Vodacom recently partnered with Street Network to drive awareness in Cape Town of the mobile service provider’s fibre offering.

To this end, Vodacom has embarked on an awareness campaign that sees it rolling out a thought-provoking execution across a number of strategically-located bus shelters along popular routes in the Mother City, targeting commuting Capetonians as they make their way to and from work, shopping and leisure activities.

As prices of fibre and data come down, the demand and competition for consumer spend is ever increasing, and the Vodacom Fibre offering is compelling, with high-speed broadband coverage in all the major provinces, including Gauteng, the Western Cape, KwaZulu-Natal, Mpumalanga, Limpopo, the Eastern Cape, and the Free State. The mobile service provider continues to roll out fibre in these areas and is also focusing on outlying regions such as Nelspruit, Witbank, and Polokwane, as it moves to becoming a bigger player in the fibre-to-the-home (FTTH) market.

The South African data landscape is undergoing significant change.

The Department of Telecommunications & Postal Services presented its ‘SA Connect’progress report to Parliament earlier this year, and in it highlighted how much progress had been made in fibre and cellular coverage roll-out across the country.

Based on data provided by the FTTX Council, the report found that the number of houses passed by fibre had grown from 439,000 in 2017 to 933,000 by March 2018 – equivalent to 112% year-on-year growth. Additionally, the number of houses connected to fibre grew from 89,000 in 2016/17 to 280,000 in 2017/18.

Globally, the figures are even more impressive.

According to Future Market Insights’ research publication titled Fibre to the Home Market: Global Industry Analysis (2012-2016) and Opportunity Assessment (2017-2027)’, the global FTTH market is poised to grow at a compound annual growth rate of 14.4%. From a value of $9.5bn in 2017, the global fibre to the home market is estimated to reach a valuation of more than $37bn by the end of 2027.

The creative for the campaign is simple and follows abest-in-class application of out of home and bus shelter creative, using the Vodacom brand CI and a simple message in the form of a thought-provokingquestion: “Wouldn’t it be better to be home streaming your favourite shows?”

Site selection for the campaign was focused on strategically-located bus shelters along busy commuter routes, with a total reach of over 900 000 consumers monthly, resulting in impacts of 9.1m thanks to an average frequency of 10. (ROAD2015/2016/2017C)

“Bus shelters are positioned to catch the attention of consumers on their daily commute, within targeted areas identified by the brand. Bus shelter advertising is a high frequency media platform which drives both consumer recall and engagement. Our bus shelter solution amplified and extended the reach of the campaign with high levels of recall, particularly for residents considering the switch to fibre,” says Jonathan Everest, Head of Sales at Street Network.”

Street Network provides an ideal advertising medium from an audience and geographic coverage perspective, in addition to enhancing the value of a campaign and speaking directly to a targeted audience.

The importance of audience data and Digital Out of Home

While the geographic footprint of our medium has always been well defined, clear audience quantifications for OOH typically has been a weakness. Ultimately, advertisers want to purchase audiences, so we have commissioned a first-for-Africa study to uncover where else our audience goes… and therefore the relevance of our network to our clients.

Huq is real-world consumer research database. By collecting anonymised location histories from an SDK (software development kit) in thousands of mobile apps, and marrying this insight with an advanced point of interest database (aka a really smart map that uses multiple sources), Huq makes it possible to measure consumers’ real world likes, wants and interests in a digital, quantifiable form.

In short, by taking-in the 10x millions everyday real-world actions of millions of consumers around the world, Huq enables OOH planners and advertisers to qualify purchase decisions based on their relationship with our specific OOH locations and where else they go.

Huq’s mobile panel stands out against other panels because of the quality of its data, and the unique insight that it gives us about audience’s relationships with the real world. It is a first party dataset (rather than third party, like ad exchange data for example) and it describes observed behaviours (rather than claimed behaviours, like an interview or diary panel would).

