Tractor Outdoor announces revitalised Digilites measurement, bringing new levels of accountability to DOOH

In the past, advertisers who were keen on leveraging the scale of the Digilites forecourt network only had access to data showing probable audience size, with little certainty around the true reach of their campaigns. Now, that's all changing. Thanks to Tractor Outdoor's deep investment in its forecourt audience measurement, advertisers can establish the real reach of their campaigns.

Powered by AllUnite and underpinned by the globally recognised VAC (Visibility Adjusted Contacts) framework, the new system introduces verified and quantified audiences, while the +165-screen Digilites network delivers unmatched brand presence and messaging frequency at scale.

Ruchelle Mouton, chief marketing officer at Glynt (Tractor Outdoor's parent company), states: "This investment is an ongoing part of our strategy to innovate and engage the latest tech to ensure our clients stay top-of-mind in everyday environments." She adds that "advertisers can finally 'buy' certainty; not just in impressions, but in the true reach of their campaigns."

Multi-layered methodology delivers triangulated accuracy.

The updated methodology incorporates sensor and mobility data, capturing real movement patterns, dwell times, and audience flows around Digilite sites, while visibility modelling adjusts for angles, distance and site-specific factors to calculate viewed impressions. This information is validated against ground truth benchmarks. The three-sensor modelling provides triangulation ensuring data consistency and reliability. Should one sensor face power outages or signal issues, the model engages additional sensors to maintain accuracy, providing audience exposure measurements by hour, day and location.

According to Mouton, a single booked slot delivers an average monthly reach of more than 400,000 unique individuals and over 5.5 million monthly viewed impressions. The network's total audience universe exceeds 65 million monthly viewed impressions.

Audience-based packages and programmatic enablement.

Digilites campaigns can now be planned and reported with programmatic enablement, demographic insights for targeted campaigns, and post-campaign delivery reporting. "This offers a clear link to ROI, allowing them to connect their investment directly to audience delivery and business outcomes," Mouton explains.

Steve Duck, chief revenue officer – media at Tractor Outdoor, introduces audience-based packages enabled by the new measurement system: "This allows advertisers to buy campaigns around who they want to reach, not just where screens are located." Whether targeting specific demographics or seeking efficient national reach, these packages optimise for scale, frequency and delivery.

Real-time reporting on actual audiences.

Mouton concludes that this initiative reflects commitment to advancing accountability in South Africa's out-of-home industry. "With the new Digilites measurement, we're able to provide near real-time reporting on actual audiences delivered; not just projected or probable audiences based on assumed reach."