Provantage Out of Home Media, in partnership with ACSA, is rolling out a fully-fledged digital television network in nine airports across South Africa, following international trends in the out of home advertising industry.
Airport.tv is a dedicated television network that will offer relevant and engaging content on hundreds of screens in high traffic areas, says MD of Provantage, Jacques du Preez.
“South Africa is ready for Airport.tv . There was a gap in the market and we took it. We invested in state of the art technology and set up a massive infrastructure to ensure that advertisers can now reach well over two million high LSM viewers a month and therefore receive the best service and the best return on investment,” says Du Preez.
“Digital out of home media is the fastest growing out of home media format, globally. We are following global trends and advertiser demand and are therefore extremely excited to launch Airport.tv and to be driving innovation in the out of home industry,” says Jacques du Preez, MD of Provantage Out of Home Media,” he says.
Airport.tv provides advertisers with access to a captive audience, which in today’s fragmented media world is becoming very sought after. Travellers spend, on average, more than an hour in these dwell zones, where there is zero tune out and where they have no remote controls. In other words, they are fully engaged with the content and commercials on the screens.
The large network of interlinked screens, featuring high quality visual and audio, will have on the minute live content updates. Content will include news, business, sports, travel, cars, fashion, food – all specifically tailored for the target market. This entertaining, engaging and relevant content will be interspersed with commercials.
“What we have found globally is that out of home media platforms need to add value to commuters and consumers to be truly effective and valued; Airport TV and the content provided aims to achieve exactly that,” says Du Preez. “Each commercial will run for 10 to 30 seconds and a variety of advertising packages will ensure that brands receive maximum reach, frequency, engagement and response.”
PHOTO: Jacques Du Preez, MD of Provantage with Haroon Jeena, group executive commercial ACSA.
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