All nine LEDs are located on key main arterials in the central metropolises of Johannesburg, Pretoria, and Cape Town. Situated in Paulshof on Witkoppen Road, the site has a reach of 82 293 with 572 279 impacts in an average month (Roadside Outdoor Audience Data, 2015).
This site is positioned to reach the higher income groups and economically active end of the market, with 56% of audiences falling into an LSM of 8 to 10. Of this percentage, 62% are working (with 59% working full time). Over the course of a four week period, people are likely to see an advertisement on the LED seven times on average.
Primedia Outdoor’s township LED network began with the installation of a 4m by 8m screen in Soweto. With a population of 1 356 094, Soweto is South Africa’s largest township, and was therefore the starting point.
Located on Chris Hani Road, the Soweto LED is adjacent to Bara Mall and reaches traffic travelling west, after Baragwanath Taxi Rank, towards Maponya Mall, and the surrounding suburbs of Soweto. The site has monthly traffic volumes of around 693 792 vehicles.
At the end of last year Primedia Outdoor followed this up with the launch of a 4m by 8m screen in Tembisa, Ekurhuleni – the country’s second largest township. This LED is located on Andrew Mapheto Drive, travelling from Birch Acres Mall and Tembisa Plaza through Tembisa’s node.
“Digital billboards offer numerous advantages, including creative flexibility and the ability to grab people’s attention,” concludes Peter Lindstrom, sales and marketing executive for Primedia Outdoor. “So we’re pleased to add the Witkoppen Road site to our network, as we believe it’s a site that will be of value to our clients.”
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