The highly successful Citilite range was first introduced from France and patented in South Africa and sub-Saharan Africa by JCDecaux in 2001. The success of the range is largely due to the tactical opportunities it provides marketers. Advertising messages are moved to new locations every two weeks, dramatically increasing brands’ reach, frequency and recall. This rotation also ensures that creative messages do not suffer ‘fatigue’ and therefore maintain their impact factor.
Adelaide McKelvey, Sales & Marketing Director Sub-Saharan Africa, says, “The release of the OMC Road survey provides us with OOH metrics which were until recently unavailable for our market in South Africa. We performed this assessment to confirm that we are delivering increased return on investment and accountability against the profiled audiences.”
McKelvey continues, “With the growth of digital out-of-home, traditional outdoor formats have not lost their importance within the media mix. Instead, formats like the Citilite have gone from strength to strength continuing to play a vital role in improving the incremental performance of any multimedia campaign.”
The ten networks, profiled against multiple demographic groupings, offer a range of lifestyle and GRP solutions that provide a campaign with longevity at higher reach and frequency levels. In addition, the analyses performed using the Road survey metrics proves that supplementing a multi-media campaign with these networks lowers a campaigns’ CPM (cost per thousand) and ultimately drives higher levels of return on investment.
Marketers and agencies are encouraged to contact JCDecaux’s sales team for a detailed analysis against specific multimedia campaigns to illustrate the enhanced performance and efficiencies that these networks provide when used in conjunction with TV and/or radio.