Out of Home is back on track says WOO President Tom Goddard at Africa Forum - here are six ways to take on the online challenge.
Global Out of Home revenue looks set to exceed 2022's $36.8bn, a full recovery from the pandemic, with six factors set to drive further growth in 2024 and beyond, World Out of Home Organization President Tom Goddard said, opening WOO's first in-person Africa Forum in Cape Town this week.
These are:
- Digital Transformation - improving presentation standards, delivering 100% illumination and reducing lead times to hours instead of weeks.
- Media Ownership Consolidation - Statistics clearly show how consolidated markets win a larger share of ad expenditure.
- Better measurement - which builds trust, improves buyer confidence, compares well to other media and enables a common trading currency.
- Automation - which improves efficiency and enables Programmatic trading.
- Value for money - OOH compares favourably with all other media in its reach and impact. Better-funded, more unified trade bodies are key to getting this particular message across.
- Winning the contest with online - online, now 60% of the global ad market, is bedevilled by fears over brand safety, fraud, and fake news, the latter magnified in an election year across the world. This creates an enormous opportunity for a trusted medium like OOH.
On Africa specifically, Goddard said OOH's share was ahead of most other continental markets although digital penetration was still far below the 30-40% norm in other regions. This indicated a great future for the medium although such a massive continent - 54 countries with around 2000 languages - posed challenges.
Goddard also announced that WOO board member Dave Roberts of Primedia is standing down. and thanked him for contribution and support. His place will be taken by Jacques du Preez of Provantage. The board has also agreed to recruit another member representing Sub-Saharan Africa and the process is underway.
Globally, said Goddard, a big challenge for OOH, aside from the seemingly remorseless rise of digital, remains sustainability. Major brands and media agencies have set fixed goals to reach carbon net zero by 2030 and not only do they expect media suppliers to follow suit, but many have also stated they will only buy media from Ad Net Zero-rated suppliers. That’s why WOO has set up a special task force and a dedicated website to help members achieve this goal.
But there is still much to celebrate, not least the massive creative impact of recent campaigns from the likes of McDonald's, Gucci, Chanel and British Airways, using both classic (static) OOH and digital to their fullest extent, among many others.
Out of Home, he concluded, demonstrably works.
THE AFRICA FORUM PROGRAMME HERE
EVENT SPONSORS
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Event Platinum Sponsor
JCDECAUX
JCDecaux Africa is the number #1 Out-of-Home media specialist in Africa, offering a broad range of digital and static advertising solutions across 17 countries with dedicated offices and teams in each market.
JCDecaux Africa has strategic holdings in highly sought-after locations and environments, offering a host of advertising formats, including Airports, Gautrain, Roadside Digital (RSD), Roadside Static, Iconic, Mall, and Street Furniture.
JCDecaux Africa services major media agencies, multinationals, and most prominent brands worldwide. Our media planning and strategy are focused on a host of in-depth research and insight tools to maximise our clients' advertising spend and deliver on their campaign objectives.
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Event Platinum Sponsor
PROVANTAGE
Provantage is a portfolio of multi-disciplinary specialist OOH media and marketing services businesses operating in South Africa and certain markets in sub-Saharan, West Africa and UAE.
Founded as an entrepreneurial OOH specialist, Provantage has evolved into a collective of established media & marketing services offerings spanning across the value chain.
Their success as a business has been defined by the strength and resilience of an interconnected approach, delivering quantifiable, measurable results. They apply entrepreneurial thinking at scale to enable companies to grow, unlock value for the brands they serve, and continuously drive innovation in the out-of-home market. Provantage is a Black-owned, level 1 B-BBEE entity, and is committed to actively contributing to the upliftment of the industry.
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Event Platinum Sponsor
TRACTOR OUTDOOR
Established nearly two decades ago, Tractor Outdoor is a nationwide out-of-home (OOH) media owner specialising in fostering connections between brands and consumers. Our expertise spans traditional and digital inventory, transit networks, and ambient platforms. Tractor Outdoor boasts one of South Africa's largest digital OOH networks and holds membership in key industry associations such as the Outdoor Measurement Council (OMC), and the Interactive Advertising Bureau South Africa (IAB SA).
At Tractor, our mission is to contribute to the growth of individuals, places, and businesses. This is achieved through our diverse portfolio, encompassing traditional OOH, digital inventory, technology, transit networks, and innovative ambient platforms.
Recognising the substantial influence of the OOH industry in South Africa, we acknowledge both the opportunity and responsibility it holds in positively impacting communities. Our goal is to craft tailor-made experiences for brands that are not only impactful but also inspirational, meaningful, emotional, and engaging. We offer access to prime locations strategically positioned at city gateways and major arterial routes across South Africa, carefully selected to maximize impact.