In South Africa, the Huq panel consists of over 250,000 unique users with a history of approximately 18 months collected via 1,138 different apps, and it is continually growing. For the Tractor DOOH network study, we observed 1,280 unique users who visited our network of locations. By mapping out our samples’ location histories and comparing against the Huq POI database, we are able to extract a wealth of insight about our screens’ audiences.

The below heat map shows the movements of each user that visited one of our digital screens over 18 months…

The first thing we wanted to understand was the average frequency of visits of our audience to our network. Huq’s database was able to demonstrate that our audience was visiting any combination of our network an average of 12 times per month (average monthly visits per user), with more than 90% staying on site for less than 5minutes. This very much corroborates what the forecourt managers were telling us, and is what one would expect from locations that exist as convenience shopping hubs. When we look at visits of day of week and time of day, we see that the peak hours are throughout the working day, with a small spike over lunch.

This is all great for understanding the viewing occasion of our audience, but where the Huq data gets really interesting is in its ability to describe our audiences relationships with other points of interests ie..where else do they go.

By analysing the specific locations (by brand or by category) that we were able to see our audience in, we can now show that 12.9%  of our audience (or 43,246 people) are also McDonald’s visitors and 19.8% (66,378 people) are café category visitors. We have access to hundreds of brands and category variable scores, so can build out and define audiences according our clients campaign targets. This is really exciting because we are now able to tie OOH exposures and investments to actual opportunities to buy.

Tractor Outdoor has built up a network of over 100 digital out of home screens across South Africa and have streamlined their content management systems making it possible for advertisers to have a single point of entry for what is arguably the biggest DOOH network in the country. By making use of HUQ’s audience metrics they are now able to develop a meaningful consumer journey which gives advertisers and clients a laser guided ability to target exactly who they wish to influence.

In addition this Tractor are also able to develop highly accurate cost per thousand (CPM) valuation metrics through the utilization of the Huq data, which enables buyers and planners to do like for like comparisons with other campaigns that they may be running online, and in many instances they have found that advertising on the Tractor DOOH Network is in fact a far more cost effective way of reaching an audience than many other online/digital campaigns.

Conrad Poulson, CEO of Huq Industries said “We are thrilled to be working with Tractor and IRL Consulting in South Africa and it’s great to put our global geo-intelligence datasets to use in new markets. The insight they’ve obtained is truly compelling, and offers a view of what the future holds for precision audience planning and campaign activation in Out-of-Home”.


Simon Wall is Managing Director of Tractor Outdoor (www.tractoroutdoor.com)

Bruce Burgess is the Owner of IRL Consulting (www.irlconsult.com)


FEPE International announces 2019 Awards – Nominations now open

Nominations are now open for FEPE International’s 5th Annual Awards to be presented at its Annual congress in Dubai from May 1-3. The Awards will be presented at the Gala Dinner on May 2.   .

2019 will see the second year of FEPE’s Rising Star Awards for someone under 30 who has made an outstanding contribution to the Out of Home industry. Nominated individuals should be directly employed in the OOH industry, working for a media owner, specialist or technology company.

The inaugural Rising Star Awards went to Tess Phillips of Australia’s OMA and Stephanie Gutnik of Broadsign.

As in previous years there will be Awards for Lifetime Achievement, Leadership and outstanding Creative Achievement. The latter are divided into two categories: Classic and Digital.

The Classic award went to music streaming company Spotify for its US campaign featuring a number of alternative playlists, produced in-house. The Digital award went to Japan National Tourism Organisation for a campaign from Enjin Tokyo who worked with Clear Channel France to show the full potential of the digital Out of Home medium, realised with flair and technical ingenuity.

In 2018 the Lifetime Achievement Award went to the late Dennis Sullivan, who played a leading role in the formation of the UK’s first specialist OOH planning and buying specialist Portland Outdoor.

The Leadership Award went to Naren Patel, CEO of UK OOH owner Primesight, for his outstanding work over many years in helping to lead the OOH industry into a new and exciting future while the Technical Achievement Award was won by Daktronics for its outstanding work on London’s iconic Piccadilly Lights digital display.

