MTN was the first to market on the large format freeway digital billboards in 2013 on the N1 Western Bypass, targeting commuters travelling from the northern suburbs of Gauteng towards the West Rand and the southern suburbs.
MTN’s new freeway digital billboard is on the M1 South Freeway, facing traffic travelling North from Soweto and the Southern suburbs of Gauteng towards the Johannesburg CBD, targeting commuters going towards the northern and eastern suburbs of Gauteng.
Both sites belong to out of home (OOH) professionals Primedia Outdoor, with the second being a new installation. According to Tania Grobler of Mindshare, the second billboard was included to extend reach to a different market. “Both sites are highly visible on main arterials, ensuring mass visibility,” she says, adding that the traffic passing the site means that MTN reaches a captive audience during peak hours."
“The benefit of digital is the ease of a quick turnaround time, which makes real-time messaging very possible,” adds Grobler.
According to the ROAD measurement, the unduplicated reach for the combined two sites comes to 1 128 927, with an average frequency of 14 over a four week period. This equates to 15 793 670 impacts.
"By extending the digital freeway network holding with one digital site, MTN has increased their total reach by 18% to achieve a total of 30% of City of Johannesburg over a four week period,” says Buckham.
“The OOH landscape and iconicism are key in our OOH planning and strategy,” says Pratiksha Jekison, MTN’s senior manager for brand, media and Communication. “Our aim is to diversify and ensure that we keep to relevancy and reach in our media landscape. To acquire opportunities like this in high-traffic areas and with great visibility that is affordable, is of key significance, and importance to us and in reaching our customer wherever they are and across the media landscape.”
For more information, visit www.primediaoutdoor.co.za. Alternatively, connect with them on Facebook or on Twitter.