Category Archives: Transit

Transit Ads™ implements campaign for PPC Cement

Over the next few months, commuters and pedestrians will be exposed to a wide-spread national PPC Cement Taxi Campaign implemented by leading transit media company Transit Ads™.

PPC is a leading supplier of cement and related products in southern Africa, with 11 cement factories in South Africa, Botswana, DRC, Ethiopia, Rwanda and Zimbabwe. PPC’s capacity is around eleven and a half million tonnes of cement products each year and their mission is to empower people to experience a better quality of life through all their products.

To keep their products top of mind amongst a variety of audiences, PPC Cement commissioned Transit Ads™ to wrap 137 taxis across the country. Of the 137 taxis, 73 have a full wrap and 64 a full back. This OOH marketing strategy is part of a broader campaign by PPC Cement to showcase their different products.

With the opportunity for exposure and engagement provided by this extensive taxi campaign, PPC has access to a huge audience across the country on a daily basis. As such, they have extended the campaign for an additional three months and have added 27 full wraps and 8 full backs to the fleet.

Strategically selected routes

Routes have all been strategically selected ensuring the best opportunity for promotion to PPC Cement’s audience. Transit Ads™ implements extensive and continuous research to ensure that audiences are reached effectively with maximum exposure for the advertiser. Apart from the frequency and visibility along main routes, the messaging is exposed to consumers at taxi ranks and main transit nodes, areas which experience high footfalls and present long dwell times.

Hugh Wilson: Head of Sales at Transit Ads™ explains the effect of taxis as moving billboards: “In terms of creative, taxi wraps offer a great platform for striking visuals, impactful messaging and a call to action. In addition, a diverse range of consumers are exposed to the messaging.”

Minibus taxis remain the dominant form of public transport in South Africa with over 15-million commuter trips taking place daily. For advertisers this means frequency, visibility and high brand recall.

Why 360 degree campaigns work in the Transit Environment

Shamy Naidu, Executive: Transit Ads™ outlines the importance of implementing 360° advertising campaigns within the highly effective, high frequency and captive transit environment

As in any other advertising environment, the need for a 360° campaign in the transit environment is vital to ensure maximise ROI and to keep brand and product top of mind. Transit Ads™ provides this opportunity to clients as its comprehensive range of offerings ensures that every touchpoint along a commuter journey is maximised to provide excellent advertising exposure.

Over 12-million commuters use taxis on a weekly basis, while train and bus commuters combined make up 4-million commuters on a weekly basis. Around 80% of this audience is the main purchaser   in their household. This audience fits cleanly within the economically active LSM profile of 4 to 7, making them one of the most sought-after market of potential buyers and product purchase decision-makers. And we can tap into this audience when they are most open to brand messaging.

86% of consumers agree that OOH makes brands visible

Research from Nielsen shows that 86% of people agree that Out of Home advertising (OOH) makes brands stand out. As the population grows, Out of Home becomes more powerful and more relevant. While other mediums are fragmenting and fighting for the consumer’s attention, OOH continues to gain audiences, especially within the transit environment.

The UK’s Outdoor Media Centre’s (OMC) research shows that OOH is the advertising medium most seen by shoppers in ‘the last window of influence’ before shopping. Only 13% of consumers stick to a pre-determined purchase list, while 72% can be swayed towards a product by recently viewed OOH advertising, making this type of exposure highly influential.(http://www.oma.org.au).

Proximity to purchase

Research also shows that most commuters make a purchase within five minutes of getting off a taxi – providing clients with a perfect opportunity to expose their brand and product. Advertising within the transit environment offers an effective solution for targeting and communicating with the economically active emerging market.

There has been an increase over the years in the number of retail outlets and entrepreneurial retail opportunities, both in the taxi and train station environment, so too have the opportunities for brands. This said, brands need to be all the more attentive to their advertising strategy because there are many more competitors vying for attention than in previous years. This is where a 360-degree campaign comes into play.

Targeted Placement

Effective marketing is not about bombarding the consumer in numerous ways, but about understanding – with an ear to the ground approach – the landscape in which we find our client’s target market.  Transit Ads™ does extensive and continuous research on placement of platforms so that audiences are reached effectively.

This research directs the touchpoint placement in terms of geographic footprint and high dwell areas. This is particularly relevant in areas such as Johannesburg, where there is extensive media clutter, and in Cape Town, where there are tight media restrictions. Within these environments placement ensures that the frequency of exposure is at its maximum at all high-traffic times.

At Transit Ads™, we use a scientific approach known as Environment Media Mapping (EMM) which clearly defines the best times and locations at which to engage the consumer. This process ensures that all offerings – Transit.TV screens, taxi branding, train station branding, taxi branding, rank branding, BRT bus branding, activations – provide the best visibility, maximum impact and most effective engagement with the consumer for the client.

Maximised Exposure

As consumers become increasingly out of home, advertisers are assured of an attentive audience. In a transit environment, when these consumers are standing in a queue or waiting for their train to arrive, they use this time to get information, whether they’re conscious of it or not. They check messages on their phone and look around. Because Transit Ads Platforms are strategically located to target consumers when they are in this frame of mind, they draw attention.

