Written by Chris Borain ( Head of Digital: United Stations)
AUDIO STREAM – the live stream of radio station programming via the station’s website, iono.fm or other streaming platforms
In 2019, The Infinite Dial report measured online digital audio listening and found that 44% of South Africans listened to radio on a non-radio device*.
In other words, 44% of South Africans streamed their favourite radio station at home as opposed to listening on a traditional terrestrial radio. With the high (88%) smart phone penetration in South Africa, it’s no wonder the mobile phone is the device of choice when it comes to audio streaming. The digital audio audience is also diverse, with a 50/50 gender split and 71% under the age of 54.
Significant is that this research was done before the world turned upside down with the Covid19 pandemic.
2020 proved to be a watershed year for audio streaming in South Africa, with no signs that the trend is slowing down in 2021. United Stations saw its available streaming audience grow by 100% to 1million streams per month across its network of radio stations and websites since the start of the pandemic.
In line with the growth seen in local digital audio, United Stations bolstered its offering by concluding an agreement to be the exclusive local commercial partner for Wondery – the world’s largest independent podcast producer. Wondery’s expertise in maximizing ROI and innovation in digital audio along with the breadth of their South African audience, added another dimension to the US network.
In traditional radio, marketers can only roll out blanket campaigns – with limited ability to target specific demographics. With online streaming however, marketers can now measure and target ads in the audio domain. Combined with a DMP (Data Management Platform), proprietary first party data is used to build a targeted digital audio campaign. To be blunt, for the first time a traditional 30 second radio spot can now be used to target the right audience, at the right time, in the right place.
The obvious benefits advertisers get with the inclusion of digital audio ads in their strategies are stunning engagement and listen-through rates.
Because linear digital audio ads are not easily skippable – digital audio is not subject to the “five second skip” phase of digital video ads – the brand enjoys the full attention of the audience. Nielsen Media Lab claims audio ads have a 24% higher recall rate than traditional display ads.
In spite of the pandemic, digital advertising grew by 18% in 2020, as opposed to a 27% reduction in the total advertising market. (IAB-SA Internet Advertising Report 2020)
Now is the ideal time to use your brands digital budget to bolster the performance of your traditional radio campaign with a targeted digital campaign.
The best opportunities in targeted digital audio.
United Stations mix of local podcasts, live audio streams and our catch-up radio offering, are now boosted with podcasts from Wondery, the world’s largest independent podcast producer
Our comprehensive network delivers cost-effective, targeted solutions to increase the ROI of any radio advertising campaign.
United Stations has been appointed with immediate effect, as the exclusive national sales partner for MIX 93.8 FM, Johannesburg’s favourite soundtrack of its most treasured hits, huge tunes and big personalities.
MIX 93.8 FM is all about music, positive momentum and the matchless feeling that hearing a great song gives you. At its core lies an unshakeable sense of community and everything the station does, reflects the lives of its listeners.
The partnership between MIX 93.8 FM and United Stations will leverage this distinctively engaging and highly impactful connection, to become the most effective partner for advertisers looking to engage with upscale consumers in South Africa’s most valuable marketplace.
“The partnership with United Stations is central to our mission to develop a powerful offering for advertisers and to position ourselves as a collaborative solutions provider that always delivers more value than expected” says Station Manager Kudzayi Tiribabi.
“MIX 93.8 FM now has a strong ally in United Stations, who bring the same commitment to excellence, in-depth market understanding, and a vision centered around our valuable audience,” says Managing Director, Abigail Milosevich. “This partnership extends our contact with advertisers and agencies and allows us to deliver relevant, creative and effective solutions for any challenge they might be facing.”
With United Stations involvement, the station will expand opportunities for clients throughout its multi-dimensional ecosystem, on-air, on-line, at events, inside branded content, through activations and via sponsorships.
Managing Director at United Stations, Rivak Bunce adds: ““We are excited and very proud, to be working with the super talented team at MIX 93.8 FM and to have this opportunity to partner with them to grow their influence and maximise their revenues.
MIX 93.8 FM has incredible pulling power, a highly marketable audience and is on the verge of realizing greater growth and innovation and we are delighted to be a part of that journey”.
To find out more about advertising opportunities on MIX 93.8 FM call Jenny Ghoos at United Stations, on 083 303 9591
After many years of being in radio advertising as a salesperson, the question that always comes up in any training session we are part of is, “What do we sell?” OFM sales manager, Anchen Lintvelt, answers this important question.
The answers could include:
- Advertising space on the radio (this is the boring, non-creative thinker’s answer)
- Audience (this is true, but not convincing) or
- Whatever our advertisers are selling (ah, now we’re talking business!)
