OUTsurance branded 8-ton rigid truck, full side creative, at depot

Transit out-of-home · South Africa

Dominate South African roads with data-driven transit advertising.

Over 50,000 OHMSA-calibrated daily impressions per vehicle. Unskippable, eye-level exposure across all 9 provinces, with 1,000+ fleet branding opportunities from one partner.

Launch route simulation

0Calibrated daily impressions per truck

0+Truck branding opportunities

0/9Provinces covered

0Regional depot hubs

0kmContracted route distance per day

Market dynamics

Audiences left the living room. Trucks meet them on the road.

Ad fatigue, ad-blockers and fragmented audiences are eroding linear TV, print and radio while their CPMs climb. Consumers now spend over 70% of waking hours outside the home, and mobile fleet advertising is where media budgets are moving: an unskippable, physical presence that traverses commercial corridors, suburban networks and arterial highways all day.

Average CPM by channel (ZAR, upper bound of range)

Lower is cheaper. Mobile trucks start at roughly R9 per thousand impressions.

R9Average CPM for mobile billboards, versus R90 to over R540 for traditional mass media.

97%Recall rate mobile billboards achieve among travelling consumers (OAAA, Nielsen, Transport Advertising Council).

80%Of surveyed audiences remember the specific brand message on a vehicle wrap (Product Acceptance and Research Inc.).

Media channel	Average CPM	Audience ad recall	Ad-blocker & skip vulnerability	Physical dwell & view dynamics
Mobile truck advertising	R9 – R27	80% – 97%	Complete immunity · unskippable	Extended dwell in traffic and parallel driving
Static roadside billboards	R63 – R144	71% – 79%	Complete immunity · unskippable	Brief, transient pass-by exposure
Linear television	R216 – R540+	30% – 46%	High · DVR, fast-forward, streaming	Intermittent; ad breaks frequently skipped
Digital display / social media	R108 – R360+	20% – 35%	High · ad-blockers, immediate scrolling	Low; sub-second in-feed exposure
Print (newspaper / magazine)	R162 – R450	15% – 30%	Moderate · manual page turning	Variable; declining circulation base

Commuter psychology

Eye level, in the forward field of view, for the length of a traffic jam.

Drivers and passengers scan continuously to navigate. A commercial vehicle beside them occupies a large share of that forward and peripheral view, at the same height as the passenger car, so side and rear panels sit exactly on the natural gaze line. Peak-hour slowdowns stretch that contact into time enough to read a proposition, remember a promo code or a URL.

98%

Notice the truck

Of occupants in surrounding passenger vehicles notice a mobile billboard truck (OAAA / Nielsen).

91%

Process the creative

Actively process the display rather than merely registering a vehicle.

66%

Act on their phone

Of smartphone users take an immediate online action after seeing an OOH ad.

Path to purchase

The 30 minutes before the till.

Transit media reaches people while they are mobile and in a buying frame of mind. Exposure to OOH inside the 30-minute window before shopping directly shifts which store they choose and which brand they pick. Because fleets run along retail corridors, commercial districts and mall access roads, the message lands at the decision moment.

39%noticed directional prompts on branded OOH displays in urban environments

21%subsequently visited an advertised restaurant

19%visited an advertised retail outlet (Nielsen)

Omnichannel activation

The truck is the trigger. The phone is the conversion.

A wrap seen on the N1 turns into a search, a follow, a coupon or an app install minutes later. Fit the trucks with GPS and beacons, geofence the moving route, and every device inside the exposure radius can be retargeted with mobile display, closing the offline-to-online loop.

Downstream digital actions after seeing an OOH ad

Share of OOH viewers activating each behaviour (upper bound of range shown)

Lift when OOH joins a digital plan

80%organic search efficiency

56%paid social engagement

31%display ad performance

McDonald's × WazeRoadside OOH synced with real-time navigation ads: 6.4 million mobile impressions, 1.9 million unique consumers in eight weeks, and 8,400+ direct store navigations.

Takealot, measured under OMCA multi-province programmatic OOH campaign reached 63% of its audience, attributed a 54.73% conversion rate and drove 3.3 million+ unique visitors to the e-commerce platform.

Answering the media buyer

Four reasons buyers hesitated on transit, and what we changed.

Unverified impression claims, unpredictable routes, tired vinyl and a different vendor in every province. Asonya pairs a nationwide fleet with empirical impression modelling and an interactive route simulation so each concern has an auditable answer.

Measurement credibility“How do I know the impressions are real?”+

Traditional frictionUnverified traffic estimates from asset owners with no standardised currency, impossible to compare against audited TV or programmatic display.

Asonya solutionMetrics anchored to the OHMSA and OMC ROAD (Roadside Outdoor Audience Data) framework. The proprietary model pegs delivery to ~50,000 daily impressions per truck on primary urban routes, inside the recognised 30,000–80,000 industry band for SA mobile billboards.