Why? Messaging and creative is large, highly visual and attracts attention. Transit TV screens flight information and news, interspersed with advertisements that are relevant to this audience, while activations offer another touchpoint to engage these consumers on their transit journey. This influences purchasing decision and impulse buying, especially because stops along the commuter journey are in close proximity to retail.

Excellence and consistency ensures effectiveness

The operational structure within Transit Ads™ ensures that the quality of exposure is always excellent. Strict quality control measures are fundamental in enabling Transit Ads™ to deliver a service which is measurable, effective and relevant. There is consistent and continuous measurement of all platforms to ensure consistent effectiveness and high standard of product and exposure.

Transit Ads implements Rank campaign for Soweto Gold

Transit Ads™ has implemented a large-scale rank campaign for Soweto Gold where the brand creative dominates the ranks entirely, ensuring that messaging is not lost in any other media clutter.

Since being bought by Heineken, the South African beer brand has gained momentum and has extended its footprint, as such it is now available in a wider geographical area. The Transit Ads™ campaign strategically implemented to reach a highly targeted audience at Witbank and Natal Spruit Taxi Ranks ensures that consumers are aware of the brand and ask for it at liquor outlets and hospitality venues.

Dudu Cindi, OOH Strategist at Redstar explains that the campaign is very defined and aims to increase sales and loyalty for the brand. “The campaign was carefully strategised to maximise exposure for the brand through a selected geographical area, consumer frequency and effective, well-placed OOH media. The aim is to build the brand and build sales and, so far, the campaign is showing effect.”At each rank, Soweto Gold has branded the entire commuter facility and is therefore benefiting from exclusive exposure to the commuter audience. The monthly footfall at each rank is high – Natal Spruit: 681 920 and Witbank: 454 613 – and offers excellent frequency in a captive environment.Transit Ads has exclusive advertising rights to some of the biggest taxi ranks and commuter nodes in South Africa.

As such the campaign for Soweto Gold ensures that the brand receives excellent exposure, impact, frequency and recall. Unlike other advertising mediums OOH cannot be turned off, and strategic placement ensures that brand messaging and creative simply cannot be missed.

Complete dominance within the taxi rank environment has numerous benefits. The main benefit is that it impacts path to purchase. Transit hubs are in close proximity to retail and entertainment environments and this type of branding influences the decision to purchase one brand over another.

Debonairs train station campaign generates awareness

To generate brand awareness and ensure that millions of commuters know about Debonairs Pizza specials, Transit Ads™ has implemented a strategic OOH campaign – which is part of a broader commuter strategy developed by the MediaShop – in various Metrorail stations across South Africa.

For 12 months, consumers will be exposed to large format, sharp, colourful imagery of freshly made Debonairs pizza and the special offer messaging of ‘Real Deal from R21.90 each’. The creative is featured on strategically placed billboards in Berea Station, Durban Station, Cape Town Station, Park Station, Orlando Station, Germiston Station and Pretoria Station. Each station enjoys high traffic footfall, high frequency and long dwell times.

Shamy Naidu, Executive: Transit Ads™ explains, “The Debonairs campaign is effective because it targets consumers as they leave for work, but also as they arrive home when it is close to dinner time. Most Debonairs outlets are less than 5km from the stations and the mouth-watering creative keeps the product top of mind.”

Train Station branding has become a highly sought after advertising medium as it reaches a large consumer audience with excellent frequency, and delivers exceptional results. The national year-long campaign for Debonairs Pizza is set to raise the brand’s profile above its competitors, enhance brand loyalty and keep it top of mind when making a purchasing decision.

Every day, train stations experience a high footfall of commuters and offer high dwell times and brand visibility that translate to positive brand and messaging recall. Over a million commuters choose trains as their preferred mode of transport and this is increasing consistently along with the expansion and upgrading of infrastructure.

Train Stations have also evolved into major intermodal transit hubs where train, bus and taxi meet. Many of the country’s stations also boast excellent retail, which attracts not only commuters but other consumers looking to shop, do banking or grab a bite to eat.

The rail environment is captive, there are high dwell times with an average of 21 minutes, and there is excellent frequency with 79% of train commuters travelling twice daily.

TRANSIT.TV celebrates 10 years

Shamy Naidu, Executive: Transit Ads™ outlines the milestones on the growth trajectory of national digital television channel TRANSIT.TV™.

In 2007 Provantage Media Group launched an in-taxi television channel called Provantage Transit TV. It aired in 500 taxi nationwide to an audience of just over 2 million consumers in the primary metropolitan areas of Gauteng, Kwa-Zulu Natal and the Western Cape. The channel offered entertaining, informative and relevant content. The idea was borne out of a marketing need for a unique out of home visual communication touchpoint that ran 365 days a year to a highly sought-after commuter audience.

The groundbreaking medium entered the out of home arena when advertisers worldwide were adopting digital media networks as an innovative method of growing their reach and frequency in a fragmenting media landscape. TRANSIT.TV™ provided advertisers with the opportunity to engage consumers in a captive environment where there is a high dwell time and a very low-tune out factor. It was this ability that propelled the growth of digital networks, both internationally and in South Africa.

