The first of the two new sites is located in Ferndale, an established, high-density suburb in Randburg. Positioned along Republic Road, the site benefits from a constant stream of commuter traffic moving between Randburg, Sandton and Bryanston. Tractor Outdoor says the billboard's immediate proximity to Ferndale on Republic Shopping Centre, alongside surrounding residential and commercial zones, ensures consistent exposure to a diverse audience comprising working professionals, families and active shoppers.
"This site is a key addition to our portfolio," says Steve Duck, Tractor's Chief Revenue Officer of Media. "We've strategically chosen this location for its exceptional reach, commuter appeal and proximity to high-footfall shopping destinations — making it ideal for brands looking to connect with consumers who are in a purchasing mindset."
The Ferndale billboard offers brands access to an aspirational, middle-to-upper-income demographic and is particularly well-suited to campaigns across retail, FMCG, tech and financial services, says the company.
The second site is located in Paarl, in the heart of the Cape Winelands. Found along Main Road, this location serves as both a commuter and lifestyle corridor. Surrounded by wine estates, restaurants and heritage landmarks, it presents an advertising opportunity for brands targeting affluent tourists, experience-driven travellers and high-income local residents, says Tractor Outdoor.
"The Cape Winelands remains a sought-after destination for both domestic and international visitors and consistent client demand reinforced the need for a broader digital footprint in the region," says Duck. "This site supports premium brand positioning and sees heightened footfall during weekends, festivals and seasonal peaks."
While Paarl is situated outside the metro, its proximity to the City of Cape Town makes it a natural extension of Tractor's strategy. According to Outdoor Auditors, the Western Cape has one of the highest billboard occupancy rates nationally, indicating strong advertiser demand and sustained audience engagement. Tractor says it has also built a dominant footprint in this region, with nearly half of its national inventory concentrated in Cape Town and its surrounds.
These acquisitions form a core component of Tractor's growth strategy, which focuses on strengthening its national DOOH footprint across both metro and high-value suburban areas. By strengthening its presence in previously underrepresented but strategically valuable nodes, Tractor says it enhances its ability to deliver high-reach campaigns to advertisers seeking measurable returns.
"Whether targeting the weekday commuter in Gauteng or the weekend wine tourist in the Cape, these locations allow us to offer contextual, data-driven solutions that support both brand impact and audience engagement," adds Duck.
Informed by Outdoor Auditors' The State of OOH Report, the demand for category-specific targeting across metros continues to grow. For example, banking and financial services dominate in Johannesburg and Cape Town, making these new additions especially attractive to brands in these sectors. Meanwhile, sectors such as supermarkets and premium beverages are highly active in Cape Town, aligning well with Paarl's positioning in the lifestyle and tourism corridor.
Both sites have been designed to integrate seamlessly with programmatic platforms, in line with evolving industry trends that favour real-time, data-led buying. As more brands demand flexibility, dynamic content and audience targeting, Duck says that Tractor will continue to invest in assets that reflect the future of South African OOH advertising.
"These additions are strategic investments in digital infrastructure in key locations that will enable smarter, more responsive campaigns," concludes Duck.
For more information, visit www.tractoroutdoor.com. You can also follow Tractor Outdoor on Facebook, LinkedIn, or on Instagram.
*Image courtesy of contributor