Leading ad tech provider Adform, launches first-to-market programmatic digital OOH advertising offering in partnership with Primedia and Broadsign

JOHANNESBURG, SOUTH AFRICA - Adform, the independent Integrated Advertising Platform (IAP) – has announced a market-first partnership with Primedia Outdoor – a leading provider of out-of-home (OOH) media solutions in Africa. The alliance has opened up programmatic inventory for digital OOH (DOOH) campaigns across Africa. Vodacom South Africa is the first brand to programmatically run a DOOH campaign through its in-house media team, across many of the busiest locations throughout Johannesburg, South Africa, with its creatives currently visible throughout the city.

Africa’s OOH ad spend is forecast to reach $236 million in 2020, with a projected increase year-on-year. More specifically, DOOH is expected to account for 40% of this spend by 2023, providing a huge opportunity for advertisers to leverage the latest programmatic technology to reach new audiences.  Primedia Outdoor’s Freeway Exchange and Urban Exchange inventory is available to Adform customers, enabling them to target over four million people who travel past the different locations every week.

This alliance leverages Adform’s 2019 integration of Broadsign’s leading DOOH marketing platform, which sees Broadsign Reach’s programmatic supply-side platform (SSP) work with Adform’s demand-side platform (DSP). Primedia Outdoor has worked together with Adform and Broadsign Reach to integrate programmatic DOOH campaigns that allow advertisers to tap into highly intelligent targeting and retargeting capabilities to reach desired audiences across Africa.

“We’re incredibly proud to be the first to launch a programmatic DOOH campaign in South Africa. This opportunity from Adform, Primedia, and Broadsign is a great step forward for out of home advertising across South Africa and we look forward to many more successful campaigns,” comments Stacy Linden, Senior Programmatic Specialist at Vodacom South Africa. 

"The DOOH sector is growing strongly and thanks to today's technology, it is possible to reach users on the move using programmatic advertising. As a result of this partnership, customers will have the opportunity to advertise at some of the most frequented locations in South Africa, reaching users across the different targeted audiences when the possibility of conversion is very high, thus realising business objectives. Having already been the first to utilise programmatic DOOH inventory to reach new audiences across Johannesburg, I’m excited to see the successes Vodacom’s current campaign achieves," comments Yannick Kabangu, Senior Account Director, Adform South Africa. 

"We are extremely pleased to announce our collaboration with Primedia and Broadsign to bring programmatic DOOH opportunities into the South African market. Primedia has a strong history of bringing innovation to the DOOH space; this history of innovation mirrors Adform’s position as an innovative adtech partner in the market," Yannick continues.

"Innovation is the driving force behind our company," comments Dave Roberts, Primedia Outdoor’s CEO.

"In a market that is so dynamic but also so rich in supply, it is important to stand out and grow, reinventing the rules and opening up to new possibilities. Technology, in this sense, shows us the path to follow and the work begun with Adform can still change sales models, bringing the digital medium closer and closer to the recipient of the content in each campaign," Dave adds.

Primedia Outdoor owns over 15,000 advertising panels across South Africa, with a further 4,000+ panels across the rest of Africa, offering national and international outdoor exposure to its clients. Primedia Outdoor delivers exposure opportunities across Roadside, Commuter, and Mall environments with a mix of outdoor media platforms and audience targeting solutions. Primedia Outdoor’s offering includes high-end digital displays, airport advertising, freeway and suburban spectaculars, and street furniture, as well as static advertising and digital screens in regional community-based malls. Primedia Outdoor’s state-of-the-art digital assets are fully equipped with dynamic capabilities that harness the latest technology to deliver engaging and memorable outdoor media campaigns.

DOOH is an ever-expanding platform that combines mobility and technology. Thanks to high quality visibility offered by high-end LED screens, it is possible to provide advertisers with a tool that allows them to reach users on the move, leveraging impactful audience locations, high quality inventory and creative flexibility to obtain great campaigns results.



About Adform 

With more than 18 years of expertise in digital advertising, Adform is the technology partner for strategically executing advertising campaigns across the world’s leading digital media platforms. Powered by Odin, its premier AI for paid-media activation, Adform’s media agnostic approach empowers the bidding and execution of digital campaigns across traditional and emergent channels including, online display, video, audio, connected TV and digital out of home. Through its Integrated Advertising Platform, Adform’s advanced measurement, reporting and analytics tools help advertisers and agencies maximize the impact of their campaigns while leveraging exceptional activation, dynamic creative optimization, and cross-device capabilities. Headquartered in Copenhagen, Denmark, Adform has 26 offices with global market coverage. Learn more at https://adform.com