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Category "News"

Brand development in the digital space

News

Brands and branding are vitally important factors in the social and business spheres. A brand reflects the business outlook, stature and credibility and how it’s generally perceived by consumers and the market in general.

In order to remain relevant, maintain and increase consumer loyalty and trust, every business must invest every available resource in developing and sustaining valuable brand assets such as products, services, images, company ethos, etc. All this is what constitutes brand development.

Brand development refers to the tangible application and utilisation of tools and interventions in order to promote and enhance the unique traits of a particular brand. This involves finding suitable tools, researching and knowing what consumers want, evaluating the strength and weaknesses of the brand and checking how competitors have positioned themselves. There is also formulating the message and strategy and very importantly, finding the right platforms and avenues on which you can positively expose your brand, and exponentially increase your brand’s equity in consumer minds and the market in general.

Ultimately, brand development strategy is not just about reputation and visibility but must be strategically aligned to set business objectives.

What types of branding strategies should a business consider?

Company name branding – This refers to a brand development strategy which is anchored around an established and recognised company name.

Attitude branding – Attitude in brand development is about the general feeling and emotional connection that consumers have with a brand. Brands can rely on feelings and attitudes like street cool, conservatism, sports, etc.

Brand extension branding – Depending on the success of a particular brand development strategy, it’s common practice to apply the same brand development strategy on to a business or product which is generally known as a brand extension strategy.

Individual branding

For businesses with multi-products lines, you can opt to give each product its own brand name, colours, packaging, etc. This however needs to feed into the broader company business objectives.

Key elements of brand development

Brand feel and look – The look and feel of your brand can make or break a brand. Brand feel and look is about brand personality and making a strong first impression which sets the foundation for the brand. Brand feel and look can be enhanced in digital platforms through brochures, sell sheets, mailers, business cards, signs and displays, logos, websites, cleverly designed social media posts, apps and content.

Target audience – What is a brand without an audience? The audience is the demographic which is likely to engage or buy your products or services. The goal is therefore to identify the audience, attract them and sustainably retain their loyalty towards your brand.

Content – Content is king. Content not only enlightens the audiences but it amplifies the different aspects of the brand through digital platforms and marketing collateral. A business must therefore curate content which is relevant, compelling, engaging and suitable for social media and other relevant platforms.

Targeted advertising – Once the audience is established and content in place, you need to communicate your message with precision. Targeted advertising and marketing incorporate information-gathering tools and mechanisms which define brand messaging in order to connect with the right audience better. This must be accompanied by selecting the right platforms which are visited by your targeted audiences.

What is Hives value proposition in the brand development process?

Hive Digital Media is now a sought-after digital media solutions provider for small, medium and large-scale businesses seeking to initiate or establish brand development initiatives in the digital space. Hive’s value proposition is anchored around key brand development cornerstones which are:

Know your audience

Hive has invested in Carbon DMP which is a publisher-oriented DMP (Data Management Platform). Carbon’s role is to provide Hive Digital Media with credible, in-depth and high-quality 1st and 3rd party data. Hive relies on this DMP to collect data & deliver relevant, targeted campaigns for brand-specific audiences that can be charged to clients at a higher premium. DMP offers a unique centralised overview of audience engagement.

Precise targeting is driven through audience interest or location data to deliver primed mobile brand messages. The audience is also directed to written article content via social media, newsletters and display advertising.  This is achieved by offering social media boosted posts as part of an overall content campaign. This translates into content on a Hyperlocal website reaching the right audiences on 3rd party platforms like Facebook, Twitter, etc. The benefit of this is that a brand is able to drive higher traffic and interested audiences.

Create your resources

Hive curates and publishes high-quality content on 59 hyperlocal community newspapers + social network pages in diverse communities dotted around the country.

By combining creativity with reliable, research-driven insights into consumer behaviour, Hive creates textual, visual and video content that captivates readers and keeps them on digital pages, engaging with your brand.70% of LNN audiences engage with content on this network through mobile. Precise targeting can be driven through audience interest or location data to deliver primed mobile brand messages where it matters.

Brands are also granted the opportunity to have their own content hubs developed for them with content provided by Hive. Content hubs showcase the breadth, scope and capability of what a brand has to offer in a centralised destination.  Hive also offers brands a dedicated catalogue advertising platform called Guzzle. Guzzle has healthy audience numbers with over 700 000 users a month planning their shopping using this platform, browsing over 11.4 million catalogue pages.

Manage your brand growth

Hive’s value proposition in the brand development process doesn’t just end with providing you with tools and resources. Hive is interested in assisting you by managing your brand growth. This is done through monitoring brand campaign initiatives and providing in-depth reports which highlight diverse brand development insights. These insights touch on audience interests, demographics engaging with the brand and possibly how the brand is being perceived in the business market.

From the above, it’s clear to see that brand development in the digital space is a process which requires planning and relevant skills in order to be successful.

