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Advertising Media Forum Press Office
The Advertising Media Forum (AMF) is a collective of media agencies and individuals including media strategists, planners, buyers and consultants through whom 95% of all media expenditure in South Africa is bought.
Feed me Seymour!
Every marketer and media professional is aware of the consumer funnel. 21 May 2024 Read more

Was media planning really less precise before AI?
Look around today and you cannot escape hearing about how AI is changing the media and creative industries almost overnight. 6 May 2024 Read more

The challenges of hyper focusing on digital metrics in South African advertising
In the fast-accelerating world of digital marketing, South African creative and advertising agencies are increasingly falling into the trap of hyper focusing on data and analytics. While these metrics undoubtedly provide valuable insights into consumer behaviour, they risk overshadowing the essence of advertising: the human connection. As agencies we tend to obsess over metrics, and run the risk of compromising the emotional bond between brands and their audience. 15 Feb 2024 Read more

The trends driving media in 2024
In the ever-evolving landscape of media and consumer behaviour, 2024 brings a paradigm shift that challenges the traditional approaches to reaching audiences. 4 Dec 2023 Read more

Uncovering the unsettling trend in OOH advertising
In the dynamic landscape of OOH advertising, an alarming issue has been quietly spreading, and it poses a significant risk to brands, clients, and media agencies alike: the issue of brokering, which often includes false representation of sites and blatant deception regarding site ownership. This concern requires immediate attention and strategic intervention to safeguard the integrity of campaigns and protect stakeholders from potential legal ramifications. Unfortunately, the misconduct of some reflects poorly on the whole hence it’s in the best interests of those media owners who conduct themselves with integrity to clean up the overall brokering act. 28 Nov 2023 Read more

The crucial role of non-biased measurement in the media advertising industry
As the media advertising industry continues to evolve, a critical aspect of its success lies in its ability to evaluate its outcomes accurately. The key to such accurate evaluation is non-biased measurement, an aspect that ensures the delivery of fair, objective, and transparent results. These evaluations provide invaluable insights for businesses to make informed decisions, optimise their marketing strategies, and justify their ad spending. It is precisely the understanding of having a fair system of measurement that led to the formation of the AMF as an advisory body to the media industry to ensure realistic, factual measurement of consumption and audiences were being reported back to agencies and in turn, clients. 19 Oct 2023 Read more

The conundrum of brand building vs performance marketing
Over the past few years, performance marketing has steadily been the rising star of many marketing and media strategies. It's not surprising, as it seems to answer the age-old marketing conundrum... 'Half the money I spend; is wasted, the trouble is I don't know which half' by enabling marketers to measure ROI. 11 Oct 2023 Read more

Mentorship is an investment into the future of our industry
In the fast-paced and competitive landscape of the media industry, young professionals face unprecedented challenges as they strive to make their mark. Navigating their careers while making a meaningful impact requires more than just talent and ambition - it requires proper guidance. 12 Jun 2023 Read more

With new B-BBEE laws gazetted by the president, what now for the SA media industry?
President Cyril Ramaphosa recently signed the Employment Equity Bill into law, which empowers the government to set specific equity targets and regulate sector-specific employment equity (EE) targets. The new legislation requires companies with more than 50 employees to submit employment equity plans and annual reports to the Department of Employment and Labour. This increased transparency and accountability will require South African companies including those in the media and advertising sector to be more diligent in their compliance efforts, which may result in a higher degree of scrutiny from regulators and the public. 20 Apr 2023 Read more

The shiny new thing!
Advertisers and their agencies are obsessed with innovation, and rightly so. Innovation is what makes us stand out, break through, get noticed in the ever-increasing sea of sameness that is the South African marketing landscape. 23 Mar 2023 Read more

Total TV Share vs Broadcast TV Share
Towards the end of 2022, the BRC agreed to release new channel codes to the industry to allow for a better understanding of total viewing and share of viewing for all content flighting on TV sets. 14 Feb 2023 Read more

Load shedding is not a good enough reason to cut TV budgets
It's not the first time in history that South Africans have experienced load shedding. However, 2022 has seen a surge of power outages (or rather a decrease in power surges). Not only does load shedding impact the South African economy, but small businesses are also affected, traffic, households, etc. What does this mean for the media industry? Well, ask any TV planner and they will tell you their TV plan under-delivered due to load shedding. Try explaining this to a global auditor sitting in a first world country - who has their lights on. 2 Dec 2022 Read more

The four legs of a chair - why partnership is the future
June/July in ad-land means one thing and one thing only: Cannes. Yes, that time of year where the global advertising and marketing industry descend on beautiful Cannes in the south of France for suntanning, midnight parties on the beach, and a spot of advertising. 15 Sep 2022 Read more

Low media fees - is this trend sustainable?
The symbiotic relationship between agencies and clients continues to evolve and due to decreasing marketing budgets year-on-year, getting more complex. A once traditional approach has morphed into practices that are often unrecognisable to those who have been in the industry for a long time. 28 Jun 2022 Read more

