Great news for Nfinity as Innovocean wins bid for V&A Waterfront outdoor media

Innovocean, a joint venture between two of South Africa’s leading OOH media owners Tractor Media Holdings and Reveel (a subsidiary of the Nfinity Group of Companies), has been awarded the exclusive advertising rights for the Victoria & Alfred (V&A) Waterfront in Cape Town, South Africa.

This win sees the newly-established company take on all of the internal and external out-of-home (OOH) and digital OOH retail advertising for South Africa’s largest and most popular ocean-side shopping and entertainment destination, which sees an annual foot count of over 26 million people (pre-COVID).

The Innovocean roll-out will commence on 1 April 2022, and was born from a conversation between Nfinity CEO Ken Varejes and Tractor CEO Simon Wallin 2019, when both realised that the synergies between their respective companies and their collective experience would make for a powerful collaboration in offering clients an unsurpassed product, skillset and service.

Explains Wall and Varejes, “We realised that by joining forces, we would be able to expand our sales presence, marketing manpower and other resources. Innovocean will offer our clients the ability to tap into two experienced, expert teams with one overarching vision.

“In terms of the V&A, there will be a number of brand new digital opportunities that we will be developing, which will include current as well as futuristic inventory design and technology, married with progressive thinking, creative execution and a seamless roll-out.”

Wall adds, “A key component of our vision for this project was to make access to the V&A’s network of inventory more democratic, and as we start to see a recovery in tourism and footfall return to the V&A, we’re extremely excited about the opportunities Innovocean’s network will facilitate.”

Reveel is known for its emphasis on architecturally and aesthetically-pleasing DOOH solutions, and Ken Varejes says that the V&A project will incorporate this approach into its roll-out. “While state-of-the-art digital screens will naturally play a significant role, we will also integrate architectural design that reflects the heritage of the V&A in a contemporary way.”

Ken goes on to explain that while Tractor and Reveel remain completely independent entities, Innovocean will likely tackle other projects in future, but that he and Wall are “firmly focussed on this project until our vision has materialised.”

“Massive congratulations to Tanner Rock / Tyron Martin from Reveel, and Simon Wall / Ben Harris from Tractor Outdoor for the hard work , passion and commitment to win all internal and external advertising rights for the V & A WATERFRONT. So proud to be associated with you great people,” Varejes says.

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The Evolution of Influence

Google trends show how, over the past 5 years, the term “influencer marketing” has steadily been used more and more by curious web surfers. Fortunately, a deeper understanding by marketers of the topic has also grown alongside this trend line as it was not that long ago that most marketers had a very singular – and incorrect – idea of what influencer marketing was. Influencer marketing was seen by most in its celebrity form only. In other words, it was mislabeled as that channel that exploited the popularity of famous people for the benefit of brands. To be fair, that description is not necessarily incorrect, but rather it is merely one facet of what is now a thriving and well-accepted part of marketing strategy.

Let’s go back a bit and start by asking what influencer marketing is, and where it came from? Well simply put, and to answer the first part of the question, it is a form of collaboration of a brand with an individual where that individual uses their personal sway to endorse or promote the products or services of that brand. It, therefore, has a foundation on the oldest and most valuable tenant of marketing – word of mouth. My standard quip on word of mouth is that it is as old as Eve convincing Adam to bite into the forbidden fruit. That aside I don’t think there would be too many people that would argue that it remains the most effective form of marketing.  

Photo by Tom Swinnen from Pexels

So, the second part of the question is answered by understanding the impact that social media has had on word of mouth and that is to create the space for word of mouth to happen at scale. Word of mouth and its Siamese twin, influence, are no longer limited by having to be in the physical proximity of others to be effective, and that – i.e. the addition of the internet and social media – is what accounts for the rapid adoption of influencer marketing into the marketing mix.

The budgets being spent by marketers on influencer marketing are almost incredible, but not surprising. This is partly due to the realisation that digital touchpoints are fast becoming dominant aspects of all media plans, but it is more aligned to understanding that people are less and less enamoured by brands attempting to seduce them by talking at them, and more and more reliant on each other when it comes to making purchasing decisions. Indeed, it is the perceived lack of pure motive of the brands that make the trust and authenticity of others (=influence) so appealing.

But, the impetus behind influencer marketing’s rocketing adoption, is also premised on the increased understanding by marketers of the multiple options available within the singular term. Notable amongst these is the rise of micro and nano influencers as a powerful option available to marketers, and the utilisation of this subset to allow smaller budgets to effectively get in on the action. And, the ever-increasing utilisation of employee influencers as part of the communication set (see theIntern-ship.co.za) highlights how fast influencer marketing in all its multiple permutations is being adopted by marketers.

Take a look at this graphic, produced by theSALT on what is correctly and cleverly titled the democratisation of influence.

