How 567 Digital Screens Across 10 African Markets Powered a Pan-African Chinese New Year DOOH Campaign

Executing a coordinated DOOH campaign across multiple countries presents operational challenges for media owners. Differences in screen formats, scheduling systems, and creative specifications often make cross-market activations difficult to manage at scale. Today, brands and cultural organisations are seeking campaigns that can reach audiences across multiple cities and countries simultaneously.

For media owners, this shift presents a significant opportunity. When screen networks are connected through the right technology infrastructure, local inventory can become accessible to international advertisers. This enables cross-border campaigns that create new demand while opening up additional revenue opportunities.

A recent Chinese New Year campaign celebrating the CMG Spring Festival Gala illustrates how connected media owner networks can deliver continent-wide visibility through digital out-of-home screens.

The Rise of Cross-Border DOOH Campaigns

Digital Out-of-Home has evolved into a medium capable of delivering campaigns across multiple markets at scale. As digital screens become more common across urban environments, advertisers are increasingly exploring ways to activate campaigns across entire regions rather than individual cities.

For media owners, participating in these campaigns requires more than simply operating screens. It requires the ability to connect inventory with broader advertising demand while ensuring campaigns can be executed consistently across different markets.

When screen networks are connected through a shared technology platform, media owners gain access to a wider ecosystem where global advertisers can discover and activate inventory across multiple regions.

Operational Complexity of Multi-Market Campaigns

Executing campaigns across multiple countries introduces several operational challenges.

Different markets often operate with varying screen formats, technical specifications, and content delivery requirements. Campaigns must be scheduled across networks while ensuring creative assets are adapted for different screen environments.

In this case, the campaign required creative assets to be resized for multiple screen resolutions and adjusted from a 30-second format to 15-second versions to ensure compatibility across networks.

Coordinating these elements across multiple markets requires careful alignment between operational teams, technology systems, and media owner partners.

Infrastructure That Enabled the Campaign

The successful execution of the campaign was enabled through Moving Walls technology infrastructure that connects screen networks across markets and supports coordinated campaign delivery across multiple digital screen environments.

By enabling media owners to integrate their digital inventory within a connected ecosystem, campaigns can be deployed across multiple countries through a unified operational framework.

This infrastructure simplifies campaign delivery across diverse screen formats and networks while making media owner inventory accessible to global advertisers seeking regional reach.

As a result, media owners can participate in international campaigns while unlocking new demand and monetisation opportunities for their screen networks.

A Pan-African Chinese New Year Activation

To celebrate the CMG Spring Festival Gala, a pan-African DOOH campaign was activated across 567 digital screens spanning 10 African countries.

The campaign introduced the CCTV Spring Festival Gala promotional video to audiences across multiple markets, bringing the cultural celebration of Chinese New Year into public environments through digital out-of-home screens.

The campaign ran for one day in each country, creating a coordinated activation across the continent.

This activation demonstrated how connected media owner networks, supported by Moving Walls infrastructure, can enable large-scale cross-market campaign execution.

While the video captures the cultural significance of the event, delivering this campaign at scale required coordinated planning, creative adaptation, and synchronized execution across multiple markets. The campaign ran for one day in each country, creating a coordinated activation across the continent.

Media Owner Collaboration Across Africa

The campaign was made possible through the participation of multiple media owners across African markets including South Africa, Uganda, Nigeria, Tanzania, Ghana, Botswana, Namibia, Zambia, Lesotho, and Zimbabwe.

By combining regional screen networks, media owners were able to deliver continent-wide reach while maintaining strong local audience engagement.

This type of collaboration highlights the growing importance of connected media owner ecosystems. When regional networks operate within a shared infrastructure, their combined inventory becomes capable of supporting large-scale international campaigns.

Cultural Campaigns and the Role of DOOH

Global cultural events such as Chinese New Year create opportunities for media owners to connect diverse audiences across different regions.

Digital screens in public spaces provide a dynamic platform for sharing cultural celebrations, enabling campaigns to reach diverse audiences in cities across the world.

Through coordinated DOOH networks, these moments can be experienced simultaneously across markets, creating shared visibility for global cultural events.

As DOOH ecosystems continue to expand, media owners that connect their screen networks through scalable infrastructure will be better positioned to unlock global advertising demand and participate in cross-border campaigns..

Speak with our team to learn how Moving Walls helps media owners connect their screen networks to international advertising demand and participate in cross-border campaigns.