Remi du Preez advocates for a pixel-perfect OOH future

Addressing the WOO Africa Forum in Cape Town on ‘Preparing for an omnichannel world’, Remi du Preez, Founder and Managing Director of Polygon, at the outset shared insights into his unwavering passion for analytics and his drive to prove the effectiveness of OOH advertising, even in the absence of a common currency. 

Remi believes that with the emergence of programmatic out-of-home advertising and advancements in tracking methods, the industry is now well-equipped to confidently showcase its positive impact on sales and business success.

Remi says that he and his team recognised the potential of programmatic advertising during the lockdown, leading to the launch of Polygon. This aggregated network collaborates with 25 media owners to expand DOOH advertising. Polygon has integrated DOOH into online campaigns effectively, assisting media owners unfamiliar with programmatic concepts. They now stands out by seamlessly integrating with existing software, focusing on utilising major advertising budgets from platforms like YouTube, Google, and Facebook. 

Polygon's vision is to aggregate and connect all digital screens, enabling brands to reach audiences across diverse locations and create a seamless digital advertising landscape.

Remi reflected on the transformations within the digital industry over the past decade, drawing parallels between the current state of the OOH sector and the position of internet advertising a decade or so ago. He highlighted the global shift towards programmatic-based buyers, a trend evident not only globally but also within the South African market.

Seeing an opportunity for the OOH industry to glean insights from the evolution of internet advertising, he envisioned a roadmap for growth and development. He stressed the necessity for the OOH sector to cultivate a seamless environment for buyers, mirroring the scalability and accessibility characteristic of internet advertising.

Remi proposed a shift in perspective, advocating for a focus on pixels rather than traditional metrics like meters. Standardising pixilation sizes, he argued, will facilitate easier design and implementation processes. He urged emerging markets to establish foundational standards to ensure operational smoothness and sustained growth in the digital out-of-home market.

Additionally, Remi advocated for transparency within the programmatic space, calling for the publication of standards for impression data. He encouraged industry peers to follow suit, fostering a culture of learning and advancement. Emphasising the necessity of technology-driven solutions, Remi underscored the urgency in swiftly gathering audience data and establishing programmatic connection and adapting to industry shifts without relying on traditional measurement bodies to catch up.