Massive TV, a supplier of mobile television in SA, has updated its advertising offerings to include real-time stats on adverts flighted on its mobile channel.
According to Massive TV, a new Web-based software application, Massive Client, can provide advertisers with detailed real-time flighting statistics. These include how many times an ad has been played; at what GPS location the ad was played; as well as an audience calculation.
Nadine Jardim, media group head at Mediology, a media strategy company, explains that these statistics are important to advertisers and marketers because they need to know how many people their selected media is reaching.
“The most successful platforms, across all media, are those that can measure their audiences, and provide proof that their channels are effective,” says Jardim. She adds that all media strategies are also evaluated according to their potential to achieve desired reach and frequency levels.
Massive TV says it has TVs in 350 Johannesburg metro buses, and that its channel is made up of 70% content and 30% advertising. This content includes up-to-date news, sports clips and weather forecasts.
Moreover, Massive TV says its content is rotated on an hourly basis, but new content is played in the mornings and afternoons. For this reason, the company argues that commuters should rarely see the same content twice. It also claims it is the first in SA to offer a mobile 3G TV channel. The 3G TVs have been installed in 100 buses, and the company says the conversion process should be completed by the end of October.
Massive TV says its content targets LSMs 4 to 7. Jardim says people in these LSMs watch a lot of TV, especially the free-to-air channels. “As this market has a high number of commuters, media within these platforms tend to perform well, as it has the ability to reach a large, captive audience,” she adds. “This medium provides good support to campaigns trying to reach a commuting market.”
Jardim also believes that transit TV has a reach because drivers have to keep these TVs on during travel. Massive TV also says it can track TVs that are not working.
According to Jardim, choosing the right platform is vital for advertisers. She says advertisers need to know which media their target audience consumes. “This will ensure that you reach them on the correct platforms, and reduces wastage of media investments.”
Massive TV says its clients include Nedbank, MTN, KFC, GSK, Absa, Unilever, Colgate Palmolive, Coca-Cola, McDonalds and Kraft.
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