The Untapped Power of Mobility Advertising in South Africa
Ruan Linde Cillié
Founder and Director
EazyAds
Ruan Linde Cillié
30 September. 3 min read . Opinion
Challenges in Traditional Transit Media
When mentioning transit media in South Africa, it often brings to mind minibus taxis navigating busy streets. While this advertising medium offers extensive reach, it comes with significant challenges like brand safety concerns. Unpredictable vehicle conditions, erratic driving, and the potential impact on brand image have rightfully made many brands hesitant to use traditional transit media, missing out on a high-impact, hyper-local advertising opportunity.
Introducing EazyAds: A New Era in Mobility Advertising
This is where EazyAds steps in—redefining transit media as Mobility Advertising by converting rideshare (e-hailing) vehicles, like Ubers, into dynamic, moving billboards. Central to this transformation is our Hive platform—a game-changing analytics suite that offers unparalleled transparency and insight. Through the Hive, media planners, brands, and businesses gain access to real-time insights on campaign performance with features like heatmaps, traffic density, audience impressions, data over any selection period, and cutting-edge geospatial visualisations. This sets a new gold standard for campaign measurement.
The Power of Precision: GeoMatch™ Technology
Our GeoMatch™ technology takes targeting to the next level by analysing driver behaviour, location, and demographic data. This allows us to place ads in specific ‘Geo Hot Zones,’ ensuring campaigns reach the right audience at the right time and place—even in areas where traditional OOH inventory is limited or non-existent. This level of precision targeting not only enhances engagement but also optimises every Ad Rand spent.
Ensuring Brand Safety with PentaCheck
Brand safety is a top priority. Our PentaCheck process includes a rigorous five-stage vetting system for top-rated drivers, encompassing background checks, continuous monitoring, real-time behaviour tracking, and regular photo verification via our app. Unlike traditional transit media, where vehicle conditions and driver conduct are unpredictable, EazyAds guarantees a clean, professional, and brand-aligned experience. This allows brands to confidently dominate without compromising their reputation.
Higher Ad Recall Through Moving Media
In today’s crowded advertising landscape, capturing attention is harder than ever, but moving media like the EazyAds platform offers significantly higher ad recall. Picture your brand, constantly in motion through high-traffic urban areas, creating lasting impressions. Research, including studies by Nielsen USA, confirms that moving media boasts some of the highest recall rates, making it an essential tool to stay top-of-mind in a saturated market.
Enhancing In-Cab Engagement
This extends beyond exterior advertising; we also offer an engaging in-cab experience. Each driver is trained as a brand ambassador, engaging passengers in meaningful conversations about the campaigns they represent. Our augmented reality (AR) QR code integration adds another layer of interaction, transforming transit time into valuable brand engagement.
Making an Impact with Swarm™
A real highlight of our platform is the Swarm™ feature, which offers a strategic advantage unmatched by any other OOH medium. For brands looking to maximise targeted visibility at specific events like concerts, sports games, and festivals, Swarm™ deploys a fleet of your moving media to target these high-traffic areas. This creates a high-impact, unmissable brand presence that stands out in the crowd, making Swarm™ an unrivalled strategy in the OOH advertising landscape.
Driving Social Impact and Sustainability
Beyond effective advertising, we’re committed to social impact. Each driver earns direct income from every campaign, empowering them and providing a sustainable income stream. When you invest in a Mobility ad campaign, you’re not just advertising—you’re contributing to the livelihoods of everyday South Africans. Plus, for every vehicle launched through our platform, we plant a tree to help offset carbon emissions, further aligning your brand with sustainable practices.
A New Standard in Mobility Advertising
EazyAds is on a mission to revolutionise the way brands communicate with consumers outdoors. Combining innovative technology, robust safety measures, and creative engagement strategies, we’re setting a new standard in Mobility Advertising. For media agencies, planners, and brands looking to push the boundaries of their marketing efforts, EazyAds offers an unmatched platform to reach, engage, and resonate with consumers on the move. The future of Out-of-Home advertising is here, and it’s moving fast—join us on the ride.
Ready to make your brand move? Contact us today for a demo or to learn more about how we can elevate your next campaign.
Ruan Cillié is the Founder and Director of EazyAds, an innovative Mobility Advertising company in South Africa. With an extensive background in corporate branding and a knack for spotting untapped opportunities, Ruan’s venture into mobility transit media started with a simple idea over coffee: rideshare vehicles could be more than just transport—they could be dynamic, hyper-local advertising platforms.
The platform was launched to provide brands with a more targeted and memorable form of Out-of-Home advertising, to compliment current media channels, while also creating an additional income stream for drivers. Today, EazyAds goes beyond being an ad tech company; it’s about reshaping how brands connect with consumers on the move and uplifting the drivers who make these campaigns possible.
Based in Johannesburg, Ruan believes in more than just advertising—he believes in storytelling, community upliftment, and driving change. “We’re not just rolling out ads,” he says. “We’re rolling out opportunities.”