Let’s chat about the third answer: selling whatever our advertisers are selling.
These are very powerful words. Think about it.
Our business every day is to engage and interact with our audience, our listeners, our current advertisers, and potential advertisers. We get involved in their businesses. We learn about all different types of industries. We advise, we learn, we educate, and we create. We become marketing partners to our clients. We become their marketing managers; their go-to media gurus.
We don’t just sell them advertising space or an audience. We sell their products with them. We become them. We represent their brands, their beliefs, and their dedication. Radio advertising is so much more than just getting a deal signed. It’s a road we choose to take every day. It’s the relationships we build every day.
When planning a radio advertising campaign for a client, we have to become one of their ‘employees’. We have to think like them and know their business and their market to understand what they need, what they want to achieve, and where they want to be. Only then can we create a campaign that will speak to all of this. The campaign will consist of the right message, at the right time, for the right audience. We sell their products with the message we put on radio.
Think of a 30-second radio commercial as a trailer to your movie about your business or product. What images of your business or offering would you like audiences to create in their minds? Will these images be enough to sell your product? Will it build brand love?
Got you thinking, right?
With radio advertising, we make every effort to deliver results. We work passionately on every brand and product of any industry. We get excited about new voiceovers, weird accents, and quirky copywriters. We role-play scripts to our clients. We become characters in a play. And, at the end of the day, we feel content – knowing that every commercial on the radio is there for a reason. It has a purpose. It feeds families and keeps businesses open. It informs audiences and influences their decisions. It creates jobs. It creates an image. It builds a reputation. It builds love for a brand. It changes lives.
Selling whatever our advertisers are selling… how could we ever run out of ideas?
- For more info, please contact us
- Telephone: 010 590 4554
- Email: unitedstations.co.za
Who is OFM?
OFM is central South Africa’s premier commercial radio station offering a mix of music, news and entertainment.
The station serves the affluent SEM 7-10 economically active marketplace with a broadcast footprint across the Free State, Northern Cape, southern Gauteng and North West. The brand is synonymous with the people of Central South Africa, and includes a full spectrum of listeners, from urban working moms and dads to corporate professionals as well as rural communities and agricultural producers.
OFM offers several niche features – including an agricultural programme, agricultural news twice a day, entertainment and sports features.
Our audience is incredibly loyal and supportive. OFM enjoys one of the highest occurrences of time spent listening to the radio in South Africa. OFM is part of the Central Media Group, with its head office is located in Bloemfontein, and with a studio in Welkom.
Published on the Media Online.
Podcasting is the perfect opportunity to share your brand’s story with the world! Watch our Podcasting Masterclass, hosted by the well-known Simon Brown, Managing Director of JustOneLap and Host on the MoneywebNow podcast as well as Chris Borain, Head of Digital at United Stations.
Simon and Chris provided insight on the world of Podcasting and shared key points, including:
- Trends driving the South African podcast market.
- What makes a great branded podcast?
- What makes a great podcast ad?
- Boosting your media strategy with podcasting.
- Measuring podcasting ROI.
- The future of pod (ad) tech.
For more information on podcasting and advertising opportunities, contact your United Stations Account Executive or Chris Borain (Head of Digital) at email@example.com.
Enter the Algoa FM Big Walk for Cancer and join in the pink fun. Walkers will be spotted in their pink wear in their various locations on Saturday, 31st October 2020 as thousands of people walk in celebration of those affected by cancer at the Virtual Algoa FM Big Walk for Cancer. Big Walk merchandise, from T-shirts to socks is still available for those signing up for the event. Walkers will hit the road in their neighbourhoods (with due Covid-19 protocol in place) from eight in the morning. Entertainment is in the form of a virtual concert with the likes of Dr Victor and the Rasta Rebels, Gino Lee and Stuart Reece. Proceedings will go to the Igazi Foundation stem cell unit in Port Elizabeth.
For more information on how to participate, please visit the Algoa FM website, www.algoafm.co.za.
There is a new term on the block for what was previously known as the baby boomers. The YOLD or the “young old” is a market that you should be focusing on! YOLD’s are people currently aged between 65 and 75 and they are challenging the traditional expectations of the retired as people who wear slippers and look after their grandchildren.
The rise of the YOLD will be a boon to themselves, to economies and to societies.
Michael Avery of Classic Business on Classic 1027 chatted with Jeremy Sampson of Brand Finance and Dion Chang of FluxTrends on the new generation that is ‘YOLD’ and what it means for brands/agencies as they disrupt consumer, service and financial markets. Listen to the conversation here.
For advertising opportunities on Classic1027, please contact Teresa Michael at firstname.lastname@example.org.
