Dentsu Launches NightVision, A Digital Adtech Solution For Advertising In The Face Of Load Shedding
Dentsu Launches NightVision, A Digital Adtech Solution For Advertising In The Face Of Load Shedding. Dentsu is proud to announce the launch of its ground-breaking new adtech solution, NightVision, which is set to revolutionise the advertising industry in South Africa. As load shedding continues to cause massive disruptions to South African lives and businesses, Dentsu realised that immediate action was necessary.
NightVision, designed and developed specifically to tap into load shedding schedules and activate media exposures in real-time. This first-of-its-kind AdTech, developed with insights into human behaviour, API integrations, and geo-fencing capabilities, making it possible to boost investment in areas where the company knows it can capture a more attentive audience digitally during load shedding.
The negative impact of load shedding on businesses is monumental, with an estimated loss of over R1.2tn ($65bn) to the economy. Advertising spend is also under scrutiny, because of the effect that these power cuts have on delivering paid-for exposures on channels. Dentsu has taken first-hand control of managing its clients’ investments and exposure to minimise the impact of load shedding and maximise the number of people reached and engaged, whether there is load shedding or not.
NightVision, automatically boosts investment into areas where it knows it can capture a more attentive audience digitally during load shedding. NightVision ensures that every Rand spent by the company’s clients still has the potential to create an impact on their consumer base. It can also can engage with lost TV audiences, who are in a highly attentive state during load shedding, delivering superior campaign performance, and limiting wastage.
“We are excited to be launching NightVision into the South African market, and we are confident that it will provide significant benefits to our clients, helping them navigate the challenges of load shedding while delivering superior advertising performance,” said Dawn Rowlands, CEO Dentsu Africa.