FEPE International Executive Director John Ellery says: “The FEPE International Awards are now established as the blue riband for the international Out of Home industry and we are expecting more nominations than ever for 2019.

“Our aim is always to celebrate the best of Out of Home: the leaders who have made the industry the global force it is today and the very best creative work in both Classic and Digital.

“They are the corner stone of our annual Gala event (on May 2 in 2019) and play an important part in bringing the worldwide OOH industry together.”

Nominations can be made by any FEPE Member or recognised National OOH Association. Closing Date for all Nominations is March 1st 2019. For a nominations form go to www.fepe.com  For further details contact Richard Saturley richard@fepe.com


Global OOH Media ramps up investment in Nigeria with upgrade to its Abuja roadside network.

Global Out of Home Media (Global), one of the largest African Out-of-Home media owners recently undertook a major refurbishment exercise of its holding in Abuja. The investment saw the media owner upgrading its entire network of 3mx6m and 7mx5m billboard sites across the city.

Abuja is a well-planned city with a population of over 2 million people, where transportation, housing and other infrastructure are among the best on offer in the West African region. To complement the rapid growth and highly desirable destination, Global embarked on a process in which it completely refreshed and internally illuminated all its sites.

In a city that’s sees large numbers of people taking to the streets as they head out into the  pulsating night-life of the city, the illuminated billboards add to the experience of an exciting and vibrant evening out. The illumination also extends the visibility of the advertising for brands, who now enjoy 24/7 exposure.

“Our investment in Abuja ensures that we are delivering a world class product in Nigeria, one of the fastest-growing markets in the entertainment and media universe. Last year it saw 15.7% growth, reaching a value of US$3.8 billion. With an 11.0% CAGR anticipated, globally only Indonesia at 13.2% CAGR is expected exceed this pace of growth,” notes Sylvain Rouch, GM at Global.

Abuja – considered one of Africa’s top 6 property investment hotspots – is experiencing a major housing gap as demand for luxury real estate soars due to senior government officials and expatriates seeking to invest in the city. It is also known as the start-up capital of Nigeria, with a host of technology investment and development start-ups calling the area home.

This is a city that is experiencing massive and rapid growth. With a number of booming industries including FMCG, consumer electronics, tourism and agriculture among others, Abuja also accounts for 10% of all new smart phone sales over the last year in Nigeria, Africa’s second largest mobile market, valued at over $4 billion. Abuja has an estimated GDP of $12billion, with an estimated GDP per person of $5,853. From an OOH perspective, CAGR growth of 7.8% is expected, providing for a healthy future, one which Global has already started preparing for.

“Abuja is a key market in Africa for any brand looking to enter the highly valuable Nigerian market, consolidate its existing position or grow market share. Our investment in the newly illuminated Glo-Lites, positioned in high-traffic locations, reaffirms our leading position in the market while through our holding, providing the coverage and scale advertisers seek in markets such as this,” concludes Rouch.

Zimnat and JCDecaux Outwit, Outplay, Outlast at the Exceptional Awards in the Best Outdoor Media Advert of the Year category

Zimnat and JCDecaux were the ultimate victors in the Best Outdoor Campaign Category at the Exceptional Marketing Awards (EMA) for their efforts in promoting their latest, most successful campaign in Zimbabwe.

The Award was presented during the 10thAnnual Marketers Convention, held at the Kingdom Hotel, in Victoria on the 2ndof November 2018.

The Exceptional Marketing Awards (EMA) celebrate excellence and innovation across the marketing process within the business spectrum. They recognize organizations and people who have pushed their brands towards measuring success through effective running of their marketing plans.

Zimnat’s objective for this winning Out of Home Campaign was to execute a campaign that entailed a vehicle rammed into a building to create, product awareness, talkability and innovation among the creative and innovative Out of Home campaigns throughout Harare.

Zimnat is one of Zimbabwe’s leading insurance and financial services companies, providing wealth creation, management and protection through general insurance, life assurance, asset management and micro finance solutions.