Thousands of people around South Africa and the rest of the world have marked the end of cancer awareness month by joining the first Virtual Algoa FM Big Walk for Cancer presented by the Eastern Cape Department of Health.
“Cancer knows no boundaries, and by going virtual we were able to spread awareness of the disease and to show support for those affected by cancer way beyond Nelson Mandela Bay, which has been the home of the event for the past 21 years,” says Algoa FM marketing manager Lesley Geyer.
People signed up for the event from as far afield as Australia, England, Scotland and Dubai.
Around South Africa, there were walkers in pink in the main centres of Cape Town, Durban, East London, Johannesburg and around 50 other towns and cities in South Africa.
The biggest support came from Nelson Mandela Bay, with walkers from 80 suburbs turning the metro pink.
“We exceeded the benchmark of attracting 40 per cent or more of the people who took part in the last physical event before Covid-19,” says Geyer.
“More than 5 500 people entered online for the virtual event and judging by the images that were shared there were thousands more who walked in celebration of those affected by cancer,” she adds.
“Most of those who joined the virtual walk from abroad have links with the Eastern Cape, which they maintain by tuning in to Algoa FM through audio streaming, engaging with us in social media pages and visiting the website,” says Algoa FM managing director Alfie Jay.
“The success of our first Virtual Algoa FM Big Walk for Cancer puts us in a stronger position to connect with our audience and help our clients stage a myriad of virtual events. Lessons have been learned and we will continue raising the bar,” he adds.
Schools supported the Big Walk by encouraging their pupils and parents to enter.
“It is so important for us all to raise awareness about cancer, as it certainly has or sadly will impact our lives in some shape or form if not already,” says Alex Hall, headmaster of St George’s Preparatory School.
The school arranged walks in the week leading up to Saturday, October 31.
“To raise awareness and some money in a bright and positive manner is such a privilege and a wonderful event that we are very proud to support. Thank you MTN and Algoa FM for allowing us to be part of this special day, he adds”.
“This is the biggest walking/running event in the Eastern Cape,” says Rudi van Tonder, Chairman of the Elite Athletics Club, which has handled the logistics for the walk since inception.
“We are humbled to be part of an event that is bigger than any of us. When visiting the cancer ward at the Provincial Hospital, we saw the difference we are making by supporting Igazi Foundation, which is the 2020 beneficiary,” he says.
“The Igazi Foundation is humbled to have been chosen to be the benefactor of the first Virtual Algoa FM Virtual Big Walk for Cancer. To have the support of Algoa FM and the public, walking on behalf of cancer patients is a show of love and support desperately needed in these times of social distancing,” says Cole Cameron, Chief Executive Officer of the Igazi Foundation.
Corporates in the Eastern Cape added their support.
“Isuzu Motors South Africa is very proud to once again serve as the vehicle partner for Algoa FM’s Big Walk for Cancer,” says Denise van Huyssteen, corporate affairs executive at ISUZU Motors SA.
“This initiative is particularly important during these unprecedented times of Covid-19 which has literally dominated all spheres of life.
“We should not forget about the many lives which cancer continues to impact upon and the ongoing need to raise awareness around the prevention and detection of cancer,” she adds.
“It is also heartening to see that all the major corporate and provincial partners put their trust and support behind the virtual event, as did the Nelson Mandela Bay Municipality,” says Jay.
The Virtual Algoa FM Big Walk for Cancer was followed by a virtual show featuring South African musicians Gino Lee, Stuart Reece and Dr Victor & the Rasta Rebels.
“As a South African musician, I am very honoured and grateful to be a part of the Virtual Algoa FM Big Walk for Cancer and to help raise awareness for cancer,” says Dr Victor.
“I’m proud to be able to say that of the songs I streamed from my home studio on 31 October, two climbed to the Number One Spot on The Algoa FM top 30,” says Reece.
Local and national artists will entertain participants of the Virtual Algoa FM Big Walk for Cancer presented by the Eastern Cape Department of Health in an online concert concert.
Artists on the virtual stage include Idols SA Top 10 finalist Micayla Oelofse, Gino Lee, Stuart Reece … and Dr Victor & the Rasta Rebels.
“As a South African musician, I am very honoured and grateful to be a part of the Virtual Algoa FM Big Walk for Cancer … and to help raise awareness for cancer. I’ll be streaming from my home on the 31st of October together with the Rasta Rebels and we’ll do a few of the songs that were very popular on The Algoa FM Charts,” says Dr Victor, who went on to say that there is a long-standing relationship between his band and the station.
