Visionet says that it is South Africa's only iconic, large format digital Airport network and that it comprises seven screens located across four of South Africa's major airports.
The four major South African airports, which feature Viosionet screens, are:
- Oliver Tambo
- Lanseria
- King Shaka, and
- Cape Town International.
"The addition of two new large-format screens substantially increases the reach of our Visionet network," says Mzi Deliwe, head of Airport Ads and deputy CEO of Provantage Media Group (PMG).
The 3 x 8 x 2m screens went live on Saturday, 23 April.
"The Cape Town International Airport LEDs will be seen by passengers from both international and domestic arrivals and departures. This includes the people coming to meet them, as the screens are on the public side of the airport," adds Deliwe.
Based on updated 2022 passenger data, the Visionet network has the current capacity to deliver an average monthly audience of:
- 333 499 at Oliver Tambo
- 159 803 at Lanseria
- 159 803 at King Shaka International, and
- 596 930 at Cape Town International.
This brings the total to a combined monthly audience of 1 181 439.
"In rolling out the network, we are giving brands the opportunity to digitally dominate at the airports — either by booking all the Visionet screens or by combining all the Visionet screens with the Airport TV network," says Deliwe.
Deliwe notes that the format's strength lies in offering all the advantages of digital OOH, on a large, high impact screen within the airport environment — the ideal space to reach an affluent, receptive audience with time on their hands.
Digital delivers four times moreMultiple studies have confirmed the power of digital airport media. DOOH drives four times more online activity per ad dollar spent than TV, radio and print.
"This is why we're seeing such major growth in digital — it works. Hence our continued investment in Visionet," says Deliwe.
An unblockable creative canvasIn addition, airport digital cannot be blocked or scrolled past — unlike advertising on phones, computers or TV. At the same time, it allows for real-time creative changes and flexibility as to when ads are displayed, with no production cost or lead times.
High-quality screens provide a creative canvas for endless creative possibilities, from video to anamorphic treatments, animation and triggers.
According to Visionet, a uniquely effective network is comprised of the environment, audience profile and mindsets combined with impactful digital practice.
Travel is set to take off"Airports have long been the ideal environment in which to reach an affluent audience in an open, positive mindset," says Deliwe.
Deliwe adds, "Travelers are forced to spend long periods of time waiting in queues, or waiting to board and the Covid-19 rules and regulations have only increased this."
"As a result, you have a captive audience looking for distraction and, therefore, more receptive to advertising — and usually in a positive, open mindset, as they're excited to be traveling," says Deliwe.
As Covid-19 restrictions are lessened, the industry is once again gearing up, with many people eager to travel following the past two years' hiatus. Presumably, as a result of being homebound for so long, people seem to be more aware of outdoor media than before, according to the group.
An April 2021 OAAA & Harris Poll concluded that "nearly half of Americans notice OOH advertising more than before the pandemic." This is while TGI SA 2020C reports that recall of OOH advertising grew from 38% before lockdown to 39% during the lockdown and 45% in the second half of 2020.
Consequently, Deliwe says that he believes that this is an excellent time to launch the new Visionet additions.
Deliwe concludes, "The recovery of the industry is well underway, and surveys have shown that domestic leisure travel especially is primed to take off. After being cooped up over the past two years, South Africans want to get back out there."
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