Salon Media, a division of TLC Unlimited and a subsidiary of Primedia Unlimited, is proud to announce the launch of their digital advertising platforms in hairstyling salons across South Africa. Ster Kinekor Entertainment is the first advertiser to come on board.
“Brands have previously been able to advertise in the salon environment with our various salon advertising packages, but we have now ramped that up to include digital screens,” says Salon Media’s Mary-Anne Lakin. “The digital screens offer advertisers an effective yet cost effective means of reaching a captive audience that often spend as much as three hours getting styled.”
“Ster Kinekor has been a huge supporter of Salon Media since the beginning so we’re thrilled to have them on board,” she says. “The majority of their sites are in close proximity to movie houses, so the advertising drives consumers from the salon to the cinema ticket sales counters.”
Ster Kinekor will be showcasing various trailers of upcoming blockbusters on the new platform until the end of October, effectively locking out other entertainment advertisers in this space until the end of October.
In total, 300 screens with a potential reach of 47 500 monthly consumers have been installed at styling workstations within premier and ethnic-premier environments. These have been strategically placed next to the mirrors in front of patrons who are extremely image conscious and who have high disposable income.
Content on screens is broken up between 30 minutes of lifestyle content, interspersed with ten minutes of commercials and trailers. Commercials can take the form of infomercials, sponsorships, opening and closing billboards and squeeze backs.
To avoid the wallpaper effect, content is both frequently and easily updated. This allows the advertiser to use existing visual TVC material and frequently change the messaging. This has the added benefit of saving on production costs normally associated with traditional Out of Home platforms.
“Consumers are in a relaxed state of mind and more receptive to the branding guaranteeing higher recall within the salon environment,” says Mary-Anne. “Additionally there is very little advertising clutter or noise to detract from the communication.
The power of salon advertising should not be underestimated.”