Polygon has announced the integration of The Capital Hotels, Apartments and Resorts' digital screen network into its publisher inventory — the first time a South African hotel group has been connected programmatically.
The partnership provides advertisers with a new touchpoint to reach a highly affluent audience: guests who frequent Capital's four and five-star hotels, many of whom are business travellers, luxury consumers or high-net-worth individuals (HNWI), says Polygon.
Remi du Preez, Managing Director at Polygon, says the integration is an important milestone for the business. "This integration will allow brands to engage with an audience that not only has significant disposable income, but that is more likely to be in a positive, receptive frame of mind — the ideal conditions for brand messaging," du Preez says.
Du Preez adds that The Capital Hotels, Apartments and Resorts was a natural partner for Polygon's network expansion. "They've built a solid reputation in the hotel and conferencing space, and have been bold in allowing us to tap into their existing screen infrastructure. Their venues deliver a clearly defined audience with minimal media wastage, which allows advertisers to derive significant value," adds du Preez.
The screens are located in high-traffic public areas such as lobbies, reception zones, lifts and conference spaces, where dwell time is typically high. And these are not just passive display units, says Du Preez, adding that through Polygon's programmatic infrastructure, advertisers can serve content dynamically and retarget hotel guests on their mobile devices once they've left the premises.
The move forms part of Polygon's broader vision to connect premium screen networks across the continent. "We're seeing more and more niche screen networks coming online. Our goal is to aggregate these environments into a single programmatic ecosystem that offers advertisers scale, precision and real-time performance tracking," says du Preez.
“We're proud to be the first hotel group in South Africa to bring our screen network into a programmatic DOOH (digital Out-of-Home) environment. This partnership with Polygon is a natural extension of our commitment to innovation, not just in how we engage guests, but in how we collaborate with like-minded brand partners. It's an exciting opportunity to connect advertisers with a discerning, high-value audience in a meaningful and measurable way," concludes Dr Ewoudt Cloete, Director of Marketing at The Capital Hotels, Apartments and Resorts.
For more information, visit www.pdooh.co.za. You can also follow Polygon on LinkedIn.
*Image courtesy of contributor