December 2020 – Global Out of Home Media has added to its growing African digital network by securing a landmark LED billboard site in Accra, the capital of Ghana.
The 6m x 10m state-of-the-art large format digital billboard site is located at the popular Accra Mall, Ghana’s premier shopping centre with an average footfall of over 500,000 shoppers per month, situated on Spintex Road, adjacent to Tema Highway. This is the key route utilised to access the popular Accra Mall, which became the country’s first large-scale shopping centre when it opened in 2008.
Accra Mall is a landmark destination and is anchored by South African retail giants Shoprite and Game. It has a food court featuring international franchises such as Burger King and KFC, and is home to a Mr Price, a media store that sells a host of electronic products, and a five-screen cinema theatre complex, making it a retail and entertainment destination for residents of Accra. Another featured tenant is Pandora, the high-end jewellery store brand, reflecting the purchasing power of Accra’s shoppers.
“The securing of this key site at Accra Mall is just one of many in our growing digital billboard pipeline,” says Marcell Entres, General Manager of Global Out of Home Media. “Digital forms a key part of our development strategy going forward, among many other key initiatives we have, as we continue to pursue effective marketing solutions that deliver real value and return on investment for our clients.”
Accra is the largest city in Ghana, with an estimated population of 2.475 million, and according to Hootsuite statistics released in January, the country’s internet penetration stood at around 35%, totalling 10.3 million consumers, whilst the number of active social media users was around 5.8 million. However, the standout figure standing out from the Hootsuite report was that of mobile subscriptions, which according to the report stood at 38.78 million, representing penetration of 130%, as it relates to Ghana’s estimated population of 29.15 million.
This is reflective of Ghana’s wealth and a change in behaviour for the country’s consumers, who now shop and pay using their mobile phones.
With Out of Home considered the last window of opportunity along the path to purchase, engaging consumers in what is becoming a digital first environment can drive increased awareness and purchased intent. For example, in Ghana, mobile financial services are mostly used by those poorly served by the traditional financial sector. The 2017 Global Findex database indicated that access to formal financial services rose from 41% of adults in 2014 to 58% in 2017. This was largely attributable to mobile accounts, with 20% of digital-wallet users being previously unbanked. These now represent about 40% of all account holders, compared to 13% in 2014, according to the database.
The cutting-edge Accra Mall digital billboard site is just one of many Global Out of Home Media projects in Accra and a sign of things to come, as Africa’s Out of Home market leader grows its presence in one of the continent’s most exciting and attractive economies.
//ENDS
About Global Out of Home Media
Global Out of Home Media was established in 2000 and is one of the largest African Out-of-Home media owners with over 2,100 sites consisting of strategic airport, roadside, digital and iconic large format holdings in key markets.
With focus and expertise in the African market, Global OOH delivers campaigns continent wide with one central contact point. Through extended geographic reach and presence, our local dedicated teams and offices service multinational brands, media and creative agencies with strategic OOH advertising solutions that reach highly sought after and targeted audiences.
A leader in the Out of Home industry, Global Out of Home Media prides itself on service excellence and a professional approach to quality delivery.
Global Out of Home Media is a division of the Provantage Media Group of companies
For more information, visit us at http://www.globalooh.net/ or alternatively contact us on info@globalooh.net
Provantage Media Group has taken its digital offering to the next level with the launch of ‘Sonar’, an audience powered mobile geo-location offering that will allow for the extension of campaigns from Out-of-Home (OOH) into the digital realm.
PMG, through its various divisions, will be offering this geo-location service to all its campaigns to create additional reach, fostering a greater integration of OOH and mobile, and offering brands the opportunity to drive more personalised engagement and a closer connection with consumers.
This follows PMG signing an exclusive agreement with Africa Media Alliance that will see it roll out Sonar across all its divisions, with a focus on PMG’s digital platforms, in the form of its digital place-based networks and digital boards.
Africa Media Alliance is the sub-Saharan Africa venture partner of global behavioral and location intelligence technology platform, TAPTAP Digital, having launched the TAPTAP product in South Africa in 2019.
