“The session was entertaining, fresh, slightly irreverent and took the message to the audience in a way that they had never seen before. Stats relating to transit environments and commuter travel habits were delivered via an interactive quiz and attendee participative format,” comments Jean Coetzee, general manager of Provantage Out of Home Media.

“In an un-conference way we showcased how, in terms of through the line campaigns, we’re seeing a disproportionate spend. Too much budget is being allocated in above the line when there is so much relevant opportunity in the transit space. Brands should be reconsidering where they put their money,” continues Coetzee.

Skhumbuzo Nkosi, director of Provantage Out of Home Media, agrees, “Bus, taxi and rail commuters are on the increase. Especially because people are moving to urban areas and transit infrastructure has developed considerably over the past few years and continues to do so. Furthermore, different market segments are merging in commuter nodes with upper LSM consumers taking the Gautrain to Park Station and sharing environments with mid LSM taxi commuters. This widens the reach of out of home media in this space. These reasons are the tip of the iceberg and we urge brands to sit up and take note.”

The transit space is being hailed as the new frontier of branding and advertising in South Africa. Consumers are spending more time out of home and more time commuting. This evolution is changing shopping behaviours, how advertising is assimilated and how this influences purchasing decisions.

“It’s time to shift mindset and shift gear. Now more than ever, brands need to be aware of their audience and their habits,” concludes Nkosi.