For brand development products and expertise, Hive can be contacted on info@hivedigital.media .


DATE: Oct 15, 2021
AUTHOR: Patrick Mumbi

Web interstitials in digital advertising

News

Web interstitials are a big part of digital advertising media space because digital advertising is dynamic. This dynamism is driven by constant innovation aimed at improving functionality and user experience, achieve higher engagement and increase revenue on web pages, apps, blogs and social media platforms.

What are web interstitials?

For those familiar with gaming apps, it’s a common experience to notice interstitial ads before or after a new level. Google Ad Manager has brought this exciting ad unit to Desktop and Mobile web in the form of web interstitials.

This ad unit displays to the user between page views as they navigate from one page to the next on the same website.

These ads will not pop up while a user is in the middle of reading an article on the same domain.

The difference between web interstitials and standard display banners is display banners do not cover anything but, rather display pages on specific positions.

The implication is that users are more likely to engage with interstitials than standard display banners. When designing and implementing interstitials, Ad units are supposed to provide a clear exit / close option. Interstitials should also by design either be automatically hidden after a certain time interval or the user has to close it manually through the provided exit/close option.

What are the benefits of web interstitials?

Viewability

These ads have a high impact and viewability, putting your brand right in front of the user. Because these ad types are so prominent, higher click-through rates are also predicted.

What about accidental clicks? Because these ad types have a very clear close / exit option, the design of this ad unit aims to avoid confusion.

User Friendly

Apart from having a clear close / exit option and not interfering with the user’s reading experience, interstitials fall in line with Google Search Standards when it comes to intrusiveness, and respects Better Ads Standards.

Better Ads Standards classify Web Interstitials as a “prestitial ad without countdown”.

A fixed frequency cap is also in place – only one Interstitial can be shown to a user per hour. From here, other frequency caps can also be put in place depending on your campaign needs.

What are the recommended creative sizes?

  • 300×250
  • 336×280
  • 320×480

Booking Options

Hive Digital Media is hoping to harness the power and potential of web interstitials.

“Offering a high viewability, web interstitials allow you the opportunity to capture a user’s attention. Because of its functionality – displaying between pages, covering the entire screen – you don’t have to share on-page real estate with other advertisers. I believe with this format, along with strong creative, we could create some magic.”

“What I really like about this ad unit is its built-in user friendliness, ensuring that users do not get interrupted in the middle of reading an article, or accidentally click on something while trying to close the interstitial,” says Annabel le Roux, Publisher Programmatic Advertising and Search Engine Optimization  Specialist at Hive Digital Media.

For more on this new product, you can contact the Hive team at info@hivedigital.media.


DATE: Oct 6, 2021
AUTHOR: Patrick Mumbi

Hive Digital Media launches Infinity

News

Hive Digital Media has launched Infinity, which is a new approach to digital content and video advertising. This product is in line with Hive’s efforts to enhance and diversify its product offerings. This is also designed to respond to changing digital market dynamics and business needs.

Infinity is a new immersive, dynamic & adaptive content channel within an ad unit. It is designed to find new audience groups and adapt the content in the unit according to targeted audiences.

This product offering places emphasis on time in-brand at the top of the funnel by encouraging interaction and dwell time in the unit. This is done by utilising new technology to find online behaviours that gives Hive more granular user insights which translates into a better understanding of what content resonates with brands’ audiences.

Infinity has been developed to provide sufficient functionality and adaptability to different types of content such as:

  • Branded content – Content theme which is used to highlight your product or brand to serve as an awareness tool.
  • Editorial content – This is curated content meant to create lifestyle-centric pieces that speak to your audience’s interests.
  • Partner content – This speaks to business partners leveraging existing partnerships or sister brands to showcase additional offers or promotions.

Infinity’s reporting and efficiencies will help to understand the perception and performance of a brand’s marketing efforts. It’s an ad unit which serves an organic goal, keeping brands at the top of consumers’ minds. By finding users and increasing awareness and share of mind, brands will see an uplift all the way through the marketing funnel.

Brands will be able to track familiar performance metrics of the campaign, however, the audience and content performance insights are bespoke to Infinity,making it a unique way to understand a brand. Brands stay in control of their content and brand safety, whilst having access to all associated performance and insights metrics.

Infinity offers brands the opportunity to predict audiences’ choices based on their behaviour before presenting them with brand content in a purposeful way. By encouraging consumer interaction and attention, it is more efficient in how brands could and should use their content. 

This will also ensure content efficiency, as brands can create content with real purpose, informed by real data while also repurposing existing brand content. This is already distributed on platforms like television and social media, but can all be redistributed in one single ad unit, Infinity.

For more on this new product, you can contact the Hive team at info@hivedigital.media.