TAPTAP leverages geospatial technology and artificial intelligence for multi-dimensional audience planning, omni-channel media activation, and advanced online and offline measurement.
“This venture is the result of extensive research into finding the right partner (with an advanced technology stack, deep audiences and scale into many markets?) and has been driven by the growing link between OOH and mobile. The link is further enhanced through the ability of pairing geo-locational technology with campaign roll-outs in order to deliver even more effective solutions for brands,” says Jacques du Preez, CEO of Provantage Media Group. “It is well known now that OOH and mobile integration drive brand lift, recall and ROI, and we’re excited to be able to offer our existing and future clients a world-class mobile integration service alongside our various OOH platforms. This will change the OOH landscape in Africa.”
The TAPTAP technology focuses on three key platform utilities:
Applying these principles to PMG’s new Sonar product, it will allow for campaigns delivered within the airport space, for example, to extend their reach using location-powered mobile Out-of-Home.
“By geo-fencing airports, malls, golf courses, billboards, commuter nodes and activation zones we can drive additional awareness and engagement across the various locations, as well as retarget consumers who have been in these locations, via their mobile devices,” says Du Preez. “Based on the brief, we can build custom audience segments using multiple location-enhanced data points, to effectively amplify specific sites/locations.”
What sets Sonar apart from its competitors and other location-based marketing players is its access and large footprint. It is able to run campaigns in 36 African countries and its total reach across the continent is over 200 million users and billions of impressions. What this means is that PMG could provide an integrated OOH and Mobile campaign for a client that runs concurrently in South Africa, the Ivory Coast and the United Arab Emirates (Sharjah) – all countries in which PMG has a presence.
“We are very excited about this partnership – it further entrenches TAPTAP as an omni-channel, scalable location intelligence and technology-rich platform driving business for brands, both big and small,” says Garth Rhoda, Director of Africa Media Alliance. “We were looking for a partner in the OOH space and were attracted to the Provantage heritage, their innovative approach with their products, and their diversity in their offering, covering many demographics in the market. We look forward to assisting more clients in amplifying their messages into the digital space, focusing on extending the reach and driving engagement and performance for brands.”
Out-of-Home and mobile are increasingly being integrated as the platforms complement each other, and, if combined, are able to optimise interaction with an audience and represent an efficient way to maximise reach.
In an October 2018 piece titled ‘Case Studies: OOH + Mobile Integration Drive Lift, Recall, and ROI’, Rainbow Kirby-Stearns and Elizabeth Rave suggest that “Data + Mobile + OOH = Results.”
They go on to cite research shared in Campaign, which showed that mobile click-through rates increased by up to 15% when supported by OOH. Additional research from Outsmart stated that better performing OOH campaigns created a 38% uplift in short-term brand action taken via mobiles, with 66% of all actions being direct to the brand itself.
The days of treating advertising touch points as if each works in isolation is long past and marketers are being forced to ask themselves which combinations of ad exposures work best to influence customers. Specifically, this applies to a consumer segment for which the smartphone has become an ever-present tool.
Marketing Week has predicted that incorporating cell phone connectivity with OOH will “become the norm, not a ‘special’ part of a campaign”, and that’s difficult to dispute.
PMG recognises this and is proud of its market-leading Sonar mobile location technology partnership, which allows it to offer the best in breed to brands to enhance their campaigns. In doing so, it is putting mobile OOH in the hands of consumers and giving brands the opportunity to drive greater engagement and specific, measurable actions.
Financial services giant Old Mutual is driving awareness of its brand in Ghana with a massive building wrap on a strategic Global Out of Home Media site in the heart of the capital city of Accra.
In this way it has opted for size, scale, impact and a location that sees large numbers of commuter traffic.
The wrap itself is enormous and eye-catching, covering 815 square metres of a building situated on the extremely busy Ring Road Central in Accra. This road sees very high traffic volumes, thanks to its location between the central business district and the growing Airport City area, which is home to Kotoka International Airport.
Although satellite business districts such as Airport City have been established across the city, Central Accra remains the administrative and cultural centre, hosting government ministries, hotels, businesses, and financial institutions.
