Polygon introduces a new opportunity for advertisers to leverage event-related excitement

Polygon, a leading South African programmatic aggregated digital out-of-home (DOOH) publisher network, has launched an innovative solution allowing brands to take over the city during major sporting, cultural, music and other entertainment events.

Urban Takeovers enables advertisers to leverage the continent’s largest network of DOOH inventory, which includes thousands of digital screens across malls, forecourts, lifestyle venues and roadways to create an immersive, city-wide presence linked to high-profile events, such as the Cape Town Jazz Festival, Two Oceans Marathon, music festivals and more.

Says Remi du Preez, Managing Director at Polygon: ‘Events provide an exciting opportunity for brands to establish emotional connections with their audiences. Urban Takeovers is a “takeover tactic” that allows DOOH campaigns to be built around “hotspots” – areas that become abuzz with people during a specific period or event, whether it be a large or smaller, regional event.’

Polygon’s sports and events division is led by Fearne Gilson, who brings significant experience in the sports marketing field and has an in-depth understanding into the mindset of sporting event-focused audiences.

Says Gilson, ‘Sporting teams, event hosts, industry bodies or event sponsors can build campaigns that leverage Polygon’s inventory in a particular region to drive people to the event and inspire awareness and excitement around it.’

For advertisers that are not official event sponsors – but who wish to tap into audiences connected to a particular event – Gilson says that they can employ guerilla-style tactics by engaging Polygon’s screens to convey topical brand messages without overstepping official sponsorship parameters.

‘Unlike traditional sponsorships – where exclusivity clauses and high costs can limit opportunities – Polygon’s solution allows brands to “piggyback” on the excitement surrounding major events or connect to these audiences without needing to be official sponsors,’ he explains.

For sporting teams, hosts or sponsors, consumers can be targeted with compelling storytelling at every touchpoint – building anticipation before the event, amplifying the excitement on the day of the event and maintaining engagement in the days that follow. ‘You’re essentially catching consumers on the metaphorical “fanwalk,”’ says Gilson.

A campaign might thus unfold in four phases:

1. Pre-event build-up

Leading up to the event, strategically placed DOOH screens across Polygon’s network display brand messaging, building hype and anticipation.

2. Event day domination

On the day of the event, the campaign reaches peak visibility, with screens broadcasting live updates, including real-time scores and dynamic messaging tailored to the unfolding action.

3. Post-event storytelling

After the event, the conversation might be continued by sharing results, reactions and key takeaways, reinforcing an association with the event.

4. Mobile retargeting

This allows for personalised ads to be served to audiences at the event via their mobile devices. This means that attendees at stadiums, fan zones and surrounding areas will see digital ads directly on their phones, further amplifying brand engagement.

Du Preez adds that advertisers maintain flexibility thanks to Polygon’s programmatic buying model, which ensures campaigns are optimised for the most impactful moments, reducing wasted impressions and maximising ROI. Moreover, he says, ‘Advertisers benefit from having one entry point into the continent’s largest network of DOOH inventory, saving them having to deal with multiple media owners.’

He concludes: ‘Historically, OOH has always been the marketing medium best suited to human gatherings and celebrations, popping up in – or driving people to – places where passions are shared among a community of people. Urban Takeovers revolutionises how brands connect with audiences, turning major events into high-impact marketing moments. Whether as sponsors or savvy opportunists, advertisers can harness our DOOH network to amplify reach, spark excitement and stay at the heart of the action.’