e.tv has embarked on a campaign to maintain buoyancy among the commuter market on their product offering. The television channel recognised that outdoor advertising in the commuter environment presented an attractive option in securing immediate awareness among its target market. The company called on partner – ComutaNet – to build brand awareness and viewer loyalty returns in areas identified as potential high growth zones.

Because of the success of the branded Randburg Taxi Rank, colloquially referred to as the ‘e.tv taxi rank’, e.tv were confident that ComutaNet would be able to provide a solution to fit their business needs. ComutaNet directed the channel’s communication to audiences at sites across the country to maintain and grow viewer interest in local dramas such as Scandal!, Rhythm City and eKasi.  Attention-grabbing transit media was also added to the communications mix to further strengthen e.tv’s programming and brand messaging.

e.tv’s Group Head: Marketing, Communications and CSI, Michelle Kirby says, “e.tv finds this media platform to be very profitable and maximizes our return on investment through our brand being successfully absorbed by commuters during their lengthy dwell times at all of our ranks. ComutaNet provides e.tv access to ranks that are used by our core target market on a daily basis, therefore delivering favourably on one of our marketing objectives.”

A recent study by FGI placed e.tv at the top of the list of big brand names in relation to ad recall among commuters. Of the top six heavy-hitters mentioned in the study the average length of exposure on ComutaNet media platforms is 3.7 years. It is therefore safe to say, as in the successful case of e.tv, that utilising continuity strategies in the commuter channel significantly boosts receptiveness for, and trust in the brand.

Further to this, when successful communications strategies targeting urban commuters are unpacked, the bottom line is that brands advertising on commuter media achieve higher awareness, loyalty and preference scores, among commuters, than brands that do not play in this space. According to AMPS, commuters represent 53% of South Africa’s economically active population – making the commuter environment invaluable to any brand with designs on market domination!