Ring Road Central also separates central Accra from the outlying suburbs and is therefore a popular commuter route for Accra residents, whilst the area around the Old Mutual building wrap is dotted with a number of insurance companies, banks and hotels.
“This particular building wrap is hard to miss and is guaranteed to catch the eye of the many Accra residents making use of Ring Road Central for their daily commute,” says Marcell Entres, Global Out of Home Media’s General Manager. “It’s a great example of how size and scale can play an effective role as a brand amplifier and drive increased levels of awareness in a short space of time.”
The size and stature of the Old Mutual building wrap is befitting of such a premium financial services brand and this execution is an example of how Out of Home advertising is able to further elevate status through size, scale and dominance, as well as drive brand awareness.
Further strengthening the case for Old Mutual’s investment in this Accra building wrap is that Ghana is an attractive market.
In Nielsen’s ‘Edition 8, Quarter 1, 2019, Africa’s Prospects – Macro, Business, Consumer & Retail Indicators’1 report, Ghana was cited as one of the continent’s more consistent performers.
“According to the International Monetary Fund, Ghana is expected to be one of the fastest-growing economies in the world, and companies share this positive outlook, rating Ghana as Africa’s second-best business prospect with improved country and own business growth expectations,” said the report.
In recent years the oil, gold and cocoa producer has had one of the top 10 fastest-growing economies in Africa, and the IMF forecast average growth of 5% in the near term following its successful completion of an IMF programme last year.
That being said, the landscape has obviously now changed, due to the COVID-19 pandemic, but Ghana’s sure footing prior to the outbreak should stand it in good stead, once the recovery period gets underway.
Global Out of Home Media has gone a long way to strengthening its relationship with the Ivory Coast government, thanks to a highly-successful meeting in Abidjan with the country’s Minister of Communication and Media, Mr. Sidi Tiemoko Touré.
The Minister stopped by at Global Out of Home Media’s Abidjan office for a surprise visit, as part of his tour of the country’s main outdoor advertising companies and media agencies.
He has embarked on this tour in an attempt to better understand the out of home space and the important role it plays in the broader Ivory Coast marketing industry. The visit to Global Out of Home Media’s Abidjan office was an opportunity to build a stronger relationship with one of the main players in the country’s out of home market, whilst engaging on matters of mutual interest.
“We’re honoured to have received the Minister at our offices and the time spent with him and his team proved incredibly valuable, as we were able to engage him on important matters concerning the out of home industry, including working towards a more regulated environment,” says Claire Malthet, General Manager of Global Out of Home Media Ivory Coast. “We’re very grateful for this opportunity and commend the Ivory Coast government on its proactivity and openness, as it seeks to better understand this industry through engagement with the main players.”
The Ivory Coast is an important market for Global Out of Home Media, which sees the country as an emerging player in West Africa and increasingly attractive for advertisers.
The Ivory Coast recorded impressive GDP growth of 7.4% in 2018 and 2019, and predictions are that it could remain above 7.0% during 2020–21, assuming good rainfall and favourable terms of trade1.
Further, according to PwC’s Retail in Africa report, consumer spending in Ivory Coast surged from $18.2bn in 2014 to approximately $26bn in 2019.
“While the market for consumer goods is relatively competitive with numerous multinationals being active, opportunities do exist for agile enterprises that can swiftly adapt to market demands,” said the report.
All of which makes for an attractive market for OOH advertisers.
It’s well-documented that the Ivorian government has implemented several reforms to encourage foreign investment and improve the business environment, and the visit of the country’s Minister of Communication and Media to the offices of Global Out of Home Media is another example of that forward-thinking approach.
Global Out of Home Media has continued its efforts to strengthen its presence in Nigeria by hosting a launch event in Lagos at the end of 2019 that provided it with the opportunity to engage one-on-one with a host of important clients.
The event took place over two days at Club 38, Bamboo Lounge with separate days dedicated to engaging with agencies and direct clients, over the course of two consecutive cocktail evenings.
This allowed Global Out of Home Media to engage with nearly 150 industry executives and detail first hand just some of the initiatives it plans to roll out in Nigeria in 2020, as it looks to consolidate its strong position in the country and further its objective of providing advertisers with attractive out of home options with which to engage this market.
