South Africa, Oct. 30 -- Hyprop Investments Limited, a specialised retail real estate investment trust, has jointly appointed Primedia Malls, part of the Primedia Out of Home group, and The Media Factory as co-sales partners for digital advertising opportunities across its nine South African shopping centres.

The appointment marks a strategic evolution from the previous arrangement, under which multiple media companies could sell digital advertising within the portfolio. By bringing together two established mall media specialists, Hyprop aims to strengthen the commercial positioning of its digital assets and create a more coordinated offering for advertisers and media agencies. For brands, the partnership presents an opportunity to combi...