Caroda, Adform, Trina Marketing launch first pDOOH open auction in South Africa

Czech company Caroda, in collaboration with the South African branch of Adform and media agency Trina Marketing, has launched the first open marketplace in the in-store Digital-Out-Of-Home (DOOH) advertising network in South Africa. This is being taken forward via a programmatic open auction. Purchase and sale is secured by Adform's DSP and SSP platforms, while Caroda is responsible for the distribution of advertising content.

"Programmatic buying through an open auction has enabled precise customer targeting based on their location, making it easier for brands and advertisers to deliver relevant messages to the right audience, thus increasing the likelihood of conversion," states a media release issued.

Real-time trading via the programmatic open marketplace for in-store DOOH advertising will provide brands with a more efficient, effective, and transparent advertising channel. This allows for more precise targeting of the target audience beyond classic online devices. The transparent approach to advertising also increases its credibility.

"Thanks to the real-time nature of programmatic buying in open networks, it is possible to optimise campaigns in real time. This allows advertisers to tailor their message and creativity to maximize their ROI and make the most of their advertising budget," adds Roman Mura, CEO of Caroda.

Trina Marketing's Director, Neo Lekgabo, on launching the new network said: "We are thrilled about our collaboration with Adform and Caroda, which has enabled us to expand the availability of our DOOH advertising in physical stores via programmatic sales. We believe that this new sales model will provide brands with a strong tool to reach their target audience with a relevant message at the right time and in the right place, thus increasing awareness and conversion."

Yannick Kabangu, Senior Account Director at Adform, adds: "Programmatic Digital-Out-Of-Home media represents a revolutionary change for owners and advertisers of OOH media in South Africa, who benefit significantly from the efficiency of programmatic platforms. We are proud of our connection with Trina Marketing and Caroda, thanks to which we can provide a more efficient and transparent solution for both media providers and advertisers."