BMT is a new DOOH company headed up by a team and an inventory footprint of over 250 screens nationwide — including iconic locations such as the V&A Waterfront and Cape Town International Airport.
Troy Niddrie, general manager at BMT, says that from the design of an OOH billboard structure to its development, manufacture and installation, the company aims to take much of the pain away from smaller and start-up media companies so that they can focus on their clients and on growing their businesses.
"Traditionally dominated by big media owners with ample resources and large networks, we're now starting to see new entrants into the local OOH category, which is a fantastic thing for the industry," adds Niddrie.
"With this shift, there is also an opportunity for experienced players to partner with these businesses, offering the necessary support, expertise and resources — at affordable rates — that will allow these smaller or start-up media businesses to scale," Niddrie says.
BMT adds that it also handles:
- the supply and installation of screens
- configuration and set-up
- content management, and
- SLA, programmatic and maintenance services.
Niddrie says that this includes everything from regular webcam checks on inventory (with a 24-hour response time) to ensuring campaigns are flighting correctly, as well as providing guidance on programmatic connectivity.
Niddrie adds that a core part of BMT's model — and something that differentiates it in a market where a hefty capital outlay is a prerequisite for success — is that it will offer financial assistance to media owners through an innovative payment model that reduces the initial capital outlay.
Mandisi Maqetuka, chief director at Mandisi Ads, says that thanks to BMT, he was able to get his OOH business live in record time.
"After winning a digital screen, we approached BMT to see how their solutions might best support our business model. They had us live within a month and had our programmatic ads flighting by the following month," says Maqetuka.
"Our goal is to create an innovative offering that will not only help drive business growth for our clients but will also encourage the expansion and diversification of the DOOH industry, ushering in a new era of engaging, inclusive, high-impact advertising for businesses and consumers alike, Niddrie concludes.
For more information, visit www.bmtco.co.za