Continental Outdoor is leading the way in paving South Africa and sub-Saharan Africa's roads, commuter and consumer convergence areas with digital advertising screens. It is fast expanding its network across Africa into airports, malls, on escalators, bars and restaurants, and onto roadside!
Much of the recent growth has been focused on the expansion of its Roadside Digital networks. The network of roadside screens in South Africa, placed in Pretoria and Sandton, now afford marketers the collective opportunity of reaching in excess of 11 million consumers a month with the 11 sites that now make up the Ignite roadside network. In addition to the comprehensive network in Gauteng, South Africa, a further 11 Ignite screens have been rolled out into sub-Saharan Africa over the course of the past six months into Tanzania, Zambia, Mozambique and Botswana, with further growth into other countries planned soon.
Marketers throughout the continent have supported these new digital roadside advertising opportunities with alacrity, supporting PQ Media's Global DOOH Media Forecast growth projection of 11.3% in 2014 to $9.87 billion, with double-digit growth projected through to 2018. DOOH revenues will post a 12.4% CAGR in the 2014-18 period, reaching $15.92 billion.
A key benefit of the networks is that marketers are now able to plan, by day-part, or region, across Africa. Merlene Farquhar, Starcom, comments, "I love this new product for Africa. It gives us an opportunity to be innovative for new product launches right here in SA for the rest of Africa. The digital roadside format perfectly matched our recent campaign for Trident in Mozambique. The vibrant colours of the brand were displayed consistently both day and night, perfectly matching the Trident brand image."
Eric Ngondo, Country Marketing Manager for the Corporate Affairs Department of Barclays in Zambia, has also endorsed the use of the Ignite network, stating that the aesthetics and look and feel of the sites support the quality of the brand. He states that "the network provides value for money on good locations for each 15-second slot".
Just some of the other global and national brands that are benefitting from the digital networks are SACOB, BMW, We Chat, Heinz, Lucozade, Liberty, McDonalds, Business Connexion, Standard Bank, Disney and Burger King. All supporters of these formats cite the ease of purchase, the flexibility of creative changes and quality of reproduction as major reasons to purchase these networks. The synergistic benefits of DOOH and mobile integration is a key benefit for campaign planning, more so that Continental Outdoor are able to provide this as an additional service to clients.
Beyond the digitisation of OOH campaigns, Continental Outdoor now offers interactivity and inter-connectivity with mobile platforms. This in essence, provides commerce on the run. All this is redefining Out of Home's role, reinforcing many of its inherent strengths, providing new opportunities for brands to converse with consumers in a seamless manner.
Continental Outdoor has invested heavily in building a digital operational hub at its head office in Bryanston that manages, schedules and monitors all its digital roadside and indoor screens across sub-Saharan Africa. Marketers are able to reach consumers by region, country or continentally, in real-time and adapt their marketing messages with the push of a button from the central neural hub.
"The extended and comprehensive network, offering an innovative selection of day part advertising to reach consumers in the right frame of mind, builds on Continental Outdoors' already extensive range of products geared to reach metropolitan consumers, and solidifies our place as the leaders in Digital Out of Home in Africa," states Bazil Lauryssen, CEO of Continental Outdoor.
Watch our exciting video on https://www.youtube.com/watch?v=QmDTE_gSQ0M&feature=youtu.be