“There’s just no substitute for engaging and connecting with clients on-on-one, and in a market such as Nigeria it’s of even greater importance, with huge value placed on personal relationships,” says Patrick De Robillard, Global Out of Home Media’s Sales Director.
Global Out of Home Media already enjoys a significant billboard presence in Lagos, Abuja and Port Harcourt, but has also embarked on an aggressive digital strategy that will include the further development of large format digital billboard sites across the country.
It has also beefed up its staff complement, invested in a new asset management system that will allow it to improve its service delivery, and is in the process of conducting in-depth research. The research has been initiated in order to better understand the unique Nigerian market, with a focus on what advertisers are looking for from media partners in this market, along with gaining a better understanding of the Nigerian consumer.
Nigeria remains a key focal market for Global Out of Home Media and it has been strengthening its presence in the West African country with a number of initiatives that will continue to support its objective of providing advertisers with attractive Out of Home options with which to engage this market.
Global Out of Home Media already enjoys a significant large format billboard presence in Lagos, Abuja and Port Harcourt, but has also embarked on an aggressive digital strategy that will includes the further development of large format digital billboard sites across the country.
It’s worth noting, though, that the extensive network of existing billboard sites will not be neglected, with plans to not only maintain, but also refresh some key sites, including the 3m x 6m and 7m x 5m network in Abuja, for example, along with a move to illuminate these sites and extend the frequency with which they are able to engage with consumers. This, in addition to pursuing new opportunities and sites in the large format space, to increase the Global Out of Home portfolio and build an even more attractive network of large format sites for advertisers looking for geographical spread in Nigeria.
Further to that, Global Out of Home Media is beefing up its staff complement in response to greater demand and as a means of better servicing its customer base in Nigeria, along with investing in a new asset management system that will allow it to improve its service delivery.
It is also in the process of conducting in-depth research, in order to better understand the unique Nigerian market, with a focus on what advertisers are looking for from media partners in this market, along with gaining a better understanding of the Nigerian consumer.
“With a population in the region of 200 million people and as Africa’s second-largest economy, the size and scale of Nigeria and the attractiveness of the market just cannot be ignored, and it’s where a lot of brands want to be, communicating and engaging with this massive market,” says Patrick De Robillard, Sales Director
“So, whilst Global Out of Home Media already has an impressive presence in Nigeria, we want to be able to offer brands and advertisers who desire a presence in this market even more options and cutting-edge platforms, as well as solutions that are targeted, effective and deliver great return on investment.”
According to Nielsen’s ‘Quarter 1 2019 – Africa’s Prospects’ report, Nigeria is in a healthier position than it has been for some time, and even though the report ranked the country in fifth place, behind Kenya, Cote d’Ivoire, Tanzania and Ghana, in terms of its macro, business, consumer and retail indicators, there were some interesting take-outs.
For example, it states that “Nigerian consumers are most adventurous when it comes to trying new products, and there is a window of opportunity to reach and resonate with Nigerian consumers, based on their more positive spending intentions”, which bodes well for brands launching new products or offerings.
Further, it’s well-documented that Nigeria is a ‘digital-savvy’ country, with the foundation for tremendous e-commerce growth.
According to Jumia’s ‘Mobile Report Nigeria 2018‘, the country has a mobile penetration rate of 84% and “the multiplicity of affordable smartphones and a growing market for second-hand devices played a major role in driving the country’s e-commerce sector, which is estimated to be worth $13 billion.”
The Jumia report goes on to cite a study conducted by Twinpine, the Pan-African mobile advertising network, in which Nigeria was described as “the most mobilized country in Africa, with 76% of all internet traffic in Nigeria coming through mobile devices.”
This, in itself, is significant for the Out of Home industry, due to the ability of billboards to drive search and social media engagement.
All of which makes Nigeria a country with enormous potential and an attractive market for brands looking for a partner able to deliver effective solutions across multiple platforms – something that Global Out of Home Media is perfectly-placed to deliver.
