Provantage Media Group has given Transit.TV a facelift, with the group targeting seven million economically active commuters monthly.
The digital network that broadcasts nationally in taxis, taxi stations and train stations says it is celebrating a hugely successful first year in operation. It adds that during the course of 2014, it will be rolling out to more key commuter nodes throughout the country.
"In the one year that it has been flighting, Transit.TV has made an enormous impact nationally with numerous brands, including those in the pharmaceutical, fast-moving consumer goods, retail and fast food arenas, taking advantage of the offering," says Jean Coetzee, GM for media sales at Provantage Media Group.
The group believes that one of its key drivers and selling points is innovation. In order to innovate, lead and remain at the forefront of world trends in the out-of-home broadcasting arena, a high calibre team created a fresh, dynamic, contemporary new look and feel that reflects the energy and the excitement of the extensive and influential digital network, it says.
"The new image and content for Transit.TV is fresh, energetic, vibrant and inherently South African, providing an ideal canvas for marketers to spread their message. Furthermore, if we consider that this audience is highly mobile and made up of economically active household decision makers, the channel represents a marketer's dream out-of-home platform," continues Coetzee.
The company also points out that in line with providing clients a 360-degree approach to marketing, a research tool called Transit Track has been created in collaboration with Millward Brown.
It explains that the Transit Track research shows that Transit.TV is as effective as, and in some cases more effective than, traditional television. Furthermore, it states that the beauty of Transit.TV is that it is available at a fraction of the cost of traditional television and offers a captive audience, excellent frequency and creatively packaged content that is relevant and entertaining.
According to Provantage Media Group, the research also shows that most commuters shop within a 15-minute walk of a taxi rank or drop-off zone, thus demonstrating that with Transit.TV the power to influence shopping behaviour is high.
"We've carried out extensive research within this highly desirable market segment to ensure that we know when this audience shops, where they shop, how they shop, how often and more. Our tagline 'we are the people of Transit.TV' reaffirms this," Coetzee adds.
The group also reveals that the channel content has been created, sourced and packaged to appeal to the commuter and features a variety of slots including news, weather, sports, entertainment and short-form films.
It provides an ideal medium, one that not only enhances brand communication but effectively builds and retains brand loyalty, in an environment that is captive, familiar and part of the commuter's daily journey, says Provantage Media Group.
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