Page 29

THE MEDIA NOV_2018 - TMOL

“At some stage they are going to run out of legal framework, but it can take the council a year or two to pick up the illegal site and then start the legal process, which can take years.” He said a lot of illegal players don’t pay site rental to council so they are at a huge advantage financially. Stewart said the legal process was underway. The City has only really just begun to start sorting out the issue, and given the scale of the problem and how many companies are involved - from tow trailers to street poles, “we have quite a lot to get our way through”. He said the City had to get interdicts against each company, which made the process long and costly. “Currently that’s the only way.” Asked about ADreach’s contention that only some companies are being targeted, Sekgobela said: “We are targeting illegal signs, not companies or people.” Despite challenges with bylaws, there are significant opportunities within the industry. Provantage Media Group CEO, Jacques du Preez, said OOH advertising is growing. Five major players have formed an OOH measurement council (the OMC), with audience figures and reach frequency for all billboards. “We are proving the efficacy of the media type so that advertisers can work out return on investment,” he said, adding that it was one of the fastest growing media sectors in the world. He said DOOH is “one of the fastest growing categories in the world”. Trying to reach consumers through TV, radio and print has become less efficient and more expensive than ever before, and even on mobile platforms, they can switch off advertising, he added. “OOH is the last media type where we control that exposure … and at a fraction of the cost, so the penny is starting to drop in terms of the value, audience, frequency and guaranteed exposure our medium delivers. Adding digitisation to the category can change communication instantaneously,” said Du Preez, adding that, “Over time you will see enforcement of bylaws and legislation being properly applied, and this will benefit and grow the category.” PwC said infrastructure projects are driving growth and creating numerous opportunities for OOH. OOH in joburg Marcia Klein is a freelance journalist and former editor of Business Times. The Media | wagthedog.co.za P 27


THE MEDIA NOV_2018 - TMOL
To see the actual publication please follow the link above