Did you know that 87 percent of South Africans watch TV? That’s according to a six-month report conducted recently by the South African Advertising Research Foundation (SAARF). Good news for businesses which advertise on television, because it means that people are watching! It’s also just one of seven interesting facts about advertising that may help you translate advertising expenditures into increased business revenue. Here are the other six…
#2 – TV Ads Yield the Best Return-on-Investment (ROI)
When it comes to advertising, TV still gives businesses the best return for their rand. That’s according to a long-term study performed by consultancy firm, Price Waterhouse Cooper. On average, a R1 investment in television advertising yields a R4.5 increase in sales.
## – People Remember TV Ads
According to the same Price Waterhouse Cooper study, people are most likely to remember your advertisement if they hear about it on television. TV ads impact the senses in such a way that they make the biggest impression on consumers, stick with them the longest and are more likely than ads run in other mediums to affect purchase intention.
#4 – South Africans Listen to Community Radio
The SAARF AMPS 2010 study found that there are more radio listeners than TV watchers in South Africa. Nearly 92 percent of people across the country listen to community radio. That figure is slightly higher for metropolitan dwellers (93 percent) and residents in large cities (94 percent).
Community radio stations broadcast on the airwaves, via satellite and on the internet. There’s an opportunity for businesses to get much mileage out of their advertising money there because community radio stations traditionally have had trouble generating ad revenue. It’s an untapped market ready for the taking.
#5 – Tabloid Newspaper Readership is Booming
South Africans may like using the internet, talking on their cell phones and listening to the radio, but they still enjoy reading the paper. Daily, weekly and monthly newspaper sales are on the rise, and particularly monthly tabloids. The AMPS 2010 study reports that 37 percent of South Africans read a monthly magazine. That figure’s even higher (49 percent) when broken down to people living in metropolitan areas.
Specifically, newspapers with a largely black readership, in lower-mid LSMs, are growing. The Daily Sun is one example. Its daily sales totaled 508,000 at the end of 2007m but by 2009 daily sales were up to 513,000. Find the paper, and specific section of that paper, that fits your target audience and place advertisements on the days with the highest circulation to reach as many people as possible.
#6 – Americans Want to Advertise on SA Phones
In June 2010, Smaato, a US-based mobile applications and advertising company, found that South Africa had the highest click through rates, by far, of any mobile advertising market in the world. The average ad network fill rate for mobile networks in South Africa is 72 percent compared to the United States’ rate of 43 percent. Both are higher than the global average of 41 percent.
Simply put, South Africans like using their cell phones. South Africa is the fourth highest-ranked country for cell phone traffic in the world. Place an ad on a cell phone in South Africa and 72 percent of the time, it will be seen. That’s pretty good ROI.
#7 – Better Click-through-Rates with Facebook Ads
According to the Search Engine Journal, running a Facebook ad costs R5 per click through. By comparison, running a Google Adword will cost you R17 per click through. That stat indicates that you’ll get more mileage out of your money by advertising on Facebook than with Google.
Facebook is the most popular media site in South Africa. At the end of 2008, there were nearly 800,000 people in the South Africa Facebook network. Create a Facebook page for your business and you’ll expose yourself to the growing South African network as well as the more than 540 million Facebook fans worldwide.
Put your advertising budget at work where it will give you the best return on your investment. Use these seven stats to your advantage; create persuasive ads in targeted TV, radio, tabloid, internet and mobile markets.