Small format out of home advertising has earned its stripes as an effective marketing tool, but the real value lies in fully understanding this medium and the impact that multiple small format sites can have on the growth of a business.
That’s the view of Street Network, South Africa’s market leader in small format out of home advertising and a longstanding growth partner of many of the country’s small businesses.
Take, for example, the CrossFit Aurum gym at the Hobart Grove shopping centre in Bryanston, Johannesburg. Despite this being a popular centre, the downstairs gym location meant it had to rely on its website and word of mouth for its promotional and marketing efforts.
The objective of the Street Network campaign that it embarked on was to raise awareness of the gym’s location and drive new memberships, with Street Network taking on the role of strategic business growth partner, by creating, developing and rolling out an effective out of home campaign.
This took the form of strategically-located bus shelter sites in the vicinity of Hobart Grove shopping centre in Bryanston, and the results were almost immediate, with CrossFit Aurum enjoying a 3% growth in business in the period after the first site went live.
The second site proved even more successful, with an additional 9% growth in the wake of that site going live, followed by an additional 13% growth following CrossFit Aurum’s decision to take a third site in the area.
The end result was overall growth of 25% for CrossFit Aurum, which was directly attributed to the three Street Network sites it invested in.
“Bus Shelters can be utilised in a targeted and contextually relevant manner,” says Vaughan Berry, Director “They are positioned to catch the attention of consumers on their daily commute and are often close to the point of purchase, while attracting high levels of brand awareness. But, the key to this campaign was the multiple sites, which was backed up by the exponential growth CrossFit Aurum enjoyed with the addition of each site.”
It’s well documented in the out of home industry that reach and frequency are key to the success of any campaign and the research is there to back this up.
Nielsen’s 2017 ‘Poster Advertising Study’ examined awareness and attitudes towards billboard posters in 10 markets and measured advertising recall for 36 brands using posters in those markets. Under the report’s ‘highlights’, it suggested that “more is better” and that “the number of posters used by a brand directly impacted overall ad recall for the campaign.”
Geo-targeting is another important and related element, as for local small business owners, confidence that their ad is viewed by the most likely customers is essential for return on investment (ROI).
However, it stands to reason that to achieve greater reach and frequency requires multiple sites – hence the need for geo-targeting and the number of sites to work hand in hand.
In this way, CrossFit Aurum, in partnership with Street Network, developed a profile of its ideal customer, targeted a high LSM consumer and potential gym goer living or working in the Bryanston area, determined how many sites would ensure it reached a high percentage of this audience, and rolled out a small format out of home campaign that delivered tangible results and growth.
TRANSIT.TV™, South Africa’s largest digital placed-based network has been refreshed with a new look and feel, and extended offering, ensuring that it holds its own within the space of more established and traditional ‘linear’ television stations.
Boasting a solid heritage within the transit media environment for over a decade, the channel has been very successfully adding value to millions of commuters daily via a mix of entertainment and relevant content and information.
The market-leading digital network currently broadcasts to in excess of 13 million economically-active, influential and technologically savvy viewers every month. In order to ensure the relevance of the content, continuous updates are instituted to retain eyeballs on the screen, delivering an appealing viewing experience to commuters all while ensuring high levels of engagement and recall for advertisers.
A history of continued refinement
Since Transit Ads launched TRANSIT.TV™ in 2007, the network has undergone a number of upgrades to ensure that it retains its market-leading position, while providing new engaging formats for commuters, and a greater array of advertising opportunities for brands.
“In today’s economy and media landscape, there is a critical need to keep a finger on the pulse as change has become the new norm. A key factor for us is delivering content in the most effective manner to reach the highest number of people,” notes Shamy Naidu, Executive at Transit Ads.
Actively progressive in terms of both offering and content within the transit media space, Transit Ads has been ‘leading the pack’ while aligning itself with the ever-evolving urbanisation and transport trends. Recently the company launched its large-format, digital billboard TRANSIT.TV™ screens in Mdantsane and Thohoyandou – the first two sites in a planned roll-out across the country. Furthermore, it also increased its mobile fleet with the rolling out of screens on the Rea Vaya network of buses in Johannesburg.
