The partnership adds an OOH component to Mediamark’s offering to brands and agencies and enables Alive Advertising to extend its sales reach into new markets.

According to Alive Advertising, its national network of electronic outdoor LED billboards is located in high traffic controlled intersections that aim to allow advertisers a captured audience for the duration of the red light, reaching 4.5 million viewers a day.

Mervyn Naidu, head of business development at Mediamark, says, "It makes sense for us to add DOOH to our solutions portfolio because it has strong synergies with our radio, TV, digital and event assets and capabilities. Alive Advertising is the right partner for us as the leader and pioneer in this space."

"By blending the right mix of channels and touchpoints into an integrated solution, we can help brands to optimise their spending, improve engagement and reach customers with consistent messages that break through the clutter," adds Naidu.

"We expect to see many brands we work with finding interesting ways to combine radio, digital and DOOH to create campaigns that deliver great ROI," Naidu says. 

Itz Arenstein, CEO at Alive Advertising, adds, "South Africans spend a lot of time at malls and in traffic, so DOOH is a great way to reach the consumer. With traffic and the time people spend travelling increasing, OOH is more relevant than ever." 

"Digital OOH has the strengths of traditional OOH, but it enables brands to roll campaigns out faster, more easily optimise creative and target people with different messages at different times of the day at negligible production costs compared to static billboards. Mediamark’s creative capabilities and sales reach will help us to grow in the months to come," says Arenstein. 

DOOH is suitable for local shops that want to reach consumers in their neighbourhood, as well as national brands that need to speak to customers around the country.

Brands can choose from a  selection of ad lengths (10,15 or 20-second adverts), frequencies (240 to 480 spots per day) and contract durations (per day, week or per month).

For more information, visit www.mediamark.co.za. You can also follow Mediamark on Facebook or on Twitter.