OUT-OF-HOME ADVERTISING

DOOH company acts to keep its billboards operating during power crisis

By our News Team | 2023

Outdoor Network installs its own alternative power supply to keep high-visibility sites running when South Africa’s lights go out.

In a strategic move to combat the adverse effects of load shedding on the South African digital out-of-home (DOOH) advertising industry, Outdoor Network – part of the Provantage group of companies and a major player in the digital and static billboard advertising sector – has completed the installation of 20 backup power generators at key sites throughout the country.

The generators will keep its digital rotator billboards running at high-traffic sites, the company says in a media statement.

Photo courtesy of Outdoor Network

South Africa is struggling with an ongoing electricity supply crisis that has resulted in scheduled power cuts throughout the country. These are implemented on a rotating basis every day.

“This expansive power contingency was created to safeguard advertisers’ investments and maintain consistent brand exposure when the lights go out,” the statement reads.

Billboards remain operational at all times

Outdoor Network’s alternative power supply network monitors fuel consumption and diagnostics remotely and, unlike many other power sources, ensures the digital billboards remain operational even during higher stages of load shedding, which may last for four or more hours at a time.

Shamy Naidu, Director at Provantage, acknowledges the challenges being faced by the South African outdoor advertising industry.

He says that, by opting for remote monitoring and centralised power solutions, Outdoor Network has minimised the risk of theft without resorting to additions such as inverters, batteries and solar panels, which do not provide the same level of reliability and assurance.

“Innovative and forward-thinking solutions must continue to drive better service and a more resilient industry, providing ongoing engagement and reach at all times,” comments Naidu.

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