At around 5% share, OOH media certainly has room for improvement in South Africa. But how can this medium compete against TV, Print, Radio and the ever-growing Digital? Clients are getting savvier, demanding more bang for their buck, and they are looking to compare ROI against campaigns and media.
This leaves outdoor media in the unique position of the only medium still being bought largely on experienced 'gut-feel'. OOH's plight is so dire that some media owners have said to me they only compete against other OOH media owners and formats as they have lost the belief that they can take share from TV, radio, print or digital and billboard owners are trying to take away from transit, transit from malls, malls from in-store and so on.
So the real question becomes what will it to grow the outdoor advertising industry's share? Is it more research, more credibility, pricing, marketing insights, new formats, different sales techniques, innovative value offerings, industry standards and regulation, new entrants?
Please share your thoughts and lets impact the industry positively! Media Trace