Continual investment in data and research is integral to our approach, allowing us to measure real-world audience locations, preferences, and interests in a quantifiable manner. This commitment ensures that every campaign is guided by insights, resulting in continuous improvement and surpassing the effectiveness of previous efforts.
We believe in creating new experiences that are inspirational, meaningful, emotional and engaging for your brand.
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Event Silver Sponsor
KENA OUTDOOR
Kena Outdoor is a specialist billboard media owner and brand communicator founded in the early 2000s by media mavericks Lerumo Maisela and Tshepo Matsepe. We offer brand managers and advertisers premium visibility in high-traffic and iconic sites across major urban centers in South Africa. Kena Outdoor is 1 of 5 billboard companies with a national footprint, with over 350 billboards across South Africa. We are proud to connect leading brands to millions of consumers every day.
Over the years we’ve seen an evolution in outdoor media, from static to digital billboards. The wave of digital advertising is challenging traditional media for a share of advertising budgets. For us, this poses an opportunity to innovate and grow. With this in mind, we have invested in our infrastructure with the addition of digital billboards across the country and continue to grow our digital footprint.
We maintain our share of spending with media buyers through excellent customer service, our distinctive site portfolio, and always going the extra mile to ensure their campaigns succeed.
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Event Silver Sponsor
Vicinity Media
Vicinity Media is a location ad-tech and data business. Established in South Africa in 2013,
Vicinity serves a global community of mobile advertisers and publishers using exclusive, purpose-built, location based technology. The unique driving force behind the unrivalled relevancy we create is our proprietary 1st party location data, which we’ve built via opt-in from consenting users across the exclusive network of premium publisher sites we’re directly integrated with. We help clients deliver contextual and meaningful advertising experiences rooted in 100% location accuracy.
These campaigns are also 100% traceable and easy to see on our premium network, because we believe transparency is non-negotiable – what we promise is what we deliver; and what we deliver is an unrivalled return on investment. Vicinity harnesses best of breed technology and location expertise to deliver street-level location targeting and driving mobile users into advertiser locations.
We target users further based on search term, handset type, time of day or day of the week, right down to weather specific weather conditions in exact locations - ramping up the relevance of mobile campaigns to never before achieved levels. Vicinity Media is bringing a Relevance Revolution to mobile.
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Event Exhibitor
Skyco Technologies
Supplies and installs a wide range of custom-designed media products to fulfil clients’ unique requirements. Skyco creates an immersive experience that allows clients to encounter creative storytelling and ignite their senses.
We are able to dream beyond our wildest dreams and break limitation. Creativity can be fully explored and reimagined through media technology. Our Essence is our innovative passion in all we do, this is a true reflection of our brand, being creative strategists that help our clients find the best solutions for their big idea. We are more than media technology suppliers.
WE ARE THE CATALYST TO BRING IN CREATIVE, INNOVATIVE SOLUTIONS
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Event Sponsor
ALIVE ADVERTISING SA
Since its inception in 1996, Alive Advertising has been a trailblazer in the South African advertising
landscape. Our introduction of the first digital billboard on Smit Street in Braamfontein marked the
beginning of a journey characterized by innovation, growth, and leadership in the Digital Out of
Home (DOOH) sector.Driven by a commitment to excellence, our team comprises seasoned professionals dedicated to
every facet of DOOH advertising. From creative ideation to technical execution and post-campaign
analysis, we maintain a relentless focus on delivering outstanding results for our clients.Throughout our nearly three-decade-long journey, we have embraced change and innovation as
fundamental pillars of our success. By leveraging cutting-edge technologies and pioneering new
approaches to DOOH advertising, we have consistently pushed the boundaries of what's possible in
the industry.At Alive Advertising, we understand the power of collaboration and partnership. It is through our
strong relationships with our clients, partners, and stakeholders that we have been able to achieve
sustained growth and success over the years.With a steadfast dedication to excellence, we are confident in our ability to continue driving positive
change and delivering exceptional value to our clients in the dynamic world of DOOH advertising. -
Event Sponsor
ASK AFRIKA
Ask Afrika is a full-service market research company with a B-BBEE level 2 rating. Over the past nearly three decades we have partnered with clients in the retail, telecoms, financial services, automotive, media, and public sectors to provide customised research. We work across Africa, which makes us a great partner for multinational companies.
