Two years ago, Provantage set out to evolve South Africa’s Digital Place-Based Networks (DPBNs) by doing what no other DOOH platform had done before, by measuring real audience behaviour at scale, in real time, across everyday environments. Today, the results are in and they confirm that DPBNs deliver an increasingly scarce commodity: attention.
Using Protrack, Provantage has measured the movement of millions of South Africans in close proximity to its digital screens across taxi, bus and train commuter nodes, major shopping malls and airports. These are habitual, high-frequency environments where people pass through repeatedly as part of daily life, not occasional media touchpoints.
The data shows how often consumers visit these environments, how many screens they are exposed to and how long they dwell in front of those screens.
The results indicate that consumers are spending meaningful time in these spaces, often close to an hour per visit, encountering multiple screens and repeated advertising exposures along the way. Provantage is the first in South Africa to supply a verified, longitudinal dataset of this richness across DPBNs.
In a fragmented digital landscape where attention is the true currency, this infographic shows where it is consistently earned. And this is only the beginning. Provantage will shortly share what this data makes possible for smarter planning and performance.