Hyprop Investments Limited, a specialised retail real estate investment trust, has jointly appointed Primedia Malls, part of the Primedia Out of Home group, and The Media Factory as co-sales partners for digital advertising opportunities across its nine South African shopping centres.
The appointment marks a strategic evolution from the previous arrangement, under which multiple media companies could sell digital advertising within the portfolio. By bringing together two established mall media specialists, Hyprop aims to strengthen the commercial positioning of its digital assets and create a more coordinated offering for advertisers and media agencies. For brands, the partnership presents an opportunity to combine compelling creative with the immediacy of the shopping environment. Building visibility, supporting product discovery, and influencing consideration close to the point of purchase.
The Hyprop portfolio
The partnership encompasses nine prominent shopping destinations that span two provinces:
Western Cape:
- Canal Walk
- CapeGate
- Somerset Mall
- Table Bay Mall
Gauteng:
- Clearwater Mall
- Hyde Park Corner
- Rosebank Mall
- The Glen
- Woodlands
Across these destinations, advertisers can access a mix of digital formats, including large-format impact screens and standout anamorphic screens at Canal Walk and The Glen. These assets provide a canvas for bold storytelling, product launches and campaigns designed to become part of the shopping experience.
“Advertising should contribute to the energy and experience of our shopping centres while creating meaningful opportunities for brands to connect with our shoppers,” says Yashvir Salagaram, head of sales at Hyprop. “We are thrilled to be working with Primedia Malls and The Media Factory, and we look forward to growing and maturing this relationship. Our portfolio offers an exciting canvas for creativity, and we cannot wait to see our mall environments transformed by the calibre of advertising campaigns these partnerships can attract.”
