Bus shelters, street poles, curbside dustbins, street name ads and shopping centre parking lots in South Africa’s major metropolitan areas are among the spaces via which Street Network (a Provantage company) has adopted a “hyperlocal” advertising approach to connect with pedestrians, shoppers and commuters in their urban and suburban backyards. Simply put, hyperlocal targets an […]
Airport advertising delivers
The following article appeared on www.businesslive.co.za following an interview with PMG Deputy CEO Mzukisi Deliwe.
Advertising in the airport environment has increased and is set to grow further in the years ahead
In line with global trends around out-of-home media spend, advertising in the airport environment has increased and is set to grow further in the years ahead.
There are a number of reasons for this, says Mzukisi Deliwe, deputy CEO of Provantage Media Group, but two main characteristics that are particular to airport media are key: the amount of dwell time, and the existence of convergence zones (nodes of transport interchange). These factors make airports a niche and desirable advertising environment.
Airport advertising works so effectively, says Deliwe, because it plays to “a high-end captive audience” and long dwell times ensure that this audience is receptive.
He says OR Tambo International Airport alone has a captive audience of 20m travellers a year, excluding consumers who frequent the airport for other reasons. Each year, 41m passengers use Airports Company SA airports across the country, an increase of 14% since 2013
Read the rest of the article by clicking HERE to be redirected to the original publication.
You may also like:
Mall Ads connects Ford with consumers
Studies show that 85% of consumers like to touch and feel a product before buying it. With this insight, Ford showcased its new high-end models at East Point Shopping Centre in Boksburg, Ekurhuleni. Brands need to focus on experiential campaigns that resonate with and are relevant to a specific target market and the Ford campaign […]
ProActive™ takes Reckitt Benckiser back to School
During the month of January, ProActive™ harnessed the already entrenched influence of ‘Back to School’ to increase awareness and sales of relevant Reckitt Benckiser FMCG brands. An extensive activations campaign was implemented in major retail stores across Zambia, Zimbabwe and Namibia. To highlight the unique benefits of Jik, Dettol Soap and Nugget, the activations campaign […]