Polygon, South Africa’s largest aggregated Digital Out-of-home (DOOH) publisher network, has launched a new initiative to integrate mini-buses and taxis into its programmatic advertising network. This project, in partnership with Transmutanet, aims to provide advertisers with expanded access to South African commuters, particularly in the Cape Town area.
The integration offers advertisers two key opportunities. First, they can display ads on high-definition digital screens positioned behind the driver’s seat. These screens, connected to Polygon’s network, allow advertisers to serve content directly within the taxi environment through programmatic platforms like Google.
Remi du Preez, Managing Director at Polygon, notes the advantages of this new approach: “This integration enables advertisers to monitor and manage their campaigns with greater accuracy, ensuring that their ads are effectively reaching the commuter audience.”
Additionally, the onboard wifi presents another marketing channel. When passengers connect to the wifi, they are prompted to opt-in for marketing services, which supports lead generation for advertisers. This dual approach—combining digital screens and wifi—offers multiple touchpoints to engage commuters during their journey.
“This project gives advertisers the ability to collect first-party data, offering insights into audience behavior and improving the targeting and effectiveness of campaigns,” du Preez adds.
The partnership with Transmutanet is expected to enhance the visibility and revenue potential of the mini-bus network, while also providing a case study for further expansions in other transit networks across South Africa.
Faried Davids, Director at Transmutanet, expresses optimism about the collaboration: “This partnership represents an exciting opportunity to enhance our services and create new revenue streams.”
Polygon’s broader strategy is to connect screens across Africa, creating a unified, programmatically-enabled DOOH network. The company believes that this initiative will open new opportunities for advertisers to reach a mobile audience with significant buying power.
For more information, visit www.pdooh.co.za.
