Discussions

The agenda for Stream Africa 2017 is in your hands. There are six session times a day, hosted in nine different meeting spaces. Each session runs for 1 hour (give or take) and all sessions are led by you, the Stream participants. Here's how it works:

  1. Before Stream - Share your idea - Create a New Discussion by clicking on the blue ‘add idea’ button on the left of this page
  2. Before Stream - Invite others to join you - you can see the participants list at the Participants page.
  3. At Stream - Book a slot - when you arrive on site, write your discussion on the Big Boards

The Stream team is on hand to help. Please get in touch if you'd like to talk an idea through before posting, or would like help finding some co-hosts.


Lara Ibirogba

FBN Merchant Bank

Is there still real value in ATL advertising?

ATL advertising remains an effective tool for reaching mass audiences, however, with the increasing pervasiveness of digital and social media channels, the usefulness of ATL channels is being called to question. This is especially crucial because of the expensive nature of ATL both in creation and deployment of the content. The discussion aims to review some key points which will hopefully, assist marketing professionals in taking more informed decisions on where to commit marketing spend and how to skew allocated budgets to get maximum value from advertising campaigns. Discussion points a. Besides aiding top of mind awareness, what real value can be derived from ATL? b. Based on the more targeted nature of digital and the prevalence among urban and sub-urban dwellers, do we skew more of our marketing budget to digital, especially as ATL remains so expensive? c. Analysing performance/value add – how can we test real value that lends profitability to business (in real figures) from ATL campaigns? d. How targeted can we get with ATL advertising? e. Do we have to commit huge budgets to advertising to get noticed?

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