Empowering Media Owners with Straat Africa’s In-Taxi Screen Network

Client/Partner: Straat Africa

Market/Region: South Africa

Key Takeaways

• Turning Africa’s biggest taxi network into a nationwide digital OOH platform.
• Centralized screen management through MW Solution for 100+ taxis and growing.
• Enabled audience measurement and programmatic buying to attract premium advertisers.
• Real-time reporting and transparent metrics built trust and repeat bookings.

Transforming Urban Commutes into Measurable Media

Straat Africa identified a massive opportunity within South Africa’s taxi ecosystem, a network moving 19 million passengers daily. With over 300,000 taxis operating nationwide, this mobility channel offered unmatched daily visibility.

However, managing and monetizing such a large-scale in-transit network posed operational and measurement challenges. Straat Africa wanted to digitize the space, attract advertisers, and provide measurable audience insights, all while keeping campaign management simple for media owners.

Who is Straat Africa?

Straat Africa is a fast-growing digital out-of-home (DOOH) media company that focuses on in-taxi advertising across South Africa. With plans to scale to 1,000 screens by January 2026, the company connects brands to millions of daily commuters through compliant, high-definition taxi screens.

Their network reaches key markets like Gauteng, Western Cape, and KwaZulu-Natal, giving advertisers hyperlocal precision and national scale. Yet, before automation, manually handling campaigns and proving performance was a challenge.

When Growth Meets Complexity

Straat Africa’s expansion uncovered three main hurdles 

• Manual operations: Managing hundreds of “in taxi” screens was time-consuming.
• Limited advertiser access: Campaigns took longer to activate and lacked automation.
• No real-time insights: Advertisers wanted proof of reach, dwell time, and engagement.

Without a scalable digital system, Straat Africa risked slowing its growth potential and losing advertiser confidence.

The Solution: One Platform, Smarter Operations

To overcome these challenges, Straat Africa partnered with Moving Walls, leveraging the Moving Walls platform suite to unify and automate operations.

With this solution, Straat Africa was able to:

• Centralize screen management using MW Solution across 100+ taxis.
• Measure audience data and route performance using Moving Walls Platform Measurement.
• Enable programmatic buying through the Moving Walls Platform, giving advertisers easy access.
• Deliver transparent reports to strengthen trust with advertisers.

The Rollout: Step by Step

Phase 1: Onboarding
All taxi screens were connected to the MW Solution for centralized scheduling and content management.

Phase 2: Audience & Route Mapping
Taxi routes were plotted to identify high-traffic areas and peak commuting times.

Phase 3: Campaign Activation
Advertisers gained faster access and transparency, improving campaign delivery and turnaround times.

Phase 4: Measurement & Reporting
Audience data and campaign insights demonstrated clear performance value to brands.

The Results: Driving Smarter Media in Motion

By digitizing and automating operations, Straat Africa achieved:

• 3M+ monthly impressions achieved across a wide network of screens
• 85%+ viewability rate and 15-minute average screen time
• 70% of impressions during prime hours (6–9 AM & 4–7 PM)
• Projected 30M+ monthly impressions by 2026 with 1,000 screens

This transformation positioned Straat Africa as Africa’s leading in-transit digital media network.

Client Testimonial: Straat Africa’s COO on the Partnership

Ready to Unlock New Revenue?

Like Straat Africa, you can simplify operations, build advertiser confidence, and open your network to new demand opportunities.

👉 Book a Demo Today to see how MW Solution can help transform your OOH business.