We are known and respected for our data integrity and are often the preferred data collection partner, even for our competitors. We regularly engage with external and independent auditors in our research practices, recognising experts like Dr Ariane Neethling (Independent Auditor and Statistical Expert), and auditing firms such as BDO, for large-scale projects, where results are published, and for our benchmarks such as the Orange Index™, Icon Brands™, and Kasi Star Brands™
Ask Afrika’s knowledge of brands is extensive. Our proprietary Target Group Index (TGI) is already used by the majority of the top 50 advertisers and media owners in South Africa. TGI complements local and global measurement currencies and offers the most comprehensive insights into consumer demographics, behaviour, and product and brand usage, with rich attitudinal statements.
Our exclusive product suite includes the Ask Afrika Orange Index®, the Target Group Index (TGI), Ask Afrika Icon Brands™, and Ask Afrika Kasi Star Brands.
www.askafrika.co.za
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Event Sponsor
Face First
Face First Media is a leading outdoor advertising company with over 15 years’ expertise in the industry.
Our extensive inventory of sites are strategically located in high sought-after locations across south Africa.
Renowned for our expert insights, tactical abilities, personalised service and well-established media relationships, we provide the perfect balance of targeted sites and extensive exposure to meet all your outdoor marketing needs.
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Event Sponsor
Innovocean
Innovocean emerges as a pioneering force in South Africa's Out-of-Home (OOH) media landscape, a joint venture born from the unique collaboration between Tractor and Reveel. With a Capetonian spirit at our core, we are committed to redefining OOH advertising by providing exclusive and innovative advertising solutions at the V&A Waterfront.
Fuelled by energy and passion, Innovocean is at the forefront of OOH advertising. We are attuned to the pulse of the market, always ready to excite and engage your customers with innovative advertising solutions. Expect nothing less than agile operations, efficient production, continuous technical support, complemented by cutting-edge analytics and reporting systems.
We boast exclusive access to top-tier Digital OOH opportunities, harnessing revolutionary shopper data and analytics. Our design solutions merge aesthetics with advanced technology, transforming how retail advertising is presented and perceived. It's our commitment to creating unforgettable moments for shoppers while providing advertisers with unprecedented shopper insights.
With over a century of combined experience, our team is equipped to handle any challenge and address any inquiry. We pride ourselves on delivering OOH solutions that are as unexpected as they are effective, tailor-made to support your business objectives.
Our reach extends to external sites, internal locales, and countless other strategic points. From iconic large digital screens to classic digital advertising, roadside statics, and geo-targeted campaigns, we are at the forefront of PDOOH media, offering a portfolio as diverse as it is dynamic.
At Innovocean, we are not just about placing ads; we are about transforming the OOH narrative, setting new benchmarks in the industry, and ensuring that each campaign leverages the full potential of PDOOH media to deliver impactful results.
We are dedicated to crafting the unexpected, ensuring that your message not only reaches but resonates with your audience.
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Event Sponsor
OMC
The OMC (registered in early 2015) has been formalised based on international best practice and is representative of key OOH media owners.
We are committed to produce an out of home currency which will contribute to building the credibility and stature of the Out of Home (OOH) industry .
The OMC’s vision is to produce consolidated, inclusive and representative research covering the key OOH areas.
OUR RESEARCH
The innovative methodology includes the combination of traffic flows, satellite images, and travel patterns to create a comprehensive traffic model, which when combined with the location of all media owner billboard panels, creates an accurate representation of OOH audiences.
These elements are modelled to create OOH ratings demonstrating reach, frequency, GRP’s, impacts, CPM and so on for Out of Home campaigns or single billboards. Elements such as direction of traffic flow and visibility are taken into account as part of the model.
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Event Sponsor
Reveel.
Reveel is a standout in the Out-of-Home (OOH) media market in South Africa. Our boutique approach is innovative and dedicated, showcasing a deep understanding of the local aesthetic. This approach has made us leaders in creating impactful OOH solutions across the country.
We are more than just a media business. Our vision is to craft South Africa's visual story. Our mission moves beyond just advertising by creating spaces where brands and people can connect through beautifully designed OOH experiences.
Our expertise is in identifying the best locations for advertising, giving brands visibility in high traffic, high dwell time areas. We currently boast the largest footprint of digital inventory in major nodes such as Sandton and Umhlanga. Our partnership with Innovocean at the V&A Waterfront expands our reach, ensuring that brands are seen in the most sought after, high traffic, areas.
Reveel offers a wide range of static and digital OOH options to suit different campaign needs and budgets. Our services are made to match the unique stories that brands want to tell, whether it is the enduring charm of static billboards or the dynamic allure of digital displays, our portfolio is designed to support the unique storytelling ambitions of each brand.
