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Out of Home Advertising: Reaching Commuters in Africa

Learn about commuter time, opportunities to reach consumers, commuter radio convergence points, commuter retail environment, billboards, and branding strategies for out-of-home advertising in Africa. Discover how to effectively reach commuters through digital networks, with benefits such as tactical messaging, real-time updates, and inexpensive creative changes. Stay ahead with the evolution of high-quality digital networks in the out-of-home environment to maximize your advertising impact in Africa.

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Out of Home Advertising: Reaching Commuters in Africa

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  1. “THE BIG CASE OF OUT OF HOME IN AFRICA” BY: Kenneth Maomela

  2. What is OUT OF HOME Advertising

  3. Commuter Time FACT FILE: Commuters are spending more time out-of-home Commuters are spending more time commuting and are also commuting throughout the day Increased opportunity to reach consumers where no other media is able to reach them

  4. Commuter Radio Convergence Points

  5. Commuter

  6. The Consumer

  7. Retail Environment

  8. Billboards Commuter Rank/bus & Taxi Branding OUT OF HOME

  9. How to Best Reach Commuters in terms of Advertising Greatest opportunity to reach the majority of the population is when they are in the OUT OF HOME ENVIRONMENT FGI 2008/09 Commuter DNA Study

  10. What influences the Commuter Out of Home media formats are community oriented and that impacts on the “trustworthiness” of the medium. Sampling – proven to be extremely effective amongst commuters (less risk in buying product) FGI 2008/09 Commuter DNA Study

  11. Digital Network:

  12. Digital in Africa: • Outdoor, like all other media, is entering the digital era. • Similar trends are happening across all other electronic media e.g. TV and Radio. • Whilst the trend has evolved at a rapid pace over the last twelve months in the United States, the evolution of high-quality digital networks in the Out of Home environment is, to date, in it’s infancy.

  13. Digital in Africa: BENEFITS: • Tactical messaging • Day-part message management • Real-time updates • Inexpensive creative changes (very low production costs)

  14. Digital in Africa: • Tactical messaging: • The network of screens allow for site or time-based information to be adapted tactically, in a quick and inexpensive manner. • Messages can be changed across the network or by site to pick up on local lingo and event.

  15. Digital in Africa • Real-time updates: • The Digital Network will be set-up to allow direct data feeds, enabling relevant content (e.g. financial indicators, news headlines, weather updates) to be downloaded directly to a site, in a pre-defined, branded template, thus increasing relevance and flexibility. • Whilst standard copy changes will require a lead-time of 24 hours, more immediate copy changes will also be offered, providing greater relevance and flexibility.

  16. Digital in Africa • Inexpensive creative changes: • Whilst creative conceptualization costs are similar for Traditional and Digital Outdoor, the “print” cost for Digital Outdoor falls away, and is replaced by a nominal “Upload cost” to get the message onto the network. In the interest of driving greater tactical and frequent message changes. • Another difference between Traditional and Digital Outdoor is that the latter only requires one (digital) version of the creative execution, which is uploaded onto the network (or dedicated to specific sites) rather than having to print faces for each (traditional) site.

  17. The Big case for OUT OF HOME Advertising

  18. THANK YOU

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