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THE MEDIA NOV_2018 - TMOL

OOH IN africa retail property market, complemented by improved consumer spending power.” This is driving increased retail activity, tourism and local, regional and international business and leisure travel. The new world class airport in Addis Ababa and the recent stature of Ethiopian Airlines, and the six new airports being developed in Nigeria, are indicative of this boon. Provantage is looking to leverage this new reality across several business units through the extension of its host of local service offerings, such as transit media, airport advertising etc. into some of the biggest markets across Africa. Introducing new opportunities and OOH innovations, they’re providing the chance for both South African agencies and multinationals to work with one company that is able to deliver on all their OOH needs in key markets across Africa. Lonstein points out that the continent has seen major investment by several foreign countries and multinationals in the past decade, opening up new opportunities for trade and bolstering employment, such as the huge mobile money industry, which accounts for about 63% of the global market. Provantage has also seen several local property companies moving to Central and North Africa – such as Broll, Atterbury Property Fund, and Attacq, working with a host of local stakeholders with the aim of expanding and formalising retail and commercial trading environments. Lonstein says, “We’ve also seen major retailers such as Checkers, Game and Mr Price among others following suit. For media owners there are huge opportunities to provide access to lucrative consumer segments in various key African markets.” He sees opportunity in the diversity of media across electronic and print offerings serving vibrant markets. “All these factors, from economic growth to media fragmentation, provide an ideal environment in which OOH is able to offer many opportunities to provide a communication vehicle and access to sought after consumer sets.” Iza Grek is an editor, subeditor, blogger and awardwinning journalist based in Johannesburg. Her interests include media and advertising, personal development, psychology, lifestyle and organisational development. P 34 The Media | wagthedog.co.za - Image courtesy of Provantage


THE MEDIA NOV_2018 - TMOL
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