DATE: Oct 1, 2021
AUTHOR: Patrick Mumbi

Core Web Vitals and why you should pay attention

News

The digital space is anchored around two interdependent vital components which are digital platforms and audiences. For websites, it’s about drawing users to your site and maintaining them as regular users. This also extends to generating referral traffic to a particular site.

Maintaining site visitors and increasing audience numbers relies on facilitating excellent user experience.

What is Google Core Web Vitals?

Core Web Vitals are a set of metrics that can help you understand how a user experiences pages on your site.

Google in 2020 announced the concept of Core Web Vitals, which forms part of the larger Page Experience update and the reports are available under Google Search Console (GSC). The rollout of page experience updates was completed at the end of August 2021.

Core Web Vitals consists of three main metrics which are:
  1. Largest Contentful Paint (LCP)
  2. Cumulative Layout Shift (CLS)
  3. First Input Delay (FID)

Largest Contentful Paint (LCP)

LCP looks at how long it takes for different content blocks to load in the user’s viewport (or screen).

The crucial point here, is the load time for content above the fold, with below the fold not being taken into consideration.

Score measurement:

  • Good: Lower or equal to 2.5 seconds
  • Needs Improvement: Lower or equal to 4 seconds
  • Poor: More than 4 seconds

Largest Contentful Paint (LCP) can be improved by looking at elements that could increase load times – this could include text, CCS files, images, backgrounds, and videos.

Cumulative Layout Shift (CLS)

Content that shifts or jumps is frustrating to all users. We’ve all clicked on a button, only for that button to move at the last second, resulting in us clicking on something we didn’t intend to. CLS is used to measure how much of a page’s layout (content) shifts around as users interact with it.

Score measurement:

  • Good: Lower or equal to 0.1
  • Needs Improvement: Lower or equal to 0.25
  • Poor: Higher than 0.25

CLS score is calculated by multiplying the impact fraction by the distance fraction. Impact fraction measures how unstable (or moving on-page elements like text) impacts the viewport (or screen).  The distance fraction measures the distance these on-page elements have moved.

The aim is to reduce any layout shift. Elements like images, navigation menus or ad units loading in that space which can cause content to shift up or down.

Minimising shifts helps contribute to a more positive page experience and reduce accidental clicks by users.

First Input Delay (FID)

As a user, one of the many frustrating things on a page is clicking or tapping a button or link, and not being sure whether it worked. Admittedly, this results in users tapping until it looks like something is happening.

This is FID – the time from when a user clicks on something, until the site / browser responds to it.

Score measurement:

  • Good: Lower or equal to 100 milliseconds
  • Needs Improvement: Lower or equal to 300 milliseconds
  • Poor: More than 300 milliseconds

User interaction is what all site owners strive for. Site owners should make interacting with our site easy and enjoyable.

Other Page Experience metrics to pay attention to

When it comes to page experience, there are other factors and metrics that affect search signals. 

  • Security: The first big one that has been around for a while is security and serving secure pages. Your pages do need to be served over HTTPS to be considered for a good page experience status.
  • Mobile Friendliness: This refers to any issues your pages might have when being viewed on mobile devices. This can range from text being too small to read, to clickable elements being too close to each other.
  • Time to Interactive (TTI): This is the time it takes for content on your page to become fully interactive. A fast (or green) score is between 0 and 3.8 seconds. Moderate (or orange) is between 3.9 seconds and 7.3 seconds. Slow (or red) is anything over 7.3 seconds.
  • Total Blocking Time (TBT): This is the total time between First Contentful Paint (FCP) and the Time to Interactive (TTI). A fast (or green) score is between 0 and 200 milliseconds. Moderate (or orange) is between 200 and 600 milliseconds. Slow (or red) is anything over 600 milliseconds.
  • Speed Index: This is the time it takes for content to be visible / displayed on your page. A fast (or green) score is between 0 and 3.4 seconds. Moderate (or orange) is between 3.4 seconds and 5.8 seconds. Slow (or red) is anything over 5.8 seconds.

Hive Digital Media incorporates Core Web Vitals in its approach to technical SEO audits.

“Core Web Vitals have become a part of not only how our team tries to understand a user’s on-site experience, but also helps us to prioritise pages and elements that require work. Any technical SEO audit starts with data and tools, and with the addition of Core Web Vitals and the data which  is provided, rooting out potential issues and working towards a solution is that tiny bit easier,” says Annabel le Roux, Publisher Programmatic Advertising and Search Engine Optimization  Specialist at Hive Digital Media.

Here are some free Google tools to assist you in highlighting and achieving Core Web Vitals

  1. Google Search Console
    1. If you haven’t set up Search Console for your site yet, I would highly recommend that you do so. You can get started with Google Search Console here.
  2. Page Speed Insight
    1. This tool allows you to run tests on your site. Google will analyse your page, score it, and give suggestions for improvements.
    2. Get started with PageSpeed Insights here.

