Flow

We’re excited to announce that Dineplan, 𝗦𝗼𝘂𝘁𝗵 𝗔𝗳𝗿𝗶𝗰𝗮’𝘀 𝗹𝗲𝗮𝗱𝗶𝗻𝗴 𝗿𝗲𝘀𝘁𝗮𝘂𝗿𝗮𝗻𝘁 𝗯𝗼𝗼𝗸𝗶𝗻𝗴 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 🍽️, 𝗵𝗮𝘀 𝗼𝗳𝗳𝗶𝗰𝗶𝗮𝗹𝗹𝘆 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝗲𝗱 𝘄𝗶𝘁𝗵 𝗙𝗹𝗼𝘄 to launch its commerce media offering. With 𝟱𝟬𝟬,𝟬𝟬𝟬+ 𝗱𝗶𝗻𝗲𝗿𝘀, 𝟮,𝟬𝟬𝟬+ 𝗿𝗲𝘀𝘁𝗮𝘂𝗿𝗮𝗻𝘁 𝗰𝗹𝗶𝗲𝗻𝘁𝘀, and 𝟭𝟲,𝟳𝟬𝟬+ 𝗱𝗮𝗶𝗹𝘆 𝗯𝗼𝗼𝗸𝗶𝗻𝗴𝘀, Dineplan sits at the heart of South Africa’s dining economy. Now, they’re turning that rich first-party data into a new revenue stream, giving advertisers the ability to reach real, in-market diners based on where, when, and how they book. 📈 For Dineplan, this means unlocking a scalable new commercial channel. 🧑🍳 For restaurants, it means bringing more diners to their tables by engaging people off-site on channels like Meta, TikTok and Google. 📱And for advertisers from beverage, FMCG, lifestyle, and entertainment brands, it means reaching verified diners at the exact moment they’re browsing, booking, and deciding where to go next. Flow already powers commerce media for industry leaders like 𝗪𝗼𝗼𝗹𝘄𝗼𝗿𝘁𝗵𝘀 and Zapper™, and Dineplan’s partnership marks another milestone in reshaping how audiences are activated and how 𝗱𝗮𝘁𝗮 𝗱𝗿𝗶𝘃𝗲𝘀 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲. 🚀 𝗧𝗵𝗶𝘀 𝗶𝘀 𝘁𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗺𝗲𝗱𝗶𝗮, 𝗮𝗻𝗱 𝗶𝘁’𝘀 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴 𝗿𝗶𝗴𝗵𝘁 𝗵𝗲𝗿𝗲. Daniel Levy, Gil Sperling, Theo Visser, Bruno Correia, Caitlin Perry #CommerceMedia #AudienceMonetisation #FlowPlatform #Dineplan #FirstPartyData

𝗛𝗼𝘄 𝗺𝗮𝗻𝘆 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 𝗱𝗶𝗱 𝘆𝗼𝘂𝗿 𝗹𝗮𝘀𝘁 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗱𝗲𝗹𝗶𝘃𝗲𝗿? Now ask: how many actually mattered? 🤔 Targeting the wrong audience distorts your learnings, inflates your CPAs, and buries high-performing creative behind the wrong eyeballs. And yet it happens all the time. We broke down what 𝗶𝗻𝗰𝗼𝗿𝗿𝗲𝗰𝘁 𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 really costs (and how to do it better with layered, high-intent signals that actually convert). Explore our tried and true tips for fixing audience targeting: https://lnkd.in/dgFzr2EP What’s the biggest targeting mistake you’ve seen (or made)?

December feels chaotic… but it’s actually one of the most predictable behavioural cycles in South Africa. And that predictability is gold for marketers. In this month’s newsletter, we break down the December Playbook - how to use real first-party intent signals from travel, dining, events, and hosting to reach people exactly when they’re planning their festive experiences. Inside the edition: 🎯 Why festive targeting shouldn’t focus on “holiday shoppers” 🔍 The most valuable December intent signals 🧩 How to stack behaviours for precision 📈 The behaviour windows that matter ✨ How December behaviour predicts January demand If you want to build smarter festive or Q1 campaigns, this guide will help you do it with intent, not assumptions. 👉 Read the full newsletter edition 👉 Or speak to our team about activating December audiences through Flow’s first-party marketplace.

