The taxi industry also provides employment to rank managers, queue marshals, hawkers, and drivers that make up an estimated 600 000 people within the industry. This makes for an economically active group well worth reaching.

Breaking down the numbers

Primedia Outdoor owns branding rights to the biggest taxi ranks in South Africa, operating in 100 large structured taxi ranks in priority, high population density areas.

Across the country, the out of home giant has branding rights in 38 major ranks, 13 Rank TV sites, 95 existing contracted BrandMark sites, 172 mass impact sites targeting commuters inside and in close proximity to taxi ranks, and 862 mass reach sites located inside and within close proximity to ranks. (These numbers include only those holdings directly positioned in or near ranks, and so exclude many of the company’s other holdings).

In addition to 1 180 total touchpoints across the commuter environment countrywide, Primedia Outdoor also has around 500 longstanding individual formal contracts with taxi owners and operators.

Knowledge matters

In addition, the company is intent on growing further through rigorous research and a keen understanding of the market. This research spans everything from commuter interviews, rank and retail research and shopping behaviour, to psychographics, demographics, and investigations into consumers’ attitudes towards ads. Primedia also draws on GIS technology to map out points of interest and convergence nodes – areas where relevant points of interest such as ATMs, filling stations, fast food, shops, and taxi ranks or commuter nodes can be found in close proximity – all the better to target consumers at the right time and place.

“Having an extensive range of touchpoints allows us to offer our clients a wide range of options; research enables us to assist them in making the most effective use of these resources, in order to reach the right audience,” says Peter Lindstrom, sales and marketing executive for Primedia Outdoor.

For more information, visit www.primeoutdoor.co.za. Alternatively, connect with them on Facebook or on Twitter.