Progress in on-line meals supply platforms resembling Uber Eats and Mr D Meals has led to a growth within the variety of supply scooters on South Africa’s roads, particularly in city centres. Digital outside promoting specialist Polygon has taken benefit of this by placing programmable sensible packing containers on supply bikes that present advertisements primarily based on location and time of day.
Polygon MD Remi du Preez mentioned the corporate developed an answer that “sits on the plastic field on the again of a motorbike”.
“You may consider it as a mini billboard,” he mentioned. “It wants energy, so you could have a battery, a router and a small laptop so you’ll be able to inform the display what you need it to do,” Du Preez advised TechCentral in an interview.
The digitised cargo packing containers weigh about 20kg and have three digital shows on both sides, besides the one going through the motive force’s again. The shows are synced to play the identical promoting content material.
Polygon’s purchasers are given entry to the corporate’s content material administration system, by means of which they’ll load advertisements remotely. As soon as authorized, the advertisements may be pushed onto the bike screens primarily based on various parameters such because the bike’s location and the time of day.
Polygon has partnered with Swift Media to convey the sensible field answer to market. Swift Media develops direct relationships with supply drivers, who normally personal the bike they use for deliveries. The digital signage offers drivers with extra revenue by paying them a month-to-month charge for agreeing to indicate advertisements on their bikes. Any harm to the screens is roofed by Swift Media.
“These are digital screens, so the luminosity is clearly higher at nighttime, however you’ll be able to nonetheless see them through the day like digital billboards you see on the facet of the freeway,” mentioned Du Preez.
Large potential
Polygon provides promoting on supply bikes as a part of a consolidated digital display bundle consisting of some 3 000 screens discovered on roadside billboards, in malls and even in purchasing aisles in some shops. It does this in six nations: South Africa, Namibia, Botswana, Zambia, Nigeria and Kenya. The supply bike answer has solely been rolled out in Johannesburg thus far.
Some sensible packing containers are additionally fitted with cameras with facial recognition know-how to rely the variety of automobiles and folks the bike is available in contact with every day. This to provide advertisers an concept of their attain. One other function Polygon is engaged on entails utilizing Wi-Fi to rely the variety of gadgets across the bike at any cut-off date.
Learn: Mr D Meals is worthwhile for the primary time
“The info is anonymised; we by no means know who the person is. I’ve by no means seen a reputation, surname or ID quantity coming by means of within the information we gather. We simply take a look at the herd and take a look at serve advertisements primarily based on what persons are doing,” mentioned Du Preez.
Nonetheless, the sensible field answer has confronted regulatory hurdles in some municipalities. Though the answer is already being flighted on three dozen supply bikes in Johannesburg, a brand new by-law within the Metropolis of Cape City bans digital promoting on autos, Du Preez mentioned.
He downplayed a query concerning the security of the sensible packing containers from criminals. The packing containers may be tracked and, in line with Du Preez, in the one occasion of a motorbike theft previously yr, the monitoring system helped get well the bike rapidly and it was returned to its proprietor.
Polygon sees large progress potential in promoting on supply bikes, with the intention being to get well at the very least 1% of the promoting spend at the moment being directed to offshore firms like Google and have that flow into within the native economic system as an alternative.
“Analysis reveals that receiving a supply conjures up emotions of anticipation amongst customers, that means that these audiences are sometimes in a receptive and optimistic way of thinking, making them amenable to model messages,” Du Preez mentioned. – © 2024 NewsCentral Media
