MTN has extended its iconic long term holding sites to include a second freeway digital billboard in Johannesburg. MTN was the first to market on the large format freeway digital billboards in 2013, on the N1 Western Bypass, targeting commuters travelling from the Northern suburbs of Gauteng towards the West Rand and the Southern suburbs. MTN’s new freeway digital billboard is on the M1 South Freeway, facing traffic travelling North from Soweto and the Southern suburbs of Gauteng towards the JHB CBD, targeting commuters going towards the Northern and Eastern suburbs of Gauteng. Both sites belong to out of home specialists Primedia Outdoor, with the second being a new installation.
According to Tania Grobler of Mindshare, the second billboard was included to extend reach to a different market. “Both sites are highly visible on main arterials, ensuring mass visibility,” she says, adding that the traffic passing the site means that MTN reaches a captive audience during peak hours.
“The benefit of digital is the ease of a quick turnaround time, which makes real time messaging very possible,” says Grobler.
Jorja Buckham, Marketing Services Manager for Primedia Outdoor notes that the metrics achieved are astounding. According to the ROAD measurement, the unduplicated reach for the combined two sites comes to 1,128,927, with an average frequency of 14 over a four week period. This equates to 15,793,670 impacts. By extending the digital freeway network holding with one digital site, MTN has increased their total reach by 18% to achieve a total of 30% of City of Johannesburg over a four week period,” says Buckham.
“The OOH landscape and iconocism is key in our OOH planning and strategy,” says Pratiksha Jekison, MTN’s Senior Manager: Brand, Media and Communication. She also emphasizes the importance of moving to the digital OOH environment. “Our aim is to diversify and ensure that we keep to relevancy and reach in our media landscape. To acquire opportunities like this in high traffic areas and with great visibility that is affordable, is of key significance and importance to us and in reaching our customer wherever they are and across the media landscape.”
About Primedia Outdoor
Primedia Outdoor is the largest wholly South-African-owned outdoor advertising media specialist, focusing primarily on the marketing and selling of outdoor advertising signage. With over 17 000 advertising faces across the country, it offers national outdoor exposure across a mix of media types. These include high-end digital signs, airport advertising, freeway and suburban spectaculars and street furniture, as well as taxi and bus branding, taxi rank branding and Rank TV.
Primedia Outdoor provides flexible coverage of the entire socio-economic spectrum, from cosmopolitan consumers in major urban areas through to those living in rural communities in Limpopo and the Eastern Cape.
