Shamy Naidu, executive: Transit Ads™, says that the exclusive rights will have a significant impact on reach and ROI.

Naidu says, "Transit Ads™ already has exclusive media rights to the MyCiTi buses in Cape Town, and now, with the addition of the rights to the BRT in Johannesburg, we can offer a wider footprint and another key engagement point that is extremely impactful, highly visible and offers excellent daily frequency."

“One of the key elements to ensuring that advertising investment receives excellent return in terms of awareness, assimilation and response to call to action is to consistently bring new opportunities to the table," Naidu adds. 

About Rea Vaya

Rea Vaya is a project by the City of Johannesburg aimed at providing an effective bus rapid transport (BRT) system that is affordable, safe and reliable.

Buses run along dedicated routes that stretch across Johannesburg’s traffic corridors. The BRT project includes efforts to integrate with a wide range of other services including feeder vehicles, pedestrian corridors, bicycles, metered taxis and private cars.

Rea Vaya transports 80 000 commuters per day and this number is continuously growing in line with the expansion of the network. 

Route exposure

The awarded route passes through areas that include commercial, industrial and residential zones. According to Transit Ads™, the audience is dense, varied and individuals experience high dwell times – whether on the Rea Vaya, waiting at the bus stops, walking past or sitting in traffic.

Audience reach 

Transit Ads™ says the Rea Vaya Route 1B crosses areas that are hives of activity, with businesses, tertiary institutions and consistent foot traffic.

Students

The route goes past the University of the Witwatersrand and the University of Johannesburg, which aims to provide brands with the opportunity of having a valuable and effective engagement point for targeting students.

Working commuters

The Rea Vaya BRT system was designed to get working commuters from 'A' to 'B'. The system has several media houses and offices along the route.

According to Transit Ads™, working commuters have a disposable income, the majority are breadwinners and therefore make the purchasing decisions. They are the authority on financial decisions that include banking, life policies, funeral policies and savings accounts.

Motorists

Branded bus backs aim to serve as visual entertainment for surrounding cars, especially during peak hour traffic, whether it be for the driver or passengers.

"The consumers are open to communication as they are sitting in traffic; they are captive and are thinking of what they need to purchase on their way home," says Naidu.

"The majority fall into the LSM A group and therefore have more disposable income to spend on luxury goods. Rea Vaya buses serve as moving billboards that present a brand and its message to this highly receptive audience," Naidu adds. 

According to Transit Ads™, this is why advertising on Rea Vaya works:
  • It is the most premium public transit system in the city of Johannesburg
  • Delivers economically active audiences
  • State of the art fleet and environments
  • Huge exposure due to mobility and route structure
  • Generates additional reach by being the preferred supplier of transport to special and sporting events
  • Gives brands the opportunity to get closer to the audience and make a marked impression
"The Rea Vaya IRT system and its bus fleet are world class, and the ability for brands to reach consumers via these moving billboards even more so. The exclusive rights allow us to provide unmatched opportunities for brands to communicate their message on premium media space," says Naidu.

"In terms of advertising in a high traffic, high consumer density environment, the exposure and the ability to cut through clutter is incomparable," Naidu concludes.

For more information, contact [email protected].