JCDecaux Africa is proud to announce the latest addition to our roadside digital network, located north of Pretoria, in the highly populated suburb of Soshanguve, which has an estimated population of 866k residents. The site forms part of a growing national network of digital sites, focused on providing advertisers access to the mass market audience at scale, affording brands to deliver targeted and contextual location-based campaigns.
Advertisers can plan proximity-based campaigns using location-based data to promote a different brand and promotional messaging that is localised, factoring such elements as travel patterns, shopping habits and interests associated with frequented points of purchase, amongst others. The new Soshanguve site is in proximity to a host of residential and retail outlets such as seven shopping centres, 23 filling stations, 26 QSRs, 49 clothing stores and a major taxi rank. Enabling brands to connect with a highly sought-after consumer segment with localised creative messaging to create a meaningful brand connection.
The new site is situated on Commissioner street, a key taxi route, targeting traffic from Soshanguve, driving towards Mabopane and Pretoria. The site delivers an estimated reach of 318 282, with an average frequency of 11 and 3.4 million immersions per month, targeted at the mass market, at a CPT of R8.18.
Digital Out-of-Home offers advertisers’ value and flexibly and through rich insights, improved planning, targeting and accountability along the commuter journey. We aim to offer dynamic advertising platforms that enable brands to deliver relevant, creative messaging that is localised to the audience and area through location intelligence. One of the most comprehensive studies into the power of relevancy in Out of Home, called “The Moments of Truth”, commissioned by JCDecaux UK, Clear Channel, and Posterscope, revealed that Digital Out-of-Home campaigns that use contextually relevant messaging achieve an average of +17% more effective audience response.
JCDecaux Africa plans to continue advancing digitalisation across the country and continent by developing a range of digital solutions across high traffic locations in densely populated metros, transport hubs and shopping malls. Gearing the business to address the Out-of-Home industry's current and future needs by connecting advertisers and agencies with diverse consumer segments on a localised level, with greater accountability and flexibility.