Adrian J Cotterill, Editor-in-Chief
Tractor Outdoor and Oasis Outdoor Media have signed a partnership agreement for the sales and marketing of the Oasis Forecourt digital network, which they claim will ensue that Tractor is one of the biggest DOOH network in South Africa with over 100 digital out-of-home screens nationally.
The partnership will provide Oasis with the additional market penetration to meet the rapid expansion of this footprint and will allow Oasis to focus on the development side of the business which includes innovations – for example it wishes to introduce mobile marketing and other bolt-on features, whilst Tractor can bring its substantial client base to the partnership.
Simon Wall, Managing Director at Tractor Outdoor told us “Tractor has made a big play in the digital space in the last year, and we have in effect streamlined our content management systems making it possible for advertisers to have a single point of entry for what is arguably the biggest DOOH network in the country. With the inclusion of the Huq data; a real world consumer research database, we are now able to offer clients a clear defined meaningful customer journey of their target market they wish to influence”.
Reinhardt Hanel, CEO of Oasis Outdoor Media, says he is delighted and excited about the synergies. “Not only are we both Cape Town based companies with a national foot print and presence, but our management styles and vision for the future are completely aligned. We believe that we have truly found the best possible partners in the industry and already the feedback has been overwhelmingly positive.”
The screens are located across multiple petrol stations across Cape Town, Johannesburg, Pretoria, Durban and Port Elizabeth. All these stations are also in partnership with major banking companies and fast food outlets that can be found on the premises. With the average dwell time spent at petrol stations being five minutes and many motorists having to top up fuel, advertisers have the opportunity to remarket their campaigns according to their exact target market.
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