Blue Label Media, like its parent company — JSE listed Blue Label Telecoms — is a business driven at its very core by an entrepreneurial spirit and a quest to do things differently.
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The business was established nine years ago and today supplies around 80-million prepaid airtime vouchers every month to SA’s 34-million prepaid airtime users. CEO Wayne Miller says this equates to 80% of SA’s mobile phone users who, ultimately, have to recharge their vouchers six to eight times per month on average— providing an ideal opportunity for advertisers to engage with the millions of South Africans who use prepaid vouchers as their means of verbal and social media communication.
“As a medium, we are an enabler of social media,” he says. “The most commonly used method of recharging data and airtime on a phone is a physical voucher. Blue Label Media offers advertisers the opportunity for mass market reach to place full-colour advertising on these vouchers,” he says. The company also owns theexclusive rights to a fleet of 1,400Putco buses.“With many forms of traditional media usage declining, these buses provide brands with a moving billboard and an opportunity to speak to the mass market in the environments they frequent. We also offer innovative on-bus activations to a captive audience,” Miller says.
With advertising budgets under pressure in a tough economic climate, clients are using their spend more wisely. “Clients would rather spend the same amount of money on a moving billboard that is seen by more people across a wider geographical range, than a static one,” he says. The company also specialises in hand painted wall murals that use cutting-edge technology to spray paint the mural to look like a billboard. “Again, this is a chance for clients to communicate with their target markets where they spend their time — for example men who frequent taverns.”
The bonus for clients making use of the company’s platforms is that they can be bundled together for added value and increased leverage. “Depending on what the campaign entails and what its objectives are, we partner with our clients to provide them with maximum reach for their particular market. We’re able to slice and dice our options to suit their budgets,” says Miller. Blue Label Media has arguably the largest reach in the country,given the amount of recharge vouchers it sells per month.
Another factor in its favour is the depth of knowledge, experience and resources not only within the company itself, but also within the larger Blue Label Telecoms. The company has experienced positive growth despite the difficult economic landscape, he says, pointing out that because of the harsh economy, clients have come to realise the value of forgoing costly traditional media platforms in favour of using their budgets more cleverly.
“We ’re able to offer an entire package across our properties for the cost of a single television advert,” Miller says. Blue Label Media remains a step ahead, with plans to integrate digital media platforms into its offering. “We also own eight digital LED outdoor boards on prominent buildings such as Bombela municipal offices, the Northgate Dome and the KwaZulu-Natal Sharks Board, indicating a future focus to bring as much innovation and opportunity to clients a spossible,” he says.
Blue Label Media
2019 AdFocus Corporate Profile
Blue Label Media, like its parent company — JSE listed Blue Label Telecoms — is a business driven at its very core by an
entrepreneurial spirit and a quest to do things differently.
The business was established nine years ago and today supplies around 80-million prepaid airtime vouchers every month to SA’s 34-million prepaid airtime users. CEO Wayne Miller says this equates to 80% of SA’s mobile phone users who, ultimately, have to recharge their vouchers six to eight times per month on average— providing an ideal opportunity for advertisers to engage with the millions of South Africans who use prepaid vouchers as their means of verbal and social media communication.
“As a medium, we are an enabler of social media,” he says. “The most commonly used method of recharging data and airtime on a phone is a physical voucher. Blue Label Media offers advertisers the opportunity for mass market reach to place full-colour advertising on these vouchers,” he says. The company also owns theexclusive rights to a fleet of 1,400Putco buses.“With many forms of traditional media usage declining, these buses provide brands with a moving billboard and an opportunity to speak to the mass market in the environments they frequent. We also offer innovative on-bus activations to a captive audience,” Miller says.
With advertising budgets under pressure in a tough economic climate, clients are using their spend more wisely. “Clients would rather spend the same amount of money on a moving billboard that is seen by more people across a wider geographical range, than a static one,” he says. The company also specialises in hand painted wall murals that use cutting-edge technology to spray paint the mural to look like a billboard. “Again, this is a chance for clients to communicate with their target markets where they spend their time — for example men who frequent taverns.”
The bonus for clients making use of the company’s platforms is that they can be bundled together for added value and increased leverage. “Depending on what the campaign entails and what its objectives are, we partner with our clients to provide them with maximum reach for their particular market. We’re able to slice and dice our options to suit their budgets,” says Miller. Blue Label Media has arguably the largest reach in the country,given the amount of recharge vouchers it sells per month.
Another factor in its favour is the depth of knowledge, experience and resources not only within the company itself, but also within the larger Blue Label Telecoms. The company has experienced positive growth despite the difficult economic landscape, he says, pointing out that because of the harsh economy, clients have come to realise the value of forgoing costly traditional media platforms in favour of using their budgets more cleverly.
“We ’re able to offer an entire package across our properties for the cost of a single television advert,” Miller says. Blue Label Media remains a step ahead, with plans to integrate digital media platforms into its offering. “We also own eight digital LED outdoor boards on prominent buildings such as Bombela municipal offices, the Northgate Dome and the KwaZulu-Natal Sharks Board, indicating a future focus to bring as much innovation and opportunity to clients a spossible,” he says.