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Polygon debuts Kenya’s first programmatic DOOH campaign for Jaguar Land Rover
Polygon, Africa’s largest programmatic digital out-of-home (DOOH) network, has launched Kenya’s first locally activated programmatic DOOH (pDOOH) campaign for luxury automotive brand Jaguar Land Rover.
The campaign, celebrating Jaguar Land Rover’s 55-year anniversary and highlighting the Defender model, marks a major development in the country’s advertising landscape as the first pDOOH activation executed through Google-based trading tools.
The campaign was delivered in partnership with Polygon’s technology provider Place Exchange and media agency Omnicom Media Group. It is currently focused on Nairobi, targeting affluent suburbs, upmarket malls and Jomo Kenyatta International Airport. The rollout will soon expand to around 50 premium digital screens.
Remi du Preez, Managing Director, Polygon: “This is a watershed moment for both the Kenyan and broader African DOOH markets. It demonstrates how international brands can now transact programmatically across our network using the same digital platforms they rely on globally, bringing true omnichannel capability to Africa.”
While Kenya’s out-of-home market is smaller than South Africa’s, it is one of the continent’s top five outdoor media regions, supported by a growing digital footprint and increasing advertiser interest. Du Preez: “The local market’s sentiment toward DOOH has shifted dramatically over the past few years. As advertisers see its value and measurability, media owners are incentivised to build and convert more digital inventory which, in turn, enables programmatic trading to thrive.”
For Jaguar Land Rover, the campaign forms part of an integrated omnichannel approach, using Polygon’s programmatic tools for time-based targeting and budget optimisation. Du Preez: “The ability to dynamically serve ads, monitor engagement and adjust in real-time to avoid wastage brings a level of agility that traditional loop-based buying can’t match.”
Polygon uses Place Exchange as its core inventory platform for programmatic transactions across Africa. Integrated into Google’s ecosystem, Place Exchange connects global advertisers with local media owners, enabling seamless management of campaigns across multiple markets.
Du Preez: “Through Place Exchange, we’ve created an infrastructure where brands like Jaguar Land Rover can extend their global programmatic strategy into Africa, with the same efficiency, measurability and transparency they expect elsewhere. This campaign is a testament to how far we’ve come. We’re proud to be driving innovation that not only connects global brands to African audiences, but also strengthens local ecosystems while speeding up digital transformation across the continent.”
Polygon’s network currently spans nine African countries, with further expansion underway, reinforcing its position as the continent’s leading DOOH publisher network.
