In South Africa Out-Of-Home, or outdoor advertising plays a significant role within the marketing and communications industry. Outdoor advertising allows advertisers to enjoy extended engagement with audiences in ways other mediums simply cannot match. Consumers are spending more and more time out of their homes while they are working, shopping or socialising and it’s becoming increasingly difficult for brands to engage with them. Thanks to technological advancements and an increasing ownership of smart devices, people can act instantly on advertising messages making Outdoor more relevant and meaningful now than it has ever been.
Unlike TV, radio or print, outdoor is media that cannot be turned off or put down. Viewers cannot fast forward through an outdoor ad as it moves through their environment or they enter the viewing range of strategically placed displays – like billboards. With TV, radio, print and the Internet, consumers have the ability to change the channel, fast forward, turn the page (or miss the page!) or close the browser window.