The structures aim to offer unique advertising opportunities for marketing executions. Moreover, the screens also aim to create an immersive consumer experience, which can also be integrated with social media content to serve as a new avenue of customer engagement and feedback strategies.

Primedia Outdoor has positioned the screens within the commercial hubs of both countries, aiming to reinforce its brand presence and provide an exclusive platform with complete control of advertising messaging.

Sabelo Dlamini, GM for Primedia Outdoor: eSwatini, says, "As a pioneer of digital out-of-home advertising, growing our inventory to furnish more opportunities for our clients to upturn [their] market reach has always been one of our top priorities."

"Our high quality LEDs place us in a great position to offer our customers more rich and dynamic campaigns, and uniquely puts our clients’ marketing campaigns into motion," adds Dlamini.

Ramabolu Phori, GM of Primedia Outdoor: Lesotho, says, "We see this as an investment to raise the profile of Primedia as an innovator and market leader in the out of home space on the African continent. These LED screens will push the envelope for our clients and carry through great substantial value, considering how well both countries are significantly developing in terms of changing market needs and dynamics."

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