“Over the years, for a lot of their party functions, we were their go-to band. They’ve played my music since way back in the early 90’s when we just formed Dr. Victor & The Rasta Rebels. I remember years back we were the opening act for Paul Simon at St. Georges Park and Algoa FM was already punting our music back then. It’s been more than 20 years since the early days and they’ve continued to support my music career to this day,” he adds.
Excited Stuart Reece adds “I am grateful to be a part of the event this year and I’m proud to be able to say that of the songs I will be streaming from my home studio on 31 October, two climbed to the Number One Spot on The Algoa FM top 30 over the years”.
“Algoa FM has supported my music career since day one when I knocked on their door with my first CD in my hands asking if they’d consider playing just one of my songs. This literally happened. I didn’t know about protocol and procedure for radio submissions back then but they gave me a chance anyway. It’s been 10 years since then and they have continued to support my music career to this day,” he says.
The multi-talented Gino Lee says, “I’m so grateful and honoured to be performing live at this year’s amazing and inspiring Virtual Algoa FM Big Walk for Cancer. I will be doing an exclusive performance of my songs ‘Only Get Better’ and ‘Days Like This’, which speak to what a tough and eventful year 2020 has been.
“Thank you Algoa FM for bringing awareness to this disease which affects so many of us, and for inspiring us to live healthier and stronger … and for giving back to a cause that will help and heal so many” he says.
Idols SA Top 10 finalist Micayla Oefofse adds “It’s a privilege to be part of the Virtual Algoa FM Big Walk for Cancer which is just such an exciting initiative this year. The platform allows me to share the stage with other artist who support the fight against cancer.”
“Our exciting line up of performers are set and we are ready to entertain our participants at this year’s Virtual Algoa FM for Cancer. Things will be a bit different, but all participants in the Big Walk will be able to enjoy a great show wherever they are in the world,” says Algoa FM Marketing Manager Lesley Geyer.
She added that “the online show is free to everyone who has entered the Algoa FM Big Walk for Cancer.”
For more information on how to participate, please visit the Algoa FM website, www.algoafm.co.za.
Athletics clubs in the Eastern Cape are in a race to see which one can sign up the most entries for the Virtual Algoa FM Big Walk for Cancer brought to you by the Eastern Cape Department of Health.
The club with the most entries will be able to nominate a sports-related cause or individual who will receive support through proceeds raised by the Big Walk, that will take to the streets this Saturday, October 31.
Funding is being raised for sport promotion through a partnership with the Eastern Cape Department of Sport, Recreation and Arts and Culture, which is supporting the Algoa FM Big Walk for Cancer for the second consecutive year.
The department’s main aim will be to encourage participants in and around the Eastern Cape to exercise daily and to maintain a healthy life style.
“The Eastern Cape, like the rest of South Africa, is facing a lot of health-related challenges such as cardiac diseases; diabetes; cancer and respiratory ailments … the result of an increasingly sedentary lifestyle that leads to obesity,” says Fezeka Nkomonye, the MEC for the Department of Sport, Recreation, Arts and Culture.
The annual Algoa FM Big Walk for Cancer is one of the highlights of the department’s #IChooseToBeActive campaign to encourage the people of the Eastern Cape to live a more active lifestyle, she adds.
“The Big Walk helps raise the awareness of the importance of having a regular workout routine. This helps individuals, both young and old, keep to keep fit physically and mentally,” says Algoa FM Marketing Manager Lesley Geyer
“It is important for participants of the Algoa FM Big Walk for Cancer to see this walk as a stepping stone to doing more than just one 5km walk each year. They can make it a daily or weekly occasion … and they are welcome to wear their pink T-shirts every time they are out walking,” she says.
The delivery of T-shirts via courier is ongoing until Friday.
For more information on how to participate, please visit the Algoa FM website, www.algoafm.co.za.
The Igazi Foundation will be this year’s Algoa FM Big Walk for Cancer beneficiary.
Funds raised will be used to purchase a fogger, industrial washing machine and scales which will be used in the stem cell unit in Port Elizabeth.
Covid-10 has made the need for the equipment to ensure that patients undergoing treatment are kept in a sterile environment more pressing, according to Cole Cameron, CEO of the Igazi Foundation.
“We are happy to be part of this of this years Virtual Big Walk for Cancer. As the only services and education NGO for haematology in the country, this is a platform for us not only to raise cancer awareness but also the awareness of blood cancer,” he says
“Our team and a number of survivors will be walking this October with the hopes of raising funds for our foundation,” he adds.
The virtual Algoa FM Big Walk for Cancer in partnership with the Eastern Cape Department of Health will be taking place on Saturday, 31st of October 2020. Participants are encouraged to walk around their neighbourhood in support of those who have been affected as well as infected by cancer.
For more information please visit the Algoa FM website, www.algoafm.co.za.