Spectacular Billboards

Spectacular Division - High LSM Billboard Advertising

The Primedia Outdoor Spectacular Division offers various billboard advertising opportunities in a number of media formats positioned to effectively reach the LSM 7-10 target market. These opportunities include both highway and suburban billboard advertising.

Billboard advertising is instantly recognisable by urban markets as the medium that reflects their lifestyle as they go about their weekly activities. The Spectacular Division consists of large, elaborate, non-standard billboards, custom designed to gain maximum attention through eye-catching special effects.

These billboard advertisements dominate the environment on major highways, airports and suburban areas, creating tremendous impact for a brand, 24-hours a day.

Primedia Outdoor has Spectacular Billboards in all major cities in South Africa (Johannesburg, Pretoria, Durban, Cape Town, East London, Bloemfontein, Nelspruit).

For more about Spectacular Billboards, please contact the Primedia Spectacular Division Portfolio Manager.


Scrolling Spectaculars - "PrimeMotion"

PrimeMotion Scrolling Billboards combine the impact of Spectacular Billboards with motion; adding visual impact, increasing awareness, and decreasing site fatigue.



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Spectacular Billboards: Highway Billboard
Highway Billboard




Spectacular Billboards: Gantry
Gantry Billboard


Scrolling Spectaculars - PrimeMotion at night
Scroller Billboard

Scrolling Spectaculars - PrimeMotion
Scroller Billboard

Spectacular Billboards - Highway Exposure

Highway Billboards

Highway Spectaculars include billboards of various sizes in both landscape and portrait format that are situated next to major highways.

Gantry Billboards

There are five Gantries situated across the five major highways in Gauteng: M1 North, M1 South, M2 East, M2 West, and the R24. Each Gantry billboard is a double-sided structure, offering advertisers the opportunity to advertise to traffic either entering or leaving the Johannesburg CBD.

Advertiser Benefits of Highway Exposure Billboards

  • Highway and Gantry billboards offer a captive audience;
    • Habitual patterns as people go about their regular activities
    • Travel speed limits: min 60 km/h and maxi 120 km/h
    • Motorists and commuters spend approximately 30-45 minutes on weekday traffic daily
  • High reach audience - weekly peak hour traffic volume is approximately: 277,726
  • Frequency exposure ensures brand and message recognition
  • Billboards integrate visuals into other media, creating visual connection and brand dominance and visibility
  • Highway billboard advertisements offer a creative platform for brands to "stand out"
  • Billboards are fully customisable; cut-outs are provided as required
  • Maximum impact in major metro areas (Johannesburg, Pretoria, Durban, Cape Town)
  • Illumination provides 24-hour exposure and visibility
  • Quick changeovers
  • Ideal for high impact launch, short or long-term campaigns
  • Long-term brand presence with high impact in high-volume thoroughfares

Spectacular - Suburb Exposure

Scrolling Spectaculars - "PrimeMotion"

PrimeMotion scrolling billboards combine the impact of Spectacular Billboards with motion, adding to visual impact, increasing awareness and decreasing site fatigue.

The scrolling billboards consist of various size structures positioned in high density suburban areas. Each billboard displays four advertisements which scroll every 7 seconds, attracting attention and creating awareness.

Advertisers Benefits of "PrimeMotion" Scrolling Billboards

  • Captive audiences
    • Regular audiences
    • Residential positioning within living environment
    • Major intersections attracting week-day, peak-hour volumes of slower moving and stationary traffic
  • High reach audience during peak-hour traffic provides extended reach over the duration of a campaign
  • Frequency exposure provides brand and message recognition
  • Billboards integrate visuals into other media, creating visual connection and brand dominance and visibility
  • Suburban billboard advertisements eliminate clutter and offer a creative platform for brands to "stand out"
  • Scrolling Billboards ensure up to five times higher awareness than static billboards
  • Reduced site fatigue due to multiple advertisements
  • Back-lit billboards produce high-impact, 24-hour visibility
  • Allows for tactical communication changes at a relatively low cost
  • Provides exposure to affluent, upper LSM audience
  • Located at major intersections carrying high volumes of slower moving as well as stationary traffic