Polygon powers Kenya’s first programmatic DOOH campaign
Polygon has activated Kenya’s first programmatic digital billboard campaign using Google trading tools for Jaguar Land Rover, marking the automotive brand’s 55th anniversary with ads featuring the latest Defender model. The Africa-focused outdoor advertising network worked with Place Exchange and Omnicom Media Group to deliver the spots across premium locations in Nairobi.
Managing director Remi du Preez said international advertisers can access African screens through the same platforms they use elsewhere, bringing unified digital buying to the continent. The campaign targets wealthy neighborhoods, high-end shopping centers, and Jomo Kenyatta International Airport, starting with limited placement before scaling to roughly 50 displays. Kenya ranks among the top five African markets for outdoor media despite having a smaller footprint than South Africa, according to du Preez.
The programmatic model allows Jaguar Land Rover to serve advertisements during specific hours and track performance in real time, reducing wasted impressions compared with traditional rotation-based buying. Place Exchange connects Polygon’s inventory across nine African nations to global demand-side platforms, giving brands a single access point for the fragmented regional market while creating revenue opportunities for local publishers.
