Tractor Outdoor recently completed installations of its two largest roadside digital sites in Johannesburg, which are located on the N1 in Midrand. Both sites are landscape (4.5sqm x 18sqm) and named N1 Growthpoint Park and N1 Randjespark.
‘The combined monthly OMC data shows these sites as being viewed a total of 10,8 million times by 1,17 million people, therefore, making it a valuable addition to the growing DOOH network offered by Tractor Outdoor. The decision to develop these sites was also based on being able to offer clients an inbound and outbound opportunity to target their respective markets,’ said Michael Brits, Tractor Outdoor business development manager. ‘With media rates on digital OOH being more flexible and the fact that it allows for campaigns to be more relevant because it is easy and free to change artwork, we are seeing increased bookings on our networks where clients prefer multiple digital-based campaigns for shorter time periods.’
Ben Harris, managing director, Tractor Outdoor, said, ‘In 2019, the UrbanTrac partnership was formed, and together we built the first M5 highway digital, which targets all traffic heading towards Cape Town CBD and the West Coast. The release of our second M5 digital, which is on the adjacent property, means we are now able to target all traffic leaving Cape Town CBD heading towards the southern suburbs, and we have found that the ability to dominate the exposure in an area has been received well by clients, especially when the medium is used to its full advantage of targeting consumers in peak hour traffic.’
Additionally, the Peter Place (Joburg) and N2 Somerset West (Cape Town) roadside digitals were developed to complement our national offering and with the installation of these two sites has increased Tractor Outdoor’s overall DOOH network to 19 panels and doubling the total square metreage.