Benefit to brandAuditable, board-ready ROI metrics compatible with OMC standards.

Route control & schedule“Will the truck sit in a yard all day?”+

Traditional frictionIrregular schedules, extended time parked in obscure industrial yards, routes that bypass the target demographic.

Asonya solutionContracted, structured distribution schedules: each 4-ton and 8-ton vehicle completes 135 km over ~7 driving hours a day. Routes are generated with the Google Routes API across active economic centres, freight corridors and retail nodes, in peak commercial hours from 08:00 to 15:00.

Benefit to brandGuaranteed daily exposure across high-density retail points of interest.

Material & maintenance“What happens to my brand after 10,000 km?”+

Traditional frictionFaded, dirty or damaged wraps on long-haul routes quietly damage premium brand perception.

Asonya solutionFleet-grade, UV-protected cast vinyl engineered for highway distances and every SA climate zone, plus scheduled washing protocols at 14 regional depots.

Benefit to brandProtected reputation and crisp contrast through the whole campaign lifecycle.

Geographic reach“Do I need nine vendors for nine provinces?”+

Traditional frictionFragmented regional fleet contracts, inconsistent pricing and disjointed reporting.

Asonya solutionA single-source network of 1,000+ truck branding opportunities across all 9 provinces: plan, deploy and audit national rollouts or corridor activations through one partner and one reporting dashboard.

Benefit to brandSimplified administration and uniform execution quality.

Fleet canvas architecture

Pick the canvas that matches the job.

From hyper-local urban density to interstate highway dominance. Matching the message to the vehicle class sets the canvas size, the exposure speed and the audience you meet. Select a format to see its side elevation, drawn to a common scale.

4-Ton Rigid

High-density metropolitan distribution, inner-city commercial nodes and suburban retail supply loops.

5.5mCanvas length

MetroEnvironment

Side elevation · common scale · Shaded area = printable canvas

On the road today

Delivered campaigns on the fleet: 4-ton and 8-ton rigids photographed at depot.

Hart Homeware branded rigid truck, rear three-quarter — **Hart Homeware**8-ton rigid · rear doors plus side panel

Goldrush branded rigid truck — **Goldrush**8-ton rigid · full side wrap with rear doors

Three Ghost Anti-Theft branded trucks lined up — **Ghost Anti-Theft**Multi-vehicle rollout · three 4-ton rigids

Einhell branded rigid truck rear three-quarter — **Einhell**4-ton rigid · side plus rear-door creative

PNA Back to School branded truck side view — **PNA Back to School**Side panel listing 27 mall locations

Santam branded 8-ton rigid truck, front three-quarter at depot — **Santam**8-ton rigid · full side wrap on the Value fleet

Vehicle format	Primary operational scope	Contracted daily route	Targeted demographic & exposure environment	Visual impact profile
4-Ton Rigid	Metro & suburban retail distribution	135 km/day (~7 h driving)	Urban centres, shopping malls, suburban retail districts	Eye-level urban proximity with high traffic dwell times
8-Ton Rigid	Regional commercial supply	135 km/day (~7 h driving)	Major suburban arterials, industrial hubs, commercial nodes	Elevated side canvas visible over surrounding traffic
15-Metre Trailer	Interstate highway corridors	Long-haul interstate delivery routes	High-speed national freeways (N1, N2, N3, N4)	Large continuous graphic surface with dynamic impact
Super Link (6 m + 12 m)	Heavy freight logistics corridors	Cross-country national transport corridors	High-volume primary freight arteries linking economic hubs	Maximum side surface area; commanding presence on freeways

Geographic network

14 depots. 9 provinces. The two corridors that carry 85% of road freight.

The network follows the freight: the N3 between Gauteng and Durban carries 60% of South Africa's road freight, the N1 to the Western Cape another 25%. Johannesburg's Isando hub anchors impression calibration for the whole system. Select a province to locate its hub.

Depot hubLine weight = corridor importance

60%of national road freight moves on the N3 Gauteng–Durban corridor

25%moves on the N1 corridor linking Gauteng and the Western Cape

Impression modelling

A spatial engine, not a guess.

Routes are computed with the Google Routes API around each depot so loops reflect real road geometry, turn restrictions and vehicle-class speed. A 150-metre exposure corridor runs along both sides of the path, the effective legibility distance for large-format vehicle graphics. Points of interest along that corridor (malls, supermarkets, fuel stations, banks, schools, auto centres) are mapped with the Google Places API and weighted by visitor volume.

Total daily impressions=Pedestrian impressions+Vehicle impressions

Pedestrian impressions=Weighted POI count×Dwell factor×β_ped

Vehicle impressions=Road-class weighted distance (km)×Dwell factor×β_veh

Dwell factorCongestion extends visual contact, so impression weighting scales up during slowdowns, capped at a maximum to prevent over-counting in severe traffic.

Visibility factorA strict multiplier counts only viewers on the visual side of the truck facing active traffic or pedestrian paths; non-visible sightlines are excluded.