The nett result of the updated network provides advertisers with a larger audience across a broader swathe of the country in key commuter nodes, solidifying the market dominance held by TRANSIT.TV™ in the transit environment.
The digital playing field – a key buy
Television viewing has morphed, with linear television facing challenges from VOD and streaming services which provide a demanding public with content that is not only relevant to them but viewed when they choose. Digital place-based networks such as TRANSIT.TV™ need to ensure that the delivery of content is as engaging as other formats. However, they hold a specific trump card when it comes to delivering content for commuters.
These place-based networks broadcast to viewers within captive environments where dwell-times and frequency ensure that content is not only viewed, but at high levels of recall. The latest 2019 Nielsen Out of Home Study found that seventy-four percent of commuters notice digital place-based networks. Coupled to this, the December 2018 PJ Solomon Monthly Media report shows recall of digital out of home advertising at 82%, the highest of all media formats and a CPM which rivals – and is often cheaper – than other formats. It is clear that platforms such as TRANSIT.TV™ should be a key purchase in any media plan.
TRANSIT.TV offers incremental reach to advertisers
With television viewing becoming increasingly fragmented, a challenge has been posed to brands and agencies. How do we maintain reach and continue to influence viewers?
Research conducted by Transit Ads with Kantar shows that reach and influence is incrementally augmented when marketing campaigns include both terrestrial television and TRANSIT.TV™. Because the campaigns reach the right audience at the right time and when they are in the right frame of mind, there is far less wastage and brands receive a much higher level of ROI.
Incremental reach ranges from 8% to a staggering 50%, proving that TRANSIT.TV™ offers media planners a way to connect with audiences who cannot be reached on TV alone. Campaigns which achieved a TV reach of 70%+ and included TRANSIT.TV™, all benefitted from double (or triple) campaign frequency, due to high overlaps in exposure.
“With the new look and feel and expanded offering, not only are we changing and adapting in order to offer advertisers an effective digital media platform, but we’re leading the change,” concludes Naidu.
Transit Ads is an innovative brand with a service offering to match. Imbued with a culture of continually researching the needs and habits of commuters and objectives of brands, it provides impactful and high-reaching advertising solutions, characterised by competitive costs and high recall levels.
More About TRANSIT.TV
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 0861 776 826 or email email@example.com.
View the TRANSIT.TV offering at https://www.transitads.co.za/product/transit-tv/
A Land Rover dealership in the south of Johannesburg has amplified its sales campaign this quarter by partnering with Mall Ads to drive greater shopper engagement with the Land Rover and Jaguar car brands and, ultimately, increased sales, with at least one vehicle being sold as a direct result of the campaign.
The dealership displayed vehicles at Mall of The South and supported that display with strategically-located Mall Ads media placements throughout the mall.
They include hanging banners and lightboxes driving shoppers to the point of display, as Mall Ads maximises Land Rover and Jaguar’s exposure and visibility, with the media supporting the activity on the ground and thereby driving up top-of-mind awareness. This is what brands strive for and seek in measuring activations in malls – awareness, notability and engagement – with the brands now able to create different touchpoints.
“The skylight hanging banners and the lightboxes above the lifts have been beautified with the Jaguar and Land Rover advertising collateral. Mall Ads, as a partner, has been able to deliver a great campaign with brands that we as the mall want to be associated with,” says Krystal Coconas, Mall of the South Marketing & Communications Manager.
Land Rover has taken that a step further by introducing a loyalty hook for their customers and loyal vehicle drivers who frequent the mall, whereby the driver of a Land Rover or Jaguar on a Saturday over the three-month period can get his or her parking at the mall covered for free, whilst Mall Ads has also introduced an opportunity to test drive vehicles over the weekend that the car is on display. A great promotion and a win for both consumer and the brands.