The digital space has continued to evolve with different innovative developments impacting web functionality, traffic and user experience. Web developers and site owners should pay particular attention to the highlighted Core Web Vitals in order to stay ahead of others through improved user experience.



DATE: Sep 29, 2021
AUTHOR: Patrick Mumbi

Brand safety in the digital space

News

The business market is a fiercely competitive space with different brands competing to capture audience and consumer attention. The task is to convert this attention into sales and profit margins. Sometimes it’s just for purposes of creating awareness and changing the narrative.

It is common knowledge that consumers respond to a brand or product based on need, experience, product functionality, cost, word of mouth and very importantly reputation.

It is therefore not surprising that brands are constantly on the lookout for brand safety in reputable online news publications like LNN. Hive Digital Media relies partly on (Local News Network (LNN) as a guaranteed brand safe publishing space for brands.

LNN reaches communities across the country through its 59 print and digital local newspapers spread across the country. LNN serves a diverse audience catering for different demographics who have come to trust LNN as a trustworthy and credible publishing platform. LNN is therefore a brand safe environment where brands meet audiences and consumers who trust what they read and see on it.

The importance of brand safety in modern marketing and advertising is highlighted by Hive Digital Media Premium Commercial Channel Manager Stephnie Atkinson.

“When it comes to brand safety in content or display advertising, the trust in the brand from the audience comes more from the fact that the brand is advertising in a trusted and ethical environment rather than the ‘contextual relevance’ in let’s say a news publication. Advertising next to hard news content in a trusted environment gives brands added credibility,” explained Steph.

The key factor in this regard is to leverage on established trust, transparency and loyalty. These factors cause certain demographics to patronise a particular advertising or marketing platform or to warm up to a brand based on who is associated with it.

Brand perception is therefore intricately linked to brand safety. This is because brand safety is ultimately what safeguards brand perception and sustainability. A recent research study conducted by news publisher Reach questioned people to disclose where they are likely to see bad things from a brand safety point of view. The research results showed that:

  • 73% said they expect to see unreliable content on social media, 43% on user-generated content video sites and 19% on news sites.
  • 52% said they expect to see violent content on social media, 44% on user-generated content video sites and 9% on news sites.
  • 59% said they expect to see shocking content on social media, 47% on user-generated content video sites and just 14% on news sites.

The stats above highlight the fact that audiences and brands alike are more concerned about the general content and reputation of a publishing platform than they are about what’s published or broadcast next to their brand.

Brand safety and how it impacts the above highlighted scenario

Brand safety is established on the fundamental advertising principle which demands that brand adverts or product content must not appear on platforms and spaces like websites, apps, videos and articles which are detrimental and harmful to the brand. Brands have a responsibility to take a robust and progressive moral and ethical stance which safeguards the brand but also the environments in which they operate.

When brands get associated with publishing platforms which promote what is morally and ethically misaligned to the brand ethos and values of the market in which they operate, the result is a fragmented customer loyalty and market base which becomes destructive to the brand affinity.

What are the most common brand safety threats?

Malgorithms – This simply refers to adverts where the context between a web page and display ad is misaligned. In layman’s language this is juxtaposition of brand ads with the wrong content on a broadcasting or publishing platform.

Fake news – Fake news has caught the attention of diverse audiences and remains one of the fastest ways to lose credibility and consequently harm any brand associated with it. A platform which misrepresents, misstates or conceals information becomes a danger to any brand whose revenue depends on the quality of ad placements.

Extremists’ sites – The world is not short of extremists’ groups who own publishing platforms and sometimes choose to strategically place their content on relevant platforms. A brand must never be associated with hateful, resentful, divisive and unlawful viewpoints.

Bot traffic – Bot traffic is about fraudulent clicks which mislead audiences and can cause tremendous damage to a brand. Bot traffic doesn’t just harm your brand in the short, medium and long term but also adversely affects your ROI and conversion metrics.

How can you ensure brand safety is achieved?

1.You need to find a reputable programmatic provider or agency. Hive Digital Media offers automated buying and selling of advertising which is streamlined and consolidates your digital advertising efforts in one technology platform.

2.Third party content verification is key in achieving brand safety. A publishing platform has a responsibility to check that content received does not in any way harm the interests of other brands. Hive has managed to put in place a dedicated team which writes content but also scrutinises any third-party content to ensure it’s suitable for various publishing platforms.

3.Striving for authentic audiences is an imperative brand safety measure. Hive Digital Media has access to a large network which allows this reputable digital agency to collect diverse audiences based on the publishers within the network (From Local News and Computing, to Parenting and Travel).

When an audience is created, Hive can instantly activate it and start using it. Hive can also build custom audiences based on Brands which refers to awareness, engagement, advocacy and Intent which refers to consideration, evaluation, purchase stage, etc. Using the DMP, Hive is able to collect & deliver relevant, targeted audiences across the Caxton Network of Premium News & Lifestyle focused websites. These audiences are customised to meet the specific needs of our clients with the unique campaign message in mind.

