Look atop taxis in Douala and Buea and you’re likely to see the Tiga super-bright LED Moving billboard.
Unlike many outdoor advertising channels in Cameroon, the super-bright LED billboard is the result of two guys’ dogged fight in transforming the multibillion-dollar Out-Of-Home (OOH) industry in Africa. Their journey required hundreds of hours of data collection and prototype creation, dozens of letters sent to advertising agencies, and months of persistence.
And it all began at a Samsung office in Cameroon.
The birth of Tiga
As the marketing coordinator for Samsung Cameroon, one of Tiga’s co-founders (Ndel-Andre Raoul) worked with over 300 independent retailers to help them increase sales and grow Samsung’s local market share. After carrying out a survey to find out what their challenges were, more than 80% of those retailers highlighted the lack of visibility as their biggest challenge. They highlighted the fact that existing advertising channels were expensive and cumbersome, making it difficult for them to drive foot traffic to their stores, thereby increasing Samsung’s sell-out and brand awareness.
After undergoing more than two years of research looking for that “perfect” solution, he settled on a digital outdoor advertising service and went on to launch such a service alongside his friend and tech genius, Mukete William.
With millions of people commuting daily within Cameroonian cities, outdoor advertising is the best way to deliver an ad message to the right audience at the right place and at the right time.
Yet, the current outdoor advertising channels in Cameroon are expensive and in most cases, inefficient. This makes it challenging for businesses to get good returns on their investments.
Delivering efficient outdoor advertising
With Tiga’s digital mobile outdoor advertising service, businesses can rest assured their brand messages will reach their target audience at the right place, the right day, and the right time. For one thing, Tiga’s LED screens are interconnected via a sophisticated web application and allow for real-time ad tracking.
“Unlike other outdoor media, we track our ads’ ‘playtime’ in real-time. So we know the date, time, and how long an ad was
broadcast.” Ndel-Andre Raoul, Tiga’s co-founder, told Afro Hustler in an interview.
What’s more, Tiga also targets customers based on their geographic location (geo-targeting), days of the week (day-targeting), and time of day (time-targeting). For example, target customers only in Molyko and Clerks Quarters every Monday and Wednesday, from 10 am – 1 pm.
Tiga has mounted 40-inch digital LED screens on top of taxis in Douala and Buea for businesses to display dynamic and visually appealing “spots” to hundreds of thousands of daily commuters in these aforementioned cities. The ‘spots,’ according to Raoul, “have a broad reach, high viewability, and would always be seen by your target audience with 100% opportunity to contact you.”
Among the many benefits of using Tiga is its ability to help advertisers easily set up their ads from anywhere. As Mukete William--Tiga’s co-founder–puts it, “imagine sitting at the comfort of your home, setting up an ad and in an instant, it goes live, and you get instant feedback from potential clients.” For Mukete, all they wanted was to “help advertisers eradicate the stress involved in displaying their ads on the streets.”
Affordable outdoor advertising with Tiga
Tiga’s pricing model is nimble and flexible, making it such that businesses can reach the right audience with their marketing messages no matter their size and advertising budget. With Tiga, business owners decide how much they’re willing to spend and how many times they want their ads to be broadcasted. An “image spot” on Tiga would be displayed for 10 seconds, while a “video spot” will be displayed for up to 30 seconds.
“We are 10x cheaper than the average billboard and have a wider reach than any billboard. We’re also 6x cheaper than posters and flyers and have a wider reach than they do,” said Raoul. He also adds that “unlike flyers and posters, your ad creatives can’t be vandalized, torn down or thrown away, and edits can be quickly and easily made on them.”
Built for security
Tiga’s LED screens are waterproof, rust- and dust-proof, anti-static, and anti-mildew. Mounting such expensive displays on taxi tops can be no doubt risky as taxi drivers are likely to make away with the screens installed on their vehicles. However, Tiga’s LED billboards have in-built GPS and anti-theft systems “so we know when someone has tampered with our screens. Funny enough, it happened to us already. But we were able to track down a stolen vehicle which had one of our screens.”
While the in-built security systems are meant to protect Tiga’s LED billboards against theft, they also go a long way to help taxi drivers easily and freely track their stolen vehicles.
The launch of Tiga is also a lucrative opportunity for taxi drivers to make money with their vehicles as Tiga pays its drivers monthly and offers them incentives on a project-by-project basis.
Plans for the future
In the beginning, Douala was the perfect testing ground for Raoul’s and William’s novel idea. But as they put it, “we withdrew from Douala and launched in Buea to refine our service offer.”
Tiga, the first digital taxi top advertising service in Sub-Saharan Africa, now has plans to launch in other Cameroonian cities and expand its services to other African cities.
Meet Tiga’s bosses
Ndel-Andre Raoul is a digital marketer and Oracle database administrator who has worked for Njorku (award-winning startup), Samsung, and UNEP. Mukete William is a web and mobile app developer who has worked for Orange Cameroon partners among others and also worked for Njorku.
They both have a combined 16 years of working experience and were seasoned entrepreneurs before launching their joint venture, Tiga.
Today, the launch of Tiga is a testament to their unflinching urge to use technology in advancing Africa’s growth. After successfully launching in Douala and Buea, Tiga now craves to be the go-to media company for businesses in Africa.
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Also Read; Discover Cameroonian Entrepreneur; Achabeza Asaha, co-founder of Ngina LLC!