Out-of-home (OOH) advertising takes many shapes and forms. Not only does it include the gigantic billboards, digital displays that run through a carousel of ads or street pole posters encouraging to “place your ad here”, but it is also transit advertising. These consist of vehicles wrapped with company details, electronic signage on top of ride-share vehicles across Johannesburg, or even buses. But back in the mother city, one OOH brand zoned in on delivery bikes.
MotionAds is taking OOH transit advertising to a new level with its delivery bikes by offering riders a dual income while giving brands increased value from hyper-localised advertising.
Back in 2019, when co-founders Jon Berkowitz and Elan Band noticed delivery bikes multiplying across South Africa’s streets, and brands struggling to reach customers, gears started to turn…
Advertising that Goes Where Brands Cannot
“We saw increasingly fragmented, hyper-local communities. Traditional billboards couldn’t enter secured estates, malls, or residential streets, but delivery drivers could. We saw an opportunity to turn that movement into media, creating a new advertising channel that not only delivered visibility for brands but also supplemental income for drivers,” the two note.
MotionAds bootstrapped its growth. The co-founders personally wrapped the first bikes, signed up riders, and pitched clients face-to-face. Without outside investment, every rand of early revenue was reinvested into technology, innovation, and scaling the fleet.
Today, their nationwide fleet of over 2 000 branded motorcycles is the literal delivery vehicles that execute specialised brand campaigns.
Motion Mavericks, as their drivers are called, earn an additional income through the advertising campaigns on top of their regular delivery work, fuelling economic upliftment and delivering ROI for brands.
Apart from wrapped Top-Boxes (the containers on the back of delivery bikes), they also offer additional campaign add-ons such as In-Home Flyer Drops, Product Sampling and eye-catching Booster Fins.
“We currently operate in seven major South African cities with thousands of branded delivery bikes on the road,” Berkowitz shares. “Our Driver Match technology allows brands to target specific suburbs, ensuring campaigns reach exactly where their customers live and order from. Looking ahead, we see growth on two fronts: first, by deepening our footprint with Uber Eats into smaller towns across South Africa, and second, by taking the model into new markets – with Kenya firmly on the horizon as our first step into the rest of Africa.”
Advertising ROI and Regulations
According to Berkowitz, the dual mission has always been the driver behind the business. This is delivering ROI for advertisers while creating real, tangible income for delivery drivers. “That ‘double bottom line’ has been our North Star since day one. By keeping both sides of the equation in focus, we’ve been able to build a business that’s sustainable, impactful, and trusted.”
He continues to add that compliance has also always been central to their business model. “All our campaigns adhere to ARB and ARA guidelines, and we work closely with both brands and regulators to ensure that creative is responsible, compliant, and fit for public spaces. We also run internal checks with our production team before campaigns go live, so clients can trust that what hits the road meets every requirement.”
When it comes to finding drivers, the pair explains that their strategy entails strong professional partnerships. “We partner closely with Uber Eats, which allows us to connect with professional drivers who are already active on the road. Every driver we onboard goes through a vetting and training process: we check ride frequency, geographic consistency, and professionalism before they become “Motion Mavericks.” Once on board, they receive campaign training and ongoing support, ensuring they represent both the brand and MotionAds with credibility.”
Encouraging fellow entrepreneurs, Berkowitz states that they should look to where two needs overlap. “In our case, advertisers needed new ways to connect with customers, and delivery drivers needed more income. By bringing those needs together, we created value on both sides. My advice: listen carefully, observe what’s changing in your environment, and don’t be afraid to start scrappy. We launched with just three bikes in Norwood, Johannesburg – proof that small experiments can grow into national platforms if you stay focused and adapt quickly.”