Halfway into a 'not so happy' 2022
At the end of 2021 you would have noted many 'trends' pieces making their way online from various perspectives in the marketing, media and advertising world. Whether global or local articles, many authors tried their hands at 'predicting' the future in the coming months. 7 Jun 2022 Read more

Brands, the consumer and cancel culture
Marketing has evolved over the years and so has the consumer. As marketers, we are no longer dealing with passive consumers. There's a new breed of "woke" consumers and they are holding brands accountable for various issues like never before. In the past, it was difficult for consumers to reach corporations, but social media has made it easy for the people on the ground to voice their opinions pertaining to issues surrounding brands. This is both a blessing and a curse. A blessing in that it can force change within organisations and a curse because it can be problematic when accusations are unmerited, and individuals, brands or organisations get "cancelled". 17 Jan 2022 Read more

Transformation in the media industry needs a 'Transformation'
What unhealthy prejudices and biases walk through the corridors of your media agency? 17 Nov 2021 Read more

SA research - It's time for collaboration
Many will remember 2013 as the start of the collapse of single source data in South Africa. We watched with disbelief the collapse of single source data and the demise of Saarf (SA Advertising Research Foundation) which allowed all stakeholders to shape, via voting rights, the media and brand research that the industry was dependent on and traded with. SA was the envy of many countries where they had to rely on multiple sources and surveys to be able to create and execute a media strategy and track brand and competitor growth. No one was under any pretence that there weren't fault lines with the Amps (All Media & Products Survey), Rams (Radio Audience Measurement Survey) & Tams (Television Audience Measurement Survey) surveys and data. It was known that they needed modification and improvement. There was also frustration for the end users where a target market created using Amps data could not be replicated in Rams and Tams due to differing demographic structures. Life was therefore not a bed of roses, but for marketers and agencies there was the reassurance of having access to regularly updated research at no direct subscription cost. In addition, together with the media owners, marketers and agencies had a seat at the table in terms of controlling and contributing to what the research looked like and how it was conducted. 25 Oct 2021 Read more

Beyond consumer shifts - Positive trends in the way media agencies do business
Every single industry has seen fundamental shifts over the last 18 months and the media industry in South Africa is no different. 13 Oct 2021 Read more

Picking a future in media: An AMF webinar
The Advertising and Media Forum - AMF - has partnered up with prominent voices in the advertising, marketing, and media industries to host a webinar on 12 August 2021 aimed at shining a line of the pivotal role of media buyers, planners, and strategists. 30 Jul 2021 Read more

Is the media industry retaining talent
The driving force in the media industry is talent. Human capital, the maverick streak, quirkiness, team spirit and chutzpah are the fuel that drives the industry. 12 Jul 2021 Read more

Advertising the advertising industry
There is the old adage that says: "The shoemaker's son always goes barefoot." According to the Oxford Reference, it is a proverbial saying from the mid-16th century, meaning that the family of a skilled or knowledgeable person is often the last to benefit from their expertise. 21 Jun 2021 Read more

The rise of the hybrid media agency: How is the media industry transforming?
It's 2021 and the era of the hybrid media agency is upon us. Something that, thanks to the rise of digital, has happened quicker than anticipated. Changes in consumer behaviour have led to their ability to better avoid most traditional advertising and all but reject traditional ways of pre-purchase research meaning media agencies need to relook their models against obsolescence. 18 May 2021 Read more

Insourcing: Appreciate the up and downside before you take action
Who should handle our company's media activities? This is an internal struggle that most companies of all sizes face in the current economic instability and amidst ever-changing consumer data security practices. In assessing whether to outsource or insource there are clear advantages and disadvantages to the two choices facing marketing executives. 5 May 2021 Read more

Insights beyond industry data
The advertising industry has certainly grown over the past two decades seeing the changes in technology and the way consumers consume media in general, fragmentation upon fra-g-men-ta-tion. While internet penetration continues to grow, TV remains the number one channel for reach in terms of mass media in South Africa. What has separated some brands from others, is in how they looked a little beyond industry data i.e. media consumption habits, demographic segmentation etc and dared to peer into human truths as they relate to their business' vertical/category. 26 Aug 2020 Read more

Media consumption through the roof but not followed by adspend
Impact of Covid-19 on South African media industry. 29 Jun 2020 Read more

AMF bridges funding and experience gap for UJ students
  • Seven University of Johannesburg (UJ) final year diploma and degree students have received Future Fit education sponsorship from the Advertising Media Forum (AMF).
  • This bridges a financial gap for these high performer Communication Strategy students.
  • Each student also gains an internship at one of the distinguished media agencies that are members of the South African media agency industry body. 2 Dec 2019 Read more

  • Small and startup media agencies pay the cost for payment terms
    The media industry in many markets stares down a barrel of uncertainty. 5 Aug 2019 Read more