Property Flash


Flow, a South African proptech group, is giving estate agencies and individual agents the ability to advertise using digital billboards.

Co-CEO of Flow, Gil Sperling, said that agents could own space in “online hotspots” across South Africa. They could then promote their brands and individual properties to millions of commuters. In this way, they would compete head on with agents who used traditional physical billboards on the side of the road.

“Traditional billboards are booked months in advance, require creative teams to conceptualise and design them, an agency to produce the massive physical print and a media buying agency to book space,“ said Sperling.

“That has made accessing them prohibitively expensive to anyone except multi-million Rand corporations, but by aggregating the supply side of these boards, we’re able to offer agents and agencies digital advertising at a cost-effective price point, in the form of a 10 second video clip,” he said.

Agents are able to change their Digital Out of Home (DOOH) billboards on the fly. Flow’s first four Flow DOOH billboards are situated in Johannesburg and Pretoria. In Johannesburg, there is a billboard on Helling Road, targeting traffic from Illovo towards the Sandton CBD and in Sandown on Grayston Drive, targeting traffic from the M1 towards the Sandton CBD. In Pretoria, Flow operates a billboard in Newlands on Lois Avenue, targeting traffic from Waterkloof Ridge towards Menlyn Shopping Centre and in Menlyn on Atterbury Road, targeting traffic from Faerie Glen towards Menlyn Shopping centre and the N1 highway.

Estate Agency Brand RealNet Properties is running a recruitment campaign in Pretoria East, while Airbnb management firm Reserved Suites is running a campaign in Sandton, using Flow’s digital billboards.

Flow’s other co-CEO Daniel Levy said that by combining the use of digital billboards with Flow’s online platform, agents can now “laser-target” their market online and on the street.

Picture supplied by Flow

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