“We are happy with the 360-degree campaign that allows for presence and engagement with potential Land Rover and Jaguar clients, as well as rewarding loyalty to existing clients by giving them free parking over the activation periods,” says Craig Chame, Owner of Chame Media.
“In this way, Mall Ads is offering Land Rover an innovative solution and helping drive consumer behaviour by using the strategic media platforms to direct potential customers to the vehicle display,” says John Faia, General Manager of Mall Ads. “This is just another example of how Mall Ads is strengthening its position as South Africa’s leaders in the non-GLA (non-gross lettable area) sector and the industry’s innovators in the mall space.”
Mall of the South is a 72,000m2 regional shopping centre and has a tenant offering of over 160 stores, along with complimentary wi-fi, functional work stations and plenty of mall innovation. It is also situated in one of the wealthiest suburbs in the south of Johannesburg, Aspen Hills, and as such is well-placed to attract affluent residents with a taste for luxury brands – hence the synergy with the Land Rover and Jaguar brands and why this execution has proved so effective.
Beyond that, this campaign is another example of how Mall Ads is able to present brands with opportunities to engage with shoppers – and a targeted audience – in a way that does not feel like traditional advertising.
Integrated Rapid Transport Media (IRT), part of the Provantage Media Group (PMG) stable of companies, has once again successfully retained, the advertising rights to the MyCiTi infrastructure in the City of Cape Town.
Launched in 2010, the ever-expanding service is seen a leading example of the benefits a Bus Rapid Transport system such as this brings to a city and its citizens. The last major expansion to the system was launched in October 2018 with the introduction of new routes and destinations as well as more direct routes with fewer transfers, and 29 new bus stops.
Today the MyCiTi buses cover an average of 1,6 million kilometres per month on a number of routes, criss-crossing the city and surrounding areas. The high-quality bus-based transit system delivers fast, comfortable, and cost-effective urban mobility with segregated right-of-way infrastructure.
PMG divisions and IRT strategic partners – Transit Ads and Street Network – have been tasked with the execution of the advertising and media rights on MyCiTi Bus Shelters, bus exteriors and interiors, bus stations and selected Cape Town taxi ranks in key commuter nodes.
The new contract secures a larger footprint in Cape Town, allowing IRT media to be a dominant outdoor media operator in the city.
Shamy Naidu, Executive of Transit Ads & IRT Media explains that during the past five years, the rights opportunities have provided brands with unmatched out of home exposure along the city’s main routes and transit hubs, and he is excited to be able to continue in this vein.
“Through our partnership with IRT, advertisers have access to sites that are extremely impactful, highly visible and geographically targeted. The City of Cape Town and surrounds is exceedingly restrictive with regards to outdoor advertising and this is where the MyCiTi network offers a valuable opportunity to effectively target millions of consumers daily,” say Naidu.
Advertising platforms on MyCiTi offer unprecedented opportunities for advertisers
The advertising platforms offer uncluttered visibility, impact and frequency with upwards of 3,5 million Capetonians seeing bus shelter and bus advertising every week. Since inception in 2010 to June 2019, approximately 100 million passengers have used the MyCiTi network, with 80% of them making household purchasing decisions. On any weekday, close on 61,000 people in Cape Town make use of the network to commute to work, school and for leisure and other purposes.
With advertising not only visible to these commuters but also those who commute via road – be it on foot, by car, taxi, motorbike or bicycle, MyCiTi advertising offers a broad array of effective media platforms for brand and messaging exposure.
For more information on how to effectively target and reach a Cape Town audience, contact:
Sharjah Airport Authority (SAA) has signed an agreement with Provantage Media Group (PMG), which specialises in commercial advertising at international airports. PMG will manage the advertising spaces at Sharjah Airport for eight years.
The agreement was signed by HE Ali Salim Al Midfa, Chairman of Sharjah International Airport Authority, and Jacques du Preez, Founder and CEO of PMG, in the presence of senior managers and officials from both organisations.
