Ninety One Digitally Engages Target Audience on Airport.TV

Johannesburg, March 2021 Ninety One has been sponsoring the news segment on Airport.TV®​ for the past five years, and in the process has been able to directly engage a targeted audience on this effective digital Out of Home platform.

Such has been the success of this long-standing sponsorship that Ninety One has elected to renew it for the next 12 months.

“The longevity of this sponsorship speaks to its value and ability to deliver on Ninety One’s sponsorship objectives,” says Kotie Basson, Head of Marketing, Africa Client Group at Ninety One. “Investec Asset Management rebranded to Ninety One in March 2020, but had sponsored the Airport.TV business news segment in its previous guise, and this sponsorship renewal is a powerful vote of confidence in Airport.TV’s ability as an advertising platform.”

Airport.TV®​ is a place-based TV network situated in South Africa’s airports and provides a unique blend of high-quality traveller-centric content, such as news, sport, and business news, which brands can ‘top and tail’. They also have the option of running a 30-second advert, sponsoring a segment, or providing Airport.TV®​ with their own unique content.

The high quality of the Airport.TV®​content is borne out by the supporting customer feedback statistics, with research conducted by Millward Brown on behalf of Airport Ads producing the following findings:

  • 93% of respondents actively engage and enjoy Airport.TV®​
  • 83% would engage with promotions if they were on offer via Airport.TV®​
  • 88% believe that Airport.TV® ads stand out and are memorable​
  • 60% and more could remember more than one of the adverts

“It’s a great fit for a premium financial services brand such as Ninety One, as the sponsorship is appropriately aligned with and focused on the Airport.TV® news offering, which obviously attracts the attention of business people,” says Mzi Deliwe, Deputy CEO of Provantage Media Group. “This targeted approach is amplified by the fact that business travel currently dominates the airport landscape even more than before, due to the impact of Covid-19, and there’s a great opportunity for premium brands to engage directly with this particular audience.”