and brands that harness TRUST data
points and leverage these at little, to
no expense will be the winners in
the digital economy. The possibilities
are endless as we start considering
data and technology and the impact
that these two dimensions have
on the reality of shifting consumer
awareness to purchase intent.
Clients are battling with the pace of
change and marketers are having to
rely on Digital Specialists to support
them in achieving their business
objectives, where a few years ago a
TV ad and Billboards where common
place on many global brand plans.
Convergence is driving the point of
consideration and purchase closer
and closer, meaning that one thing as
sure as death and taxes, is that mobile
phones will become the battleground
for brands and advertisers going
forward, more specifically on the
African continent where mobile
penetration within the key economic
hotspots and cities far exceeds 100%.
With this roaming handheld
computer tracking your search, social
and transport rituals, global media
partners and advertising are building
out in-depth profiles of individuals
and then clumping them into sets
and groups of audiences that share
similarities.
Data is enabling far smarter targeting
which delivers the right message at
the right time, in the right format
and place (phone) to the right
person to convince them to not only
consider the brand but to purchase.
We are seeing shoppable video ads
online, which enables a real shift
from a world of awareness to trial
and real business outcomes.
Carat and DAN are organising their
capabilities, systems and process
around our Data Lab, meaning that
as we move further forward into
the digital economy, we will have
solutions that are supported by real
time data, delivering measurable
efficiencies and impact that will
Redefine the value of media going
forward.
About Carat
Carat’s mission is to Redefine
Media. Carat creates better business
outcomes for clients through its
command of media convergence.
Established in 1968 as the world’s
first media agency, Carat is part
of the Dentsu Aegis Network, the
global communications network
Innovating the Way Brands Are
Built. Consistently at the top of
RECMA’s Global Qualitative
Evaluation ranking, Carat serves
clients in 150 countries via a network
of more than 9,000 talented staff. For
more information visit Carat.com or
follow @CaratGlobal.
About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu
Aegis Network is made up of
eight global network brands Carat, Dentsu, Dentsu media,
iProspect, Isobar, mcgarrybowen,
Posterscope and Vizeum and
supported by its specialist/multimarket brands including Amnet,
Amplifi, Data2Decisions, Mitchell
Communications (PR), psLIVE
and 360i. Dentsu Aegis Network is
Innovating the Way Brands Are Built
for its clients through its best-in-class
expertise and capabilities in media,
digital and creative communications
services. Offering a distinctive and
innovative range of products and
services, Dentsu Aegis Network
is headquartered in London and
operates in 123 countries worldwide
with over 27,000 dedicated specialists.
www.dentsuaegisnetwork.com
Dominic Malan is the Group
Managing Director for Carat Sub
Saharan Africa, based in Cape Town,
South Africa. You can communicate
with him on this or related issues via
LinkedIn or via email at: Dominic.
[email protected]