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Out-of-home and billboards

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Billboards and out-of-home advertising for events in Africa

Static and digital billboards, airport, mall and roadside placements booked around the venue and along commuter routes, with QR codes and geo-retargeting so the spend can be tracked.

Get a proposalAvailable in six markets

Why it matters

Out-of-home and billboards for event organisers

In most African cities a well-placed board on the commuter route to the venue is still one of the cheapest ways to reach a show's audience three or four times in the final month. What most organisers miss is the measurement, and the link back to digital.

We book static and digital billboards, airport and mall placements and transit media as part of the same plan as the digital campaign. Every site carries a unique QR code and URL, every placement builds a geo-fenced retargeting audience, and registration lift is read around each board.

Out-of-home and billboards

What is included

  • Site planning

    Venue approach roads, airport corridors, business districts and the routes exhibitors and buyers actually drive in each city.

  • Buying and negotiation

    Rates negotiated with owners in each market, with proof of posting and share of time on digital boards.

  • Countdown creative

    Digital boards let the creative count down to opening day and switch to walk-in messaging on show days.

  • Measurement

    Unique QR codes and short URLs per site, geo-fenced retargeting audiences and registration lift by area.

  • Transit and ambient

    Airport, BRT, mall and petrol station placements where they reach the target audience better than roadside.

What it moves

Outcomes we are measured on

  • Reach and frequency close to the venue in the final month
  • A retargeting audience from people who saw the board
  • Exhibitor and sponsor visibility they can see for themselves
  • Measured registrations from out-of-home for the first time

Best fit

Events this suits

When it runs

Across the show cycle

  1. Nine months to one month out

    Pre-show

  2. Doors open

    Show days

  3. The two weeks after

    Post-show

  4. The other ten months

    Between editions

Markets

Out-of-home and billboards in Nigeria, Kenya, Ghana, South Africa, Rwanda and Egypt

The same service, run differently in each market because the audience, the platforms and the costs are different. Each country has its own page.

Questions

Questions about out-of-home and billboards for events

Short answers. Ask us anything else on a call.

Should we still spend on billboards?

Usually yes, in the last four to six weeks and close to the venue. Out-of-home still carries weight in Lagos, Nairobi, Accra, Johannesburg and Kigali, and it works best when the same audience also sees the digital campaign.

How do you measure a billboard?

Unique QR codes and URLs per site, geo-fenced audiences built from devices near each board and retargeted online, and registration lift by area compared with the previous edition.

How early do we need to book?

Prime sites near major venues sell out early. Book six to eight weeks ahead for the final four-week flight.

Related

Services that usually run alongside

Paid socialProgrammatic and displayTracking and attribution All services
Visitors walking through an exhibition hall

Start here

Send us the show.

Event, dates, targets and a budget if you have one. You get a one-page plan with scope, deliverables and a price within five working days.

Prefer email? hello@seorill.com