Says Victor Shambare, General Manager for JCDecaux, Zimbabwe: “We are honored to have received this award. It serves to confirm that JCDecaux Zimbabwe is well on track in its goal to create exciting, memorable campaigns that demonstrate the power and multifariousness of Out of Home. This together with the innovative solutions thought up by our creative team, means we are perfectly positioned to advise and devise the best Out Of Home solution for each brand.”

Says Angela Mpala, Group Executive Zimnat : “As Zimnat our ambition is to always push the envelope and go for iconic. We are driven by a passion to set world class standards and make the lives of our consumers better. “


Alliance Media awarded East Africa Superbrand status for the 7th consecutive year.

On 16 November 2018, Superbrands East Africa hosted a distinguished awards ceremony at the Serena Hotel Nairobi.

The evening was dedicated to the celebration of exceptional brands in Uganda, Tanzania and Kenya. Top executives from 50 companies were in attendance including the team from Alliance Media Kenya.

“There has never been a more exciting time to identify and celebrate the region’s top brands. As Superbrands continues to identify the cream of the crop, the brands highlighted continue to provide inspiration to those aspiring to create brands with a difference.” said Jawad Jaffer, the Project Director of  Superbrands East Africa.

Alliance Media sees the recognition received by Superbrands East Africa for the past seven years as a true accolade as it underpins the fact that Alliance Media fully understands the importance of creating a strong brand.

Alliance Media’s clients’ use outdoor and airport advertising to build their brands across the African continent and this Superbrands Award shows that Alliance Media is a partner who knows how to grow brands.

Superbrands is the world’s largest independent arbiter of branding. It identifies and pays tribute to exceptional brands by recognising, rewarding and reinforcing leading brands from all over the world. Superbrand status strengthens a brand’s position, adds prestige and sets the brand apart from its competitors.


Top 5 out-of-home advertising trends

The static billboards of the past are increasingly being replaced by dynamic digital signs that update in real time and are activated by mobile devices or connected cars, pointing to how the integration of digital technology with out-of-home (OOH) advertising unlocks interesting opportunities for marketers.

Delta Airlines and Equinox Fitness showcased how digital is changing billboard advertising with a campaign this summer that used real-time flight data to encourage international travelers arriving at Los Angeles International Airport to “sweat away” their jet lag. Dynamic opportunities like this are helping drive channel growth, as OOH ad spend rose 1.2% last year compared to 2016, accounting for $7.7 billion, according to the Outdoor Advertising Association of America (OAAA). By 2021, a MAGNA Intelligence study predicts OOH spend will reach $33 billion.

Other changes are also evident as OOH advertising evolves. Trade organization Traffic Audit Bureau for Media Measurement, which has audited the circulation of OOH media in the U.S. since 1933, changed its name to Geopath in 2016 and is now embracing data, technology and media research to measure and analyze how consumers engage with OOH ads. In an interview with Marketing Dive, Geopath CEO Kym Frank discussed some of the changes taking place in the space and highlighted key trends impacting marketers.

Dynamic creative and custom triggers

While printed signs still dominate, digital OOH inventory is taking new shape and presenting advertisers with the potential to deliver more dynamic creative and custom triggers. Jukeboxes in bars, large format digital signs lining highways, digital bus shelters and signage in malls and restaurants across America are spurring marketers to experiment with the channel. In the past, such deployments were often considered experimental or a one-off test, but nowadays dynamic creative in OOH is becoming more scalable, Frank said.

For instance, advertisers can now change the creative based on the speed of traffic going past a digital billboard. If traffic is flowing at 60 miles an hour, drivers may only have time to read 10 words or so on a billboard. But if traffic is congested or at a standstill, drivers may be able to read up to 150 words. Messaging and creative can be instantly adjusted to match these conditions and better capture consumers’ attention.

“Digital is allowing advertisers to be more reactive and serve dynamic creative often based on custom triggers,” Frank said.