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Not only does it highlight the exponential growth in spending in recent times, but it also neatly outlines how influencer marketing has become accessible by all kinds of budget sizes, from huge to small, and how individuals that have small yet highly influential networks, have been able to be involved on the influencer side of the equation.

The bottom line is that influencer marketing has grown up and has firmly earned its permanent seat at the marketing table, and whilst social media channels may ebb and flow in their relevance over time and with certain target markets, it is here to stay as an effective and essential consideration for marketers.

#MostAwards2019: The customer is king

This is the second year that AdColony has won the Most Awards’ Media Owner of the Year. Andrew Kramer, MD of AdColony South Africa says this is very gratifying because the Award is determined by your clients and peers voting for you. “To win the Awards two years in a row shows us that we are moving in the right direction,” he says. 

He attributes their success to a passionate, hardworking team inspired by their head of sales, Michael van Tonder. 

 

We are very customer-centric and believe the customer is king. We are also nimble – we have to be as we compete with all the big guys such as Facebook and YouTube.

First influencer marketing strategy consultancy, Nfluential, opens its doors

The South African influencer industry is booming. Influencer agencies are popping up all over the country and most PR agencies are offering influencer management as part of their core services. It’s the perfect time for a consultancy with a main focus on developing influencer marketing strategies to enter the market. Nfluential, the first of its kind, opened its doors in February 2019 and works with brands and agencies to develop influencer strategies for their influencer campaigns.

In addition to crafting influencer marketing strategies, Nfluential also offers influencer campaign audits to brands in order to determine what worked, what didn’t, and why, in order to consult on a way forward; and project management services to oversee the implementation of influencer campaigns.

The consultancy is headed up by Anne Dolinschek who is no stranger to the influencer market. With a background rooted in Public Relations, she worked at two of the biggest and most awarded agencies in South Africa, Ogilvy PR and Magna Carta. Anne found herself drawn to the digital side of the industry and soon became the influencer guru at these agencies. Realising that brands and agencies were overwhelmed and under-skilled when it came to influencer campaigns, she saw a need in the market for a strategist specialising in this field.

“Education on the influencer industry is at the heart of what we at Nfluential does with a mission to assist brands do great work whilst talking to their relevant target markets,” says Dolinschek. “We’re also proud to be a Nfinity Group partner, which is home to South Africa’s number one influencer marketing group.”

Contact Nfluential for influencer marketing needs at anne@nfluential.co.za or through the website nfluential.co.za/.

The All New Whisky & Spirits Live Festival

Whisky & Spirits Live Festival is the world’s largest Whisky event.  The event is celebrated for bringing whisky lovers, connoisseurs and new sippers under one roof to taste and learn about a massive range of Whiskies plus a premium selection of Rum, Vodka, Gin and other spirits.

This year’s festival is all about bringing people together to enjoy and create great memories, and the 3- night event will take place in Sandton Convention Centre from 6 –8 November.  Guests can expect to experience exciting changes at the Festival from the general layout to a new golden circle area, and to revamped VIP lounges.  The festival will feature an open layout, more accessible and social areas, trendy food trucks, and live entertainment from various performers throughout the night.

The services of the acclaimed event’s company, OrangeBlock, have been retained to ensure that the event is of a world-class standard and that guests will enjoy an unforgettable evening.

For more information, visit the Whisky Live website at whiskylive.co.za, or follow Whisky Live on all social media platforms under the handle “whiskyliveSA”.

Christopher Africa joins Nfinity

Christopher Africa joins Nfinity Group

With a wide portfolio of growing media properties, Nfinity, under the leadership of Ken Varejes and his team, has acquired the a stake in Christopher Africa,  which is an  exciting move for the Group. 

As one of Africa’s leading Artificial Intelligence companies, Christopher Africa with its flagship  product Christopher AI, a sophisticated real-time data profiling platform with the ability to profile target audiences into various segments by enriching the data, and analysing the information. It enables brands/organizations to serve accurate, hyper-personalized ads/messages to relevant consumers when it is relevant to them by engaging in relevant conversations in real-time. This works across Twitter, Instagram and Facebook.

By joining forces with Nfinity Group, Christopher Africa will be part of an ecosystem that’s engineered to help entrepreneurs grow and better their businesses. “ For us this a big game changer as we look to scale up and grow our customer footprint” said Tokologo Phetla the founder and CEO of Christopher Africa.

An enthusiastic Christopher  Africa  team will be based at Nfinity’s offices in Sandton under the leadership of Tokologo Phetla, together with Thabo Ledimo, the Chief Technology Officer. The two will work hand-in-hand to ensure that Christopher continues to add value to various brands and their consumers.

These are really exciting times for Nfinity Group considering the shift to digital and AI driven marketing functions and there’s no doubt that the arrival of Christopher Africa will add value to the group.

Nfinity Reveels acquisition

Nfinity, an innovation hub of entrepreneurial businesses headed by Ken Varejes and his management team, has announced Out of Home players Reveel as the latest business to join the fold. Reveel is an innovative Out of Home business with a specific focus on Digital Out of Home (DOOH), large format and non-traditional platforms.