Innovation is key at Reveel. We don't just find great advertising spots; we aim to innovate in the OOH media space. Our goal is to create memorable moments in outdoor spaces, where brands and people build strong connections.
In everything we do, we aim to make a lasting impact. We focus on building meaningful and lasting relationships with audiences, making sure every campaign is an integral part of South Africa's outdoor scene.
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Event Sponsor
RELATIV-MEDIA.
Relativ Media is a collection of passionate and driven individuals all working together to build the most iconic and beautifully curated digital networks across South Africa. We are proud to be South African as a Level 2 BEE company and want to create value for those around us.
Our clients are our main priority, which is why we ensure efficiency in everything we do. We add extra value to our service offering through innovation and engaging media platforms. Our exciting and compelling media mix caters for many brands with dynamic campaigns and exciting messages. We specialise in developing digital networks, which enjoy the highest quality infrastructure, embrace the latest technologies and have the ability to enhance every campaign it hosts.
We have enabled the entire network to be bought programmatically and almost every site has back up power supply.
Our media platforms include but are not limited to: DOOH, OOH, In-Mall Digital, Forecourt Digital, Uber Branding.
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MEDIA PARTNERS
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Media Partner
DOOH
Your one-stop hub of key resources to inform, impact, inspire, and grow Africa’s Digital Out Of Home industry.
Africa’s home to some of the world’s most innovative Digital Out of Home experts, some of the greatest creative and strategic minds, and some of the most beautiful and impactful inventory.
Now it also has an independent platform to celebrate, elevate, and showcase this excellence, too.
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Media Partner
Media 4 Growth
Media4Growth, promoted by VJ Media Works Pvt Ltd, is India’s foremost news website on out-of-home (OOH) advertising, followed by brand strategists, brand marketers, media planners & buyers, OOH media owners, specialist agencies, creative agencies, data & tech firms, innovators, media consultants, among others.
Media4Growth commands extensive reach among audiences across India markets, and is a key media channel for global OOH players exploring opportunities for business and collaborations in India.
Media4Growth complements the media group’s OOH publication Outdoor Asia, the flagship event Outdoor Advertising Convention (OAC) (www.oacasia.org), Transit Media Talks and other vertical-focused conferences and workshops.
The news website provides up-to-date information and analysis on:
- Global, national and regional OOH business developments including media acquisition, people movement, account wins, regulatory interventions, policy outcomes, etc.
- Digital OOH (DOOH) initiatives
- Global and Indian OOH research outcomes
- OOH/DOOH campaigns
- Innovative OOH solutions / technologies
- OOH events
The daily Media4Growth newsletter containing the latest news updates reaches all subscribed readers, across India and the overseas.
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WOO GLOBAL SPONSORS
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Platinum Global Sponsor
Broadsign
Broadsign is making it easier than ever for media owners, agencies and brands to harness the power of out-of-home and connect with audiences across the globe. Powering over 1 million signs in airports, shopping malls, health clinics, transit systems, and more, Broadsign is at the heart of people’s lives. The Broadsign platform helps media owners more efficiently manage their business operations while enabling brands and agencies to easily book OOH campaigns. The platform includes tools for content distribution, playback and proof of performance; sales inventory availability and proposal generation; automated programmatic DOOH transactions; and OOH business operations.
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Platinum Global Sponsor
Daktronocs
Founded in 1968, Daktronics is recognized worldwide as the leading designer and manufacturer of electronic scoreboards, programmable display systems, advertising displays and large screen video displays using LED technology.
The company has installed more than 35,000 individual video-capable displays in more than 80 countries around the world and has multiple international manufacturing and office locations. These displays inform and entertain people throughout the world including thousands of digital billboards and many custom Out Of Home digital advertising displays in places like Times Square, New York, and Piccadilly Lights in London. Recently the company installed an 8,000 sq. ft. LED video display system at Rogers Centre, Toronto, Canada.
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Platinum Global Sponsor
Hivestack by Perion
Hivestack is the largest independent, global, full stack, marketing & ad tech company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. On the buy side, marketers use Hivestack’s Demand Side Platform (DSP) to create measurable campaigns that activate DOOH screens in real-time based on consumer behavior and audience movement patterns.
On the sell side, DOOH media owners use Hivestack’s Supply Side Platform (SSP) & Ad Exchange to attract programmatic revenue. DOOH media owners can also use Hivestack’s Ad Server to power impression-based, directly sold campaigns. Our suite of solutions allows advertisers to plan, activate and measure DOOH campaigns at scale.