4.You must avoid blacklisted publishers. Hive Digital Media is a trusted service provider which safeguards brands because the agency adheres to Interactive Advertising Bureau (IAB) & Press Council standards which demand that the business is truthful, accurate and fair, with no intentional or negligent distortion, exaggeration, misrepresentations or material omissions.

5.You must consider using insights to monitor campaigns in real-time. Hive has developed this capability by using its Data Management Platform (DMP). The DMP platform helps in understanding audiences & their interests. The DMP provides insight into users & information on what tickles their interests. This means the right ad is shown to the right user.

From the points listed above, it’s clear to see that brand safety is a key cornerstone in brand development and sustainably protecting the interests of any business enterprise.

For more on placing your brand in a brand safe environment, Hive team can be contacted at info@hivedigital.media.


DATE: Sep 22, 2021
AUTHOR: Patrick Mumbi

The attention economy in audiences while engaged with community news

News

The media space is closely intertwined with the concept of the attention economy. This is based on the fundamental principle which is the fact that media platforms exist to serve the audience. The attention economy therefore refers to the engagement of humanity with diverse elements which includes information within a particular environment with complete mental focus.

The attention economy is therefore developed around a common understanding that the media has a task of ensuring that they capture the human attention span. For businesses and brands, it’s about aggressively capturing the attention of the right audience in the form of consumers. There is a difference between a ready to buy, sceptical and oversaturated consumer. Grabbing this attention therefore entails carefully curating the right message and content, placing it on the right platform and at the right time in order to meet the minds of consumers not just for a moment but to stick in their psyche for a sustainable period of time.

When does attention economy happen?

  • Attention economy often occurs when a consumer sees a product ad or piece of information while waiting for something to happen. This can be an ad while waiting for a sports game.
  • Attention economy can also happen when a consumer is actively searching for relevant information and products for a particular need.
  • Attention economy also frequently happens when a consumer encounters information or product/business ad just after finishing an intellectually engaging activity which could be a work meeting or even an academic class.

Capturing the above indicated points of the attention economy demands that the media and in particular community news should conceptualise product ads, articles and visual content in a manner that promotes talkability. There is a huge difference between a consumer seeing something and a consumer who sees something and chooses to share and spread the word. Talkability provokes a consumer chain reaction which results in a huge audience attention towards a product, business brand or any other development for that matter through discussing and sharing news, discussing product ads and marketing campaigns and other information.

How community news media is meeting the challenge of attention economy in audiences

Local content with broader impact – Community news entities often operate on the premise of serving the immediate community. However, there are local issues which have a broader effect and resonates with audiences beyond a unique community. These issues include climate change, crime, poverty, clean water, etc. Community news entities are therefore meeting this challenge by coming up with local content which resonates with a broader audience.

Cross-platform convergence – Consumers are constantly searching for new platforms and channels where they can engage and source new information. Community news entities have therefore adopted a multi-platform approach which involves producing and publishing content across multiple platforms.

Social news – Social media is a big deal and is at the heart of information and advertising. It initiates and accelerates the speed of the news cycle and information consumption by consumers. Community news entities have therefore tapped into the power of social media to compete in the attention economy.

Short and impactful – How you structure your content determines how much attention you capture. Shorter articles and eye-grabbing multimedia have proven to be more impactful with a strong ability to capture the attention of the audience within 6-14 seconds. An increasing number of community news organisations have come to this realisation and have made serious content production adjustments.

Maintain habitual consumers of information -It is fact that tradition runs very deep in the consumer markets. There are still consumers who maintain information consumption traditions such as reading the morning paper, looking out for articles on particular days and looking for connections for more information. Community news providers have a duty to capture this audience by sticking to publishing content as scheduled, delivering newspapers on set dates and displaying ads and information on times which suit these traditionalists.

Hive Digital Media in the audience economy

Hive Digital Media has responded to the changing market dynamics and the power of the attention economy by offering services such as technical support, content creation, marketing services, SEO and conversion optimisation, etc.

Through its internal marketing and content team, Hive produces and delivers high quality content which is broadcast across the 59 hyperlocal community newspapers + social network pages in communities around the country.    Hive Digital Media has tapped into the strength and deep-rooted reach of Caxton’s Local News Network (LNN) by creating content which is distributed across a brand safe environment to interest categories within the Caxton network of brands. The audience is also directed to the article via social media, newsletters and display advertising.  This is done by offering social media boosted posts as part of an overall content campaign to ensure that content on a Hyperlocal website reaches the right audiences on 3rd party platforms like Facebook in order to drive higher traffic and interested audiences.