The agreement is one of SAA’s efforts to enhance business revenues through the use of advertising space and the latest digital technology solutions. HE Ali Salim Al Midfa said, “We awarded Provantage Media the rights to manage advertising at the Airport because the company uses new and innovative methods that are in line with the Airport’s importance, and this will help to enhance SAA’s marketing and advertising efforts. Sharjah Airport continues to achieve steady growth in terms of the numbers of passengers and companies operating at the Airport.” His Excellency added, “We chose this company after studying a number of competing offers from several international companies that specialise in advertising.” He pointed out that SAA will benefit from the company’s international experience as PMG holds the advertising franchises for approximately 23 international airports. He added that the Airport’s spaces and facilities offer companies and organisations great opportunities to display their modern, attractive ads in good areas.
Jacques du Preez said he was pleased to cooperate with SAA, emphasising that his company would seek to benefit from the increasing traffic at Sharjah Airport, which is one of the region’s leading aviation hubs, by using the advertising industry’s latest digital technology.
Hollard Insurance is already an eye-catching brand, thanks to the bright purple that dominates its marketing collateral, and now it has gone a step further with a cleverly conceived special build out of home campaign with Street Network.
Specifically, Hollard has tapped into the obsession that modern-day consumers have with all things digital and developed a creative campaign that features commonly-used emojis and ‘pin locators’ affixed to the sides of strategically-located bus shelters across Johannesburg, but largely focused on the area surrounding the Hollard headquarters on Oxford Road in Parktown.
The selected emojis speak to the various messages on the creative, such as: “Over 5 million people are ensuring a brighter future with us”.
The campaign has allowed Hollard to have a little fun with a brand that is already seen as innovative, whilst at the same time communicating a particular message in a simple, yet creative manner.
“This campaign is effective, because it speaks the language of its target audience,” says Jonathan Everest, Head of Sales at Street Network.
Hollard is South Africa’s largest privately-owned insurance group and has been in business for nearly 40 years, providing short-term and life insurance as well as investment products to a diverse customer base, including individual consumers, commercial entities and corporate clients.
In this way, Hollard has grown its offering at the same time as those individual and commercial entities that have invested in the insurer as a growth partner.
It’s estimated that this street furniture campaign has reached approximately 470,000 people and delivered around 2.8 million impacts, with an average frequency of six. (ROAD2015/16/17C)
Arguably more importantly, though, the campaign has enabled Hollard Insurance to push the envelope, creatively, and maximise the benefits that a Street Network campaign is able to offer, such as frequency and targeted messaging.
Showmax has made a big statement in partnership with Airport Ads by unveiling an eye-catching large format building wrap at Cape Town International Airport.
The building wrap is part of a four-month Showmax campaign and is situated on the exterior of the airport’s parking garage, facing the road that exits the airport precinct – a road that all vehicles visiting the airport use to exit.
Showmax is using the building wrap to promote its data offering and the various series available on its platform, including Vikings, Game of Thrones, Billions, and Pretty Little Liars, and has opted for Airport Ads as an advertising partner, as it looks to take its message directly to a targeted audience – those consumers with the means to afford the Showmax offering.
“Airport Classic is just one of the solutions offered by Airport Ads and the building wrap at CTIA is an example of how we are able to provide brands with the opportunity to captivate and engage upper income business and leisure travellers with striking advertising that is truly larger than life,” says Mzi Deliwe, Deputy CEO of PMG and Head of Airport Ads.
According to Airports Company South Africa, Showmax will reach approximately 420,000 affluent passengers a month through this campaign, representing a significant return on investment.
Further, the large format building wrap is expected to be highly impactful, due to its impressive size and location, along with the ability to take the Showmax message to the relevant audience. That’s because the most regular travellers are frequent flyers from the upper income brackets. They have the purchasing power and are regarded as tech-savvy, due to their need to balance constant travel with a work/life balance.
As Showmax is an online subscription video-on-demand service, the fit with a tech-savvy audience that makes us a substantial portion of air travellers is clear, with Airport Ads having the ability to effectively match and target product with audience.
