Category Archives: Transit

The need for authentic data in the Transit Environment

Shamy Naidu, Executive: Transit Ads™ outlines the need for authentic data within the realm of out of home advertising, especially when it comes to the transit environment.

Over the past few years we’ve been witness to an enormous growth within the transit environment in South Africa. Public Transport nodes and facilities have been upgraded, extended and added to. We’ve seen the inception of the Gautrain, the BRT and IRT systems and overall, most bus, rail and taxi facilities across the country have had a significant makeover.

Information and advertising and the way we access it, consume it and share it has also undergone significant changes. And with these changes has come the fake news, false advertising, stories that have been spun in order to propagate hatred and coupled to all of that the falsification of data and research.

In our industry we, unfortunately, come across false data more often than we should. Because of this, and also in spite of it, at Transit Ads™ we are sticklers for authenticity. All our research, our data, our statistics and numbers are verified. We do this because it makes us better at what we do, it keeps us aligned with consumer behaviour and it ensures that we consistently create and execute great campaigns for our clients. We understand that a successful advertising campaign, with success that continues long after the campaign has ended, relies on authentic data collection, research and the relevant interpretation of that data.

Keeping fingers on pulses and teams on the ground

At Transit Ads™, not only do we quite literally keep our finger on the pulse – we have a dedicated team manning all aspects of TRANSIT.TV™ from programming to advertising to on-site operational teams, and our ear to the ground, Transit Ads™ representatives are present at transit nodes, taxi ranks, train stations and bus stations to ensure that all parts of a campaign are running smoothly. Furthermore, we constantly have conversations with our target audience.

When marketers approach us, we strategically create campaigns that are relevant to the target audience, because we know and understand these consumers. In fact, a large part of what we do revolves around research and part of it is having conversations with commuters, i.e. the people who engage with our advertising platforms every morning and every evening as they travel to and from work, school and everywhere else. We ask them what they like, what they buy (including what they like to buy and what they buy out of necessity), when they purchase, where and why.

We dig deeper and go even further and ask them what influenced a particular purchasing decision. We also ask them what type of content they’d like to engage with on our platforms, especially on TRANSIT.TV™.

Inside a taxi TRANSIT.TV™ flights to an audience that is captive for at least 20 minutes at a time – enough time for them to assimilate both brand messaging and call to action. It is also enough time for the consumer to forge or further enhance affiliation with a brand.

Brand/Consumer centric approach

If advertisers want their brand creative and messaging to stick they need to align themselves with consumer needs. Our platforms revolve around both the consumer and the advertiser. Why? In order for advertising to be effective it needs to be delivered to the consumer in an engaging manner, at a place and time when the consumer is most open to assimilating it. Over and above knowing what the consumer wants and how he or she wants to consume your brand message, the other element of marketing success is location and placement. 

Data is what we use to effectively position our platforms.  We take a scientific approach called EMM or environment media mapping. This process ensures that every single screen, billboard, Powa Towa and branding platform is placed for best visibility, maximum impact and most effective engagement. 

When it entails effectively engaging with South Africa’s commuters, it is accurate data, research and authentic results that will ensure that advertising campaigns within the highly desirable transit environment are effective and successful against brand and budget objectives

Transit Ads™ implements OOH campaign for SPAR Money Transfers

To promote its Instant Money transfer service offering to a wide-ranging target audience, SPAR has implemented an out of home campaign with Transit Ads™. 
 
Says John Goncalves of Transit Ads™, “SPAR has partnered with Transit Ads™ on a variety of marketing projects in the past, and now they’ve partnered with us to ensure that millions of consumers know about their Instant Money offering and – through effective messaging and execution – will be enticed to use it.”
 
To create awareness, promote the service and prompt action, the SPAR Money Transfer messaging is visible on Powa Towas located in taxi ranks and strip malls across the country. Measuring 12 metres in height, Powa Towas are a dominant structure within a commuter environment and each Powa Towa has been strategically located to maximise visibility and impact. 
 
The campaign is amplified through TRANSIT.TV™, South Africa’s largest place-based digital television network. A SPAR Money Transfer commercial is flighting on screens in taxis, in train stations, at bus and taxi ranks, to an audience of 16,5 million commuters. TRANSIT.TV™ is viewed in a captive environment with high dwell times, and as such it generates unrivalled reach, frequency and assimilation (when compared with traditional television).
 
The Transit Ads™ portfolio offers a wide range of strategically placed, highly impactful advertising platforms across South Africa. Each platform is specifically geo-located to ensure that brand messaging reaches the right audience in the right place and at the right time.
 
“Transit Ads™ offers larger-than-life story-telling capacity. With the SPAR campaign, Powa Towas and TRANSIT.TV™ offer a powerful combination. Each platform is contextually relevant and works to enhance the other platform to dramatically extend reach and frequency. The result is a campaign that effectively, strategically and geographically engages with a large consumer base when this consumer is open and attentive to advertising messaging. Both platforms are highly visible, effective and targeted,” concludes Goncalves. 

