The taxi-media idea
What became known as AD.IT Taxi TV started as an idea, then was bootstrapped into a business that landed SPAR as the first client.
Our journey
From a bootstrapped taxi-media idea to a venture group.
TenOne grew from the belief that brands should show up where everyday life is already happening.
TenOne story
Built through street-level attention, field work and practical media thinking.
The journey began with an idea that became known as AD.IT Taxi TV: a bootstrapped commuter-media business that landed SPAR as its first client. TenOne now operates across activations, outdoor media, schools, digital marketing, technology and production.
R&D and market learning
The early years were still research, testing and learning the commuter market. In 2013, the idea reached Pitch & Polish as a national semifinalist.
SPAR, Build It and the first taxi screens
An SAB Foundation grant helped secure the installation of the first batch of taxi screens. That launch opened the door to SPAR and Build It as early clients.
Mall media and corporate credibility
AD.IT moved into mall media and mall marketing, signing KwaMnyandu Shopping Centre in Umlazi, eThekwini, and Newtown Junction in Johannesburg. Campaign work around brands such as Vodacom, Toyota, Nando's and McDonald's followed.
Production and school channels
Printa La, ISKOLE and related school-facing work made production, signage, academic environments and youth-market channels more operationally serious.