We are moving towards a time where outdoor advertising has to be intimately integrated with digital media. At Adspace Africa we’ve explored that and you can now stop buying outdoor the traditional way. Welcome to programmatic outdoor buying.
Wait, what?
Picture this. You are driving back home, hectic day at work, stuck in traffic as usual and you noticed this billboard; nice image, beautiful copy. Then you keep seeing it for the next two months as you move up and about. It doesn’t quite stick to your mind but it’s somewhere in your subconscious.
Has the advertiser achieved their objective? Possibly. Because you’ve noticed their rebrand or a new product on the shelves. But that’s how outdoor was “measured” in the Roman empire. We need to go deeper in the 21st century and explore if the consumer goes beyond “seeing”.
Today we exist in a much more interconnected world, your offline audience is also online. And that’s where the integration with programmatic advertising comes in. In definition, it’s real-time buying, placement, and optimization of advertising as opposed to manually contacting a publisher, requesting an RFP to run some ads.
To actualize this, we’ve partnered with Eskimi – a Lithuania-based company and the largest programmatic network in Africa, to get audience location data on all the key towns in Kenya as well as leverage their programmatic platform to execute highly relevant ads. Basically, you can now place a billboard anywhere in Kenya and also buy the equivalent online audience in that location.
The table below shows the top 10 locations with the highest online audience. Please note this is as of the last 30 days and it certainly fluctuates due to the movement of people.
| Location | Eskimi reach |
| Nairobi Kilimani | 1,500,000 |
| Nairobi Upper Hill | 700,000 |
| Nairobi Kileleshwa | 500,000 |
| Nairobi Langata | 700,000 |
| Ruiru | 500,000 |
| Kisumu | 500,000 |
| Thika | 400,000 |
| Nairobi Westlands | 400,000 |
| Athi River (Mavoko) | 300,000 |
| Kikuyu | 300,000 |
Source: Eskimi DSP
Tell me more…
Often, outdoor advertising leaves the consumer without a clear call to action. We picture a situation where the user sees the outdoor ad and is subsequently served a similar message via online ads on relevant websites, blogs, apps et al. This way, we are able to connect offline to online and reinforce the communication with a clear and measurable call to action.
Once the user is served the online ad, they have an option to click, visit your website/app and learn more about your business, even purchase a product. Using various tracking tools we can then report on how many site visitors, leads, purchases you got during the campaign. Therefore, we can now attribute the ROI of programmatic outdoor buying.
Outdoor has always been implemented as an awareness channel. We, however, see a great opportunity to use this channel to move the consumer further down the funnel towards conversion.
Adspace is your ultimate cross channel (outdoor-digital integration) platform. This will provide advertisers and brand managers the ability to autonomously book outdoor advertising space and leverage existing online audience in that area.
I’m interested. Where do I start?
Glad you are because we are confident this will revolutionize outdoor buying. We’ve automated this process. Step 1 is to select your preferred outdoor site(s).
Once you select an outdoor site, on booking, we’ll dynamically provide the latest online audience in that location.
Lastly, confirm the site and audience and add to your media plan.
Alternatively, you may reach out to us via mail and/or our telephone +254 723 719 509. Take advantage of this opportunity to extend the reach of outdoor advertising as well as enable measurability of this channel.