Transit Ads outlines new Taxi Branding Regulations

Shamy Naidu, Executive of out of home transit environment specialist Transit Ads™ outlines the new taxi advertising regulations as recently gazetted by the South African Department of Transport.

On the 18th of August 2017, the Department of Transport gazetted the new taxi branding and advertising regulations. The new regulations affect how brands and media owners advertise on minibus taxis.

Unfortunately, the broader advertising and media industry was not consulted during the lead up to the proclamation of the new regulations. The decision to implement these changes followed a process of exclusive interaction between government, taxi bosses and taxi associations.

It came as a surprise to the entire industry when on the 18th August this year the new regulations were gazetted. At the same time, the Distinguishing Marks for Mini-Bus and Midi-Bus Regulations published in 2007 were repealed.

The new regulation, The Regulations on Colour Coding and Branding on Minibuses and Midibuses used for Minibus Taxi -type Services, 2017 came into effect on the 18th August 2017, with all affected parties given a period of six-months from date of publication to comply.

Unfortunate as it may be that the consultative process was flawed, we believe that there are some positives in the current proclamation of the regulations. It further highlights Government’s intent to regulate the taxi industry; while at the same time it protects brands through regulating the advertising methodologies employed within this space.

Transit Ads™ made immediate representations to the Department of Transport on the regulations. We did this with a view to negotiating the ideal methods to be employed to ensure maximum exposure for brands on the vehicles whilst remaining within the constraints of the new laws.

The regulations affect how brands advertise on the exterior of taxis, so it is of utmost importance for brands, marketers and media owners to understand what these new regulations entail.  The consultation held between Transit Ads™ and the Department of Transport, post this gazette, has ensured that Transit Ads™ is ideally positioned to seamlessly implement the new branding regulations on behalf of its clients. Through our consultations and interpretations of the new bylaws, we have agreed on the new format of how a taxi can be branded and received the necessary acknowledgement from the Department of Transport.

The new Act reads as follows:

Advertising is permitted on any minibus or midibus used for minibus taxi –type services, subject to sub regulations (2) and (3).

Advertisements must only appear on the side panels or sliding door to the rear of the driver and to the rear of the front seat passenger doors.

No advertising, logo, sticker, distinguishing mark, identification or livery may be painted or displayed on a vehicle other than those authorised by these Regulations or permitted in terms of any other law,

An operator who contravenes or fails to comply with these Regulations is guilty of an offence and liable on conviction to a fine or to imprisonment for a period not exceeding three months.

Only minibus and midibus taxis will be affected

In terms of taxis affected by the act, these regulations only apply to minibuses and midibuses used for minibus taxi-type services, and not to any other type of vehicles used for any other type of public transport service.

New Format of advertising incorporating the New Regulation

Basically, what has changed is the regulation of which particular surface areas on the exterior of the taxi can be branded. The below images demonstrate the new advertising formats:

FULL WRAP

TAXI REAR WITH CONTRAVISION

TAXI REAR – WITHOUT CONTRAVISION

TAXI FRONT

Why the Regulations can be a good thing

It can be argued that the new Regulations ensure that all exterior branding is uniform and consistent. It also protects the integrity of the South African taxi associations, in terms of them adhering to regulations passed by Government.

Download the Regulation Gazette, No. 41046 of 18 August, 2017 here.

MyCiTi campaign a win for African Extracts

Transit Ads™ has exclusive advertising rights to MyCiTi buses in Cape Town, providing an opportunity for brands who want to stand out within the city. The bus network clocks 75 000 commuter journeys per day, so advertising on this medium provides visibility and frequency.

“Buses are giant billboards that have the ability to showcase brand messaging in areas where other forms of out of home are limited; or the opposite, where cities are cluttered with various forms of advertising. For African Extracts, buses directly and successfully target their audience,” says Hugh Wilson, national sales manager: Transit Ads™.

Absa hops onboard City Sightseeing

Exploring new ways to reach South Africans out-of-home, Absa hopped onboard City Sightseeing buses to advertise their new rewards programme.

The red double-decker City Sightseeing buses are world-renowned; these iconic open-topped buses act as travelling billboards and have an active and established presence taking locals and tourists to experience some of the best-loved locations in the city and surrounds. Watch the experience here.

The Absa rewards message is simple, as an Absa Rewards member, you get cash rewards, on all your debit, cheque and credit card purchases, no matter where you shop. What makes this unique is that you earn real cash not just points which means you get paid to sightsee which is even better!

Tag 8 is proud to partner with City Sightseeing bringing brand partners onboard and offering external and internal branding, Wi-Fi advertising and activations.

Taxis as mobile galleries bring international art trends to South Africa

By Brent Lindeque

The works of the six finalists in the 2016/17 SA Taxi Foundation Art Award will be on display to the South African public from the end of July, carried as decals on 60 minibus taxis.

The taxis will travel on conventional routes in the cities of Tshwane, Johannesburg, Cape Town, and Bloemfontein and also in the rural areas of Mpumalanga and Limpopo. Certain of the taxis will also be highly visible in the creative hubs of the metropolitan areas.

