Media solutions company Mediamark has experienced strong growth over the past few years after its decision to aggressively diversify from its roots in radio to become a true multichannel media sales house.
Mediamark has expanded its portfolio by adding a number of radio stations and web properties to its fold. To ensure that adequate resources are able to support its growth strategy, Mediamark now employs more than 130 people.
Founded 16 years ago as Radmark with its specific focus on radio sales, Mediamark today represents approximately 16% of all radio advertising spend in South Africa, but in recent years, the company has added a range of top digital offerings to its portfolio and lately covers events too. Mediamark also aims to move into the world of television.
Says Elton Ollerhead, managing director at Mediamark: “Though we have grown and thrived in the radio advertising market, we have found increasing demand among our client base for converged media buys that help them to better co-ordinate campaigns across multiple media channels.’
He continues: “In so doing, our advertisers are able to unleash better return on investment by addressing consumers with consistent messaging and calls to action wherever they are. There is a growing understanding that blending different media channels into integrated, converged buys, delivers better returns than managing them in silos.’
Jointly owned by leading listed South African media company Kagiso Media and French media giant Lagardere, Mediamark has built a strong digital proposition over the past few years. This answers to a growing need for web advertising among Mediamark’s traditional customer base, says Ollerhead.
The company represents Microsoft’s South African online and mobile advertising offerings Howzit MSN and Skype as well as the official websites for most of its radio partners.
One of its unique offerings from July 2013 will be to reach into the Nigerian and Kenyan markets for South African advertisers who wish to speak to MSN and Skype users elsewhere on the continent.
With its roots in radio, Mediamark continues to be media sales representative for Jacaranda FM, KZN’s East Coast Radio and Gagasi FM, and Cape Town’s Heart FM. This year, the company has also earned the rights to represent established brand Capricorn FM as well as new entrants Power FM and Smile 90.4 FM.
“We are passionate as ever about radio and the reach and engagement it offers South African advertisers,’ Ollerhead comments. “So it has been very gratifying to secure the right to represent two of the three new stations launched this year. Regional radio is an exciting opportunity for our clients, especially the fact that Mediamark can target a pseudo-national footprint via its regional network.’
