The Digital Out-of-Home (DOOH) industry says that it has seen growth in recent years, as advertisers have been opting for the medium as an agile and dynamic communication channel. This is in addition to traditional Out-of-Home (OOH) platforms. 

Rank-TV screens at both Polokwane and Rustenburg's main taxi ranks have been upgraded to a P8mm with 512 x 384 resolution. In addition, the Rank-TV screens at Nelspruit and Vryheid taxi ranks have been upgraded from a P16mm to a P8mm with 288 x 208 resolution.

Primedia Outdoor says that all Rank-TV screens are fully equipped with the latest and advanced technology that delivers premium picture quality for advertisers to their commuter audiences.

Ravi Naicker, operations executive at Primedia Outdoor, says, "We are committed to providing quality infrastructure to our valued clients and continue to invest in upgrading our LED screens across the country. This is to ensure we offer the very best quality in image display."

Outdoor development executive of Primedia Outdoor Derick Mzoneli adds, "We are proud to be involved with our landlord partners in actively developing communication channels that add value to our advertisers and to commuters. Funds generated by our landlords allow not only for brands to develop but intrinsically have a product that generates income throughout the local value chain of the commuter market."

According to the agency, Rank-TV is its digital narrowcast TV network strategically positioned to reach the mass commuter market at key taxi rank locations across eight provinces.

The commuter market is South Africa's single biggest market, comprising approximately 16.3 million people who use minibus taxis as a mode of transport during a normal week, according to the agency.

Taxi ranks provide a conducive environment for brand messaging to be seen by the commuter market. This allows sufficient time for commuters to fully engage with content as 53% of commuters spend an average of 25 minutes at a rank and 88% notice advertising within this environment. This is according to Upinion — Mobile Research, 2017.

"The commuter market remains incredibly important to brands and advertisers due to its size and sheer buying power within the South African economy," says Peter Lindstrom, sales executive at Primedia Outdoor.

Lindstrom concludes, "The refurbishment project of our Rank-TV screens affirms our position as the leaders in connecting brands with the mass commuter market through cutting-edge, digital displays in a captivating environment."

Primedia Outdoor says that it offers a wide range of dynamic capabilities across its Rank-TV network of 71 digital screens in 18 key taxi rank locations nationally. This allows for online and offline collaboration and enhanced multichannel campaigns.

According to the agency, live event broadcasts and omnichannel campaigns such as Social Wall on Rank-TV offer advertisers new opportunities to engage with and reach the commuter audience while at the taxi ranks.

Primedia Outdoor says that it is committed to continuously investing and enriching its DOOH offering to ensure it delivers high-quality digital opportunities to advertisers and brands. With an increasing demand for more flexible buying options from advertisers, Primedia Outdoor has announced that Rank-TV is now programmatically available to all advertisers

For more information, visit www.primediaoutdoor.co.za. You can also follow Primedia Outdoor on Facebook or on Twitter.