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THE MEDIA APRIL 2018

DIGITAL OUT OF HOME “If you are an OOH media player and not yet in DOOH then you are in serious trouble. Digital out of home is a diferentiator , and one which requires a high investment. This wil lead to further consol idation in the OOH industry.” has improved tremendously over the past few years and towards the end of 2017, we upgraded our entire screen network to new, much higher quality screens”. Tractor has seven iconic locations across the country, with another 10 or so in the pipeline for this year. “We have been one of the first media owners in the country to install ‘P8’ (8mm) screens, which is currently one of the highest and most vivid screen specifications available for outdoor use in the country,” says Wall. Screen evolution Du Preez stresses that the evolution of digital screens requires new investment – mostly abroad because unfortunately, he adds, this technology is not being produced locally. “We currently procure most of our hardware abroad, but we do source our software locally,” he says. Wall says Tractor continues to invest “heavily” in research and development, and in human development too. “… we have spent a great deal of time in training and upskilling our digital operations team to ensure they are able to minimise downtime on these screens and ensure they are working at their optimal capacity all the time,” he says. With such large investment required to stay ahead of competitors, is the growth of digital out of home impacting on the ability of smaller players to stay in the game? “I think it is a prohibitive factor but identifying quality sites is really the key factor in justifying the investment,” says Tilston. Wall says given that the “demand for digital screens is currently quite high, the rates are still at a premium, so there is still a space for smaller operators to offer reasonably priced static inventory at a different price point. Capex requirements can be a bit of a barrier to some operators playing in this space, but the rise of spend in DOOH has lifted investment in the sector, which is good for everyone”, he says. Du Preez disagrees. “If you are an OOH media player and not yet in DOOH then you are in serious trouble. Digital out of home is a differentiator, and one which requires a high investment. This will lead to further consolidation in the OOH industry.” • P 28 The Media | wagthedog.co.za


THE MEDIA APRIL 2018
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