The campaign flighted across Primedia Outdoors' Urban Digital Network in the roadside environment. The Urban Digital Network consists of 12 LED screens that are all located on main arterials in the central hubs of Joburg, Pretoria, Cape Town and East London.
The network, skewed towards targeting the upper SEM market, reaches a unique monthly audience of 1 711 044 and delivers 24 449 586 impacts (ROAD 16/17/18). The latest Google Mobility reports from May 2021, as well as Primedia Outdoors' own Prime(I) devices, indicate that traffic volume levels in the roadside environment are back at 100% pre-Covid levels, across all major metro regions in South Africa.
In tandem with the roadside campaign, Samsung also flighted material across 11 key shopping malls in Johannesburg; Pretoria and Cape Town with an average combined monthly foot count of 8 656 015.
"We are delighted to have partnered with an iconic brand like Samsung to showcase the effectiveness of a multi-format OOH campaign for the launch of a product," says Peter Lindstrom, sales executive at Primedia Outdoor. "Advertising in both the roadside and mall environment connects with consumers at key touchpoints along their shopping journey, which is critical when launching new products into the market."
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