Case Study: Primedia Outdoor achieves data-rich marketing-plan visualization and proves outdoor ad ROI with Precisely’s MapInfo Pro

Primedia Outdoor Uses Location Intelligence To Help Clients Visualize Marketing Plans

Primedia Outdoor, the largest wholly South African–owned outdoor advertising company managing some 15,000 panels nationwide, faced a shift of marketing budgets toward digital and other channels and needed to prove the performance of outdoor advertising to retain and win client spend. To address this, Primedia Outdoor implemented location intelligence tools from Precisely, notably MapInfo Pro, to deliver the geographic and audience insights clients required.

Working with Precisely (and partner ST Group), Primedia Outdoor integrated industry datasets (such as AMPS) into MapInfo Pro to create mapped, data-rich visualizations that show where marketing dollars are spent and the expected returns. Precisely’s solution enabled Primedia Outdoor to produce more persuasive proposals, give clients clearer evidence of outdoor advertising’s value, improve site selection and product development, and support expansion across African markets—helping the company win a greater share of client marketing budgets and drive measurable client buy-in.

Primedia Outdoor

Dave Roberts

Chief Executive Officer