Outdoor has predominately and still is fundamentally static billboards, but in the last couple of years in South Africa we have seen an exponential growth in digital billboards. This growth has been evident across all provinces but more so in Gauteng. According to the last report conducted but Outdoor Auditors August 2024, we have 693 screens and growth of 6% from February 2024 audit. This growth can be attributed to several factors namely: –

• Increased Screen Availability: More media owners are installing digital screens in high-traffic areas, enhancing visibility and providing brands with more opportunities to reach their target audiences. This is evident from the audit reports that are done by Outdoor Auditors.
• Programmatic Advertising: The shift toward programmatic buying has streamlined the purchasing process, allowing advertisers to optimize campaigns in real time and reach specific audiences more effectively. So many brands have embraced this type of buy and have seen great ROI.
• Data-Driven Strategies: Advances in data analytics enable better audience targeting and measurement, making DOOH campaigns more effective and appealing to brands. Advanced analytics tools track key performance indicators (KPIs) such as impressions, engagement rates, and conversions, allowing brands to measure the effectiveness of their campaigns and make data-driven adjustments.
• Integration with Digital Ecosystems: DOOH is increasingly integrated with online and mobile advertising, allowing for cohesive multi-channel marketing strategies that enhance overall impact.
• Dynamic Content Capabilities: The ability to display real-time, contextually relevant content (such as weather updates or local events) makes DOOH more engaging and attractive to advertisers. We have seen alcohol and sports brands embrace this technology very well.
• Consumer Behaviour Shifts: As consumers spend more time outside their homes, especially in urban areas, the demand for impactful outdoor advertising has grown. Understanding the consumer journey and consumption patterns allows for brands to target audiences for efficiently.
• Brand Safety and Transparency: The industry is moving toward greater transparency in inventory and performance metrics, boosting confidence among advertisers. DOOH is measurable and this allows for technologies like mobile tracking and geofencing can help measure how many people pass by and engage with a particular ad.
• Sustainability Initiatives: Many companies are focusing on eco-friendly practices, which resonates well with consumers and brands alike, driving further investment in DOOH. Many DOOH displays are adopting LED technology, which consumes less energy than traditional lighting. Brands are also using solar-powered displays in some locations. Brands are partnering with environmental groups to promote sustainability initiatives and raise awareness about environmental issues through their advertising.
• Increased Investment: Advertisers are allocating more budget to DOOH, recognizing its effectiveness in driving brand awareness and engagement. This coupled with the ease of creative change and multiple creatives on a digital screen. Advanced analytics tools help brands measure the effectiveness of their campaigns, providing insights into audience engagement and ROI, which encourages further investment.
• Emerging Technologies: Innovations like augmented reality and interactive displays are enhancing the consumer experience and driving interest in DOOH campaign. The goal is to grab the attention of the audience and drive the message.

With various media types fighting for the attention of consumers especially in the OOH space, a critical aspect of effective outdoor advertising is focusing on creatives that effectively reach and resonate with the target audiences. One way of doing this is understanding the consumer journey and mapping strategic sites that will target the relevant audience. By utilizing these strategies, digital outdoor advertising can effectively engage consumers and drive action. The key is to create memorable, relevant, and visually appealing content that speaks directly to the target audience. The integration of social and digital has certainly played a role. This is where the creative agency and lead agency partnership comes to play so that magic can be created. It is one thing having an “amazing” digital billboard but the trick when the creative is aligned to the objectives of the campaign.

So, as we think of the last remaining three months before the festivities, as marketers let us think how we can close of this year with a bang using digital outdoor advertising to its best ability and reap the rewards!