As a result of infrastructural investment and development, by 2013 the South African transit environment had started to rapidly transform into a more fully integrated transport environment. In line with this change, TRANSIT.TV™ was upgraded and expanded to meet the new realities, and provide advertisers with increased exposure opportunities. The channel went live in all the major PRASA intermodal nodes, namely Park Station (Johannesburg), Durban Berea Station, Pretoria Station and Cape Town Station. Numerous months of on-the-ground research and planning ensured that each screen was positioned strategically in key viewing and high dwell time areas within the station environments, in order to secure maximum exposure and recall for brands.

In 2015 TRANSIT.TV™ reached a key milestone: viewership of the digital place based network reached an audience of 10 million commuters monthly. The channel was making a significant impact for a variety of brands that continue to be clients today. From pharmaceutical, to FMCG, to retail and fast food offerings, brands were experiencing the significant impact the channel provided in terms of sales, brand loyalty and messaging recall.

Since then, TRANSIT.TV™ has continued on its upward growth trajectory and currently broadcasts to in excess of 13 million viewers every month, making it the largest digital place based network in South Africa. Viewers are economically-active, influential and technologically savvy and as such the content is continuously updated to ensure that it is relevant, entertaining and engaging. This ensures eyeballs on screens and high recall when it comes to advertising messaging.

Ten years ago Provantage Media Group’s TRANSIT.TV™ was at the forefront of DOOH and digital place based networks. OOH is a media amplifier – extending the reach and frequency of integrated campaigns, and driving mobile, social and digital engagement better than any other advertising medium. TRANSIT.TV™ as a key OOH touchpoint is driven by connectedness, using technology to strengthen engagement between brands and consumers, and offering connected networks and platforms. TRANSIT.TV™ is data-driven, using geo-location, audience measurement and advanced data analytics for better targeting, insights and ROI.

The channel offers advertisers massive reach, excellent frequency, geographical targeting as well as a captive audience that regularly experiences long dwell times. For more information on TRANSIT.TV ™call me on 0861 776 826 or email shamy@provantage.co.za or go to http://www.provantage.co.za/transit-ads/#transit-tv

 

Cash Crusaders launches its new TVC on TRANSIT.TV™

In an aim to create brand affinity in the commuter market, Cash Crusaders is launching a commercial on TRANSIT.TV™. The digital channel will air in taxis, in bus stations, in taxi ranks, and in train stations throughout South Africa and aims to be a vital marketing element to reach the mid-LSM market.

Cash Crusaders launches its new TVC on TRANSIT.TV™

“The Cash Crusaders campaign is the perfect example of purpose-driven marketing, where brand, messaging, and context are a seamless fit. The brand has taken the Zilahlile package, which presents as an on-screen broadsheet,” says Hugh Wilson, GM sales: Transit Ads™.

“TRANSIT.TV™ flights to a widespread audience when they are in a captive environment, be it in a train station or a taxi, and when they are open to advertising messaging,” adds Wilson.

For advertisers, TRANSIT.TV™ has brought numerous brands to the attention of consumers. The channel offers advertisers reach, frequency, geographical targeting, as well as an audience that regularly experiences long dwell times.

Johannesburg City Parks and Zoo’s Out-of-Home campaign welcomes everyone outside

Johannesburg City Parks and Zoo (JCPZ) is mandated by the City of Johannesburg to manage the City’s cemeteries, parks and designated public open spaces as well as to ensure that its environmental conservation function is carried out. This includes the maintenance of all street and park trees within the City’s borders and the Joburg Zoo. JCPZ is entrusted with the preservation and management of biodiversity through direct conservation action, education, research and recreation.

As the custodian of Joburg’s green heritage, the JCPZ is currently running a campaign which highlights the valuable work it does in terms of Capital Infrastructure Development; Open Space Management; Zoological, Horticultural and Ecological Services and Urban Forestry. Its portfolio consists of 20 000ha of green open spaces and 3.2 million trees, while the Zoo has 326 species consisting of 2 096 specimens, all housed within a 54ha area.

“Key to the #WelcomeOutside campaign was ensuring that multiple messages related to the range of services offered were delivered effectively.  By selecting Bus Shelters, the JCPZ was able to not only get the messaging out to the general public, but the flexibility of Out-of-Home and Bus Shelters in particular allowed for each service offering to be unpacked further,” comments Jonathan Everest, Head of Sales at Street Network.

Bus Shelters can be utilised in a targeted and contextually relevant manner, with the JCPZ campaign taking full advantage of this.  Visible in the vicinity of a number of key locations such as the Joburg Zoo and to targeted audiences along major routes, the campaign successfully delivered multiple contextually relevant messages.

“The JCPZ’s vision is to develop, maintain and conserve public open spaces, cemeteries and animal life for present and future generations. Street Network delivered a solution that amplified and extended the reach of the current campaign in a bold and creatively engaging manner,” concludes Everest.

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.