“Because one of the aims of the SA Taxi Foundation Art Award is to provide opportunities for emerging artists to expand public awareness of their work, we felt that it was important for the finalists’ pieces to be constantly on view in areas, such as Maboneng and the Market precinct, where people are pro-actively looking for fresh, innovative products,” says SA Taxi Foundation project co-ordinator, Queeneth Brown.

“At the same time, the taxis running on conventional routes will promote the finalists’ work to people who would not otherwise have the time or funds to go to a creative hub or to an art gallery. As they do every year, these taxis will do a crucial job in terms of giving the broader public access to art of a globally high standard.”

Having finalists’ work circulate the country on minibus taxis is an essential part of the role the SA Taxi Foundation Art Award plays in deepening South Africa’s pool of multi-disciplinary creative professionals.

It is the only award that requires artists to create an original work and then translate it into a decal that can be wrapped around a minibus taxi – as a form of mobile art. Mobile art is a growing trend around the world.

In addition, artists and designers must work to an external brief and a deadline as they would in the corporate sector. For artists, this exposes them to a different process from the one used in creating an artwork, where the parameters and creative expression are self rather than client defined. From the perspective of designers, the competition allows for freer expression than they usually experience in their professional lives.

Entrants also work in more than one medium in order to deliver a product that works as well in 3D format, on the taxi, as it does in its original medium.

Every year, therefore, the Award engenders among progressively more artists and designers multi-disciplinary creative capabilities that are also professional.

“These skills are essential if South African creatives are to benefit from a global art market industry that, according to the 2016 Art Market Report issued by the world’s pre-eminent art and antique fair, TEFAF, achieved total sales of $63.8 billion in 2015,” Brown says. “Consistently participating in even a small section of such a market would contribute significantly to our economy overall and it would put our own art sector on a nicely sustainable footing.”

The minibus taxi sector also benefits directly from its involvement in the Award, with the vehicles that carry the decals drawing more commuters, thereby improving profitability and helping to brand the operators’ businesses.

Freddy Matotoka, the operator of a vehicle that has carried finalist decals since the Award was launched in 2014, says that having an artwork on his vehicle illustrates his values as an operator: being concerned for the safety and comfort of his passengers.

“Also, you can’t see all four sides of the taxi at once and there’s a different picture on each side. This gives commuters the sense that they are seeing a new taxi each time they approach it from a different angle. It causes a lot of discussion among commuters. They will actually hurry to get on it so that they don’t have to ride in a boring taxi.”

“I’ve noticed, too, that, passengers enjoy being looked at by other people when they are riding in my taxi. Everyone likes to be part of something special.”

Each of the six decals will be carried by 10 minibus taxis for the next six months. The specialised work of producing the decals and mounting them on the taxis is undertaken by Taxi Media, a division of SA Taxi geared to helping taxi operators generate more income by carrying advertising inside and on the outside of their vehicles.

Members of the public are encouraged to upload their photos of the art taxis on their social media platforms using #spotthesataxi as a hash tag.

KasiKrew puts community at the heart of Rank TV

Primedia Outdoor has recruited a “KasiKrew” – community based videographers – for four of its Rank TV sites, according to Peter Lindstrom, Primedia Outdoor’s Sales and Marketing Executive.

Much like a reporter from a local newspaper, the videographer’s job will be to cover events within local communities – everything from weddings to soccer matches, interviews with community personalities and beyond. “Our intention is to create vibrant local content for the people of a specific community,” says Lindstrom. “Content that tells stories about familiar people and places, and that is relevant and interesting to the people using a particular rank.”

http://https://www.youtube.com/watch?v=mRs_a438mnI

 

The Screen Scene

Rank TV is a South African outdoor commuter channel with large LED (and LCD) screens situated in over 12 sites, nationally. With a viewership of around 2 million a month and programming aimed specifically at the day-to-day public commuter, the platform hopes to cement itself as the people’s channel – and the locally based KasiKrew are a concrete step towards making this happen.

 

Recent Wi-Fi research has been conducted by Primedia Outdoor and Visualitics to provide figures detailing the unique reach, impacts and frequency for each of these installations. With sites located in eight of the nine provinces, the entire network (excluding Vryheid and Bloed Street, which are set to be measured at a later stage) offers a unique reach of 1 914 600, with impacts of 8 622 999, and an average frequency of 5 per month.

 

Ranks are the new shopping centres

According to Lindstrom, these figures aren’t surprising. “Ranks are the new shopping centres, where thousands of people converge on their way to work, shopping and other destinations,” says Lindstrom. “They are also often a last point of contact before a purchase decision is made, making them a good location from which to reach out to the mass market. They play to an economically active audience, who are receptive to trends and marketing that focuses on their lifestyle.” “Ideally, we’d like Rank TV to help build a sense of community that transcends geographical locations,” says Lindstrom. “Rank TV should transform a dull commute into a journey filled with the discovery of new places and stores, the sharing of stories, and the chance to ‘meet’ new people.”