Media placement solutions company The African Extension and marketing and communications company Exp.Momentum have joined forces to launch the African Media Portal - a marketing and communications placement system for all forms of media in all African countries.
The portal is intended to serve as the largest implementer of through-the-line media placement solutions in Africa. It will allow African Media Portal subscribers to access detailed information on African media, and will offer facilities to plan, schedule and track media placements.
Clive Kemp, CEO of The African Extension, describes the alliance as "a major step that makes the whole of Africa accessible to South African and global marketers and advertisers".
"It was a marriage of local market experience and infrastructure together with systems backup and technology. The African Media Portal does not threaten the agencies` business as agencies still get a commission. The billing system is completely transparent and is negotiated with the agency upfront."
Exp.Momentum, which operates in 30 African countries, says it provides the largest wholly owned marketing and communications infrastructure in Africa, with knowledge of the local markets, clients and agency relationships in each country.
The African Extension makes available information on various media titles via AXZIS Africa, an interactive database management system that enables media planning, scheduling and buying. It has also introduced AXZIS Audit, a program that verifies that electronic advertisements have appeared as scheduled.
Ron Boon, Exp.Momentum CEO (Africa and Asia Pacific), says: "In Africa, agencies have sometimes found it difficult to make an objective assessment of a brand`s needs - they don`t always have a big brand understanding and there is often little guarantee that the client`s money is spent in the best possible way. We believe that you have to be able to offer the client a beyond the line collaborative marketing communication approach - which incorporates us working with all partners towards a common goal."
Access to the African Media Portal will be Internet-driven, manned by two companies and is password protected.
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