South Africa’s out of home (OOH) advertising industry is the focus in this edition of the Business Day Spotlight.
Host Mudiwa Gavaza is joined by Jason Steyn, sales director at Network X.
The discussion dives into the local OOH advertising industry, specifically focusing on the booming township market.
Billboards are the best known example of this type of advertising.
Network X strategically places its boards outside convenience hubs in townships, such as taverns, spaza shops, car washes and clinics.
Steyn works to dispel the misconception that townships are poor environments.
He notes that the township market is home
He notes that the township market is home to 15-22 million people and is worth an estimated R1-trillion.
As such, premium brands, including alcohol companies like Hennessy, banks, telecoms operators, and fast-growing money transfer services like WorldRemit, MoneyGram, and Mukuru are heavily investing in advertising within these areas.
To stand out in a highly competitive market, the company supports a number of fully black-owned SMEs by paying them a percentage of the ad revenue, covering their electricity, and providing backup power.
The discussion dives into the local OOH advertising industry, the resilience of billboard advertising, and how new technologies like AI are shaping the landscape.
Business Day Spotlight is an Arena Podcasts Production.
