of the products on offer,” says Carr.
Janse van Rensburg, who previously headed up the OOH team at Omnicom Media Group (OMD), says: “Having worked on hundreds of OOH campaigns, I believe that you cannot fully understand the product offerings if you have not physically seen them. As a result of this, I have traveled the country extensively.”
This allows you to identify the opportunities he says. “It is about more than just the site. You have to understand the environment. You cannot achieve this from a picture.” OOH can be seen as challenging compared to other mediums, he adds. “We are here to make this as effortless as possible.”
Janse van Rensburg joined OMD in 2008 when he was asked to establish their OOH unit to meet the requirements on a new major account. By the time he left, this unit had grown significantly. During his time at OMD, he was part of some ground-breaking projects. “Innovation is key in OOH and there were a number of times that we included elements in our OOH executions that were a first for South Africa.”
What attracted him to In Touch Media was its dynamic nature and vision. “Carr is very much a part of this and we share similar values and business ethics. There is also an entrepreneurial spirit in the company that I enjoy.”
The company also offers exceptional service levels and expertise in the field - something that is not unique but is becoming a rare commodity in the industry. “I think that the combination of Carr’s team and my experience will give clients strategically placed executions that will achieve the results they are looking for. There is no doubt that if used correctly, OOH offers clients an affordable media solution that will get to their target audiences and we’ll be there to help them achieve this.”