• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Out of Home

Media on the move – or is it?

by Tanya Farber & Jeremy Daniel
February 8, 2013
in Out of Home
0 0
0
Media on the move – or is it?
Share on FacebookShare on Twitter

In an outdoor nation like ours, transit media should be a goldmine, so why aren’t advertisers utilising it as much as they could?

Every week, 22 million commuters make their way through the traffic in South Africa. Imagine, then, all the ‘blank canvases’ that appear in that public space just waiting for some funky advertising to be added to the mix.

Is it a potential goldmine, or are there just too many barriers in place?

According to some industry role players, transit media is not reaching its full potential in South Africa. John Rice, managing director of Graffiti Media, says the medium is certainly underutlised, especially when compared with other media.

“This is partly because it is still seen as an alternative medium that is not as established as mainstream media, such as television and radio,” he explains, “and it is also more difficult to provide transit media advertisers with accurate feedback with regard to figures and exposure so it can be a little harder to sell.”

Jacques du Preez, who heads up Provantage, an out of home (OOH) media business, offers a different perspective on the same problem.

“Advertising buyers and planners are not the primary users of public transport in South Africa and they tend to buy media that they consume themselves. This situation is not unique to South Africa as it also happens in other developing countries,” he says. “Another reason is that a lot of the transit media infrastructure is brand new and it will take time for people to get their heads around it. There is also a lag in research, so it will take time to get into the mainstream media planning and buying.”

From a media agency perspective, it is not so much that transit media is under-supported but that it requires extremely careful planning to make sure it is utilised in a suitable manner.

“The commuter market is a very specific environment,” says Tanya Schreuder of media agency Vizeum. “For some brands it is the perfect space and for others not. With budget cuts, one could also assume that clients and media agencies are consolidating their spend and trying to do a better job in fewer channels, rather than spreading their budget too thinly when electronic media still attracts the lion’s share of ad spend.”

And, adds Chris Botha, group managing director of The Media Shop, “Transit media is also competing in a market where there are many other media types equally suitable to reach mass media.”

He says that branded public transport is not a ‘silver bullet’ to reach the commuter market, but that, on the positive side, the cost per point (CPP) for transit media is “very favourable when compared to other traditional media”.

So what are the best campaigns that can inspire more faith in the transit media industry?

According to Rice, they are those that have found a way to utilise the medium in a unique manner.

“For instance,” he says, “8ta has provided free wi-fi for passengers in their branded cabs, and Visa offers its cab passengers a 10% discount when paying with a Visa card. Similarly, 1st for Women Insurance has trained the women drivers of the women-only cabs on their various product offerings. These kinds of added-value benefits are a fantastic way of getting people to remember and feel good about your brand.”

Du Preez says that new innovative formats are becoming more visible.

“With innovation in the right environments, brands will follow. Prime examples are MyCiti – the integrated rapid transport system in Cape Town and Prasa (Passenger Rail Association of South Africa), which offer state of the art media opportunities,” he says.

All acknowledge, however, that there are still challenges afoot.

Schreuder says: “A challenge in the commuter space is clutter. Mindsets are often
preoccupied, and with so much going on around you when commuting, clients are nervous that their messages will not be noticed. It is also a challenge to gain critical mass. For example, when it comes to taxi branding, it can cost a fortune in production to brand enough taxis to ensure breakthrough.”

She says that one needs to look at an integrated campaign, one that involves brand building and consumer engagement.

Du Preez says another major challenge is that of a “lack of credible research proving what we as media owners have known for some time: transit media essentially delivers the biggest economically active captive audience in South Africa”.

He adds, “There is a perception that transit media is not as sexy as traditional above-the-line media, like radio and television.”

That said, there are rich opportunities to be explored. Says Rice: “People are spending more time commuting, and more people are travelling more frequently.

“As a result there are ever-increasing opportunities for advertisers to reach their target audience in a different way – on an airport bus handle, on an electroluminescent taxi top on the roof of a cab, to name but two. There are also opportunities to be creative
and strategic with the medium and come up with bold, eye-catching creative executions,” says Rice.

Du Preez also highlights the opportunities and says that transit media “offers a great opportunity for addressing the disconnect that exists between brands and consumers in the main market as it brings the brand message directly into their lives”.

And, he adds, “Brands and advertisers will always have an appetite for new media opportunities, especially in environments where they deliver significant economically active audiences, high frequency and low wastage.”

Despite the challenges, it seems there are still rich pickings for transit media in South Africa, so don’t be surprised if the next time you see a double-decker bus, you mistake it for a layer cake decorated in lucrative icing sugar.

This story was first published in the January 2013 issue of The Media magazine.

Tags: Graffiti MediaJacques du Preezout of homeProVantageTanya FarberTanya SchreuderThe Mediatransit mediaVizeum

Tanya Farber & Jeremy Daniel

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

Recent News

South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?