The convergent world presents enormous opportunities for brands to connect with consumers in different ways as the point of connection and engagement, and the point of transaction are getting closer together and the Out-of-Home market sector should be leading the way.
With this in mind, the oldest, most far reaching medium is the place where it all comes together and as such, Out-of-Home is becoming pivotal in the media landscape.
Unfortunately, the efficacy of this medium and actual share of voice of total advertising spend in South Africa* is still being questioned. Only when we see inclusive and accurate reporting across all formats will Out-of-Home gain its’ rightful share of spend in the media landscape.
What we do know is that South Africa has a well-developed Outdoor industry. Over 180 media owners represent more than 11 000 media touch points nationally, from street poles to billboards, from building wraps to digital panels and from bus shelters to transit media. Brands across multiple industry segments and product categories have capitalised on the “always-on” nature of this medium.
FMCG manufacturers exploited the broadcast nature of the medium to reach mass audiences during the “washing powder wars”. Quick Service Restaurants (QSR) brands continue to challenge each other in the bid for the best burger or breakfast deal, using smaller formats, with higher frequency close to retail outlets. The introduction of roadside digital networks has also enabled these brands to present “day-part” meal offers to consumers in real-time.
Mobile network operators leverage the flexibility of the medium when delivering their seasonal domination campaigns utilising multiple formats, from large impactful broadcast messages, to bespoke retail offers on smaller formats close to retail outlets. Premium watch brands also follow a seasonal strategy by buying a multitude of formats in-and-around key malls at year end, while fashion retailers understand the benefit of rotational packages on key routes to malls.
Production innovation on some formats allow for stand-out and storytelling. The power of planning in conjunction with radio, driving consumers to website search, or call to action through short codes must never be overlooked.
The key role for OOH is therefore to enable brands to connect with consumers in every way, presenting the right message, at the right time, in the right place.
(*reports range from 4.6% to 11.8% share of total advertising spend. Some OOH media owners do not report to Adex and OOH reported figures are ex-agency commission)
Craig Page-Lee is the MD of Posterscope – SA’s leading Out Of Home specialists. He is passionate about retail and has a background in design and architecture and one day dreams of heading off on a world adventure on his motor-cycle.Follow @cpl_ignite Follow @posterscopeza
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