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THE MEDIA APRIL 2018

DIGITAL OUT OF HOME extends TV to the OOH space while still packing the emotive punch of TV, in terms of engagement and recall, says Du Preez. Tractor Outdoor managing director, Simon Wall, says his business has committed to having at least 50% of their portfolio digitised by 2020, “so we have been very aggressive in seeking out key, iconic and strategic locations that complement each other as far as reach and targeting a specific geographic area are concerned”. The company launched The Loop, Cape Town’s first digital city network that has locations in high-end, high-volume areas such as the Atlantic Seaboard, the central business district, and the southern suburbs. Wall says the notoriously tricky City Council gave them their first approvals in 2016 and “since then we have been rolling out a number of digital sites in Cape Town and the outlying areas, as well as Port Elizabeth and East London”. Provantage Media Group was early adopters of digital out of home, says Du Preez. The company launched TRANSIT.TV back in 2007, and has expanded its digital footprint since then. As such, it remains the “largest operator of digital placed-based OOH networks on the continent with TRANSIT.TV, Airport.TV and recently Golf TV”. Du Preez says that across the various environments serviced, “we have more than 2 000 screens in market, and that expands monthly”. That position comes with great costs, says Du Preez. “Our annual investment in DOOH is confidential but is a very substantial amount and we will aggressively grow our DOOH footprint in Africa,” he says. “As technology evolves, costs have come down from where they were a few years ago; however the technology still requires a substantial investment, in particular to offer dynamic and innovative solutions required by brands and marketers in today’s media mix.” Commercial director of Massiv Media (previously known as Massiv TV), Gary Tilston, says the company mainly focuses on the urban transit scene. As such, its media platforms are “positioned in areas of high engagement, such as facing commuters, standing in a queue, in a taxi rank”. Massive oportunities Tilston says while the Massiv TV network in the taxis offers advertisers a captured audience, “we are somewhat restricted in terms of the number of trips a taxi can do in a day, and the number of passengers they can carry, which ultimately restricts reach”. As such, by investing in the taxi rank environment, Massiv Media is able to reach a far greater audience in this economically active market. “As long as we continue to offer high quality screens and sound, that are positioned correctly, our research “By investing in the taxi rank environment, Masiv Media is able to reach a far greater audience in this econom icaly active market.” results show that the noting levels are as high as those of the TVs in the taxis,” says Tilston. To date, he says, the company has invested a ballpark number of just under R20 million. “We have 17 large format digital screens in major taxi ranks, and a fleet of 790 Quantum taxis and buses with TVs. One of our projects for 2018 is to upgrade the screens in our vehicle fleet, and bring that number up to 1 000,” says Tilston, adding that the company has a local supplier who sources and supplies the best quality and value at the time of their order. “The quality Continued to p 28 P 26 The Media | wagthedog.co.za


THE MEDIA APRIL 2018
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