Programmatic DOOH (pDOOH)
In the traditional online space, sellers of ad space can publish spaces that are available for sale and advertisers that are interested can bid on it with what they would be willing to pay for that space.
The transactions are moderated programmatically through a DSP (demand-side platform) for advertisers and an SSP (sell-side-platform) for media owners. An Ad Exchange would manage the transactions and place the ads instantaneously to the winning bid depending on the criteria put on the bid. Advertisers would purchase impressions calculated through a CPM.
Dynamic DOOH
Dynamic content creates an experience that’s customised specifically for the advertiser, using data to create, change and serve audiences; it integrates existing data feeds to optimize content to deliver a deeper engagement with their audience, increase awareness, recall and perception.
Digital screens are bold, vibrant and constantly displaying moving images. To take this approach further Tractor has implemented dynamic content to engage with audiences and deliver content that catches the eye.
DOOHshare
The Shareable Billboard
DOOHshare is a fully customisable cross-platform linking digital-out-of-home (DOOH) to the online space. Built specifically for advertisers seeking new ways to engage users, it allows a user to deliver personalised content through a mobi-site which will be delivered on digital billboards in the real world of their choosing.
A controlled moderation process means that best practices in UX design are balanced with brand safety throughout. The experience is enhanced with the user receiving an image of themselves on a billboard which they can share socially to further expand the reach and creativity of an ad campaign.
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Beach Media
Through the use of branded beach umbrellas as an outdoor advertising medium, advertisers can own a slice of the beach and dominate in mass brand awareness for all consumers visiting South Africa’s Blue Flag Beaches during the festive season.
A medium which provides employment, services to tourists and holiday makers, municipal revenues and great brand exposure across the Western Cape, KwaZulu-Natal and Garden Route.
Boom Media
Boom advertising is an effective close proximity medium as vehicle owners are presented with an excellent opportunity to view the advertisement as they enter and exit the parking or building.
Overall boom advertising is an ideal medium to reach a captive audience, within an impactful advertising space, in a non-competitive environment with a national footprint.
Vehicle owners spend 9.2 seconds positioning their car to take a ticket from an automated parking machine and another 3.5 seconds waiting for the boom gate to rise.
The home of Marketing Innovation
Mischief Media a division of Tractor Outdoor enables a seamless transition of consumer engagement with brands in an OOH environment.
From inception, through to implementation of live brand experiences, experiential media, emotional engagement and our kinesthetic approach to strategy, we create long term relationships between the customer and our clients thus ensuring not only a positive heightened awareness of the brand but a lifelong dedicated following. With over 10 years’ experience in innovative and creative outdoor advertising interventions we have built up a formidable database of suppliers across a huge cross section of industries all of whom have a deep knowledge of their respective crafts – our multidisciplinary team conjures up innovative experiences integrating arts, science and technology.
Our Digital Networks
The LOOP provides advertisers with high quality dynamic and flexible roadside and digilites advertising networks allowing real-time updates whenever you want; thus creating consumer engagement 24/7 with audience targeting via OMC ROAD and HUQ data.
National digital advertising touch points for advertisers to create targeted DOOH campaigns which can be tracked and integrated on various virtual platforms, giving brands the full opportunity to real-time updates and opportunity to create meaningful content
Roadside Digital Network
The Roadside Digital Network is a dynamic and flexible roadside digital advertising network which provides national digital advertising touch points for advertisers to create targeted DOOH campaigns which can be tracked and integrated on various virtual platforms.
Digilite Network
The Digilites Network provides unavoidable full motion small format screens located at BP and SASOL forecourt stations nationwide.
The network is visible to anyone entering the forecourt space allowing frequency of exposure, longer dwell time and no other media clutter.
Traditional OOH
Tractor owns a vast and ever-expanding network of classic and super traditional billboards located at strategic intersections and highways aimed at building mass market saturation in a short period of time for campaign driven advertisers.
