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THE MEDIA NOV_2018 - TMOL

OOH in africa city through the deployment of 29 new stations. “The project of 21km of newly-built dedicated bus lanes across the city boasts carrying circa 200 000 commuters per day,” reveals Benatar. Alliance Media was awarded the exclusive media rights to the project and has recently installed digital out of home screens at all stations. The screens are seen by all commuters and offers the first real digital mass transport medium in Africa. “Technology of this scale has not been seen in Africa previously, as programmatic media placement is now available on a mass level,” says Benatar. The sites offer interactive messaging as messages are offered on a localised basis relating to particular stations and various retail offerings around them. As the continent grows, so does the demand for air travel to bridge the various countries and markets’ needs, for business, leisure and trade, Lonstein says. “This presents a host of exciting opportunities for a media group such as Provantage to introduce and complement such development with world class advertising opportunities.” Today, creatives and advertisers have the ability to tap into dynamic new methods, Lonstein says, through which to both integrate with other channels such as mobile and deliver innovative creative messaging and campaigns by using digital. Over the last five years, Africa has seen the highest rate of global population growth at about 2.5% annually. Estimates show that by 2025, almost half of Africa’s citizens will be living in cities. This has attracted and positioned the continent as a major investment market, resulting in road infrastructure growth, and a buoyant property market. Increased urbanisation Lonstein says, “With increased urbanisation there has been substantial growth within the commercial and Solutions-based OOH From traffic regulating gantries and digital public service displays to selfcleaning toilets, solar powered billboards and bus shelters that provide visibility for commuters at night, out of home is stepping in with innovate solutions to community specific issues in Africa. “We have to be aware of the areas where we are operating and apply solutions in that context and then engineer a solution based on what’s happening in that country,” said Lunga Majija, JCDecaux’s head of operations for Africa. “Take South Africa where we have a number of solar billboards, but also a problem with the solar panels and batteries being stolen. In other countries, theft might not be an issue but vandalism is. We have to be aware of the space we are playing in and design for that space.” The goal of Majija’s division is to look for, and provide, new areas of growth for the company, which in developing countries in Africa, and elsewhere, often means finding innovative ways to interact with the public by providing a solution to a problem in a particular area. The advertising then pays for the installation and maintenance of the service. One example is self-cleaning toilets, some of which the company has already installed in high-density locations in West Africa, where there were previously no public facilities. The aim is to roll out toilets in other cities in Africa facing similar issues. Another example of JCDecaux’s solutions-based approach to OOH, is traffic regulating gantries that communicate via Bluetooth sensors, plotted along major routes and arterials, and offering information to commuters on better, alternative routes. Solar powered bus shelters are also becoming an important part of the OOH company’s inventory. “We looked at the cheap looking bus shelters that were being installed without any consideration to the environment and came up with the solar powered ones. If a person is waiting for a bus and it starts getting dark it can be a little scary, but these shelters provide a safer environment for people to wait in.” The Media | wagthedog.co.za P 33


THE MEDIA NOV_2018 - TMOL
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