Measuring whether outdoor advertising has been noticed usually takes research budgets. For Motswako Office Solutions, the proof came from its own customers’ phones.
For most advertisers, proving that an outdoor campaign has been seen means commissioning a recall study or relying on modelled impressions. Motswako Office Solutions got its evidence another way. Clients and business contacts began photographing its Golf TV adverts at their golf clubs and sending the pictures straight to the Motswako team.
The shared photos arrived during a campaign that has since become one of Golf Ads’ longest-running partnerships. The business started with a three-month test in April 2024 and has renewed almost continuously since then. It is now on an open-ended booking across Gauteng and the Western Cape.
Motswako National Sales Director Terrence Burger says: “You can look at impression numbers all day, but nothing compares to a client sending you a photo of your ad and saying ‘saw you at the club this weekend’. It happened more than once and it told us the people we most wanted to reach were noticing us and remembering us.”
Reaching the people who sign off
Motswako provides office automation, printing and technology solutions to businesses. Its buyers are business owners and senior decision-makers who buy, or influence buying, for their organisations. These people are hard to reach through mass media and easy to lose in digital clutter.
The company chose Golf TV, the screen network in club lounges, bars and locker rooms, where members spend time before and after a round. According to Golf Ads, 72% of its audience falls within SEM 8–10 and 62% are senior decision-makers or self-employed. BrandMapp research (2024) found that 64% of golfers notice advertising on the golf course.
Delarey Hattingh, Product Manager Provantage Sport and Entertainment, says: “A business solutions provider needs to talk to people with purchasing authority. Golf TV puts Motswako in front of those people every time they visit their club and repetition in the right place is what builds recognition.”
From test to partnership
Motswako’s booking history shows its confidence growing in stages. The three-month Gauteng test in 2024 was followed by a six-month campaign from August. In early 2025 it moved to monthly renewals on the Golf TV Diamond package. In May 2025 it expanded into selected Western Cape clubs. From June 2025 it switched to an ongoing monthly renewal, and it then renewed for the whole of 2026. Across almost two and a half years, the campaign has been off air for only one month.
Golf Ads also provides Motswako with additional Golf TV flightings each month, on top of the contracted schedule, which raises the brand’s frequency across the network.
What it means for outdoor measurement
The out-of-home industry is under pressure to prove its impact with the same precision as digital channels. Motswako’s experience does not replace formal measurement. It does show something data often misses: an ad that becomes a talking point between a brand and its customers.
Burger adds: “Expanding into the Western Cape and moving to an ongoing booking were natural next steps. The visibility is consistent, it’s in a premium setting that suits our brand and our clients keep telling us they’ve seen it.”
About Golf Ads®
Golf Ads is the country’s largest golf-course out-of-home media owner. The company holds exclusive advertising rights across 80 premium golf clubs nationwide, spanning six provinces, reaching affluent, brand-conscious golfers during hours of undivided, distraction-free attention on course and in the clubhouse.
Its product suite includes Golf TV®, a premium digital place-based network, alongside static formats Ballwashers, Clocks, Mini Billboard and Golf Lite, giving brands repeated visibility across every stage of a round.
A division of Provantage, South Africa’s leading integrated media and marketing group, campaign performance is tracked through Protrack, providing real-time audience measurement and engagement data across the network.
Learn more at https://www.golf-ads.co.za or follow Golf Ads on LinkedIn.