Hive has also recently invested in a publisher-oriented DMP (data management platform) called CARBON DMP. Using the DMP, Hive is able to collect & deliver relevant, targeted campaigns that can be charged to clients at a higher premium. Using this DMP, Hive is able to create brand specific audiences which can be retargeted based on brand and business needs. The DMP offers a centralized overview of your readers and enables you to identify your most engaged audiences.  Precise targeting can be driven through audience interest or location data to deliver primed mobile brand messages. Carbon provides Hive with high quality 1st and 3rd party data that opens up opportunities for new clients and helps Hive to understand readers in new ways.

How this works is that:

  1. A reader visits an LNN site and is captured in the DMP for targeting later on.

2. Once Hive knows more about the readers and their interests, targeted campaigns aimed at reaching them are considered.

3. Hive pushes the new DMP audience to the Ad Server (GAM).

4. Hive sets up a new campaign to target the specified audience.

5. The relevant reader visits an LNN site, and will see the relevant targeted ad.

From the above, it’s clear to see that the attention economy will continue to drive how media disseminates information and how brands engage with the markets. Hive Digital Media has positioned itself to be the trusted media entity with community news which captures the attention of audiences.

Hive team can be contacted at info@hivedigital.media.


DATE: Sep 3, 2021
AUTHOR: Patrick Mumbi

Hive Digital Media introduces Cape Town Etc, Getaway & OFM into the programmatic network

News,

Programmatic network.

Hive Digital Media is a business entity which is established on a strong foundation of establishing and leveraging sustainable business partnerships.  These partnerships are focused on using our expertise to explore and implement opportunities. Hive does this through strategy, production, campaign management, reporting, content creation and design). These partnerships are developed in line with Hive’s mantras which are versatility and adaptability.

 Reinforcing the above, adaptability is a core part of Hive’s strategy. We are therefore extremely excited to announce the expansion of our programmatic network, with the introduction of Cape Towne etc, Getaway & OFM.  

Cape Town Etc is a reputable platform which has earned a reputation for being a reliable source of information. The site covers relevant content such as food, culture, arts, entertainment, fashion, property and current events.

Getaway is an established platform for all things adventure, holiday packages, nature and conservation, travel destinations and general travel related news.

OFM is a regional radio station based in Bloemfontein which has a steady audience which regularly and keenly tunes in for the latest news and the best music tunes in central South Africa.

With the aid of the Data Revenue Management Platform (RMP), these sites will grow (enhance) already available travel, lifestyle and music audiences, as well as many others. The RMP (Revenue Management Platform) is equipped and designed to collect & deliver relevant, targeted audiences across the Caxton Network of Premium News & Lifestyle focused websites. These sites will also assist to in diversify diversifying the range of inventory Hive Digital now has, to fit the needs of business brands.

Hive’s programmatic network is delivered through Ignition which is Hive Digital Media’s programmatic one stop solution. For programmatic network products, you can contact the Hive team at info@hivedigital.media to find out more.


DATE: Aug 25, 2021
AUTHOR: Patrick Mumbi

Social programmatic display ads in the digital space

News

South Africa’s media space is broad with various entities and service providers competing to capture the attention of a diverse audience. The audience dynamics are generally shaped by age, lifestyle, income brackets, needs, profession, level of education and arising social and economic conditions within the environment.

This places a huge responsibility on media entities not only to provide a broad array of products and services but to also ensure that unique needs are met with tailormade products and services which are cost effective, relevant and current as well as being user friendly. One media entity doing exactly this is Hive Digital Media. One product offering from Hive which has grabbed the attention of the market and continues to make tremendous impact in different segments and niches is programmatic advertising.

What is programmatic advertising?

In layman’s language, this product offering involves the automated buying and selling of online advertising. This product offering relies on in-depth data analytics which are used to segment market audiences which in turn facilitates targeted advertising. The benefit for clients is that these tailor-made targeted ads reach the right audience at the right time. Not only are these ads designed to appeal to this segmented audience but it’s cheaper and provide provides great returns on advertising investment. In short, it’s targeted ads rather than spray wide and wait to see what happens, which is a common practice in many media advertising entities. Programmatic advertising automates the entire ad buying process and secures ad space based on the specifications set out by the advertiser.

What’s the relationship between programmatic advertising and social programmatic display?

Social programmatic content is a component within the programmatic advertising space. Social programmatic simply relies on the strength of social media to recreate social media posts which are displayed in normal banner slots. The common characteristic and goals for both are to create awareness, prospect and directly respond to a need or development.

Social programmatic as a standalone product

Social programmatic ads look & feel like content and are anchored around elements of maximum imagery & minimal text which is a key driver on social media. This creates a positive user experience where consumers can opt to engage with the brand through likes, comments, and sharing the original social media post, etc. These social programmatic ads are faster, easier and more affordable to develop than traditional display banners. They also enable the fastest creative development-to-launch a timeline in the industry which contributes towards building stronger brand equity than with conventional display advertising. These banners are quick and easy to create and have proven to be highly effective.

