It adds that advertisers have access to in-depth data about audience movements and campaign impact.
The media owner’s prominent new sites are located between the Jakes Gerwel and Jan Smuts Drive off-ramps on Cape Town’s main motorway. The inventory consists of two billboards, which greet commuters heading towards the central business district, and a further two screens that face those driving towards the airport.
Michael Brits, general manager at Tractor Outdoor, says, “Our continued site development and investment in the Cape Town metro has allowed us to foster high-impact and strategically situated sites that greet thousands of commuters daily — offering an unrivalled opportunity for exposure to any brand booking through our network.”
“The asset upgrade signifies the importance we place on-site development, as well as premium locations that offer high dwell times and where advertisers have access to significant audience sizes,” adds Brits.
Mali Motsumi-Garrido, sales director at Tractor Outdoor, says that with the airport being the gateway for local and international travellers into the city, the location is a highly sought-after spot and is part of Tractor’s long-term strategy to extend its DOOH footprint.
“Currently, the N2 highway faces a high degree of traffic congestion as the ‘semigration’ movement — catalysed by Covid-19 — takes hold, with professionals from other provinces and global digital nomads flocking to South Africa’s most beautiful city,” says Motsumi-Garrido.
“While this traffic is admittedly a huge inconvenience for commuters, it does ensure a captive audience for advertisers,” adds Motsumi-Garrido.
“This stretch of road specifically is considered the ‘Golden Mile’ of outdoor advertising locations. These four billboards are currently the only digital screens on this part of the N2, making it one of the most valuable DOOH sites in South Africa,” concludes Motsumi-Garrido.
For more information, visit www.tractoroutdoor.com. You can also follow Tractor Outdoor on Facebook, Twitter or on Instagram.
Tractor Outdoor DOOH site on Cape Town N2 DOOH site on N2 DOOH site in Cape Town Media owner Western Cape media owner Cape Town International Airport DOOH DOOH Out of home Out-of-Home