Hlayisani Capital Acquires Minority Stake In Tractor Media Holdings
Hlayisani Capital Acquires Minority Stake In Tractor Media Holdings. South African Black-owned private equity and venture capital firm Hlayisani Capital has announced that it has acquired a minority stake in Tractor Media Holdings, one of South Africa’s leading digital outdoor media owners. Tractor Media Holdings took to LinkedIn to make the announcement.
The post read, “Black-owned private equity and venture capital firm Hlayisani Capital has acquired a minority stake in Tractor Media Holdings, one of South Africa’s leading digital outdoor media owners. These funds will be channelled towards the acceleration of Tractor’s aggressive digital out-of-home (DOOH) growth strategy; allowing for the acquisition of key sites and new portfolios as well as investment in advanced and cutting-edge technologies – ensuring that Tractor remains at the forefront of DOOH media in South Africa.”
Established almost two decades ago, Tractor Outdoor is a national out of home (OOH) media owner, which specialises in connecting brands to consumers through its network of traditional and digital inventory, as well as its transit networks and ambient platforms. Tractor Outdoor owns one of the largest digital OOH networks in South Africa, and is a member of Outdoor Measurement Council (OMC), the Out of Home Media South Africa (OHMSA) and the Interactive Advertising Bureau South Africa (IAB SA). The company creates bespoke experiences for brands that are inspirational, meaningful, emotional, and engaging. It gives them access to prime locations across all city gateways and major arterial routes across South Africa, where its locations are hand-picked to create maximum impact.
Simon Wall, Group CEO at Tractor Media Holdings explains: “We believe in growth, we believe in transformation and we believe that the future of our industry lies in technology and innovation. We took our time to identify the right partner that was genuinely aligned to our environmental, social and governance (ESG) goals. We found this in Hlayisani, which seeks to accelerate the trajectory of sub-Saharan African businesses, putting them on the global map while transforming local economies and communities for the better.”
