Primedia Out of Home expands its programmatic customer journey targeting to include in-store screens

Building on its legacy business, Primedia Out-of-Home recently launched programmatic-enabled in-store screens in nine Dis-Chem pharmacies, marking a pivotal moment in its expansion strategy. The move underscores Primedia Out-of-Home’s commitment to driving consumer engagement across the entire user journey, from roadside billboards to high-traffic retail environments.

The integration of weather-triggered campaigns represents another breakthrough, enabling brands to dynamically adjust messaging based on real-time weather conditions. This capability is demonstrated in the current campaign for Bayer’s product Cal-C-Vita, which aligns perfectly with Dis-Chem’s health-conscious consumer base.

Speaking about the impact of the weather-inspired campaign, S’thokoza Nhleko, Head of Marketing, Sub-Saharan Africa at Bayer, shared their views: “We are delighted to be working with Primedia Outdoor on this innovative campaign. The ability to tailor messaging based on weather conditions not only enhances the relevance of our brand, but also enables us to connect with consumers in a meaningful way across different weather scenarios.”

Genevieve Coward, Head of Out-of-Home Marketing and Revenue Growth at Primedia, highlighted the strategic importance of these advancements: “Our expansion into Dis-Chem pharmacies and the launch of weather-triggered campaigns reflect our commitment to innovation. These initiatives leverage our extensive network and deep understanding of consumer behavior, providing brands with unparalleled opportunities to effectively engage with their audiences.”

Dis-Chem pharmacies’ in-store screens extend customer dwell time and provide the opportunity to influence purchase decisions in a high-intent environment. This strategic placement increases campaign effectiveness and delivers measurable results for the brand.

“While dynamic advertising, such as weather-triggered ads, is not new, our implementation sets a new standard for the industry,” said Coward. “By incorporating innovations like this into our network, we solidify Primedia Out of Home’s leadership in delivering impactful, data-driven advertising solutions.”

Primedia Out-of-Home remains committed to pushing the boundaries of outdoor advertising and continually adapting to the evolving needs of brands and consumers. Through strategic partnerships and technological advancements, Primedia Out-of-Home enriches the consumer experience while delivering measurable ROI for advertisers.