Primedia Outdoor says that with advertising rights to over 40 malls across South Africa, it is now able to position brands in an impactful and scalable manner to the right audience, at the right time and in the ideal environment conducive to a buying action.

According to the media owner, brands now have an added benefit of high visual presence in the mall environment on its network of digital impact screens. This comprises 17 large LED screens across seven malls, which have been added to the holding over the past year. The media owner now has a total of 33 LED screens across 14 malls in South Africa. 

The entire network delivers 560 square metres of advertising space to advertisers who are looking to target a mixed spectrum of shoppers across different markets in South Africa.

The total average monthly foot count is 18 315 473 (SACSC) across the 14 malls. The screens aim to offer maximum impact in high traffic locations throughout shopping hubs. Packages can be created to align with the advertisers' specific target market needs, providing optimal reach and flexibility, says Primedia Outdoor.

Some of the locations include the following shopping centres:
  • Brooklyn Mall
  • Canal Walk
  • Cape Gate
  • Cresta Shopping Centre
  • Fourways Mall
  • Golden Acre
  • Menlyn Park
  • The Pavilion
  • Somerset Mall
  • The V&A Waterfront
  • Southgate Mall, and
  • Tyger Valley.
"Increasing our mall digital impact inventory has added substantial value to our in mall network and we are grateful to the various landlords for partnering with us to install and / or manage these assets," says Danie van Aswegen, development and rights executive for malls at Primedia Outdoor.

Peter Lindstrom, executive of sales, says, "DOOH screens offer brands additional opportunities throughout the mall environment, especially at key times of the month such as special offers or new product launches. [This is] in addition to the brand-building capabilities that the static infrastructure within the environment holds."

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