Polygon, Africa’s leading and largest programmatic aggregated digital out-of-home (DOOH) publisher network has launched its first programmatic DOOH (pDOOH) campaign in Kenya for luxury automotive brand Jaguar Land Rover (JLR).
The campaign, executed in partnership with Polygon’s technology provider Place Exchange and media agency Omnicom Media Group (OMG), celebrates JLR’s 55-year anniversary and showcases the latest Defender model. However, it also represents another important milestone for the Kenyan advertising landscape, as the first locally-activated pDOOH campaign to run through Google-based trading tools.
“This is a watershed moment for both the Kenyan and broader African DOOH markets, says Remi du Preez, Managing Director at Polygon.
“It demonstrates how international brands can now transact programmatically across our network using the same digital platforms they rely on globally, bringing true omnichannel capability to Africa.”
The JLR campaign currently focuses on Nairobi, targeting affluent suburbs, upmarket malls and Jomo Kenyatta International Airport. Initially launched across a limited number of sites, the rollout will soon expand to around 50 premium screens.
While Kenya’s OOH market is smaller than South Africa’s, it remains one of Africa’s top five regions for outdoor media, with a fast-growing digital footprint and increasing advertiser appetite, says Du Preez. “The local market’s sentiment toward DOOH has shifted dramatically over the past few years. As advertisers see its value and measurability, media owners are incentivised to build and convert more digital inventory which, in turn, enables programmatic trading to thrive.”
For JLR, the campaign forms part of a broader omnichannel strategy, where optimisation and attribution play key roles. Through Polygon’s programmatic model which enables day-part targeting, the client can reduce wastage by serving in specific pockets of time and maximising their budget. “The ability to dynamically serve ads, monitor engagement and adjust in real-time delivers to avoid wastage brings a level of agility that traditional loop-based buying can’t match,” says Du Preez.
Polygon leverages Place Exchange (PX) as its core inventory exchange for all programmatic transactions across Africa. PX’s integration with Google’s ecosystem bridges the gap between global buyers and local media owners, allowing advertisers to simply activate, pause or manage campaigns across multiple African markets.
“Through Place Exchange, we’ve created an infrastructure where brands like Jaguar Land Rover can extend their global programmatic strategy into Africa, with the same efficiency, measurability and transparency they expect elsewhere,” explains Du Preez.
With nine African countries already connected to its network – and more being added –Polygon’s vision is to entrench its position as Africa’s largest DOOH network, offering advertisers a single entry point into a fragmented market while unlocking new revenue streams for local media owners.
“This campaign is a testament to how far we’ve come. We’re proud to be driving innovation that not only connects global brands to African audiences, but also strengthens local ecosystems while speeding up digital transformation across the continent,” Du Preez says.
Africa Fact: By 2025, 50% of the population in Sub-saharan Africa will subscribe to mobile services.
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Marnus Broodryk – The Beancounter: Marnus Broodryk was a self-made millionaire by the age of 24, without taking on a single cent of debt. While completing his articles he also studied via correspondence. Although it was a tough four years, it enabled him to have his degree and articles completed by 22, then he moved to Johannesburg. He launched his revolutionary accounting business called The Beancounter, an accounting practice that would help SMEs build bigger, more sustainable and profitable businesses. This completely disrupted the accounting industry, altering the way the industry operates. His business is now worth more than R1 billion and continues to grow from strength-to-strength. He became one of the youngest investors on M-Net\’s Shark Tank.