By Ayomide Otitoju
Africa’s largest programmatic digital out-of-home (DOOH) network, Polygon, has launched Kenya’s first programmatic DOOH (pDOOH) campaign for luxury automotive brand Jaguar Land Rover (JLR), marking a major milestone for the country’s advertising industry.
Executed in collaboration with technology partner Place Exchange and media agency Omnicom Media Group (OMG), the campaign celebrates JLR’s 55th anniversary and spotlights the latest Defender model. It is also the first locally activated pDOOH campaign to be traded through Google-based programmatic tools.
“This is a watershed moment for both the Kenyan and broader African DOOH markets,” said Remi du Preez, Managing Director of Polygon. “It shows that international brands can now transact programmatically across our network using the same global platforms, bringing true omnichannel capability to Africa.”
The campaign, currently running in Nairobi, targets affluent suburbs, upscale malls, and Jomo Kenyatta International Airport. Initially launched across a few select sites, it will soon expand to around 50 premium digital screens.
While Kenya’s out-of-home (OOH) market is smaller than South Africa’s, it remains one of Africa’s top five outdoor advertising hubs. Du Preez noted that the local market’s perception of DOOH has shifted significantly, driven by advertisers’ growing appreciation of its measurability and impact. “As media owners build more digital inventory, programmatic trading becomes increasingly viable,” he added.
For Jaguar Land Rover, the campaign forms part of a broader omnichannel strategy emphasizing optimisation and real-time audience engagement. Polygon’s programmatic model allows precise day-part targeting, enabling advertisers to reduce wastage and maximize returns. “The ability to dynamically serve and adjust ads in real-time delivers a level of agility traditional buying models can’t match,” said Du Preez.
Polygon uses Place Exchange (PX) as its central inventory exchange across Africa. PX’s integration with Google’s ecosystem allows global advertisers to manage campaigns across multiple African markets with greater efficiency, transparency, and control.
“Through Place Exchange, we’ve built an infrastructure that lets brands like Jaguar Land Rover extend their global programmatic strategies into Africa with the same ease and measurability they expect worldwide,” Du Preez explained.
Currently active in nine African countries, Polygon aims to strengthen its position as the continent’s largest DOOH network, providing a unified entry point for advertisers and unlocking new revenue opportunities for local media owners.
“This campaign is a testament to how far Africa’s digital media ecosystem has come,” Du Preez said. “We’re proud to connect global brands with African audiences while accelerating digital transformation across the continent.”