Key benefits of social programmatic display ads are:

  • Its efficient and effective
  • Allows for a positive experience for consumers who opt to engage.
  • Builds stronger brand equity than with conventional display advertising.
  • Better returns on ad spend

How has Hive structured its social programmatic display offering?

In the current digital age where social media is a dominant avenue for information dissemination, Hive Digital has placed prime importance on this product offering. Hive Digital has done this by establishing Ignition Buy which serves as Hive Digital’s programmatic buying unit. This strategic focus has translated into social programmatic being one of the most popular and best performing ad units. Social programmatic thus allows Hive to pull social media posts into standard banners across the Google Display Network.

Some of the campaign benchmarks include awareness, traffic-to-site and average impression frequency, etc. The targeting metrics include device type, carrier, language, geography, age, affinity audiences, in-market audiences, in App, day & time, frequency, gender, environment, proximity, remarketing, key words, income ranges, marital status, etc.

This service offerings is a perfect fit into Hives strategic objectives which are about connecting businesses with markets through enhanced engagement as highlighted by Kirsty Needham who is the Digital Sales Manager.

“Social programmatic has been an effective and engaging product that we really enjoy connecting our clients with. It saves our clients time in creating artwork and allows us to project whatever client is sharing in their social space to a much larger carefully crafted audience in a format that many users are familiar with. This piece of tech has allowed us to project the social environment outside of the platform it lives in and the results speak for themselves” explained Kirsty.                      

Social programmatic display advertising is definitely a unique product which helps businesses to reach targeted audiences on the go. Contact our team at info@hivedigital.media to find out more.


DATE: Aug 17, 2021
AUTHOR: Patrick Mumbi

Hyperlocal Marketing: What is it all about?

News

Marketing practices and trends have evolved over the years in response to changing market dynamics and consumer needs. While both public and private social and business institutions have continued to spend on marketing, what has however changed over the years is how they go about it and what type of platforms they use in their efforts to reach the targeted audience. This change of position has been the catalyst behind the growing influence and reliability of hyperlocal marketing.

What is hyperlocal marketing?

Simply put, hyperlocal marketing refers to marketing initiatives that are aimed at a local geographical area and in particular consumers who are searching for products and services near their locality. With the increasing use of digital devices such as laptops and mobile phones, most of these consumers often have the ‘near me’ feature on their devices.

Hyperlocal marketing, therefore, integrates digital and print platforms in catering for businesses and other entities in the market who seek to reach current and potential customers looking for food, home products, electronic items, clothes, and even social services like healthcare, restaurants, schools, etc near their locality.

What is the best way to do hyperlocal marketing?

Target customers near your business – Hyperlocal is about a local audience and market. In order to accurately target customers near your business, you need to have reliable data statistics which point you to what consumers are looking for and possibly the demographics involved.

Target geographic events – Events are a big part of hyperlocal marketing. Not only do events attract a local audience but they attract other prospective buyers from different geographical areas. You can therefore anchor your hyperlocal marketing campaign or advert around a local event to attract customers. In doing so, you need to ensure your brand is associated with the right events aligned to your brand values to avoid negatively affecting your business brand.

Use local hyperlocal news entities – Hyperlocal news entities have in-depth knowledge and understanding of the local neighbourhood and prevailing market conditions. Most of them also possess accurate and reliable statistical capability which assists in executing a hyperlocal marketing campaign.

Create content – Content is king, so they say. Content is a key ingredient in a hyperlocal marketing campaign. You need to curate content in text or video formats which can then be circulated on a hyperlocal platform to reach a unique market segment or niche.

How does Hive deliver effective hyperlocal marketing campaigns?

Hive Digital Media operates under the more established and trusted media business umbrella of Caxton Publishers. Caxton has over the years developed an authentic and trusted platform called Local News Network (LNN) which currently boasts 59 hyperlocal print and digital newspapers which reach communities all around South Africa. Because of this local presence, LNN is the undisputed leader in community news which publishes stories that directly affect the daily lives of the readers with diverse interests, different age groups, races, religious groups and income groups.

Hyperlocal marketing campaigns execution

Leveraging on the LNN strength and expertise developed over the years, Hive Digital Media has become a reliable service provider of cost-effective hyperlocal marketing campaigns which provide excellent returns on investment.

Here are some methods Hive uses to deliver:

Advertorials – Advertorials are used to market a product or service development. These advertorials incorporate the power of good storytelling through text while supplementing it with videos, GIFs, infographics and images which all add to enhanced reader experience and attention which consequently generate a favourable impression of the client’s brand.

Social Media – Social media is a big deal when it comes to hyperlocal marketing. Hive offers social media boosted posts as part of an overall content campaign to ensure that content on a Hyperlocal website reaches the right audiences on 3rd party platforms like Facebook to drive higher traffic and interested audiences.

