Vehicle branding and transit media company Graffiti has expanded its media offering to include a new digital out-of-home division – Graffiti Digital
Sole rights secured
The division, formed in partnership with UK-based AM Screen, Europe's largest digital out-of-home advertising company, enabled Graffiti to secure the sole rights to the digital AM Screen product in South Africa. This will form part of a global network of over 5 000 digital screens reaching 50 million adults each week.
The new division's primary focus is currently garage forecourt advertising where digital plug-and-play screens are situated above the main till points in garage forecourt shops.
"The garage forecourt retail solution in South Africa has expanded significantly in recent years with multiple offerings of fresh produce, speciality coffee, hot food and all the other essential convenience store requirements,” explains Division head Craig Wight. “As a result, footfall in these environments has increased over 50% over the last four years with even more development in the pipeline."
The AM Screen works entirely independently, requiring no Wi-Fi or phone lines, showing content and advertising in a matter of minutes across the entire national network or just at one local garage forecourt store.
Graffiti Digital can offer clients an array of creative digital possibilities and deliver advertising solutions including: time- and location-specific content; social media feeds; self-managed content; live score updates and even real-time, location-specific traffic sponsorship.
Caltex first on board
First to launch with the garage forecourt screens is Caltex Freshstop where over 120 screens have been installed nationally.
The advertising runs in two-and-a-half minute cycles: each screen has eight advertising spots to be sold, and two others are reserved for the garage forecourt shop itself. A ticker-tape running at the top of the screen is also reserved for messaging on behalf of the garage forecourt shops.