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South Africa: Digital Advertising in the Townships

One Digital Media last week launched a digital advertising system called Loxion Network, aimed at directly linking brands with their consumers in the townships. The system downloads content via satellite, Internet and GPRS to a network of screens that are automatically monitored.

The launch was held at one of the places that already has the system in place, the White House pub in Meadowlands, Soweto. The pub has a plasma screen that plays outlet adverts where the owner of the business communicates with his clients and can promote business while doing so. Outlet promotions are then followed by brand ads.

One Digital Media provides the advertising and narrowcasting, as well as the management of each screen, from control centres in Durban and Stellenbosh. The network downloads different content to each screen or to a defined group of screens. Compliancy and scheduling of ads and content are monitored by an automated backend of information from each screen that feeds to a brand and advertiser countrywide.

(Biz-Community (Cape Town), 19 November 2007)

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