Reportedly, one of the biggest challenges facing brands in the current advertising climate is that of achieving innovative and engaging means of advertising investment that are simultaneously cost-effective. Because of this global shift, businesses are increasingly finding that delivering their sales message via outdoor advertising to today's highly mobile consumer who is driving more and spending more time out-of-home, is the key to gaining wide reach and obtaining amongst the best value advertising possible.
Warren Weiner of new SA entrant, New Wave Outdoor Media, who specialise in taxicab advertising, says, "Companies began by branding their own vehicles to expose their company to a wider market, but since then things have become much more strategic, with some of South Africa's biggest companies utilising vehicles to expose their brands creatively to a wider audience. Now we are seeing some incredible designs, where ads are not necessarily limited to the shape of the vehicle, as companies want to see their brands brought to life."
The company offers taxicab branding with affordable set-up fees and budget friendly monthly rates. All vehicle branding is designed to exact client specification, using a high quality vinyl wrap that brings each vehicle to life. "To see a giant cellphone protruding through the room of a cab, or a huge cool drink can pouring out the back, is something we can expect to see more of."
The company currently utilises over 130 vehicles nationally (Cape Town, Johannesburg, Durban and Pretoria), mostly the popular Toyota Avanza, to offer brands extensive exposure on some of the country's busiest routes. "Targeting audiences and consumers in areas where traditional media has no presence, taxicab wrapping proves an effective advertising solution that cannot be switched off, tuned out or turned over in the manner of traditional media advertising."
Acting as mobile billboards that promote your business 24 hours a day, the vehicles do not wait to be seen, but rather proactively market themselves and the brand. In coastal cities such as Cape Town and Durban with limited billboard space available, as well as legislative issues surrounding billboards, brands often need to look at other effective outdoor opportunities. For more, go to www.nwom.co.za.
