INDUSTRY NEWS
POLYGON Launches Jaguar Land Rover ' s DOOH campaign in Kenya
Celebrating JLR ' s 55-year anniversary, the campaign features the newest Defender model. It was executed in collaboration with Polygon ' s technology provider, Place Exchange, and media agency, Omnicom Media Group( OMG).
Polygon, the largest and leading programmatic aggregated digital out-of-home publisher network in Africa has initiated its first programmatic DOOH( pDOOH) campaign in Kenya. This inaugural campaign is for the luxury automotive brand, Jaguar Land Rover.
The campaign represents an important milestone for the Kenyan advertising landscape, as it is the first locally-activated pDOOH campaign to run through Google-based trading tools.
" This is a watershed moment for both the Kenyan and broader African DOOH markets ", says Remi du Preez, Managing Director at Polygon.
" 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."
The JLR campaign is currently live in Nairobi, focused on reaching the target demographic in affluent suburbs, high-end shopping centers and Jomo Kenyatta International Airport. While the initial launch utilized a limited number of sites, the campaign is scheduled to quickly expand its reach to approximately 50 premium screens.
Kenya ' s Out-of-Home( OOH) market, while smaller than South Africa ' s, stands out as one of Africa ' s top five regions for outdoor media, according to Du Preez. The local market is experiencing a rapid increase in digital outdoor footprint and advertiser demand. Du Preez observes that " The local market ' s sentiment toward DOOH has shifted dramatically over the past few years." This shift is driving media owners to build and convert more inventory to digital formats, which in turn fuels the growth of programmatic trading, as advertisers increasingly recognize the value and measurability of Digital Out-of-Home( DOOH).
Polygon ' s programmatic model supports JLR ' s broader omnichannel strategy by focusing on key areas like optimisation and attribution. This model, which includes day-part targeting,
allows the client to maximise their budget and reduce ad wastage by only serving ads during specific, high-value time periods. According to Du Preez, this approach offers an agility traditional loop-based buying lacks: " The ability to dynamically serve ads, monitor engagement and adjust in real-to avoid wastage brings a level of agility that traditional loop-based buying can ' t match."
Polygon uses Place Exchange( PX) as its main inventory exchange for all programmatic advertising across Africa. PX connects with the Google ecosystem, which simplifies the process for global advertisers to easily activate, pause, or manage their campaigns across various African markets and reach local media owners.
" 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," explains Du Preez.
Polygon ' s strategic vision is to become Africa ' s premier Digital Out-of-Home( DOOH) network. By connecting nine( and growing) African countries to its network, the company aims to offer advertisers a unified gateway into a typically fragmented market while simultaneously generating new revenue opportunities for local media owners.
Du Preez highlights the campaign as a significant achievement, expressing pride in driving innovation that connects global brands with African audiences. This initiative, he notes, simultaneously reinforces local ecosystems and accelerates digital transformation throughout the continent.
WORDS IN ACTION 12 NOVEMBER | DECEMBER 2025