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<p><strong>By: Samantha Joshua, CEO & Co-founder, S&S Culture</strong></p>

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<h2>How to keep up?</h2>

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<h3><b>Fragmentation</b></h3>

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<p><span style="font-weight: 400;">Broadcast media, in particular, television, is probably the most fragmented and there are some OTT VOD offerings, along with the likes of DSTV, e.tv OVD, and the good old faithful local offerings by the SABC TV Group. </span></p>

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<p><span style="font-weight: 400;">Consumers are becoming more and more aware of what they are paying for vs. what they are being served by the legacy paid-for subscription services.  </span><span style="font-weight: 400;">           </span></p>

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<p><span style="font-weight: 400;">Much like a really expensive watch, there is a multitude of parts and pieces that make it work and work well. Any defected part or issue with the configuration and this beautiful timepiece simply will not work and is just something stunning to look at. #Priceless</span></p>

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<p><span style="font-weight: 400;">As are some of OTT VOD & normal paid-for services; the beauty in retaining consumers is deeply rooted in a couple of core elements, such as; </span></p>

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<ol><li style="font-weight: 400;"><span style="font-weight: 400;">Price</span></li><li style="font-weight: 400;"><span style="font-weight: 400;">Content (the introduction of new vs. repeat)</span></li><li style="font-weight: 400;"><span style="font-weight: 400;">Algorithms that feed their consumers the most appropriate content based on past viewing. </span></li></ol>

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<p><span style="font-weight: 400;">In South Africa, there aren’t so many options as there are in America and Europe. I believe South Africans find themselves sometimes unhappy with their paid-for services, but stay due to the love of sport or simply not wanting to bear only having access to Free To Air as an option (especially the “monied” markets) and this is no disrespect to the Free To Air channels as they do have some key programs that are gripping and entertaining plus that yield amazing Audience Ratings (ARS). Besides these paid-for service viewers still watch Free to Air (>35%: target market dependent) via their decoder device. </span></p>

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<h3><b>So, where does this leave advertisers?</b></h3>

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<p><span style="font-weight: 400;">I recommend you take the time to do some in-depth research into the TV landscape and its viewers. What makes them tick? What are they watching and how often? What would they pay to watch, and what wouldn’t they spend a single rand on? Which leads me to qualitative consumer and viewer behaviour research. </span></p>

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<p><span style="font-weight: 400;">Consumers follow content not channels. In the top end of the market as well as the middle-market consumers are searching for access; legally or illegally, to the best or “broadcasting now” content. No one wants to feel left out of the conversion in the office when someone says “Did you see the last episode of GOT, flip can you believe it ended it that way or have you seen this new series YOU on Netflix. There you stand with no comment to add as you never had access. (I see some of you laughing out loud).</span></p>

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<p><span style="font-weight: 400;">More and more brands and products annual advertising budgets are shrinking, but the overall Y0Y growth expectation is souring. This means strategists and planners are having to become smarter and propose strategic plans that not only reach the client’s core objectives but have little to no wastage.</span></p>

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<p><span style="font-weight: 400;">Advertisers are often very open to having fewer channels that reach their core target markets efficiently, effectively and still deliver on reach. Even the Big household Brands’ channel selection is becoming more considered. Finding the most optimum channel mix is essential. Studying elements such as duplication, unique reach and your target market(s) to determine the best option for your client’s campaigns plus overall media objective(s).</span></p>

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<p><span style="font-weight: 400;">Gone should be the days of simply just planning to achieve an above industry-standard AR level, reach an average frequency. The pressure is on to be more responsible, considering all aspects, such as;</span></p>

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<ol><li style="font-weight: 400;"><span style="font-weight: 400;">Contextual (environment) planning, which allows for a different mix of channels per campaign linked to your target market, creative and messaging, which will enable stronger viewer resonance plus a potential reaction.</span></li><li style="font-weight: 400;"><span style="font-weight: 400;">What this the best Free to Air channel(s) and sometimes it may not be the most obvious due to high penetration?</span></li><li style="font-weight: 400;"><span style="font-weight: 400;">What is the most optimal channel mix based on your overall commitments - value vs. investment? Which one is working not only the hardest but the best, in offering you value vs. an investment that enables, more continuity and potentially providing your client one more burst during their campaign period and all within the approved budget? </span></li><li style="font-weight: 400;"><span style="font-weight: 400;">The rise of smart televisions and how they have changed viewing behaviors.</span></li><li style="font-weight: 400;"><span style="font-weight: 400;">YouTube and how users are watching bitesize content or trailers before actually venturing to take the time (a serious commodity) to view the entire movie or show.</span></li><li style="font-weight: 400;"><span style="font-weight: 400;">The serious influx of OTT VOD offerings not only the likes of Netflix and Showmax but the VOD offerings now available through cellular service providers. </span></li></ol>

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<p><span style="font-weight: 400;">All of the above are ways in which a planner or strategist can reach their client’s audience via broadcast. Yes, some have lots of data and others may not, but if you understand your consumer and have a good grasp of how and when they watch TV (digital or terrestrial), what is their online viewing and OTT services, you can draft a rather insightful and intelligent strategy.</span></p>

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<p><span style="font-weight: 400;">I guess the space we find ourselves in, is a good one. It is keeping more of us honest, expecting us to think outside of the box and not always just put forward the easiest route, as it may not be the correct one. </span></p>

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<p><span style="font-weight: 400;">Fragmentation should not be scary or annoying, it should be liberating strategists and planners alike to want to explore the data and discover innovative, hardworking and solution-based strategies.</span></p>

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<p><span style="font-weight: 400;">So, try to not only listen to your client but hear what they are asking you to do. This will aid you to put forward the best solution, which will probably get approved immediately by the client as it needs-based and linked to overall business understanding and objectives. </span></p>

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<p><span style="font-weight: 400;">Till the next time guys!</span></p>

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