With a member base of over 200 company members, the IAB South Africa represents the interests of South Africa's leading publishers, brands, agencies, specialists and educational institutions, aiming to offer them a platform where they can engage and share insights and learnings with one another.
Tractor Outdoor is the first specialist OOH media owner to join IAB South Africa. This is, according to the agency, is a move that demonstrates an increasing 'blurring' between the offline and online world.
"The IAB empowers the media and marketing industries to thrive in a digital economy," says Paula Hulley, CEO at the IAB South Africa. "We do this through our unique ability to identify relevant growth opportunities and deliver cross-purpose solutions by embracing the 'big tent' (our membership crosses all marketing, media, platform, ad technology and marketing technology segments) and bringing these segments together to create a common understanding and pursuit to drive value."
"Within this, DOOH is a key growth area for programmatic investment in 2021 and we are thrilled to have Tractor onboard to drive smart, actionable and motivating insights to make better digital marketing decisions in this critical area of expertise," adds Hulley.
Remi du Preez, commercial director at Tractor Outdoor, says that the OOH industry has evolved significantly over the past few years; this was a shift that was accelerated by Covid-19.
"We're excited to work with the IAB South Africa to grow awareness around DOOH as an exciting new medium for advertisers," says du Preez. "We're now able to serve adverts programmatically to geo-fenced and custom audiences via the digital OOH medium, in a similar manner to how traditional digital adverts are purchased."
"The programmatic approach enables a marketer to bid against other competing businesses for the same target audience, effectively buying impressions on a cost per thousand basis via an advertising exchange with the highest-bidding ad taking precedence over those with lower bids. Thus, the data that we have is on par with that traditionally accessed by digital media planners, buyers and strategists," du Preez says.
Du Preez highlights that the fact that DOOH can now be purchased programmatically also means that media strategists have more incentive to include OOH as part of their omni-channel campaigns.
"We wish to educate the digital community at large about the benefits of a digital medium that can be implemented alongside their current methods of communication, and which can, in fact, enhance their existing offering," says du Preez.
While digital is a key pillar of the media owner’s development strategy, Tractor Outdoor says that it will continue to grow its network of traditional billboards located at strategic locations nationwide, in parallel to expanding its digital footprint.
"We believe that both mediums are essential to a holistic media strategy and each offers its own unique set of benefits to advertisers," says the agency.
"IAB South Africa has been hugely instrumental in advancing the interests of its member base and the broader digital community, creating a plethora of new opportunities and possibilities across the local digital landscape," says du Preez.
"We're thrilled to be working closely with the organisation, its strategic partners and members to ensure that the standards and methods that we employ in our digital networks are consistent with international best practise," concludes du Preez.
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