Proudly South African out-of-home company Provantage Media Group is 52% black owned and 39% black female owned – but it says transformation is about so much more than ownership.
When leading out-of-home company Provantage Media Group (PMG) was awarded a Level 1 B-BBEE rating in 2017 – the highest possible assessment – it became one of the largest OOH media companies to have achieved such a rating. It was also one of a small group of enterprise organisations within the marketing and communication sector to qualify as being truly empowered in terms of South African legislation.
PMG has not rested on its laurels, however. The proudly South African company completed an equity transaction whereby it became 52% black-owned and 39% black female-owned and, having renewed its B-BBEE certificate for the third year in a row, it continues to drive meaningful empowerment throughout the organisation – and beyond.
Tshego Sefolo, CEO of Agile Capital and current chairman of PMG, says the company has proved its commitment to empowerment as an ethos, not a mere compliance requirement. Sustainable empowerment is the core of the company’s value and it embraces transformation and the empowerment of others.
“When we partnered with PMG as a shareholder and partner in 2011, we had a very clear of idea of what it meant to select the right partner,” says Sefolo. “We were looking for a company seeking meaningful empowerment, not one that wanted to pay lip service to equity. We made the right decision – PMG is an organisation that truly understands what empowerment is and how it can be leveraged to make a real difference in society.”
In an effort to drive empowerment through targeted initiatives, PMG continues to offer intensive learnership programmes accredited by the Services SETA through the PMG Training Academy, which was founded in 2015 by its ProActive™ division. Graduates who complete the programmes successfully receive an NQF Level 4 FET Certificate. The Academy was established in order to increase the skills level within the out-of-home and activations industry, making is easier for graduates to pursue a career in media, sales, marketing and communications. PMG frequently employs programme graduates within its various divisions, underlying its commitment to broadening empowerment within the workplace.
“For us, empowerment is not just about ownership structures. It’s about building the right kind of organisation – one that actively seeks to create jobs and work opportunities for previously disadvantaged people,” says PMG’s deputy CEO, Mzukisi Deliwe. “We observe that a lot of 100% black-owned media companies are extremely vocal about B-BBEE but focus only on the ownership issue and do very little about changing South African society. It is about committing to developing those sectors of society that require sustained and consistent support. Offering opportunities to a large constituency of black South Africans is what true empowerment is about – not simply enriching a few people. It’s an integral part of our transformation philosophy.”
The fact that PMG scored a total of 119.12 points on the B-BBEE Scorecard – more than the 100 points required to qualify for Level 1 status – is a clear indication of its commitment towards broad-based empowerment. Companies that choose PMG as a preferred supplier can not only rest assured that they are supporting ‘real’ broad-based empowerment – they are also entitled to claim – for their own scorecard – R1.35 for every rand spent with the company, due to its procurement recognition level of 135%.
Another example of PMG’s efforts to economically uplift previously disadvantaged people is its strategic partnership with MTN, whereby it manages more than 2 000 sales agents across four provinces. These sales agents can sell airtime and data to consumers, connect their SIM cards, and port them to the MTN network. This allows the sales agents to earn sustainably while taking advantage of training and mentorship. In addition, PMG is currently employing 236 qualifying individuals as part of the MTN-steered YES4YOUTH programme, which provides individuals with extensive training and workplace experience – a step up to long-term employment.
“We have long been leaders when it comes to transformation in the OOH space,” says Deliwe. “Each initiative we become involved with further cements our reputation as an empowerment engine par excellence, driven to advance the economic interest of previously disadvantaged people across the board. We really want to make a measurable impact and, with transformation a key business imperative at PGM, we believe we can continue to achieve this.”
Global Out of Home Media has re-launched one of its most exciting and dynamic product offerings, in the form of its extensive ‘twins’ billboard sites across Cameroon.
These billboards are 3m x 6m and 3m x 12m in size and situated in key locations across the country. Campaign sites such as these offer reach to urban neighbourhoods with large communities in the arterials of major city centres – taxi ranks, commuter bus and railway stations covering major high traffic routes, commercial, industrial and residential locations.
