Category Archives: Transit

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.

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.