Prime(i), which is short for Prime-Intelligence, aims to offer advertisers the opportunity for mass personalisation through Primedia Outdoor's digital advertising platforms on both roadside and in the mall environment.

According to Primedia, the technology-enabled digital advertising platform allows for hyper-targeted and relevant brand messaging, enabling advertisers to communicate to their intended audience on a whole new level with the use of digital billboards.

Prime(i) Road uses anonymous vehicle recognition technology to target consumers of specific vehicles. All vehicle details are matched with an anonymised vehicle specification database and ads are triggered and served automatically; this is based on specific vehicle make and model when stationary.

The technology is unique to its Urban LED screens and currently rolled-out onto six digital billboards located on main arterials and at key intersections across Johannesburg and Pretoria.

Prime(i) Road offers brands highly defined targeting ability and greater efficiency, whereby reaching core audiences with no wastage, says Primedia.

In 2019, Audi South Africa partnered with Primedia Outdoor to promote their new Audi A1 model in an innovative OOH campaign, serving highly-targeted audiences a tongue-in-cheek creative message with the use of Prime(i) Road.

"The vehicle recognition technology used by Primedia Outdoor on their digital billboards is ideal for targeting drivers of specific vehicles with a unique message," says Kirtanya Van Tonder, digital marketing manager of Audi South Africa.

"We were excited to have been the first automotive brand to utilise this innovative technology, in the launch of key models to the South African market. This digital innovation was quite fitting to Audi's brand claim of Vorsprung advancement," adds Van Tonder.

"When we first learnt that Primedia Outdoor was launching the vehicle recognition software, we knew it would be a perfect fit for Audi. At PHD, we believe that innovation drives ROI, and [we] are always on the lookout for innovative opportunities that are strongly aligned to our client's objectives," says Jamie Norgarb, general manager of PHD. 

Prime(i) Mall makes use of anonymous video analytics software that allows advertisers to serve target specific messaging to their intended audience in the mall environment, with ads being triggered based on shoppers' distinct facial features.

Prime(i) Mall is currently installed onto 24 of its digital mall navigation units in 10 key malls across South Africa.

"We pride ourselves as the experts in dynamic creative optimisation and are committed in delivering intelligent, targeted and seamless digital out-of-home campaigns to our valued clients, with the use of the latest technology," concludes Jorja Wilkins, marketing and marketing services executive of Primedia Outdoor.

In total, Primedia Outdoor reports that it has 30 technology-enabled cameras installed onto their digital assets, which are equipped with comprehensive data sources to provide advertisers with audience data in real-time.

For more information, visit www.primediaoutdoor.co.za. You can also follow Primedia Outdoor on Facebook or on Twitter.