The duo 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 USD 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 aims to leverage 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 intelligent targeting and retargeting capabilities in order 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 OOH advertising across South Africa and we look forward to many more successful campaigns," says 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," says Yannick Kabangu, senior account director at Adform South Africa.

"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," adds Kabangu.

"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," Kabangu says.

"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," Kabangu adds.

"Innovation is the driving force behind our company," says 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," Roberts concludes.

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.

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