Digital advertising firm plans major South African expansion

Digital advertising

A firm which specialises in digital billboards is to expand into South Africa after signing a major deal.

Manchester based Bidooh has signed a licensing agreement with Nisaar Ally, who will head up the newly-formed Bidooh South Africa and has become the group’s exclusive partner in South Africa.

Nisaar Ally, a serial entrepreneur and investor, plans to install Bidooh’s blockchain-based digital billboard platform on 500 screens across South Africa over the next three years.

The agreement marks Bidooh’s first move into Africa and builds on the group’s global strategy.

The first screen in the agreement will go live after June with a rollout of 50 locations across South Africa into major retail outlets and shopping malls.

Installing the screens in malls and other large centres will be a fast and simple process as Bidooh South Africa will be using existing screens or purchasing their own screens in high footfall locations and installing Bidooh’s software.

Bidooh has already signed contracts with DBDB Labs, a full-service media agency based in Seoul to target 10,000 screens in South Korea; Darko Ban, a partner operator in Czech Republic to target 2,000 screens across Bosnia and Herzegovina, Croatia, Czech Republic and Slovakia; and Mihai Bulugea, a partner operator in Romania to target 1,000 screens across Romania.

Bidooh’s screens are also functioning across several locations in the UK. The current live network of over 70 Bidooh screens has a passing footfall of 15.2 million with 44% falling between the ages of 25 and 34.

Shaz Mughal, co-founder of Bidooh, said: “We are delighted to have partnered with Nisaar Ally in South Africa, as this is another step forward in Bidooh’s global growth strategy.

“Expanding Bidooh’s reach into another continent shows the international demand for Bidooh’s platform and proves its ability to function across different cultures and countries.

“We look forward to working together with Nisaar Ally and building Bidooh’s presence in South Africa and beyond.”

Nisaar Ally said: “Bidooh’s digital advertising platform is revolutionising the out-of-home advertising market and we are extremely pleased to be the first partner to harness this technology in Africa.

“We believe South Africa is an excellent location for Bidooh to expand into as it is a hotspot for innovative ideas and disruptive technology.

“We believe Bidooh’s platform is unique in that it allows any type of businesses however small to become an advertiser at a low cost and I believe that many businesses will benefit from this opportunity.”

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