• Polygon is expanding its programmatic digital out of home (DOOH) advertising network across multiple African countries, starting with Namibia, Botswana, and Zambia in June, followed by Mauritius, Ghana, and Kenya in August, and several more by the end of the year.
  • This expansion, facilitated by a partnership with Oasis Digital Networks, promises increased transparency, consistency, and new revenue streams for media owners, ultimately boosting Africa’s economies.

CAPE TOWN, South Africa, June 10, 2024/APO Group/ — Polygon (www.PDOOH.co.za), the largest programmatic digital out of home (DOOH) publisher network in South Africa, is making waves with its ambitious expansion plan across Africa. This strategic move aims to revolutionize the advertising landscape by offering marketers unparalleled access to the largest DOOH inventory network on the continent.

Expanding Horizons: New Markets and Opportunities

Starting from June, Polygon will extend its reach to Namibia, Botswana, and Zambia, with Mauritius, Ghana, and Kenya following suit in August. By the end of the year, the network will further encompass Nigeria, Uganda, Zimbabwe, Mozambique, and Angola. This rapid expansion is a testament to Polygon’s commitment to providing a seamless and comprehensive advertising platform for marketers.

Remi du Preez, Managing Director at Polygon, elaborates on this growth strategy: “We are expanding our large format digital network across the most frequented petrol stations in each country; from Windhoek, Gaborone, and Lusaka to other key hubs that travelers are likely to visit when moving through the major cities of these regions.” The initiative is powered by a partnership with Oasis Digital Networks, which holds the rights to build advertising sites at these petrol stations, ensuring high visibility and engagement.

Transparency and Consistency: A New Era for African DOOH

Historically, media buyers in Africa have struggled with inconsistency and transparency in reporting. Polygon aims to change this narrative through its programmatic network. Du Preez highlights, “Buyers have immediate access to the programmatic demand-side platform (DSP), which offers a clear view as to what is happening on the ground.” This level of transparency is unprecedented in the region, ensuring advertisers receive the ad serves promised.

The expansion also promises to create an African ‘mega network’ for programmatic buying, enabling digital strategists to execute campaigns across a variety of venues throughout the continent. This integration allows for a unified approach, combining digital and traditional outdoor advertising strategies to create high-impact, omnichannel campaigns.

Reinhardt Hanel, CEO of Oasis Digital Networks, adds, “Polygon, led by Remi, has positioned its business as an authority in the programmatic DOOH space, which is helpful to brands wanting to chart new ground in the outdoor arena.”

Driving Economic Growth

Polygon’s expansion is not just a win for advertisers but also for media owners and the broader African economy. By unlocking new revenue streams and offering programmatic solutions, media owners can now optimize their inventory, driving greater programmatic availability across the continent. This move is poised to consolidate buying efforts for media strategists and buyers, ultimately boosting Africa’s economies.

Polygon’s ambitious expansion across Africa marks a significant milestone in the DOOH advertising landscape. By enhancing transparency, consistency, and accessibility, Polygon is set to revolutionize how advertisers approach the African market, driving economic growth and creating new opportunities for all stakeholders involved.