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JCDecaux Africa offers access to large volume of audiences across twelve countries through one of the most popular formats across the continent.

Maxx Reach billboards are located on key arterials of major city centres, taxi ranks, commuter & railway stations covering high traffic routes along commercial, industrial and residential locations. 

The Opportunity Market Overview

A 2017 study by Unisa’s Bureau of Market Research (BMR) estimated 300,000 jobs are created by the spaza economy and it further contributed R9 billion to the economy per annum. SA has 2,500 modern trade outlets, including supermarkets, and 140,000 traditional trade outlets, including spaza shops. This contributed to annual retail sales of R316.5bn to March 2017. Traditional trade in urban and rural areas accounted for 22.3% of this, or R70.5bn.
According to Statistics SA, the informal sector accounted for 5.2% of South Africa’s GDP in 2015 and employed 2 641 000 individuals (17% of all employed) in 2016. Other estimates place it as high as 15% to 18% of GDP.
 
The informal ‘muti’ market is estimated to be worth between R3 and R6 billion, while there are about 140 000 Spaza shops contributing between R100 and R200 billion per year. The township fast-food market alone is worth an estimated R80 billion per year.

The Size of the Market

AT LEAST 54% OF SA’s POPULATION FALL into the main market segment.

 

With an estimated 13 million shoppers in the independent and informal retail sector.

Connecting brands with a large consumer segment nationally by delivering relevant messages in proximity to where they live and shop.

1 MONTH PERIOD

Reach
15 538 150
Reach %
62.99%
Impacts
933 604 064
Frequency
60
GRPs
3 785

44 major Townships across SA

Estimated 2020 population of 10,3 M people

(Adult residents)

71% of Township residents live in the

3 main provinces.

 

Gauteng Townships make up 48% of all

Township residents, across 21 townships.

BUILDING DEEPER BRAND RELATIONSHIPS. Engaging Consumers.

As the urban population continues to grow and people spend more and more time outside of their home, Out-of-Home remains the channel with a unique capability to offer real-life interaction and the opportunity for brands to establish a dialogue with the consumer.

RELEVANT MESSAGES. Receptive audiences.

OOH advertising is seen as welcomed as part of the city landscape, making street scenes more interesting and colourful, connecting people to their urban environment. As the messaging is contextual and relevant the urban audience feels that this enhances their journey experience.

RIGHT TIME, RIGHT PLACE.  Meaningful conversations.

In the OOH environment, audiences are attentive and receptive to their surroundings and it has been shown that they see OOH advertising as a positive addition to the urban landscape. Interaction within this active space allows for increased recall, an increased brand perception and two-way communication.

REAL PRESENCE. Part of the daily journey.

Only OOH provides the unique opportunity for brands to physically present themselves in the same environment as the consumer, opening doors to true interaction and building a dialogue.
OOH gives the brands real presence in the everyday life of the urban dweller. JCDecaux turns these opportunities into memorable experiences for the audience creating word of mouth and consumer trust.