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TLC and Hubble sign new advertisers

Primedia Unlimited’s indoor lifestyle advertising specialists TLC and Uber’s preferred in-vehicle entertainment partner, Hubble, have jointly signed advertising deals with Samsung, VISA and Nescafe Gold.

“TLC has the exclusive rights to sell high viewability video on Hubble’s interactive touch screens in Uber vehicles,” says Greg Bruwer, TLC’s Managing Director. “It’s an ideal platform in which to engage on a one-on-one basis, with tech-savvy, early adopters in the high income market, and we’re thrilled to have signed on these three fantastic brands.”

Samsung has secured 500 of Hubble screens in Uber vehicles around Johannesburg, showcasing a brand channel and TV reel to promote the launch of two new phones, Nescafe Gold has created a game that consumers can engage with during their commute in 100 vehicles, while VISA is showcasing a TV reel promoting various products.

“The levels of engagement on Hubble’s screens never disappoint,” says Greg, “we’re constantly receiving positive feedback from consumers who regularly interact with the screens, all displaying a high level of brand recall.”

Hubble’s Devon Brough backs these findings: “Statistics have shown the level of engagement on Hubble’s screens to be exceedingly higher than traditional digital advertising. Considering that the user is always in control, it virtually guarantees a positive experience from interested passengers.”The fully interactive advertising platform offers high quality video and interactive content in a captive environment with measurable ROI. Content includes documentaries, comedies, neighbourhood insights, news, sport, weather and things to see and do within Johannesburg and Cape Town. Like the traditional media platform on television, commercials are flighted in between standard content without being intrusive.

“We work extremely well with Greg and the team at TLC and these campaigns are no exceptions – two heads are always better than one, and in this case, we have double the infrastructure, selling power and industry insights,” says Devon.  TLC Unlimited

TLC (Targeted Lifestyle Communication) introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena offering a plethora of in-mall and washroom advertising platforms such as standard and talking frames, cubicle wraps and treadmill branding to mention a few. More recently, TLC has expanded its portfolio to include a number of new businesses which are housed in TLC Unlimited (under Primedia Unlimited) namely TLC; Salon Media; and Fitting Exposure. Visit www.primedia-unlimited.co.za or www.tlc-media.co.za for more.

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From start-up to 700% growth in just a year

 

Happy birthday to Hubble, a company that in under a year has achieved phenomenal growth nationally and internationally, and was quickly appointed Uber’s preferred in-vehicle entertainment partner.

“Excuse the pun, but it’s been an amazing ride,” says David Taitz, Sales and Commercial Director at Hubble. “In just one year, we as a company have grown over 700%. Not only have we achieved success in South Africa, but have partnered with Uber in Kenya, Ukraine and Dubai.”

Hubble was launched in September 2016 and has since introduced Uber ‘riders’ to in-vehicle entertainment. “We put the ‘riders’ in charge of what they want to see which ensures a positive experience from interested passengers. There are now over 500 screens in South Africa alone and we’ve just launched 200 screens in Ukraine!” The engaging platform offers video and interactive content in a captive environment with measurable ROI.Some interesting statistics have been collected over the course of the year. Extremely high engagement rates have been recorded, with some channels experiencing over 20% engagement (compared to 0.2 industry average). Hundreds of test drives have been booked, from the back seat of an Uber vehicle, for motor vehicle brands. 3 million passengers have experienced the screens, while millions of touches and video rotations have been collected for clients.

“The proof of advertising success comes in the form of ROI for brands which in turn means repeat business for a media owner,” explains Taitz. “Besides the international brands of McDonalds, BMW, Hugo Boss, Landrover and GoPro, local South African brands  Woolworths, Absa, DSTV, Savanna and Sanlam, to name a few, have benefitted from advertising on the in-vehicle entertainment screens.  In fact, a few of these clients have doubled their original ad-spend after achieving excellent returns on their spend.”

Hubble has announced that they will be launching the entertainment screens in Uber vehicles in Dubai and Kenya soon. The ultimate end goal is to create real value for the Uber rider and provide brands with a communication platform that has real and deep user engagement.

“Happy birthday Hubble, we are excited to see what the next 12 months hold for us,” concludes Taitz. “We would like to thank all of our partners that have accompanied us on this journey and look forward to achieving even more ROI for our advertisers and partners.”

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OOH advertising takes a giant stride forward

Cape Town and Johannesburg based media owner, Hubble, is Uber’s preferred in-vehicle interactive entertainment partner, providing real Return on Investment (ROI) through a unique Depth of Engagement.

As marketing and advertising budgets are becoming even more pressurised, brands are realising that reach and frequency – the traditional advertising metrics, are no longer the be-all and end-all. Rather, it’s having meaningful and deeper engagements with individual consumers that are becoming increasingly important.

“We have tapped into this global trend by enabling brands to have a deeper engagement with riders through our interactive in-vehicle entertainment touch screens in Uber vehicles,” says David Taitz, Commercial Director at Hubble.

Out of Home (OOH) advertising has always been considered a ‘one-to-many’ form of communication, but that’s no longer the case. In today’s world the consumer is looking for intimate engagement, with relevant information, at a time and place suited to them. Technology has provided Hubble with the opportunity to engage with these top-end consumers at a time when they are more relaxed and more receptive to a brand’s message.

The fully interactive advertising platform offers high quality video and interactive content in a captive environment with measurable ROI.

During a recent campaign, BMW ran video and interactive campaign elements to launch their all new 5-Series. Uber riders were treated to four different creative elements on an interactive touch screen, which included the opportunity for riders to configure the new 5-Series, culminating in an option to book a test drive.

Besides incredible interest shown in the campaign and the 15.1% interaction rate (compared to typical digital rates of less than 0.2%1), over 200 test drives were booked over a period of two months.

According to Alexander Baraka at BMW: “We immediately bought into the concept of interactive screens in Uber vehicles. The results far exceeded our expectations and we’re pleased to have been able to push through a significant number of quality leads to our Dealer Network.”

Statistics have shown the level of engagement on Hubble’s screens to be 75 times higher than traditional digital advertising and marketers have a variety of advertising options to choose from. These include category exclusive brand channels and sponsored content and flighted, TV styled adverts between entertainment content. Another unique aspect is that the user is always in control, virtually guaranteeing a positive experience from interested passengers.

“The ultimate end goal is to create real value for the Uber rider and provide advertisers with a communication platform that has real, and deep engagements with tech-savvy early adopters,” concludes Taitz.

1http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/

Hubble DNA

Hubble provides an interactive marketing opportunity direct to Uber passengers with a measurable ROI. Hubble launched as Taxi Media Group in Uber vehicles in Cape Town in September 2016, followed shortly thereafter in Johannesburg.

Advertisers are able to create brand awareness campaigns, call-to-action promotions or share stories through branded content on an interactive platform offering an unparalleled depth of engagement.

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