The nature of the ‘twins’ strategy is to position two of these billboards in close proximity to each other – either on opposite sides of the road or a short distance away – and this unique proposition is ideal for brands looking for broader market coverage, not just in the big city centres. With an extensive site list, this offering provides scale and frequency, and the billboards are strategically positioned to deliver geographic spread and targeted campaign messages for core FMCG markets.
This affords advertisers and brands the opportunity to run short to medium-term strategic campaigns, and the billboards are able to extend advertising message reach via packages, to ensure coverage and reach in different locations to key consumer demographics. The effective ‘doubling up’ when booking a ‘twins’ campaign ensures that advertisers enjoy higher frequency and more impacts per location
“The twins strategy is a great example of how out of home is the prime format with which to reach the FMCG market on a daily basis, and in close proximity to where they live and shop,” says Romain Guillemard, Global Out Of Home Media’s General Manager. “But, what makes these sites unique is that they are scalable, as a result of the large number of units, they are located at the entrance and exit of key cities, covering all nine regions of Cameroon. This allows Global Out of Home Media to offer clients the opportunity to advertise on a national basis in key locations in the country and build incredibly high awareness levels of their product.”
It’s well-documented that high inflationary conditions curb consumer spending capacity and that brands need to adapt to ongoing fluctuations within their portfolio and pricing mix to sustain consumer demand.
But, Cameroon has this in its favour.
In Nielsen’s ‘Africa’s Prospects Indicator, Edition 8, Quarter 1 2019’ report1, which looks at macro, business, consumer and retail indicators, it points to the fact that of the 17 sub-Saharan African countries it surveyed for the report, Cameroon ranked alongside Rwanda and behind only Cote d’Ivoire on the list of countries with the lowest inflation rates, with inflation of less than 3%, making for a favourable consumer spend environment.
This favourable environment makes for a close fit with Global Out of Home Media’s plan to refurbish an initial 100 ‘twin’ sites it currently has in its Cameroon portfolio, with the goal to make this offering even more attractive to customers wanting coverage, scale and highly sought-after environments and audiences in this vibrant African country.
Provantage Media Group (PMG) has seen substantial organic and acquisition growth over recent years rendering the well-known Head Office location on Republic Road to no longer be suitable for the leading Out of Home media company. The group has consolidated all of its operations and divisions into a new 6,500m2 made-to-fit Head Office situated at the corner of York and Bond Streets in Ferndale, Randburg.
The new Head Office building houses all of the PMG divisions together with the PMG Training Academy and the central digital control room from which all digital media platforms are broadcast and managed.
The company, which was started in 2003 by CEO Jacques du Preez, is today ranked as one of the biggest Out of Home media owners in South Africa and on the continent, with offices and operations across Africa and The Middle East.
The international infrastructure provides advertisers with a wide range of media and activation platforms and services designed to deliver effective and targeted advertising solutions. PMG currently operates in 15 countries, and offers diversified products, services and integrated solutions including brand activation, transit media, billboards, mall media, street furniture, golf course media and airport advertising.
“It has been an incredible journey of growth for the company and our new Head Office reflects not only our leading position within the industry, but represents a space that allows for all our divisions to be in one environment rather than spread out across various office locations. It is an extremely exciting period along the journey that started all those years ago, and as a team we all look forward to settling into our new headquarters,” notes Du Preez.
According to du Preez, having the entire team under one roof solidifies and extends the strong company culture and spirit that defines the entire team that makes up PMG. The company operates on a set of values that define how it approaches its business operations, however these also define the company culture and focus of providing a positive, creative and collaborative working environment for the team.
“Planning to have the entire PMG operation on one site was put in place some time back and it is extremely satisfying to see it come to fruition. I’ve always firmly believed that if we all work together, we can achieve virtually anything. We have built a business that can compete with the best in the world.”
“This is the culture instilled at PMG. Our new office is yet another step in ensuring that as a company we uphold this. Constantly working together as one, delivering world class advertising solutions while continually striving for service excellence,” concludes Du Preez.
PMG divisions housed at the new address include Airport Ads, Global Out of Home Media, Golf Ads, Mall Ads, Outdoor Network, ProActive, Street Network, Transit Ads and the PMG Training Academy.
