These unmissable, innovative large-format branded powerhouses are designed to capture and captivate viewers' attention, offering brands a powerful advertising opportunity to boost brand awareness and equity, says Outdoor Network. 

According to OMC 2024, Outdoor Network's gantry network delivers a total VAC (Visibility Adjusted Contact) of 41 387 543 (41.39-million), over 84 sites, providing extensive brand coverage in key locations across five provinces: 

  • Gauteng
  • North West
  • the Eastern Cape
  • Limpopo, and
  • Mpumalanga. 

These billboards are positioned across multiple lanes on key main roads, driving high engagement among millions of South Africans, reaching consumers ranging from middle market to upper-middle and high-net-worth individuals, says the company.

According to Outdoor Network, adding an innovative element, coupled with creative execution and intelligent messaging for further enhanced impact, the larger jumbo gantries are uniquely positioned to convey powerful, eye-catching and memorable campaigns for forward-thinking brands.

Shamy Naidu, Director at Outdoor Network, says, "Our gantries bring the best of OOH directly into South Africa's most active consumers' eyelines, driving action and recall in key commuter nodes."

"Gantries are not just about size. One of the standout benefits of gantries is their ability to deliver impactful creative executions. With extensions and innovative designs, gantries bring brands to life visually, making them more memorable and likely to drive purchase intent," adds Naidu. 

OOH is among the top three platforms that provide the most advertising equity in the market, delivering maximum impact and high recall among audiences, according to the Kantar Media Reactions SA 2022 report. 

Based on the Universe 3.5 million, SEM 4-7 who recall seeing an OOH ad in the past four weeks — TGI 2023 study, 71% of the mass market recall seeing a roadside advertisement and of those who have seen an OOH ad, 61% have gone instore either at the time of or after seeing it.

This high recall rate highlights the effectiveness of gantries in converting awareness into action, says the company.

Naidu says, "Marketers across the globe recognise static OOH as the most trustworthy media channel and digital OOH as the most innovative — with an ever-increasing number of brands wanting to expose their messaging on 'jumbo' sized advertising in key locations."

Naidu concludes, "Large-format OOH, specifically in the form of gantries, epitomises marketing impact — dominating the entire width of major dual lane roads, making them an ideal platform for brand marketing objectives."

For more information, visit www.outdoornetwork.co.za or contact [email protected]. You can also follow Outdoor Network on Facebook, LinkedIn, or on X.

*Image courtesy of contributor