The out-of-home landscape … and everything in between

The out-of-home advertising industry was greatly affected by the Covid pandemic, but has been experiencing a recovery since the lifting of lockdown restrictions. A recent FM Redzone discussion – sponsored by Tractor Outdoor, Airport Ads and Outdoor Network, and moderated by Livia Brown from what3things – focused on how the outdoor industry has been faring.

Locally, figures from July 2022 have recovered about 70% compared with July 2019, Deliwe said. SA is a sought-after global destination and local airports are expecting increased passenger volumes over the December holiday season. Smaller airports such as George have benefited from the work-from-home trend, with more people moving out of large cities to smaller towns.

Online and offline integration offers the biggest opportunities in the OOH space, said Sadika Fakir, integrated media and digital director, group marketing at Tiger Brands. Creative excellence is just as important when it comes to OOH advertising as it is for any other advertising platform, she said; brands cannot repurpose a print ad for OOH.

Static, traditional OOH still has a place, said Warren Dugmore, head of sales at Outdoor Network. Since the pandemic there has been increased demand for static OOH advertising space, which has undergone some interesting innovations in recent years.

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