DMMA includes mobile and media planners in the conversation

Posted: January 22, 2014
Two non-executive board members have joined the Digital Media and Marketing Association (DMMA), representing key players in the market – media planners and mobile – with the purpose of strengthening ties with these important stakeholders.

Melissa van Zyl

Nicolle Harding

Jarred Cinman, chair of the DMMA, explains: “Our aim is to support media planners in directing adspend towards digital, and to include mobile – the fastest growing digital channel – more comprehensively in the market view. Having these two experts on board will take us closer towards achieving this.”

Melissa van Zyl represents the Advertising Media Forum (AMF) – a collective of media agencies and individuals including media strategists, planners, buyers and consultants who control 95% of all media expenditure in South Africa. The AMF is one of the core consumers of the DMMA’s digital audience measurement data.

Van Zyl says: “Over and above ensuring closer collaboration between the AMF and DMMA, my aim is to help bring a more complete perspective to the market, as each body powers on to uncover all advertising opportunities in the evolving South African media landscape.”

Nicolle Harding is the second non-executive board member to join the DMMA. Nicolle sits on the board of the Mobile Media Association (MMA) – the premier global non-profit trade association representing all players in the mobile marketing value chain.

Harding says: “MMA SA is looking forward to further strengthening our relationship with the DMMA; thereby ensuring mobile becomes a key component of the media mix and ultimately supporting our Every Moment is Mobile vision.”

“By working with the AMF and MMA we believe we can exponentially increase digital’s share of the pie. Many of the objectives that form part of the DMMA’s mandate involve and impact mobile channels and media planners, yet this is perhaps the most misunderstood part of the media mix. By including these key stakeholders in the conversation, we can make smarter, more informed decisions and work towards shared goals,” explains Cinman.

About Melissa van Zyl: After 13 years in the media industry, Melissa has worked across a diverse portfolio of brands, specialising in strategic media insight and data analytics. More recently, her focus has turned to methodology and research practises that contextualise return on marketing investment. As vice chairperson for the AMF, she is actively involved with fund raising for industry education bursaries and lectures Media Management at AAA for AMASA. She is also invited to contribute to UCT Unilever Marketing Institute Landscape reports on an annual basis and guest speaks for UCT Graduate School of Business. Melissa’s current role is as Connection Analyst for M&C Saatchi Connect.

About Nicolle Harding: Nicolle is a seasoned media professional having spent the past 10 years building key relationships across the globe. Having spent time working in London, Dubai, Brazil, Nigeria and South Africa she has a thorough understanding of cultural touch points and their relevance to media. Her passion for anything digital has cemented her keen interest to keep abreast of global trends, with a particular focus on mobile – which led to her appointment as vice chairperson of the MMA South Africa. Appointed as Country Manager for BuzzCity’s South Africa interests, her goal together with her team, is for BuzzCity to be the leading Mobile Advertising Network in Africa.