The initiative uses LMX's audience measurement platform to provide Primedia Outdoor DOOH with location intelligence capabilities.
This will deliver better transparency, accountability and attribution to Primedia Outdoor's advertisers and agency clients.
The audience measurement that wraps Primedia's 23 DOOH screens will deduce reach, frequency and impressions.
The study will look at markets in:
- Eswatini, and
The audience measurement platform is powered by a patented multi-signal audience measurement platform that uses a combination of data sources to build near real-time audience insights.
The platform has been designed to profile locations based on the types of audiences around OOH locations and digital billboards and is currently deployed in multiple locations across SE Asia, India and LATAM.
Africa's DOOH ad-spends are expected to grow and reach 40% of OOH spend by 2023, where digital development and migration will be a key area for media owners.
Currently, DOOH media is largely fragmented and advertisers don't have access to a single automated platform to access all available inventory for their campaigns. LMX says that it is able to connect media owner inventories and profile the audiences around them to automate and simplify the sales process.
Tamara van Eeckhoven, COO of Primedia Outdoor Africa, says, "We are highly driven by innovation and are constantly finding new ways of thinking to go above and beyond customer expectations."
"We are pleased to be working with LMX to accelerate the adoption of audience measurement across Primedia Outdoor's DOOH networks to bring effective brand exposure and accountability to all our clients," adds van Eeckhoven.
Srikanth Ramachandran, Group CEO of Moving Walls, concludes, "Primedia Outdoor has some of the best premium digital sites of the highest quality in sub-Saharan Africa. We are delighted to power Primedia Outdoor assets with technology and data to drive audience measurement and connect to global advertising demand."
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