PRIMEDIA@HOME to concentrate on core business

According to PRIMEDIA@HOME CEO Melvin Chagonda, unprecedented growth in South Africa's out of home advertising industry over the last 15 years resulted in Primedia's consolidation of its OOH business units to meet current market needs.

Effective from 1 May 2009, Primedia Out of Home offers advertisers cross-platform designed, OOH media solutions over six separate business units, to drill-down penetration and deliver maximum reach. Primedia Out Home, previously consisting of Primedia Outdoor, Primedia Instore and Primedia Face2Face, now also incorporates ComutaNet, Campus Media and Primedia Africa, formerly Primedia Outdoor's International Division.

To streamline operations, the move also saw Primedia Activation and Store Carnival, previously under PRIMEDIA@HOME, fall under the banner of Primedia Face2Face. Most of the employees involved in these divisions also went over to Primedia Face2Face.

“Enjoyed tremendous success”

"We have enjoyed tremendous success in this specialised arena because our extensive databases enable distribution solutions that reach pinpointed markets. This enables the company to add value to our clients' operations by minimising waste and reducing costs,” stated Chagonda.

"We use MarketScan, to measure and compare against various benchmarks including AMPS, Clusters, Census Data and Media Analysis. This enables us to establish various levels of data across the country, driving deeply in specific suburbs.”

Increasingly, advertisers are seeking better marketing spend returns, especially within the current economic climate. "Direct-to-home advertising solutions frequently prove the most viable as they focus on cost-effective service levels and proven audience-targeting abilities," concluded Chagonda.

Updated 12.55pm, Friday 14 August 2009