Primedia Malls Expands Its Digital Impact Network To Boost Advertiser Reach
Johannesburg, South Africa – Primedia Malls has significantly expanded its Digital Impact network, reinforcing its position as a leader in retail out-of-home (OOH) advertising and providing brands with even greater opportunities to connect with consumers at the point of purchase.
The expanded network comprises 267 digital advertising screens across seven provinces, including 759m² of premium Digital Impact assets located within 14 major shopping malls. The investment enables advertisers to engage millions of shoppers in high-footfall retail environments where purchasing decisions are actively being made.
With media rights across more than 45 shopping centres nationwide, Primedia Malls continues to deliver scalable, high-impact advertising solutions that place brands in front of the right audiences at the right time. The expanded Digital Impact offering further strengthens advertisers' ability to achieve widespread visibility within South Africa's busiest retail destinations.
The network has grown through the addition of 36 new LED screens across nine shopping malls, bringing the total Digital Impact portfolio to 62 LED screens across 19 malls. Designed to integrate seamlessly into the retail environment, each large-format display provides a premium digital canvas capable of delivering bold, dynamic creative that captures shopper attention along the path to purchase.
Collectively, the Digital Impact network reaches an average monthly footfall of more than 12.5 million shoppers, according to figures from the South African Council of Shopping Centres (SACSC). Strategically positioned within high-traffic areas, the displays maximise audience exposure while offering advertisers access to diverse consumer segments across multiple metropolitan markets.
The expansion also marked another step forward in digital retail media innovation with the introduction of permanent anamorphic display technology. By creating immersive three-dimensional visual effects, anamorphic content offers brands an opportunity to deliver memorable campaigns that command attention and elevate consumer engagement within the shopping environment.
Commenting on the expansion, Trust Masarirambi, National Sales Manager: Media & Activation at Primedia Malls, said the enlarged Digital Impact footprint further strengthens the company's ability to connect brands with shoppers in environments where purchasing decisions are made every day.
Danie van Aswegen, Rights and Development Executive at Primedia Malls, added that the expanded network reflects the strong partnerships developed with retail landlords across the country, enabling continued investment in premium digital infrastructure that extends advertisers' reach and campaign impact.
Beyond increased scale, the Digital Impact network offers advertisers a broad range of dynamic capabilities, including support for online and offline campaign integration. These technologies enable more flexible, data-driven and creative omnichannel campaigns that enhance audience engagement across multiple touchpoints.
As consumer expectations and retail environments continue to evolve, Primedia Malls remains committed to investing in innovative digital media solutions that help brands create meaningful connections with shoppers while delivering measurable commercial value.
Source: Adapted- The Media Online| 19 January 2023.