With their latest campaign, luxury brand TAG Heuer is strategically engaging with an affluent, discerning and financially fit audience. The brand is reaching golfers in the captive golf environment via a live analogue clock flighted on digital television channel Golf TV™.
The flighting of the live analogue clock is interspersed with programming that is pertinent to the audience, and includes general, financial and sports news. the golf environment provides unique OOH opportunities for targeting high net-worth individuals and enhancingbrand assimilation.
With digital and mobile continuing to grow its market share, most traditional mediums have seen their slice of the pie cut dramatically, but not Out of Home, according to Jacques du Preez, CEO of leading South African and African Out-of-Home media owner, Provantage Media Group.
I recently reviewed some research conducted by MAGNA Intelligence, the well-respected US-based resource on advertising and media, which presented the historic and projected share of global advertising revenue by media channel, and it made for some very interesting reading.
The research confirmed the incredible growth of digital media worldwide and the subsequent pressure this growth has placed on most other traditional mediums.
Impact of Digital
The results of the research suggested that digital media’s market share will grow from the 29% it enjoyed in 2014 to approximately 52% by next year, 2020, which is obviously not good news for traditional platforms.
Newspapers and magazines are predicted to continue their slide, falling from 19% in 2014 to just 7% by next year.
The report suggested that TV is performing slightly better and will decline ‘only’ 9%, when one compares the 2014 and 2020 numbers.
Of all the media platforms, it seems that out of home and radio have been more resilient in surviving the digital storm, with radio predicted to decline by just 2% and Out-of-Home 1% over the same period. Interestingly, cinema, which is classified as Out-of-Home, is predicted to be extinct by 2020.
If one drills down a bit further, the MAGNA numbers show that traditional Out-of-Home will have declined by 1% by next year, whilst digital Out-of-Home will retain its market share of 1% of advertising revenue over the same period.
Global Ad Revenue by Media Channel 2014 – 2022
The take-out from this, for me, is that whilst other media are losing out to digital, Out-of-Home market share has remained largely stable over the last five years and resilient in the face of the threat of digital.
My 21 years in the out of home industry have given me some insight into why I believe Out-of-Home has retained its share and will continue to grow faster than TV, radio and print, both in South Africa and across the African continent:
Most other traditional media channels have largely remained stagnant and not evolved as the consumer and media landscapes have changed.
Not Out-of-Home, and this is why it has remained relevant and successful.
With new and cheaper technology, greater urbanization, and a new generation of “on demand” consumers, the foundations are in place for Out-of-Home to continue to grow, both in South Africa and across the African continent.
MTN Business has placed its trust in Airport Ads to deliver a targeted, upper income audience, and rolled out a national multi-site awareness campaign that speaks directly to small business owners.
The leading network has booked multiple holdings at South Africa’s 12 airports for a period of six months, with creative executions across a multitude of static sites, including bulkheads, escalators, wall sites, lightboxes and lift shafts.
In doing so, MTN Business has done justice to its ‘everywhere you go’ tag line and ensured extensive exposure at South Africa’s entry and exit points – points that are well-populated by the country’s small business owners.
In fact, according to Airports Company South Africa, MTN’s significant presence is expected to deliver reach of approximately 3.6 million affluent passengers a month.
“In this way, not only will MTN Business reach a large number of targeted consumers, but also take advantage of the benefits Airport Ads offers, including the high dwell times that occur at airports and access to a key, upper income audience,” says Mzi Deliwe, Deputy CEO of PMG and Head of Airport Ads.
The synergy exists in MTN Business wanting to speak directly to small business owners with its #wegotu campaign and the predominantly business travellers that frequent South Africa’s airports on a daily basis.
The call to action is in the form of copy that speaks to the business owner, with lines such as “need to grow your business?” and “tailor-made business solution”, whilst there’s also an interesting play or two on the actual airport environment, with “faster than priority check-in” and “goes faster than a window seat”, referencing the speed of the MTN network.
MTN claims to be ‘everywhere you go’, and with this extensive campaign across multiple Airport Ads sites at every South African airport, it makes a strong case to support that claim.