Speaking on the partnership Jaco Lintvelt, Managing Director of Amnet Sub Saharan Africa and iProspect South Africa, said, “The name really goes back to the synonym of Synergy; the interaction or cooperation of two or more organisations, substances, or other agents to produce a combined effect greater than the sum of their separate effects."
Lintvelt continues, “We wanted to build a partnership that was not only focused on media inventory only, but premium media inventory and relevant data sources that we can combine for better results for our clients. It really is a situation of 1+1=3 and as we are spearheading the innovation in the SA landscape, we are excited about the positive difference it will make to clients’ campaigns.” What is the partnership about?
Left to right: Graham Deneys, Strategy Director Carat SA/SSA; Gerrit Visser, Head of Amplifi and Trading Director; Paula Raubenheimer, Head of Programmatic at The SpaceStation; Gavin Ruiters, Regional Sales Manager at The SpaceStation; and Jaco Lintvelt, Managing Director AMNET SSA & iProspect South Africa
The Synergy partnership is, at its core, a relationship built on trust between the two companies. The relationship builds on the investment trend of "Programmatic Premium" and will allow Amnet clients better brand safety, more creative options including rich media and programmatic homepage takeovers, full transparency of media placements, flexibility of programmatic options and scale across the biggest media owner in the region. Similar initiatives that Amnet has in other international markets have yielded great results with increased brand safety with more viewability.
Gavin Ruiters, Regional Sales Manager at The SpaceStation, stated, “Our extensive data modelling and audience segmentation across our sites utilising our DMP, combined with this formal partnership, will provide clients with a clear and enriched view of the customer – an essential in today’s data-driven media world.”
Ruiters continues, “These audience-targeting, programmatic-guaranteed and retargeting abilities provide a range of programmatic buying options through the awareness, favourability, consideration and engagement funnel for clients.”
Lintvelt elaborates on the partnership, “Programmatic buying has evolved significantly both globally and in South Africa, moving towards a programmatic premium model, requiring an enhanced buying strategy for increased results for our clients. Being able to bring Programmatic Guaranteed buying to our international and local clients is a massive benefit for us, as it allows us to be audience-specific with the safety and control of traditional direct-with-publisher transactions, but also have more creative opportunities and executions on how we can apply programmatic media buying in South Africa. We now have access to a huge portion of the South African premium digital inventory, which shows that media owner relationships are more important than ever before, which is not what most people thought when programmatic became popular a few years ago. We are very excited to launch this innovative partnership with The SpaceStation, and look forward to driving results for our clients.”