Tag Archives: Outdoor Network

Outdoor Network expands its network with new solar-powered Lanseria site

As a growing airport that is strategically important to Gauteng, Lanseria International Airportprovides an ideal location to showcase premium-quality brands to an ever-increasing number of passengers (and a large number of VIPs). The airport recently introduced a SLOW lounge for its more discerning upper LSM passengers and is currently in the process of constructing a new multi-storey parkade.

In much the same vein as the airport’s growth trend, Outdoor Network is augmenting its network and holding in high demand locations and through a variety of new platforms nationally. The airport precinct provides for the latest site in Outdoor Network’s arsenal of key locations with the installation of a gantry along Ashenti Road at the entrance to the airport. This development follows closely on the recent roll-out of its innovative roadside digital rotating billboard network.

Keeping with the commitment to not only innovate but do so with respect for the environment, the 4,5m x 18m double-sided gantry lighting system is solar powered. This ‘green’ initiative now forms part of all current and planned new site developments.

With the ability to engage a highly sought-after consumer base into and out of the airport, the site is ideal for brands targeting a high LSM target audience. Lanseria boasts a very high proportion of LSM 10 commuters (73%) of which 60% earn more than R25k per month according to recent research conducted by Millward Brown. The most commonly found passenger at the airport is a 40-year-old male who travels for business and whose personal income exceeds R60k a month.

“Lanseria International is a key location for brands wanting to reach well-heeled consumers, and the addition of the new gantry will provide marketers with a solution that suits not only their objective, but their budget too,” says Patrick de Robillard, Head of Sales Billboards at Outdoor Network.

Outdoor Network growth results in new appointments nationally

Leading billboard and street furniture media owner Outdoor Network has recently bolstered its staff complement to keep delivering world class service levels to its existing and new client base.

Since the merger with Provantage Media Group was announced in 2016, there have been a significant number of changes within the Outdoor Network business, including the rollout of large format and 3×6 digital LED billboards in key strategic locations across the country.  The growth in the business has further necessitated the move to new offices in both Cape Town and Durban.

“With a view to meeting the requirements that come with exponential business growth, Outdoor Network has invested not only in media assets, but human capital too. We’ve brought talent on-board across key disciplines such as production, development and sales. Areas that are critical to ensuring the provision of superior service offerings,” says Dumisani Malembe, Development Director at Outdoor Network.

Key personnel have been employed and have joined the already strong teams in the company’s Billboards and Street Network divisions.  Street Network has added three members to the team based in Johannesburg, and one in Durban.  In the Johannesburg Billboards division, two new sales positions have been created and filled, with account management, production and administration further benefitting from the new intake.

“Sales and motivational speaker Zig Ziglar famously stated – ‘You don’t build a business, you build people… and then people build the business’.  Outdoor Network is built on the strength of its people, and the strength of its media assets. It’s about the right people at the right place at the right time. We welcome the new staff members, and wish them well in their new positions,” concludes Malembe.

Outdoor Network’s new LED digital billboard captivates Pretoria

Garstfontein Road, Tshwane, is the latest recipient of one of Outdoor Network’s state-of-the art 3×6 LED digital rotating billboards. Positioned at the heart of one of the business centres of the city of Tshwane, it is just a stone’s throw from newly renovated Menlyn Mall, which is one of the largest malls in Africa and soon to become the city’s first green mixed-use precinct. 

The billboard is expected to reach close onto 4% of the total Tshwane population, an audience of over 90 000 consumers. With a frequency rate of 8, the site is set to deliver in excess of 665 000 impacts monthly. (ROAD, 2015)

The eye-catching LED billboard is perfectly positioned to allow brands, particularly those targeting women, to reach consumers within the highly sought after LSM 7-10 segments where approximately 84% of the audience are positioned economically. (ROAD, 2015) With a high proportion of business owners, diplomats and students included in the mix, the site is ideal for brand owners wishing to expose their offering to these target markets. 

The expected development of residential apartments, five-star hotels, conference facilities and a casino will only increase the number of consumers flocking to an already vibrant area. Large volumes of motorists pass through this high-traffic location, enabling advertisers to speak to affluent consumers on their daily commute to and from home, work, school, university and shopping. The highly visible 3×6 rotating billboard is the ideal platform for showcasing brands, products and services, particularly in view of the area’s ‘work-play’ urban lifestyle. 

The features and unique innovative design of the 3×6 rotating digital billboard are not restricted to simply exposing advertising, but rather doing so via a highly captivating, modern and premium platform. The billboard offers advertisers the ability to expose brand messaging to consumers on both their morning and afternoon commute with true dayparting via campaigns tailored specifically to the needs of brands.  

Media agencies and multinational brand advertisers will find this highly desirable signature location ideal for their campaigns – Menlyn Park boasts more than 500 tenants, including a large base of international brands and flagship anchor stores such as Checkers Hyper, Food Lovers Market, New World Discount Stores and Pick n Pay, and the area is considered one of Pretoria’s fastest-growing regions – surrounding suburbs close to Menlyn, such as Garsfontein, Menlo Park, Alphen Park, Newlands, Constantia Park and Ashlea Gardens, are all in high demand. 

