Imagine the lively atmosphere and dynamic energy of Mzansi, where our diverse cultures, landscapes, and people create a truly unique canvas for advertisers. As a media expert with a global perspective, but with my roots firmly planted in South African soil, I cannot help but marvel at the potential that our digital out-of-home (DOOH) market has to offer. Media owners and brands are collaborating to unlock the full power of this dynamic advertising medium, creating unforgettable experiences that captivate audiences.

(Credit: Unsplash. (n.d.). bullterriere. Retrieved May 10, 2023)

A South African Journey: From Brand Building to Out-of-Home Adventures

Fresh out of Varsity with a background in brand building and marketing communication, I found myself captivated by the world of out-of-home media. Driven by curiosity and a desire to make an impact, I embarked on a journey to become an expert in the field. 

My quest for knowledge led me to Posterscope, where I grew, learned, and honed my skills under some great seasoned experts, an eclectic group of people, admittedly. I always knew that my journey at this great agency was to prepare me for my own journey as a media owner. I told myself that I would only venture out when the excitement of going to work had worn off, which took me five years to decide, and it was not an easy one.

Taking the leap and starting my own business, Eclectic, felt like jumping into a mosh pit at a music festival – exhilarating, chaotic, and full of surprises. I could not have imagined the challenges and learning opportunities that awaited me on this journey. As Eclectic approaches its fifth birthday, I reflect on the ten years in the out-of-home industry with awe and gratitude, ready to embrace the future and continue shaping the industry as best as possible. So let me take you through a quick recap of what I have learned over the ten years.

The Evolution of DOOH: A Journey from Humble Beginnings to Mega Sites

The history of DOOH has been marked by rapid evolution and growth, starting with simple digital displays and evolving into the massive, iconic sites we see today. In the early days of digital advertising, screens were smaller and limited in their capabilities. However, as technology advanced, so did the ambitions of media owners and advertisers.

Over the years, DOOH has undergone significant changes, with screens becoming larger, more vibrant, and more interactive. The adoption of high-definition and even 4K displays has made it possible for brands to deliver rich, immersive experiences that engage audiences like never before. Today, DOOH has blossomed into an advertising powerhouse, featuring mega sites that are transforming the landscape of outdoor advertising in South Africa. These iconic sites are a testament to the industry’s resilience and ambition, offering brands unparalleled opportunities to capture consumers’ attention on a grand scale.

Now that we have a brief overview of the DOOH space and its progress, to understand where it is heading and how to leverage the medium fully, we need to understand its capabilities.

(Credit: Eclectic Africa)

Revolutionizing DOOH: with the (APD Model) Anamorphic, Programmatic, Dynamic solutions

The introduction of Anamorphic, programmatic, and dynamic DOOH solutions has brought about a paradigm shift in the industry, leading to increased advertising spend and a migration of budgets from digital and other traditional out-of-home (OOH) mediums. Additionally, these technologies have unlocked new possibilities for advertisers, enabling them to create more engaging and targeted campaigns.

Anamorphic DOOH displays allow advertisers to create unique, eye-catching visuals that appear to be three-dimensional. This innovative approach to outdoor advertising allows brands to deliver immersive experiences that capture consumers’ attention in a truly memorable way.

(Credit: The Drum. (2022, September 8)).

Programmatic DOOH is another game-changer for the industry, streamlining the buying and selling process while offering advertisers greater flexibility and control. By leveraging data and automation, programmatic DOOH enables advertisers to target specific audience segments and optimize their campaigns in real time. This increased efficiency and precision has led to a surge in ad spend as brands recognize the value of delivering contextually relevant messages to their target audiences.

(Credit: Grocery TV. (2021, March 3)).

Dynamic DOOH is an advanced technology that enables advertisers to change their creative content in real-time, allowing them to adapt to factors such as time of day, weather, and social media trends. This level of flexibility enables brands to create more engaging and timely campaigns that resonate with consumers on a deeper level. The ability to adapt campaigns in real-time has proven to be a significant advantage, encouraging more brands to allocate their budgets to DOOH as they recognize the potential to deliver more impactful and engaging campaigns that reach their target audience at the right time, in the right place, with the right message.

(Credit: Media in Canada. (2022, April 28)).

Normal             VS                Dynamic.

As a media owner and strategist, once you understand how these solutions work, you can position yourself as an innovator in the space, adding value to clients that will see your business grow and the industry breaking boundaries.

As the sun sets over the majestic Drakensberg mountains, casting a golden glow on the horizon, it’s impossible not to appreciate the beauty of South Africa and its potential as a thriving market for digital out-of-home advertising. With the right strategies and technology, brands can create unforgettable experiences that resonate with audiences and drive results.

As the DOOH industry continues to evolve and grow, it is essential for media owners and advertisers to stay at the forefront of innovation and embrace new technologies that can deliver better results.

By leveraging the power of anamorphic, programmatic, and dynamic DOOH solutions, brands can create impactful campaigns that capture consumers’ attention and drive engagement. As a media owner, it is crucial to understand these capabilities and position yourself as an innovator in the space, adding value to clients and driving the industry forward.

The DOOH industry has come a long way since its humble beginnings, and it shows no signs of slowing down. With the right strategies, technology, and expertise, brands can create unforgettable experiences that captivate audiences and drive results. As a media owner and strategist, it is essential to stay ahead of the curve and continue pushing the boundaries of what is possible in this exciting and dynamic industry.

(Credit: Eclectic Africa)

BIO AND COMPANY PROFILE

 Eclectic is a leading provider of iconic out-of-home (OOH) advertising solutions. They specialize in giving brands a platform to share their unique stories, using their portfolio of recognizable and sought-after OOH sites. The team at Eclectic is passionate about delivering outstanding results and prides themselves on their ability to turn ambitious ideas into reality. They strive for greatness and always go above and beyond for their clients. If you’re looking to make a bold statement and achieve your marketing goals, Eclectic has the expertise and resources to help you do so.

DON’T BE GOOD BE GREAT