Contact details for PMG remain unchanged.
The new PMG Head Office can be found at:
Provantage House
7 York Street
Cnr Bond Street
Ferndale
Randburg
2194
Pernod Ricard has identified Ghana as a key growth market for its Chivas Regal brand and has partnered with Global Out of Home Media to roll-out a campaign in capital city Accra that mirrors the leadership of the famous whisky brand.
This has taken the form of a large format building wrap situated on Accra’s Ring Road Central, which runs through the city and exposes the Chivas Regal brand to high traffic volumes, thanks to its central location between the central business district and the growing Airport City area, home to Kotoka International Airport.
The central location of the building wrap ensures that whatever direction residents are headed in around the – residential neighbourhoods, Tema Port and the beach, the vibrant city centre with its 5 Star Hotels and National Theatre or the Kaneshie Market and Korle Bu district, home to the biggest hospital in Ghana – their route is bound to expose them to the strategically located Chivas campaign.
The size and scale of the four-sided building wrap is impressive and designed to draw the attention of the Accra consumer, with the largest of the four canvasses measuring 15.2m x 33.8m and the smallest 8.5m x 15.1m.
“If you’re a regular Accra commuter, it’s physically impossible to miss this building wrap and the eye-catching Chivas Regal brand with its strong brand message” says Marcell Entrés, Global Out of Home Media’s General Manager. “It’s a fantastic example of how a well-thought out creative, together with execution size and scale can play an effective role as a brand amplifier.”
This campaign was specifically created for Ghana with a locally relevant copy expressing the Blend that contribute to making Ghana such a great country. This, in addition to an image of one of the most symbolic places in Accra are enabling the brand to truly stand out and resonate impactfully with local consumers.
Its massive, its bold, its disruptive and unapologetically Chivas.
In its ‘Africa Wealth Report 2018’, the AfrAsia Bank found that Ghana, together with Mauritius, Rwanda and Uganda were expected to be the strongest performing wealth markets in Africa over the next 10 years (90% to 150% growth rates).
The finding provides further impetus for luxury and high-end brands looking to drive awareness and demand in targeted markets. When aiming to complement their brand positioning in a particular environment, the size and scale delivered by Out of Home is on hand to deliver against those objectives.
December 2020 – Global Out of Home Media has added to its growing African digital network by securing a landmark LED billboard site in Accra, the capital of Ghana. The 6m x 10m state-of-the-art large format digital billboard site is located at the popular Accra Mall, Ghana’s premier shopping centre with an average footfall of […]
Provantage Media Group has taken its digital offering to the next level with the launch of ‘Sonar’, an audience powered mobile geo-location offering that will allow for the extension of campaigns from Out-of-Home (OOH) into the digital realm. PMG, through its various divisions, will be offering this geo-location service to all its campaigns to create […]
Financial services giant Old Mutual is driving awareness of its brand in Ghana with a massive building wrap on a strategic Global Out of Home Media site in the heart of the capital city of Accra. In this way it has opted for size, scale, impact and a location that sees large numbers of commuter […]
Global Out of Home Media has gone a long way to strengthening its relationship with the Ivory Coast government, thanks to a highly-successful meeting in Abidjan with the country’s Minister of Communication and Media, Mr. Sidi Tiemoko Touré. The Minister stopped by at Global Out of Home Media’s Abidjan office for a surprise visit, as […]
Global Out of Home Media has continued its efforts to strengthen its presence in Nigeria by hosting a launch event in Lagos at the end of 2019 that provided it with the opportunity to engage one-on-one with a host of important clients. The event took place over two days at Club 38, Bamboo Lounge with […]
Nigeria remains a key focal market for Global Out of Home Media and it has been strengthening its presence in the West African country with a number of initiatives that will continue to support its objective of providing advertisers with attractive Out of Home options with which to engage this market. Global Out of Home […]
Proudly South African out-of-home company Provantage Media Group is 52% black owned and 39% black female owned – but it says transformation is about so much more than ownership. When leading out-of-home company Provantage Media Group (PMG) was awarded a Level 1 B-BBEE rating in 2017 – the highest possible assessment – it became one […]
