Since 1994, web cookies have been used to collect consumer data to gather insight into consumer behaviour and spending habits. Cookies also enable brands to direct relevant advertising to individuals based on their online behaviour. This hyper-targeting method has been an invaluable tool for advertisers to date.<\/p>\n\n\n\n
However, increased consumer privacy expectations and evolving regulatory restrictions have led to Google\u2019s decision to phase out third-party cookies in 2023.<\/p>\n\n\n\n
As an answer to the increasing need for hyper-targeting on online and offline behaviour, Provantage<\/a> partners with Africa Media Alliance<\/a> and TAPTAP Digital<\/a> on Sonar. Sonar is an audience-powered mobile geo-location offering that extends the reach of OOH campaigns into the digital realm.<\/p>\n\n\n\n An integration of OOH and mobile, Sonar offers brands the opportunity to drive more personalised engagement when it is most appropriate for the consumer. Provantage offers Sonar in tandem with its traditional OOH services to provide an innovative hyper-targeting method.<\/p>\n\n\n\n Provantage CEO Jacques du Preez says, \u201cDigital Out of Home and mobile integration add an entirely new dimension to classic Out of Home advertising. This exciting new arena for advertisers makes creative advertising and new, innovative formats possible. With our offering of over 1700 digital sites and growing, this is a ground-breaking development for brands that don\u2019t know where to turn without cookie tracking.\u201d<\/em><\/p>\n\n\n\n Fast food giant McDonald\u2019s was one of the first major corporations to successfully integrate OOH and mobile advertising when it earned 6.4 million mobile impressions by tying together out-of-home (OOH) billboards and in-app advertising on Waze<\/a>, and other companies are looking to follow suit.<\/p>\n\n\n\n Du Preez continues, \u201cEven when we\u2019re outdoors and on the move, the internet is just a few clicks and swipes away, meaning we\u2019re able to quickly search anything in our immediate environment to augment our experience of it.<\/em><\/p>\n\n\n\n \u201cIt is well known that OOH and mobile integration drive brand lift, recall and ROI. As individual channels, mobile and Digital Out of Home (DOOH) offer location insights to reach audiences at pivotal moments in their daily lives. However, combining the insights for both channels amplifies the two platforms\u2019 natural strengths and creates a \u2018targeted broadcast\u2019 effect.\u201d<\/em><\/p>\n\n\n\n Provantage maintains that integrating DOOH and mobile truly bridges the gap between offline and online while merging the benefits of both. These include the continuous and consistent reach of DOOH and mobile\u2019s personalised access to the online world.<\/p>\n\n\n\n Mobile and DOOH integration is potentially even more appealing for local advertisers, with South Africa\u2019s internet users having increased by 1.2% between 2021 and 2022, elevating the country\u2019s internet penetration rate to 68% of the total population at the beginning of 2022.<\/p>\n\n\n\n![\"\"](\"https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2023\/02\/686081-700x455-1.webp\")
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