𝗔𝗹𝗰𝗼𝗵𝗼𝗹 𝗯𝗿𝗮𝗻𝗱𝘀 𝗰𝗮𝗻 𝘄𝗶𝗻 𝘁𝗵𝗲 𝗳𝗲𝘀𝘁𝗶𝘃𝗲 𝘀𝗲𝗮𝘀𝗼𝗻 🍸 It’s that time of year again. Shelves are stocked, campaigns are live, and alcohol brands are competing for the same thing: attention. But this year, it’s not just about being seen. It’s about being chosen. In the run-up to the festive season, alcohol is one of South Africa’s most competitive ad categories and the smartest brands are leaning on 𝗱𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻 𝗽𝗿𝗲𝗰𝗶𝘀𝗶𝗼𝗻 to stand out where it matters. 🎯 Instead of chasing impressions, they’re reaching high-intent shoppers already planning celebrations, stocking up, or booking dinners. When Diageo activated their campaigns for 𝗝𝗼𝗵𝗻𝗻𝗶𝗲 𝗪𝗮𝗹𝗸𝗲𝗿 through Flow, they reached real, high-intent shoppers and acheived: ⚡ 𝟯× 𝗵𝗶𝗴𝗵𝗲𝗿 𝗖𝗧𝗥 🧭 𝟱𝟯 % 𝗺𝗼𝗿𝗲 𝗵𝗶𝗴𝗵-𝗶𝗻𝘁𝗲𝗻𝘁 𝗰𝗹𝗶𝗰𝗸𝘀 Proof that even the most iconic brands perform better when powered by precision. 🛍️ And the best part? Alcohol brands can now access high-intent, ready-to-activate audiences through the 𝗙𝗹𝗼𝘄 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲. Get your brand infront of the right audiences: https://lnkd.in/dmfdYTtT #CommerceMedia #FlowPlatform #AdPerformance #JohnnieWalker #Diageo #FestiveMarketing

Before South Africa started talking about commerce media, two founders were already building it. Our co-founders, Daniel Levy and Gil Sperling, are featured in The Media Online this week for their role in driving South Africa’s R4 billion commerce-media boom. Their journey began with Popimedia, one of the first companies to help brands master social advertising. After its acquisition by Publicis Groupe, they set their sights on the next major evolution of media, the intersection of commerce and advertising. That idea became Flow. Today, our platform powers an ecosystem of more than 35 audience partners, including Woolworths, Zapper™, Hirsch's Homestores, Howler, and OneDayOnly.co.za. We help businesses transform their shopper data into high-performing audiences, and enable advertisers to reach those audiences instantly across Meta, Google, and TikTok. It’s a story of vision and execution, and proof that global-scale technology doesn’t need a Silicon Valley postcode. It can be built right here, in South Africa. 🔗 Read the full feature on The Media Online: https://lnkd.in/df_U6J76 #TheMediaOnline #EntrepreneurMonth #CommerceMedia #FirstPartyData #AdTech #SouthAfricanInnovation #Flow

Meta just flipped digital advertising. Again. The Andromeda update is quietly phasing out granular interest targeting and moving toward signal-led performance. Meta doesn’t want you chasing micro-interests anymore. It wants you feeding its system clean, high-quality data. That shift changes everything. ✅ Targeting is now data-first, not demographic-first. ✅ Creative variation is your new targeting lever. ✅ And first-party data has gone from “nice-to-have” to “non-negotiable.” Here’s the problem: most advertisers don’t have enough strong signals to train Meta’s AI effectively. That’s exactly where Flow fits in. Our audience marketplace connects advertisers with verified, high-intent first-party audiences from top South African brands ready for activation directly on Meta, Google, and TikTok. The old game was about picking audiences. The new game is about powering algorithms with better signals. And that’s the edge Flow gives you. Learn more: flowplatform.com Theo Visser, Daniel Levy, Gil Sperling, Caitlin Perry, Bruno Correia