Global Out of Home Media has re-launched one of its most exciting and dynamic product offerings, in the form of its extensive ‘twins’ billboard sites across Cameroon. These billboards are 3m x 6m and 3m x 12m in size and situated in key locations across the country. Campaign sites such as these offer reach to […]
Provantage Media Group (PMG) has seen substantial organic and acquisition growth over recent years rendering the well-known Head Office location on Republic Road to no longer be suitable for the leading Out of Home media company. The group has consolidated all of its operations and divisions into a new 6,500m2 made-to-fit Head Office situated at […]
Pernod Ricard has identified Ghana as a key growth market for its Chivas Regal brand and has partnered with Global Out of Home Media to roll-out a campaign in capital city Accra that mirrors the leadership of the famous whisky brand. This has taken the form of a large format building wrap situated on Accra’s […]
Global Out of Home Media has been reflecting on a successful media partnership with the prestigious Mercedes-Benz Fashion Week, which took place at the Swiss Spirit Alisa Hotel in Accra, Ghana from 2-4 August 2019. In terms of the media partnership, Global Out of Home Media provided Mercedes-Benz Fashion Week access to 10 strategically located […]
Sharjah Airport Authority (SAA) has signed an agreement with Provantage Media Group (PMG), which specialises in commercial advertising at international airports. PMG will manage the advertising spaces at Sharjah Airport for eight years. The agreement was signed by HE Ali Salim Al Midfa, Chairman of Sharjah International Airport Authority, and Jacques du Preez, Founder and […]
Global Out of Home Media has launched a number of initiatives in its drive toward reducing its carbon footprint and supporting its environmentally-responsible stance. Within this approach, the company recently unveiled the first of its solar-powered gantry billboards in Cameroon’s largest city and economic capital, Douala. The city is home to Central Africa’s largest port […]
Digital LED billboard in Lagos extends Global Out of Home Media’s offering in Nigeria Global Out of Home Media has continued its African expansion, launching its first 6m X 18m LED digital billboard in Lagos, Nigeria as part of its digital Out-of-Home network roll out in the country. Nigeria is host to the largest footprint […]
Global Out of Home Media – a division of the Provantage Media Group – has appointed experienced industry professional Marcell Entres as the new General Manager of its Ghana operation.Entres has nearly 15 years’ experience in the African out of home industry and has extensive knowledge of the continent, having worked across Africa in countries […]
Global Out of Home Media has extended its long-standing relationship with French multinational telecommunications operator Orange, with an integrated campaign at Abidjan International Airport in Ivory Coast. This extends the working relationship of the two parties, with Orange continuing to see value in partnering with Global Out of Home Media – a division of the […]
Airport Ads® in association with Global Out of Home Media recently played a key sponsorship role in the Airports Council International Africa’s 27th Annual General Assembly, Regional Conference and Exhibition, which took place in Abidjan, Côte d’Ivoire from the 13th to the 19th of October. Airports Council International (ACI) is the only global trade representative […]
2018 has been a year of change for Global Out of Home Media – a division of the Provantage Media Group – in which it has implemented and put in place foundations upon which to capitalise on its market-leading position in the African market and deliver tangible results for its customers. A key element in […]
Global Out of Home Media (Global), one of the largest African Out-of-Home media owners recently undertook a major refurbishment exercise of its holding in Abuja. The investment saw the media owner upgrading its entire network of 3mx6m and 7mx5m billboard sites across the city. Abuja is a well-planned city with a population of over 2 […]
Global Out Of Home Media, which provides advertising solutions across Africa, continues to expand its footprint of quality sites following the renewal and extension of its contract with the Urban Community of Yaoundé, Cameroon. The contract which came into effect in September 2018 grants shared rights along the highly sought after 23km long Presidential Road […]
Leading out-of-home company Provantage Media Group is proud to announce that they have acquired a majority stake in Global Outdoor Systems, a leading African billboard company with a footprint in a large number of African markets. This cements its OOH position as one of the largest OOH media owners on the continent, where it is […]