All eyes are on Outdoor Network’s latest state-of-the-art rotating digital billboard site, which has just been unveiled along the R40, Madiba Drive in the heart of Mbombela (formerly Nelspruit). The roadside rotating billboard is assured high visibility on the main road in Mpumalanga’s bustling capital city. A vital business and tourism destination, Mbombela is also a gateway to Kruger National Park, Swaziland and Mozambique.
The city is likely to experience tremendous growth in the near future, particularly as the Municipality’s ‘Vision 2030’ strategy envisages shaping Mbombela into “the best city in South Africa”. Already a shopping hub that boasts as part of the area premier lifestyle centres like theRiverside Malland i’langa Mall, the city also attracts consumers from the nearby towns of Hazyview and White River. Adding to the consumer mix are Swazi and Mozambican nationals that cross the border to shop, study or for business purposes. Mbombela is home to all the major motor dealerships among which are luxury brands such as Land Rover, Mercedes Benz and BMW, its malls are tenanted by a number of international brands, and Tsogo Sun’s Emnotweni Casinois a popular attraction.
In addition, tourism is thriving in the city – Kruger Mpumalanga International Airportserves an average of 260 000 passengers a year and breached the 3 million passengers mark during 2016.
According to Warren Dougmore, Outdoor Network’s Head of Sales, Billboards: “The launch of another of our innovative LED billboards will offer brands a world-class advertising opportunity in a city much frequented by South Africans, Africans and international tourists alike. The rollout of this billboard further consolidates Outdoor Network’s national footprint in high-demand metropolitan areas across the country.”
The strategically placed 3x6m billboard is expected to reach an audience of over 83 000 consumers. With a frequency rate of 16, the site will deliver more than 1.3m impacts every month (ROAD2015/2016/2017C), which guarantees huge exposure to brands.
According to marketing intelligence service WARC, digital out of home plays a key role in today’s ‘smart cities, where roads, buildings and billboards are increasingly connected. Brands are now uniquely placed to speak directly to motorists, commuters and pedestrians within the urban environment – and those that plan their campaigns by audience rather than format can increase engagement.
“DOOH is even more effective when integrated with mobile, video and social media, so brands with a physical presence in Mbombela should consider DOOH as an integral part of the marketing mix,” says Howard Lonstein, Marketing Manager at Outdoor Network.