Press Release

Digital Communications and the Future of Advertising

BRYANSTON – Digital communication is driving social transformation and this has implications for the future of advertising. This is according to Steve Garton, Global Head of Media at Synovate. African Response hosted Steve’s visit to South Africa last month when he spoke at the very successful SAARF Symposium. Industry leaders from advertising, marketing, media and research industries attended the Symposium to listen to experts in the field of media audience and product / brand research share there knowledge of worldwide developments and trends in media.

Steve addressed the recent transformation of communication and the global digital target audience that advertisers must now engage. These people are technologically savvy and able to use the power of digital technology to its fullest potential. There are also unprecedented social networks forming and this means that people are listening to each other instead of marketers.

Speaking on the importance of youth, Garton references this market as "digital natives". They have grown up with digital communication and they are the driving force of this sea change. It is vital to understand them and talk to them about this culture and the thinking behind this communication transformation.

Speaking of a new trend, Garton described The Third Screen, which follows the television and the computer. The third screen is the small screen found on a cellphone, iPod or PSP. It brings with it many opportunities for advertisers to find ways to develop more engaging relationships with their audiences, as these become more popular. Synovate conducted a study in September 2006 to understand the usage and perceptions of the third screen.

The research was conducted in Seoul, Hong Kong, Mumbai and Singapore and respondents were aged between 18 and 30 years old. The research found that the The Third Screen is mostly used for “killing time” and “filling the gaps”. Favourite content amongst users is real time news, music videos and sports. The challenges with it include its expense, the small screen which strains the eyes, slow downloads and its short battery life.

While South African usage of the third screen is still gaining momentum, African Response looked at some of the activities South Africans use cell phones for weekly (source: AMPS 2006):

• Of the total population, 16% send SMSes weekly. This form of communication is most popular amongst the 25 – 34 year old age group (just over a fifth send SMSes weekly).
• Downloading ringtones and logos is most prominent in the 16 – 24 year old group.
• Internet and Email via cell phone has not yet gained ground in South Africa. Only 0.8% of the population report using this email and 1.2% have browsed WAP or the web from their cell phone.

The Third Screen offers both challenges and opportunities to advertisers, media buyers and owners, and marketers. They must:

• Find new ways to develop more engaging relationships with their audiences
• Use social communities, viral marketing and multi-platform entertainment
• Recognize that consumers are empowered and no longer ruled by the 30-second TV spot
• Consider branded entertainment as a means to engage.

As target audiences and media types fragment, media research will have to adapt to target, time, place, medium, needs and moods. Specific measures will become the norm.

As Synovate’s partner, African Response is in the unique position of being able to offer these cutting-edge global research techniques and surveys to the South African (and African) market.

In 2007 surveys such as PAX Africa will be launched. PAX covers media, influence and affluence and is currently the sole media currency in Asia Pacific and the Middle East. For more about PAX, please visit our solutions page.

For more info, please contact Anina Maree at aninam@africanresponse.co.za

More about Steve Garton:

In his 35 years of research experience Steve has worked all over the world, on the client, advertising agency, media owner and market research sides of the business. He’s been based in the UK, Australasia, and Asia Pacific, and is currently Global Head of Media Research, at Synovate. Steve has developed entirely new services for sectors such as the Internet, and built multi-regional surveys such as PAX, the currency for upscale audiences in Asia Pacific and beyond. He is particularly focused on the discovery of new insights into the relationship between media and its audiences, and how digital technology will influence the future of advertising.

Steve is a frequent public speaker at major international events and holds an MA at Oxford University.

If you would like to find out more about media measurement and solutions, please contact Anina Maree at African Response. Email aninam@africanresponse.co.za or phone 011 709 7888

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About African Response

African Response is the most empowered, black owned, black managed research agency in South Africa. Established in an equity relationship with Synovate we offer a full complement of research skills.

African Response prides itself upon an exceptional ability to understand and interpret the needs of the South African black urban and rural consumer. We offer clients customized qualitative and quantitative research, innovative ideas and practical solutions. African Response's vision is to significantly improve clients' business performance and to achieve excellence through utilization of the wide knowledge and experience of our partners.