Polygon, the largest programmatic digital out-of-home (DOOH) publisher network based in South Africa, is set to significantly expand its operations across Africa. The company announced its plans to introduce advertising inventory in several African countries, beginning with Namibia, Botswana, and Zambia in June, followed by Mauritius, Ghana, and Kenya in August. By year’s end, Polygon aims to further extend its reach to Nigeria, Uganda, Zimbabwe, Mozambique, and Angola.

Remi du Preez, Managing Director of Polygon, expressed enthusiasm about the expansion, which aligns with the company’s strategic vision to provide a single access point to the largest network of DOOH inventory on the continent. This move positions Polygon at the forefront of the DOOH industry’s expansion in Africa, offering unprecedented access to high-traffic venues.

The initiative targets petrol station forecourts under the Vivo brand, a strategic move given the high dwell times and visibility afforded by these locations. These forecourts will serve as key digital billboard sites, designed to capture the attention of a large and diverse audience. This strategic placement is supported by a partnership with Oasis Digital here Networks, granting rights to construct and operate digital displays at these petrol stations.

Reinhardt Hanel, CEO of Oasis Digital Networks, highlighted the excitement surrounding the partnership with Polygon, emphasizing its deep roots in the DOOH market and its understanding of the value that such a network can offer to advertisers.

One of the primary challenges in the African DOOH market has been the lack of consistency and transparency in advertising delivery. Du Preez pointed out that, historically, there has been a discrepancy between the number of ad serves promised and those delivered. Polygon’s programmatic network addresses these concerns by providing advertisers with real-time access to a demand-side platform (DSP), ensuring transparency and reliability in ad delivery.

Programmatic technology is a cornerstone of Polygon’s strategy, facilitating media buyers to seamlessly integrate DOOH with online advertising channels such as Google, YouTube, and Facebook. This integration enables the execution of high-impact, omnichannel campaigns, which are increasingly sought after by digital strategists.

The expansion not only enhances the visibility of advertisers across the continent but also fosters greater programmatic availability, a shift that is expected to generate significant new revenue streams for local media owners and contribute positively to Africa’s economies.

Du Preez concluded, “This is not just an expansion of our network; it is a step towards transforming the African media landscape, allowing for more integrated and effective advertising strategies that benefit all stakeholders—from media buyers to the local economies.”

Polygon’s progressive rollout marks a pivotal development in the DOOH sector, promising to reshape the future of digital advertising in Africa.