In a similar way to the SA outdoor advertising industry, the alternative media needs to be recognised as a highly effective advertising medium. Kevin Fine, another director, says alternative media has been seen as the poorer brother of television and print. But companies suffering from advertising fatigue, induced by the explosion of print titles and the profusion of electronic media, are now seeing its merits, especially in SA, where the advertising industry has been accused of not knowing the black market well enough to judge the adequate approach. SA is one of the first countries in the world to have developed transit media and the country is leading its growth. Worldwide, the outdoor advertising industry is worth about R80-billion.
Alternative media shifts the passive to the active.
Its success is based on imparting powerful messages without consuming the target market's time. Its big, bold and in your face.