Nfinity CEO Ken Varejes says: “The Out of Home industry has always been a brilliant platform for innovation and a particular passion of mine. I’m so pleased to be introducing the latest player in this space and we’re confident that it’s going to be a great disruptor.”

The Reveel business will be headed by Tanner Rock (Commercial Director) who has vast experience in new site and product development. He will manage the day to day relationships of our key landlord and supplier partners. Tyron Martin joins the management team in the capacity of Sales Director. Tyron has a proven track record in this space as a top performer, with fantastic relationships at both client and agency level.

 

AdColony wins big at The MOST Awards

Adcolony940x500AdColony South Africa, one of Nfinity Media’s investments, has been named Overall Media Owner of the Year and Digital Media Owner of the Year at the 2018 MOST Awards. AdColony SA’s Head of Sales Mike van Tonder was also named Rising Star of the Year in the media owner category.

Globally, the company is one of the largest video advertising platforms with a reach of more than 1.5 billion users.

Known for its unparalleled third party verified viewability rates, exclusive Instant-Play™ HD video technology and proprietary rich media formats, AdColony is passionate about helping brands connect with consumers at scale on the most important screen in their lives.

Managing Director Andrew Kramer says: “What a wonderful achievement. I really want to highlight the dedication of this amazing group of great people that we get to work with every day. Thanks team for embracing our great challenger brand and for sticking with it no matter what. Thank you to all our agency partners for the support and for voting for us.”

Ken Varejes, CEO of Nfinity Media adds: “What Andrew and his team have achieved in the video advertising space over the last few years has been incredible. These awards are testament to their on-going dedication to excellence for our advertisers and media agency partners.”

Nfinity acquires a license for leading influencer marketing platform Webfluential in SA

With a wide portfolio of growing media properties, Nfinity, under the leadership of Ken Varejes and his team, has acquired the license to operate Webfluential South Africa in an exciting move for the Group.

As international leaders in the influencer marketing category, Webfluential helps thousands of brands of all sizes connect and craft stories with influencers that have significant social media influence, share them with these audiences and build their brands through online engagement.

Ken says that Nfinity has always been a space for entrepreneurs to grow and better their businesses and Webfluential South Africa is a perfect addition into the mix of media solutions. “We’re extremely excited about incorporating Webfluential South Africa into the Nfinity stable and we know that together with our current array of media solutions, our existing and future clients have a full 360 degree media powerhouse at their disposal. This is a historic event for both our businesses and we can’t wait to amplify our client’s brands even more.”

 

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A dedicated Webfluential South Africa team will be based at Nfinity’s offices in Sandton under the guidance of Pieter Groenewald, who has become one of the most recognized experts in the field of influencer marketing. Murray Legg, the co-founder of Webfluential says: “Nfinity has a strong and credible track record in the media industry, fantastic sales and management team and all the resources and expertise to take our business into the next phase of our journey – we’re excited!”

Nfinity’s existing brand advocacy and micro influencer business theSALT will continue to work as a separate business unit with advertisers, offering micro influencing and brand advocate solutions for clients to maximise brand growth. “The offering of these two businesses is so different and in my mind will complement each other,” concludes Ken.

OrangeBlock activates black

OrangeBlock, the bespoke events business operating within the Nfinity group of companies, has recently been awarded the contract to build awareness and promote the new content streaming platform – black.

“Besides special corporate hospitality events, award ceremonies, launch/release parties and public events, we are able to host promotional activations that put brands within touching distance of their markets,” says Michelle Kirby, Managing Director of OrangeBlock. “We believe that it is our creative concepts and ability to deliver on the brief that makes us successful at consistently implementing effective ideas.”

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‘black’ is the latest content streaming offering that comprises a range of exclusive information including sports, television series and movies. In answer to client’s brief, OrangeBlock in collaboration with MagicMonkey arranged and implemented the “GETblack Gameshow” and specifically wrote the “GETblack Song” for this road show.

The GETblack Gameshow takes place in malls and other consumer convergence points across Gauteng and encourages shoppers to take part in various games where cellphones, t-shirts, caps, scratch cards and earphones can be won. Contestants do however need to be careful as some ‘booby’ prizes, like eating chillies and Mopani worms, are included.

The GETblack Song is performed by six highly talented dancers/singers performing a Gqom styled song specifically written for black. The audience is encouraged to get involved and dance, in turn, receiving prizes for the best participation and dancing. The performance ends with an introduction to our highly skilled GETblack foot soldiers who will introduce to you what the platform offers and facilitate the app download and content purchases right there and then.

“These activations have been a great success, particularly because everyday consumers have engaged with the events energetically and spontaneously,” concludes Kirby. “The activations were launched at the Rand Show and will continue until August 2018”.

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