Contour Media partners with US’ Heritage Outdoor Media, South Africa’s Go Digital

Contour Media, a leading out-of-home advertising company known for connecting brands with target audiences through innovative and impactful campaigns, has signed a partnership with New-York based outdoor advertising company Heritage Outdoor Media and South Africa-based Viron Group’s digital outdoor media owner Go Digital.

Contour Media’s partnership with Heritage Outdoor Media and Go Digital cements an exclusive media representation, offering clients and agency partners in the MENA region – who would like to advertise in the US and in South Africa – access to international media and advertising opportunities.

The agreement also aligns with Contour Media’s vision to enhance its global reach, content innovation and competitiveness within the market.

Commenting on the purpose behind the partnership, Rabieh Adnan, Managing Director of Contour Media, said, “Big brands in the MENA region have developed a huge appetite to be featured globally. Through this agreement, we enable exclusivity, which helps clients – and the media agencies supporting them – to get their campaigns live in the US and South Africa in a faster, more efficient and direct manner without going through brokers or a bunch of global agencies. This will not only save clients and agencies a lot of time and effort in reaching the right locations, but also a lot of money while delivering on their desired brief.”

Adnan added, “Big clients looking for big reach globally first turn their eyes to the US, UK or South Africa. These are undoubtedly the main markets of interest where clients and brands want to be featured. Yet, when they look at how to go about this, they aren’t always sure where to start or whom to partner with. Contour Media has solved these concerns by partnering exclusively with Heritage Outdoor Media and Go Digital, which makes the lives of clients and media agencies much easier.”

Through these agreements, Contour Media unlocks access to diverse global creative talent, production technologies and cross-cultural storytelling techniques.

The partnerships will also enable Contour Media to enhance the delivery of compelling content, which resonates with audiences across the globe, thus, sharing the perspectives of an increasingly sophisticated and digital-savvy Middle Eastern audience.

Douglas Cordova, Chief Revenue Officer, Heritage Outdoor Media, said, “We are extremely excited about this opportunity to represent our inventory across the whole MENA region. We have seen global and Middle East appetite for outdoor media in the United States grow incrementally, but at a very fast pace. This is not only limited to the scale and size of the offerings on Times Square in New York, but also across Las Vegas, Los Angeles, among other areas that have key audiences.”

Cordova added, “While advertisers operating in the MENA region are turning their eyes to the US, it isn’t a simple task brokering long-distance relationships – because we don’t know them and we’re not local. This is why it makes so much sense to work with Contour Media, who we trust and who bring a lot of value because of their expertise and existing relationships within the region.”

Go Digital, which has a huge presence and access to the media industry in South Africa, brings existing relationships with large-format media owners to the table.

Representing Go Digital, Jonathan Butterworth, Managing Director, Viron Group, said, “I see a huge benefit from bilateral trade within advertising between the UAE and South Africa. Out of home within South Africa has always been a very prominent market sector. Contour Media is a leader within this space, which has given Viron Group a huge leap into this territory. We’re excited about being able to work with clients and advertisers that we wouldn’t necessarily have had the opportunity to work with previously.”

Butterworth added, “As a technology partner within this landscape for the past 14 years, being able to form a mutually beneficial partnership with Contour Media offers us the leapfrog that we’ve been looking for. For us – as Viron Group – to plant our roots and try and compete on an international level within the Middle East region on our own would have been very difficult, but having Contour Media behind us helps us gain that edge and streamline our vision, which is to focus on high-end, large-format digital advertising while keeping technology at top without leaning into mass rollouts or supplying bulk industry.”

The agreement is also in line with Contour Media’s strategy to position the Middle East as a global media hub.

It not only attracts investment and expertise from across the globe, but also takes regional stories spoken through a local lens to the rest of the world.

Additionally, the move complements Contour Media’s broader goal to foster sustainable industry growth and contribute to the region’s digital economy.