Talented trio redefines advertising in South Africa’s transit hubs

In the bustling heart of South Africa’s transport network, the minibus taxi rank, a new digital revolution is taking place. While commuters wait, they are increasingly greeted by dynamic, high-tech digital advertising boards. But are these screens effective at capturing attention and cementing brand recall?

Dr Elizma Wannenburg A study recently published in The South African Journal for Communication Theory and Research on 8 September, answers this question by offering vital insights for marketers, advertisers and industry professionals.

The research, which marks a significant milestone in local academic inquiry, is the work of a "talented trio" from the Tshwane University of Technology (TUT) and highlights a unique journey of academic excellence. The study was led by Dr Thembeka Manetje, Faculty Marketer at the Faculty of Information and Communication Technology, alongside her former PhD supervisors and undergraduate lecturers, Prof Thérèse Roux and Dr Elizma Wannenburg from the Department of Marketing, Logistics and Sport Management.

 This partnership demonstrates the enduring mentorship and scholarly legacy cultivated within TUT. What began in the classroom has evolved into a high impact research collaboration that bridges the gap between academic theory and practical marketing application.

 Dr Manetje is known within the University for her role as a Faculty Marketer, but this study highlights her commitment to producing impactful research that has tangible value. By investigating how advertising behaves in the real world, high traffic environment of a major taxi rank, Dr Manetje and her co-authors have delivered insights that go beyond the ivory tower.

Prof Thérèse Roux The study aimed to understand why some advertisements stick in the memory of commuters while others are ignored. By applying the message response involvement framework, a tool used to understand how consumers process information. The researchers analysed the factors that influence brand recall for commuters at one of Tshwane's busiest transport interchanges.

 The researchers discovered that for an advertisement on a digital board to be effective, two key factors are critical. Opportunity and ability. Opportunity is simply about time. The study highlighted that the "dwell time", which is the amount of time commuters spend waiting in queues is the most significant contributor to advertising effectiveness. Because commuters cannot skip or turn off these digital boards, the time they spend waiting provides a captive opportunity to absorb the messaging. Ability refers to how easily a consumer can understand the advertisement. The research found that commuters have a much easier time remembering brands they are already familiar with. Furthermore, the study suggests that for new or unfamiliar brands, advertisements need to be simple, clear, and visually uncluttered to be processed effectively by someone on the move.

Interestingly, the study found that a commuter’s personal motivation to watch the advertisement played a much smaller role in whether they recalled the brand, suggesting that in these transit environments, visibility and ease-of-understanding are the true drivers of advertising effectiveness.

Dr Thembeka Manetje Furthermore, this study provides practical, actionable advice for marketing and advertising professionals. It underscores that digital boards are not just a modern replacement for old fashioned posters. They are a sophisticated tool that requires strategic planning regarding location, timing, and content simplicity.

By exploring this emerging frontier, the TUT team has provided a unique contribution to both local and international academic domains. For Dr Manetje, Prof Roux, and Dr Wannenburg, this publication is more than just a paper. It is a successful demonstration of how rigorous, academic research can offer real-world solutions for the South African advertising industry.

You can read the full, insightful article on the Taylor & Francis website: https://www.tandfonline.com/doi/full/10.1080/02500167.2026.2678170?scroll=top&needAccess=true#abstract