Calibration (β_ped, β_veh)Constants pegged to the Gauteng 4-ton anchor fleet, producing ~50,000 impressions per truck over a standard 135 km route, inside the OHMSA 30,000–80,000 benchmark band.

Exposure corridor150 m on both sides of the driving path.

Size a campaign

Province

Vehicles on campaign6 Campaign length

0Modelled impressions

0Kilometres of exposure

Baseline of 50,000 impressions per truck per operating day and 135 km per day, on ~22 operating days a month. Availability capped at each province's active fleet. Indicative only; a route-level audit is produced per campaign.

Interactive route simulation portal

Audit the route before you buy it.

Every media buyer gets a digital twin of the active fleets at all 14 depot hubs. Replay the whole shift on satellite imagery, watch the impression counters climb through each 150 m corridor, and compare depots and formats side by side.

Pedestrian0Vehicle0

08:00

Full operating-shift replayDaily delivery schedules from 08:00 to 15:00 replayed on high-resolution Google satellite maps, with vehicle position and route movement in real time.

Dynamic impression countersPedestrian and vehicle counters accumulate as the virtual vehicle passes through each mapped 150 m exposure corridor.

Adjustable playback1×, 3×, 8× and 20× multipliers let a planner review a complete 7-hour shift in under two minutes.

Spatial layer togglesStreet names and Google Places POI category markers switch on and off to read visual density along a specific corridor.

Multi-fleet and depot selectorsFilter between 4-ton and 8-ton formats and switch across regional depots to compare route profiles by province.

Campaign onboarding

From brief to audited impressions in four steps.

One operational partner handles strategy, production, deployment and verification. The sequence below is the actual order of work.

Fleet & route strategy

Choose 4-ton urban rigids, 8-ton regional trucks, 15-metre trailers or Super Link combinations against objectives, demographics and geography. Target a single metro or run inter-provincial corridors across all 9 provinces.

High-durability graphic production

Asonya manages artwork preparation, colour management and high-definition printing on fleet-grade, weather-resistant vinyl, with precision installation at regional depots.

Deployment & schedule execution

Branded vehicles run contracted 135 km/day loops through high-density commercial corridors and retail POIs, operating 08:00 to 15:00 for maximum visibility in peak hours.

Spatial audit & verification

Clients receive live route-verification dashboards and post-campaign impression audit reports, backed by OHMSA-calibrated modelling for executive reporting.

Media planning recommendations

How to plan it well.

Three moves that consistently lift transit campaigns: mix the fleet, sync the phone, and design for motion.

Deploy balanced fleet mixesFor mass-market campaigns, combine 4-ton urban rigids with 15-metre or Super Link long-haul trailers. The 4-tons drive retail-proximity exposure near purchase points; the trailers establish national authority along the N1 and N3.

Synchronise transit with mobile retargetingRun location-based mobile display and social ads into the transit corridors. Retargeting devices inside active route corridors lifts search activation by up to 80% and paid social engagement by up to 56%.

Design for motion legibilityHigh-contrast palettes, bold brand typography and one simple call to action (a short URL or promo code). Contact happens in parallel driving and pass-by; clear messaging retains within 3 to 7 seconds of exposure.

OUTsurance-branded 8-ton rigid truck at a depot — **Delivered campaign, on the road**Fleet-grade cast vinyl on an active distribution vehicle.

Jockey branded rigid truck, side panel and rear doors at depot — **Side panel plus rear doors**Two faces of the same vehicle, read from parallel traffic and from behind.

Investment conclusion

Unskippable, verifiable, and priced to move.

Over 1,000 vehicle branding opportunities across all 9 provinces, with transparent, OHMSA-calibrated impression data and live route simulation. Eliminate waste, verify delivery, and take dominant visibility across South Africa's primary transport network.

Launch interactive route simulation

Asonya Marketing asonyamarketing.co.za katlegot@asonyamarketing.co.za Bloemfontein · Johannesburg (Isando) · Cape Town · Durban

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Dominate South African roads with data-driven transit advertising.

Audiences left the living room. Trucks meet them on the road.

Average CPM by channel (ZAR, upper bound of range)

Eye level, in the forward field of view, for the length of a traffic jam.

Notice the truck

Process the creative

Act on their phone

The 30 minutes before the till.

The truck is the trigger. The phone is the conversion.

Downstream digital actions after seeing an OOH ad

Four reasons buyers hesitated on transit, and what we changed.

Pick the canvas that matches the job.

4-Ton Rigid

On the road today

14 depots. 9 provinces. The two corridors that carry 85% of road freight.

A spatial engine, not a guess.

Size a campaign

Audit the route before you buy it.

From brief to audited impressions in four steps.

Fleet & route strategy

High-durability graphic production

Deployment & schedule execution

Spatial audit & verification

How to plan it well.

Unskippable, verifiable, and priced to move.

Fleet availability & rate card

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