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How Primedia Outdoor is paving the way with programmatic in South Africa


When it comes to lighting up skies and cities with attractive digital signage, no one in South Africa is doing it quite like Primedia Outdoor.

With more than two decades of experience in the out-of-home landscape to their credit, today Primedia Outdoor is proudly the country’s largest wholly owned outdoor advertising media specialist. It offers state-of-the-art digital out-of-home solutions across 300 displays, and is now expanding its offering with programmatic DOOH, elevating the digital display experience with increased measurement, audience analysis, external data feeds and beyond.

Leading the way in South Africa’s DOOH space

Roodepoort-based Primedia Outdoor has a national network that spans 1,100 square metres of roadside digital displays, 200 digital mall screens and 77 Rank TV screens in major urban centres and rural regions. Additionally, the company has a high-reach in eight markets across Africa.

With such wide-reaching coverage, the company is best-suited in the market to provide opportunities for creating memorable out-of-home experiences. Beyond that, its technological assets harness the latest technology, creating opportunities for weather-based applications, live sports score updates, real-time event streaming, integration with social media platforms, and more.

In addition, Primedia Outdoor offers a radio-to-road multi-channel solution that enables audio and visual channel synchronicity along with features that track anonymous vehicle and video analytics, beneficial for creating targeted, specific messaging.

All this means that companies looking to create more intelligent campaigns can turn to Primedia Outdoor for its knowledge and experience in the field. Tracking, monitoring, and understanding audience behaviours are par for the course for this team.

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