Page 34

THE MEDIA NOV_2018 - TMOL

Digital out of home sees double digit grow th Out of home is exploding across Africa, aided by infrastructure development, reduced costs and technological developments. By IZA GREK. Following the September PwC Outlook on out of home advertising in Africa, it’s clear the platform will hit explosive growth in the next five years, where digital out of home has tipped the scales. “Digital has exploded across the continent with forecasts reflecting double digit growth over the next five years,” says Howard Lonstein, marketing manager of Provantage Media Group’s Outdoor Network. “Locally it is forecast to account for 40% of OOH spend in the next four years.” Digital has been, and will remain, a key area of focus for all the major media owners. This bodes favourably for OOH, contributing to continual growth in the industry, he says. In key markets where OOH is a high demand channel – the top five markets in Africa being Nigeria, Ivory Coast, Cameroon, Ghana and Kenya – Provantage uses a host of different data sources to assist in research and insights regarding the respective markets, media habits and consumption. DOOH is increasingly prevalent with large supersites (100m2 and larger), of various formats. Examples include wallscapes and massive gantries lighting up the cities and night skies. According to Lonstein, these developments have been made possible as a result of reduced costs and technological advancements. “Today the medium is far more accessible and affordable than it was just a few years ago, and this drives growth,” he says. DOOH provides immense value to both advertisers and media owners and is driving innovation in the OOH environment. Greg Benatar, group sales and marketing director at Alliance Media, is in agreement with the innovation, but cautious about the take-up rate in Africa. “Digital out of home has been the big innovation driver in the out of home arena globally over the last five years. This has been slower to penetrate the African space, predominantly due to the high cost of capital infrastructure with relatively low media rates in an environment of erratic power supply. “However, as infrastructure in Africa grows, we can expect to see more of this type of media offering, making campaigns more relevant than before through location-based targeting,” says Benatar. “Growing populations on the continent have led to multiple infrastructure projects centred around traffic alleviation, which has reached critical levels in many African cities,” he continues. Tanzania’s Dar es Salaam recently launched its Bus Rapid Transit system, which has revolutionised commuting within the P 32 The Media | wagthedog.co.za


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