Pro Vantage - 16 October 07- Final

8/8/2019 Pro Vantage - 16 October 07- Final

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TAXI TARGETING : USING THE NERVE CENTRE OF THE TOWNSHIP


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OVERVIEW OF DISCUSSION

1. Structure of SA Taxi Industry

2. Insight into the SA Commuter Market

3. Changes in the Taxi Industry / Taxi Infrastructure

4. Transit Media Opportunities

5. Transit Media and Campaign Integration: Case Study : Nedbank

6. Future and Benefits of Transit Media in SA

7. Q and A session


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STRUCTURE OF THE SA TAXI INDUSTRY


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INSIGHT INTO THE SA COMMUTER MARKET

Taxis are the most popular mode of transport in urban areas for the majority of South

Africas population.

Public transport by taxis account for 65% of the transport total, 20% by bus and 15% by

rail.

Due to the informal nature of the taxi industry, it is been difficult for Government to

regulate the industry.

However, the government through the National Department of Transport identified

the vital need of formalising and regulating the industry through the National Land

Transport Act, Act No 22 of 2000.


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TAXI INDUSTRY : QUICK FACTS

AMPS 2007

Number of Minibus taxis in SA: 120,000

Percentage of Taxi drivers that own taxis; 11%

Average number of trips per taxi per day: 11

Average number of taxi commuters transported by taxis per day:4 056

Number of local taxi association: 1 050

Number of major taxi ranks/transit nodes in SA: 55

Average kilometers traveled by a taxi per month: 7 500km

Number of passengers transported by taxi

industry

Per day: 15.010 million

Per week (6 days): 90 million


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MINIBUSES AND METERED TAXIS STRUCTURESMINIBUSES AND METERED TAXIS STRUCTURES

SA National Taxi Council (SANTACO) & SA National Metered Taxi Association (SAMTA)

Provincial Taxi Councils

Regional Taxi Councils

Local Taxi Councils

Local Taxi Associations

Taxi Companies/Operators

Taxi Operators organise themselves into local Taxi Associations that form Local TaxiCouncils. The Local Taxi Councils in turn elect representatives from Local councils perregion and form Regional Councils. Representatives from Regional Councils that in turnelects the National Council that is tasked with upholding national issues and policies.

The National Council represents the national taxi industry by mandate of conference.

NEW STRUCTURE OF SA TAXI INDUSTRY


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INSIGHT INTO THE SA COMMUTER MARKET


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Taxi ,

15,050,044

Bus,

3,209,878

Train,

951,240 National

Taxi:48%

Bus : 10%

Train : 3%

TAXICOMMUTERDATA

AMPS 2007

61% TOTAL OF

POPULATION USE

PUBLIC

TRANSPORT


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0%

5%

10%

15%

20%

25%

LSM

1

LSM

2

LSM

3

LSM

4

LSM

5

LSM

6

LSM

7

LSM

8

LSM

9

LSM

10

Taxis

T

AXI COMM

UT

ERS

LSM

PROFIL

E

AMPS 2007


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FREQUENCY

OF TRAVELTAXI BUS TRAIN

Time Spent per day 58 minutes 66 minutes 68 minutes

Time spend per

journey29 minutes 34 minutes 37 minutes

HOUSEHOLD

PURCHASER TAXI BUS TRAIN

Personally responsible

for household

purchases

78% 78% 76%

AMPS 2007


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SLICE OF LIFE: WEEKDAY: AVERAGE COMMUTER


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TAXI JOURNEY FROM ORLANDO (SOWETO TO ROSEBANK JHB)


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CHANGES IN THE INDUSTRY / INFRASTRUCTURE


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BARAGWANATH RANK BEFORE


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BARAGWANATH RANK AFTER


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TRANSIT MEDIA OPPORTUNITIES

How CanYo Effectively Reach Comm ters


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EXTERIOR TAXI ADVERTISING : SIYAYA


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EXTERIOR TAXI ADVERTISING : QUANTUMS


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EXTERIOR TAXI ADVERTISING : QUANTUMS


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INTERIOR TAXI ADVERTS


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TRANSIT SHOWS


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TRANSIT SHOWS


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COMMUTER SHOWS-BLITZ TEAMS


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INTERCHANGE PROMOTION


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MOBILE TAXI RANK BRANDING


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TRANSIT RETAIL


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TRANSIT RETAIL


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TAXI RANK BRANDING


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TAXI RANK BRANDING


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TRANSIT TELEVISION -VIDEO


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TRANSIT TELEVISION


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TRANSIT TELEVISION


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INTEGRATION: NEDBANK TRANSIT MEDIA CASE STUDY


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NEDBANK MASS MARKET CAMPAIGN 2007

Objectives

Drive awareness for Nedbank

Open new accounts

Present Nedbank to the target market in a relevant and touchable manner

Target Audience

Mid LSM Black males and females

Aged 25 to 45

Employed individuals with a monthly salary

Media Used

Radio

Street Posters

Print

Interchange and Station Activation

Leaflet Distribution in Ranks


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PROVANTAGE TRANSIT MEDIA ELEMENTS

Major Station Activations

Interchange Activations

Rank Blitz Teams


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NEDBANK INTERCHANGE ACTIVATIONS


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NEDBANK BLITZ TEAMS MAJOR TAXI RANKS


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NEDBANK CASE STUDY - RESULTS

Nedbanks new account acquisition targets

were exceeded by 400%!

An entire months target was done in a single

week!


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THE FUTURE AND BENEFITS

TRANSIT MEDIA


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Quote : (Mediapost July 13, 2006)

Number of leading advertising seers, including WPP Group Chairman-CEO

Martin Sorrell and Carat CEO David Verklin have predicted that out-of-homemedia would be among the most explosive growth media over the next several

years, second only to online.

THE FUTURE OF TRANSIT MEDIA IN SA


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As you are aware, media fragmentation is accelerating internationally and

advertisers now have to focus their exposure in environments where the tune-

out factors are very low, and where consumers are captive!

Out ofHome media is one of the fastest media categories globally and this trend is

sure to manifest itself in SA over the next few years.

Transit media in SA currently attract less than 1% of ATL revenue, and this will

change in the near future.

The SA transit media environment is in the process of a massive transformationprogramme and will offer more and more 1st world media opportunities to

marketers.

The fact is that there over 19 million daily commuters that can no longer be

ignored by advertisers.

THE FUTURE OF TRANSIT MEDIA IN SA


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Massive audience 19 million daily commuters

Captive environment

By nature economically active

Specific geographical targeting is possible Low or NO tune out possibilities

Extremely cost effective

Very high integration levels are possible with other media andtrade channels

Important ! Taxi Media penetrates communities at a grassroots level, like very few other media types!

THE BENEFITS OF TRANSIT MEDIA IN SA


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QUESTION AND ANSWER SESSION


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Documents

Pro Vantage - 16 October 07- Final