Hyprop Investments has appointed Primedia Malls and The Media Factory to jointly manage sales of digital advertising opportunities across nine shopping centres in South Africa, replacing a previous arrangement that allowed multiple media companies to sell advertising space across its retail portfolio.
The partnership covers major shopping destinations in Gauteng and the Western Cape, giving advertisers access to digital screens in malls including Canal Walk, Somerset Mall, Rosebank Mall, Clearwater Mall and Hyde Park
The appointment, announced on November 2, 2026, is intended to create a more coordinated commercial structure for Hyprop’s digital advertising assets. According to Brandspur Brand News, the arrangement brings two specialist mall media companies together to offer brands a more focused route to advertising within the shopping centres.
Other locations covered by the agreement are CapeGate, Table Bay Mall, The Glen and Woodlands. The portfolio spans nine centres across the two provinces, with advertising formats ranging from large digital displays to specialised anamorphic screens.
Canal Walk in the Western Cape and The Glen in Gauteng feature the anamorphic screens, which offer advertisers opportunities to create visually distinctive campaigns within busy retail environments.
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For brands, shopping centre advertising provides access to consumers while they are already in a retail setting. Campaigns can be used to promote products, introduce new offerings and build brand visibility close to where purchasing decisions are made.
Hyprop’s head of sales, Yashvir Salagaram, said the company wanted advertising to contribute to the shopping experience while giving brands opportunities to engage visitors. He also expressed confidence that the partnership would help attract creative campaigns across its centres.
Primedia Malls is part of Primedia Out-of-Home, a South African outdoor advertising specialist. The Media Factory joins it as the second co-sales partner under the new arrangement.
The shift from multiple media sellers to two appointed partners is expected to give advertisers a more consolidated offering across Hyprop’s digital screen network, while allowing the property company to develop a more consistent commercial approach to its advertising inventory.
