Dentsu has just announced the launch of a ground-breaking new digital AdTech solution, NightVision, that is set to revolutionize the advertising industry in South Africa. As loadshedding continues to cause massive disruptions to South African lives and businesses, dentsu realized that immediate action was necessary.
NightVision, designed and developed specifically to tap into loadshedding schedules and activate media exposures in real-time. This first-of-its-kind AdTech, developed with insights into human behaviour, API integrations, and geo-fencing capabilities, making it possible to boost investment in areas where we know we can capture a more attentive audience digitally during loadshedding.
The negative impact of loadshedding on businesses is monumental, with an estimated loss of over R1.2 trillion ($65 billion) to the economy. Advertising spend is also under scrutiny, because of the effect that these power cuts have on delivering paid-for exposures on channels.
Dentsu, have taken first-hand control of managing their clients’ investments and exposure to minimize the impact of loadshedding and maximize the number of people reached and engaged, whether there is loadshedding or not.
NightVision, automatically boosts investment into areas where they know they can capture a more attentive audience digitally during loadshedding.
NightVision ensures that every rand spent by clients still has the potential to create an impact on their consumer base. NightVision can engage with lost TV audiences, who are in a highly attentive state during loadshedding, delivering superior campaign performance, and limiting wastage.
The performance of the test campaign exceeded expectations. NightVision delivered a 16% increase in click-through rate, 175% increase in conversions, 366% improvement on click-to-conversion rate, and an astonishing 61% decrease in cost per conversion!
Dentsu, pride themselves on being an ideas-led, data-driven, tech-enabled organization that solves business challenges and NightVision highlights the power of combining the capabilities of more than one service line to maximize the impact and performance of advertising, contributing to brand building and business growth.
“We are excited to be launching NightVision into the South African market, and we are confident that it will provide significant benefits to our clients, helping them navigate the challenges of loadshedding while delivering superior advertising performance,” said Dawn Rowlands, CEO dentsu Africa.