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Platinum Global Sponsor
Moving Walls
Moving Walls is a media technology group with a presence in seven markets across four continents. The group operates a myriad of technology for both the demand and supply sides of Out-Of-Home (OOH). For planners and buyers, Moving Walls operates ‘Moving Audiences’, a patented multi-sensor approach to location-based media measurement like billboards, digital signage, and transit media. For asset owners, the group’s supply-side subsidiary, Location Media Xchange (LMX) is a platform for marketers to profile locations based on the types of audiences around the site and activate mobile and physical place-based media like digital billboards to reach them during this offline journey.
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Platinum Global Sponsor
Talon
Talon is the leading global independent Out of Home (OOH) media agency focused on delivering smarter, creative, data-driven integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open and transparent working relationships between many of the world’s leading agencies, clients, and media partners that ultimately deliver greater value whilst inspiring people and caring for our planet. Headquartered in London with additional offices in Dubai, Dublin, Frankfurt, Manchester, Nashville, New York and Singapore, Talon delivers expertise at the global, national, regional, and local levels. Additionally, the agency has built a global OOH planning and buying network covering 100 markets across the U.S., Europe, Asia, and Latin America. For more information, please visit www.talonooh.com and follow us on Twitter and LinkedIn.
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Platinum Global Sponsor
VIOOH
VIOOH is a leading global Supply Side Platform connecting buyers and sellers in a premium marketplace, making OOH easily accessible.
VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data.
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Platinum Global Sponsor
Vistar Media
Vistar Media is the world’s leading end-to-end programmatic ecosystem for digital out-of-home (DOOH). Vistar Media’s demand-side platform (DSP) and supply-side platform (SSP) empower buyers and sellers to easily transact on DOOH inventory, while applying intelligent data insights that improve media performance. Vistar’s SaaS solutions (unified ad server and Cortex for device and content management) deliver enterprise-grade solutions for monetizing and operating digital signage networks at any scale. Founded in 2012, Vistar Media is headquartered in New York City and has offices across the United States, Canada, EMEA and APAC. Through its global reach, direct platform integrations, data partnerships, and complete technology stack, Vistar Media continues to power innovation and growth across the digital out-of-home industry.
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Gold Global Sponsor
Ipsos
Ipsos - world leader in Out of Home measurement.
Ipsos operates OOH solutions in 17 different countries. (11 recognised industry currencies). We offer the most accurate and reliable insights for media owners, media agencies and brands. People-centric measurement Ipsos provides a total understanding of audiences. Our approach centres around understanding people and is how we build solutions reflective of local environments. We leverage the best in technology, national data sources and our research expertise to deliver realistic representative OOH data for any market need.
Global Expertise Ipsos is present in over 90 different countries. Our local knowledge is supplemented by a central global OOH team which includes the expertise of MGE Data. (OOH Data and Technology specialists who design, develop and manufacture equipment and software.) This mix of global and local expertise enables us to offer tailored contemporary solutions, ensuring our clients have the most accurate datasets for media planning and advertising. We continually invest in our audience measurement capabilities.
Our scale and expertise in data science ensures our tools are future ready. We help our clients to unleash the power of audiences.
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Silver Global Sponsor
AllUnite
AllUnite is a global adtech company that specialises in OOH advertising audience measurement and analytics. Its technology provides real-time data on audience behaviour and ad exposure, enabling OOH media owners, advertisers, and agencies to make data-driven decisions and optimise campaign performance.
AllUnite's solutions include digital sensors and holistic data analytics tools. Headquartered in Denmark, and with offices in Italy, and Brazil, AllUnite caters to a diverse clientele across the globe.
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Silver Global Sponsor
Seventh Decimal
Seventh Decimal is a UAE-based company that specializes in designing, implementing and integrating customized technology solutions for brands, media agencies and consultancy firms. The company leverages expertise in the mobile telecommunications, mobility analysis and digital media to provide innovative turnkey solutions around spatial data science, IoT and Big Data.
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Event Global Sponsor
Absen
Established in 2001, Absen Optoelectronic Co., Ltd (SZSE: 300389) is a trusted global brand providing LED display solutions and services. Featuring reliable visual performance and proven product quality, Absen’s LED displays havebeen exported to over 120 countries and regions around the world. Amongst the Chinese manufacturers of LED, Absen has been ranked number one Chinese exporter for the last, consecutive, nine years. With more than 30,000 successful installations in OOH advertising, retail, sports, entertainment, spectaculars, branding, corporate and broadcasting, Absen has an LED product solution for every application. As a truly global player Absen is constantly developing its international sales and service networks. For our European partners and customers our European HQ is located near Frankfurt a.M., Germany, where we would welcome the opportunity to meet with you and demonstrate the proven quality and costeffectiveness of our award-winning products.
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