Part of a larger national strategy, these digital billboards form part of Outdoor Network’s plan to roll out highly visible large format and 3×6 digital billboards in key high demand locations across South Africa.   

Says Howard Lonstein, Marketing Manager at Outdoor Network: “Digital OOH is continually exploring new avenues of innovation in creativity, delivery, and opportunity. The benefits are numerous, particularly when integrated with mobile, video, social media engagement and more.  It’s an exciting space, and we’re looking forward to offering advertisers new and effective marketing opportunities as we roll out the network across the country.

The Critical Role of Out-of-Home in the Marketing Mix.

With almost two-thirds of all consumer purchases made within half an hour of being exposed to Out-of-Home advertising, it’s time to revisit the critical role the medium plays in the broader marketing mix. Roadside Outdoor Audience Data (ROAD) now provides rich data on the consumption and impact of billboards, and integrated with other media stats allows brands to further craft effective, integrated campaigns. OOH should play a key role in this space, argues Howard Lonstein, Marketing Manager for Outdoor Network. 


When it’s possible to map the customer journey in intimate detail (turning on the TV over breakfast, passing billboards driving to work, surfing the web during the lunch hour, paging through a magazine at the dentist, listening to the radio on the way to gym), thanks to social listening tools and other data sources, it’s clear that marketing is entering a new era. Knowing where consumers go, what they pay attention to, what they need and where they shop gives us unique insight into how to reach them, and how we can customise messages to engage them in the most relevant way as they go about their day-to-day business. This makes media placement easier – and it also changes our approach to OOH enormously.

Harvard Business Review says the days of treating advertising touch points as if each works in isolation is long past and marketers should ask themselves which combinations of ad exposures work best to influence customers. Think static OOH doesn’t speak to smartphone-clutching millennials? A recent study of 1 837 smartphone users by the Outdoor Advertising Association of America found that OOH media is especially effective at reaching consumers before they search or shop online, while geo-fencing can work seamlessly with out-of-home formats to target consumers in a particular area. The context within which a consumer is exposed to brand communication becomes even more important as the clutter increases. The right message, at the right time, directed at the right consumer results in greater impact and ultimately in action being taken. Marketing Week has predicted that incorporating cellphone connectivity with OOH will become the norm, not a ‘special’ part of a campaign, and it’s hard to disagree. Remember that a customer can be ‘switched on’ at any time during the consumer journey – even stepping out from work to grab a sandwich.

It would be perverse to ignore the role OOH and impact can play in a campaign. It is commonly accepted now that OOH provides great frequency, which is a key driver in priming awareness for campaigns. This is particularly true in terms of digital platforms which reduce the CTP for the overall campaign, providing greater value for advertisers and brands. It is imperative that brands are exposed to these facts and the benefits that are derived when OOH is part of a broad campaign. It is worth noting that the OOH industry in the US recently reported its seventh consecutive year of revenue growth, with a more than 15% increase in 2016 from the previous year, according to The Outdoor Media Association – this reflects a global trend.  

 

Apple expanded its ‘Shot on iPhone 6’ print ad campaign by displaying 162 photos taken by iPhone 6 users (not professional photographers) on giant billboards in 73 cities across 25 countries, along with a 30-second TV ad and videos. Having photos blown up to billboard size gave a good idea of the power of the product without having to spell it out (less is always more on billboards), plus the scale was an ideal showcase for an ‘art gallery’ of images. OOH amplified Apple’s message and achieved enormous reach – the billboards received 6.5 billion media impressions and 255 million online impressions.

Coca-Cola has always loved multichannel marketing. The 23 000-pound ‘drinkable billboard’ it rolled out shot soda through a straw into a drinking fountain, complementing interactive TV commercials and downloadable coupons available from mall kiosks – in this way, it created a brand experience on a large scale, gaining traction via OOH, experiential, digital, social and broadcast channels. It was also vital in terms of increasing social media engagement.

Big brands know the value of high-impact, in-your-face media, but even smaller brands know that OOH delivers. A recent Posterscope US study showed that you can increase reach by as much as 303% if you add billboards to a mobile app and web campaign. Adding OOH to internet ads increases retention by two days, according to research conducted by Brand Science. A billboard can drive online research about a product and lead to online purchases, for example. In South Africa, radio and TV are hugely popular, but younger generations demand a brand experience that talks to them across different channels (and less traditional channels) – something that media planners need to take into account. The Brand Science study shows that ad retention of media one week after seeing an ad is 55% for OOH as against 49% for print and 35% for radio – and 58% of people report consciously looking at OOH ads, which is a higher rate of engagement than other forms of advertising can provide.

Seamlessly integrating OOH into your campaign can help to drive campaign objectives. OOH is a crucial touchpoint because it is so good at engaging with consumers in a way that builds relationships with brands; in fact, when used alongside above-the-line advertising, OOH has been found to play a crucial role in long-term brand-building. By leverage OOH in your campaign, you can reach more people more often, target the consumers most likely to be interested in your brand, drive consumer action, and optimise reach and frequency at a relatively low cost. All this points to a high return on investment, which is a prime consideration in today’s tough market.