Celebrating a heritage within the transit media environment for over a decade, the channel says that it has been successfully adding value to millions of commuters daily via its mix of entertainment and relevant content and information.

The digital network says that it currently broadcasts to an excess of 13 million economically-active, influential and technologically savvy viewers every month. In order to ensure the relevance of the content, continuous updates are instituted to retain viewers, intending to deliver an appealing viewing experience to commuters, all while striving to provide high levels of engagement and recall for advertisers.

A history of continued refinement

Since Transit Ads launched TRANSIT.TV™ in 2007, the network says that it has undergone a number of upgrades. "In today's economy and media landscape, there is a critical need to keep a finger on the pulse as change has become the new norm," says Shamy Naidu, executive at Transit Ads. "A key factor for us is delivering content in the most effective manner to reach the highest number of people."

Transit Ads says that it aims to align itself with the ever-evolving urbanisation and transport trends, and actively intends to make progress in terms of both offering and content within the transit media space.

Recently the company launched its large-format, digital billboard TRANSIT.TV™ screens in Mdantsane and Thohoyandou — the first two sites in a planned roll-out across the country. Furthermore, it also increased its mobile fleet with the rolling out of screens on the Rea Vaya network of buses in Johannesburg.

The net result of the updated network aims to provide advertisers with a larger audience across a broader swathe of the country in key commuter nodes, solidifying the market dominance held by TRANSIT.TV™ in the transit environment.

The digital playing field — a key buy

The company says that digital place-based networks, such as TRANSIT.TV™, need to ensure that the delivery of content is as engaging as other formats. However, it holds a specific trump card when it comes to delivering content for commuters.

These place-based networks broadcast to viewers within captive environments where dwell-times and frequency aim to ensure that content is not only viewed but at high levels of recall.

TRANSIT.TV offers incremental reach to advertisers

According to Transit Ads, television viewing is becoming increasingly fragmented and a challenge has been posed to brands and agencies, asking how to maintain reach and continue to influence viewers.

Research conducted by Transit Ads and Kantar shows that reach and influence are incrementally augmented when marketing campaigns include both terrestrial television and TRANSIT.TV™. Because the campaigns reach the right audience at the right time and when the viewers are in the right frame of mind, there is far less wastage and brands receive a much higher level of ROI.

According to the company, incremental reach ranges from 8% to 50%, which highlights that TRANSIT.TV™ offers media planners the opportunity to connect with audiences who cannot be reached on TV alone. Campaigns that achieved a TV reach of 70%+ and included TRANSIT.TV™ all benefitted from double (or triple) campaign frequency, due to high overlaps in exposure.

"With the new look and feel and expanded offering, not only are we changing and adapting in order to offer advertisers an effective digital media platform, but we're leading the change," concludes Naidu.

For more info, visit www.transitads.co.za. You can also follow Transit Ads on Twitter.