DMP – Hive has a Data Management Platform (DMP) which helps in retargeting display adverts to consumers that have engaged with a particular type of content, which ensures that a business brand and products/services get as much targeted reach as possible. Banner ads on this extended network go up to about 24 million monthly impressions. Using this DMP, Hive can create brand-specific audiences which can be retargeted based on brand and business needs.

Why are hyperlocal marketing campaigns effective?

Precise targeting – Hyperlocal marketing campaigns are done with precise targeting which is done through audience interest data or location data to deliver primed mobile brand messages where it matters.

Partnerships – Hive partners with brands to create authentic long and short-term narratives to reach engaged audiences through dynamic hyperlocal advertising and marketing.

LNN – Each LNN site attracts a diverse range of audiences who can be precisely targeted through the audience data pool across the hyperlocal network. LNN enjoys site visits of up to 6.4 million. This allows Hive to create content that strongly relates to the audience’s daily lives and interests. That is, aligning the interests of the brand with the interests of the audience at a community level.

From the above, it’s clear to see why small, medium and large-scale businesses and other institutions have continued to rely on hyperlocal marketing campaigns to reach their targeted audiences with Hive Digital Media being the reliable and credible service provider in this regard.

For hyperlocal marketing and advertising campaigns, you can contact the Hive team at info@hivedigital.media to find out more.


DATE: Aug 12, 2021
AUTHOR: Patrick Mumbi

Importance of hyperlocal community news in our neighbourhoods

News

South Africa’s media landscape has continued to grow in leaps and bounds and consequently defying odds in the midst of various economic and social impediments. While the general media sentiment and focus has been directed towards the fast-rising and commanding emergency of digital media, there is one area of the media industry which continues to remain relevant and essential to the wellbeing of the media space, this media segment is hyperlocal community news. Hive Digital Media has tapped into the strength of hyperlocal news in its quest to inform, educate and entertain communities around the country.

What is hyperlocal community news?

Hyperlocal community news outlets are formed on the basis of providing news and information which is relevant to close-knit communities and neighbourhoods. The idea in a nutshell is to tell unique untold stories with a local angle and in a relatable way which major traditional media houses don’t pay attention to. This approach to media operations and information dissemination allows day to day community activities and events such as health, business, security and crime, education, sports etc, to be given in-depth and unbiased media coverage which resonates with community readers.

Hive Digital Media hyperlocal ability

In order to meet this need for hyperlocal news in communities around South Africa and to better assist business houses to reach various niche markets, Hive Digital Media has tapped into the strength and deep-rooted reach of Caxton’s Local News Network (LNN) which currently boasts of 59 hyperlocal community newspapers in communities around the country. These community newspapers exist in both print and digital formats with very active websites and engagement in place.

Self-moderated citizen media

This type of hyperlocal community news approach allows people to post their everyday stories on a platform without undue filtering and editing processes.

Involved proprietors on blogs

This type of hyperlocal news outlet has identified and credible bloggers who write and review local events with a unique local tone. This is often spiced up with blog polls and the active participation of community members through comments on published content.

Aggregation sites

Aggregated hyperlocal community news depends on stories from other sites which are relevant to the local community. Aggregation is done by linking to the stories.

Annotated maps

Maps are used in hyperlocal community news to alert or sensitise community members on prevailing conditions and developments in and around the community.

Mobile journalism

Mobile journalism is a one-man newsroom out in the field covering community news and events relevant to the community with videos, photos and easy to read stories.

Email lists and online forums

Email lists and online forums are still very effective by allowing content to be delivered in one email and allowing community members and readers to respond or post on their own terms. 

How important is hyperlocal community news in our neighbourhoods?

Promotion of democratic rights and freedoms

South Africa is a democratic country where fundamental freedom of expression is cardinal. Hyperlocal news, therefore, promotes freedom of expression on matters which affect local communities especially on civic matters like municipal services, elections, civic responsibilities, the performance of local elected officials and the general state of the community.

Community identity

Community identity is an important aspect of building a united, secure and progressive community and country. Hyperlocal community news outlets allow community members to identify themselves with a media house they call their own and the general populace can in turn identify a particular community based on what’s published on a hyperlocal news platform.

Encouraging informed and active citizenship

Information is power so they say. Hyperlocal community news platforms, therefore, keep community members informed on important aspects of their daily life but also on emerging developments which negatively or positively affect their wellbeing.

Content sharing

Community discourse and community cohesion are promoted by allowing community members to distribute and share content in various formats such as photos, videos and even letters.

Advertising for local products, businesses or services

Segment and niche marketing have proven to be very effective methods of developing a business and making record sales. Local and national business enterprises, therefore, count on hyperlocal community news outlets to market their products and services. Hive Digital Media has put in place a responsive sales team which allows businesses to reach communities they would struggle to reach.

From the above points, it’s clear to see that hyperlocal news will continue to be relevant and an important part of the media and community environment.

Contact our team at info@hivedigital.media to find out more.


DATE: Aug 5, 2021
AUTHOR: Patrick Mumbi