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All posts by Johan Walters

Johan Walters
Johan Walters heads up NMPi Labs (previously C2C Labs). He has over 17 years in the digital marketing space and is also part of the NMPi global consulting team. NMPi Labs is the innovation hub of NMPi digital marketing agency. Focusing on AR, VR and mixed realities, NMPi Labs augments the services offered by NMPi including: digital strategy, performance display, DoubleClick technology, data analytics and SEO. NMPi Labs is a certified Blippar partner in South Africa
  • ‘Extended reality’ is the next gold mine for companies, digital professionals

    Spending time with the augmented and virtual reality gurus at this year's Augmented World Expo in San Francisco proved two things: Technology is advancing so fast in this field that even the experts are struggling to keep up and; unless our local digital professionals start working with these technologies soon, we are going to be playing a very expensive digital catchup. AR 2.0 is the next wave Despite the fact that AR remains fairly untested by many local companies, there is no doubt that it is now going mainstream globally. Gartner predicted that by 2020, more than 100-million consumers will shop in...

  • Are South African brands ready for augmented reality?

    Although augmented reality (AR) technology is not new, it is only now beginning to gain the attention of media and marketing professionals. The big question remains: Are South African CMOs ready to include AR into their brand strategies? AR has moved away from its early days when it was reliant on expensive, specialised hardware. The rapid adoption of smartphones and even faster evolution of their AR capabilities means that AR is now well within reach of the average South African. However, CMOs who choose to go the AR route without integrating it into their holistic brand delivery strategy will miss out...

  • Here’s what you need to know about putting RTB to work in an integrated digital strategy

    Real-time bidding (RTB), a type of programmatic buying, is rapidly gaining currency in South Africa’s digital media landscape. A growing number of brands are using it to improve customer engagement, enhance media buying efficiency, and achieve better performance from their digital campaigns. RTB is essentially an automated, real-time auction for the buying and selling of ad impressions. It is playing an invaluable role for many of our clients in optimising their purchasing funnels from awareness to conversion. Reasons that our clients are becoming interested in RTB include their desire to make their digital ad budgets work harder as well as their...

  • It’s time for SA’s digital media industry to have a serious conversation about ad viewability

    South African marketers, agencies and publishers that are serious about helping to grow the accountability of digital advertising should embrace a shift in the international market from served ad impressions to viewable impressions. It’s time for South Africa’s digital media and marketing sector to follow international trends and start talking more about the viewability of digital ads. With major digital marketing vendors such as DoubleClick providing the tools to measure viewable ads and the Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) promoting the metric, South Africa’s industry should also get on board. Promoting this metric can help brands...

  • How to make an accurate map of your customer’s online journey

    In a competitive landscape where the consumer is king, it’s more important than ever to understand how people move from knowing nothing or little about your brand, to becoming engaged prospects, and finally, converting into customers. With customer journey mapping, you can walk alongside your online customers as they interact with your company so that you can better understand how you meet them, how they reacted to and engaged with your marketing, and at which points they decided to become your customer. Thanks to all the data you are able to collect from digital campaigns and touch points, you can gather...