Integration of mobile into OOH

Advertisers can also dynamically trigger ads based on the types of mobile devices near the OOH channel, meaning an iPhone owner might see a different ad than an Android user. Advertisers are also geofencing their digital billboards so after drivers who have seen the ad leave the area, they can be retargeted with a personalized ad on their mobile device. For example, if searches for flu medication are peaking in the area, a billboard ad for a pharmacy might adjust the creative to promote certain products at the pharmacy and then the retailer can send passersby an offer.


Outdoor Network has unveiled its latest state-of-the-art rotating digital billboard site, adjacent to one of Johannesburg’s busiest malls – Cresta Shopping Centre– as it continues to grow its national network in key commuter nodes.

The site is on the corner of Beyers NaudéDrive and Republic Road in the suburb of Blackheath, opposite Cresta Shopping Centre, which is the focal point for entertainment and retail in the broader Randburg area. Randburg is a highly desirable location for retail, motoring and services brands among others, as it provides an ideal mix of residential, business and shopping environments.

Cresta Shopping Centre has over 260 stores and is a hub of fashion, food, décor, tech and services, ensuring consistent footfall and traffic of over a million people a month into and out of the mall.

Beyers Naudé Drive is a large arterial route starting at the University of Johannesburg in Auckland Parkand transports commutersfrom a number of feeder suburbs, beforetraversing the N1 Western Bypass at Randpark Ridge. It eventually terminates at the N14 freeway near Muldersdrift, meaning it’s a popular route connecting the Johannesburg CBD and its surrounds with the West Rand.

“The launch of another of our innovative rotating billboards will offer brands a world-class advertising opportunity on one of Johannesburg’s busiest thoroughfares,” says Warren Dugmore, Outdoor Network’s Head of Sales, Billboards. “Our continued investment in high impact sites is with a view to providing advertisers with targeted audiences and a greater return on investment for their marketing spend.”

The strategically placed 3x6m rotating LED billboard is expected to reach an audience of over 390 000 consumers. With a frequency rate of 8, the site will deliver more than 2.98 million impacts every month (ROAD2015/2016/2017C), offering significant exposure for any brand taking up the space.

According to Nielsen’s 2017 Digital Billboard Study, one of its top five findings found that: “Of travellers surveyed, 75% noticed a digital billboard in the past month, whilst of these respondents, 60% noticed a digital billboard in the past week. Over half of the travellers (55%) who noticed a digital billboard in the past month noticed specific messages on the billboard either every time or most of the time they passed one.”


Global Out Of Home Media, which provides advertising solutions across Africa, continues to expand its footprint of quality sites following the renewal and extension of its contract with the Urban Community of Yaoundé, Cameroon.

The contract which came into effect in September 2018 grants shared rights along the highly sought after 23km long Presidential Road in the city. The road extends from the Palace of the President to Yaoundé Nsimalen International Airport, including the new highway section which runs from the airport through to the centre of the city.

Says Sylvain Rouch, GM at Global Out Of Home Media, “In recognition of Global’s understanding and service within the Out-of-Home environment in the city, the renewal has been concluded with a longer than normal contract period of eight years. The city was looking to partner with organisations that would provide investment in the area, and deliver a long term vision that would see investment directed at an increased number of premium structures and solutions in key demand locations.”

In addition to media rights with access and visibility to highly desirable consumers segments, the contract calls for the beautification of the immediate area along the route. The inclusion of the above provides additional value to the city in its continued efforts to deliver a superior service offering to both visitors and residents, in line with its position as one of the leading West African capital cities.

Yaoundé’s built-up urban area extends over 231 square kilometres and is home to an estimated 3.2 million inhabitants who enjoy a relatively higher standard of living and security compared to the rest of Cameroon. In recognition of this, several zones within the city have been reclassified in terms of Out-of-Home advertising where only static and digital billboards, billboards and innovative street furniture may be installed.This strategy effectively streamlines and maximizes the effectiveness of outdoor advertising campaigns.

Yaoundé is one of Cameroon’s top tourism destinations, and home to most of the country’s national monuments, a number of museums and sport stadiums.The country is often described by as “Africa in miniature”, promoting its diversity of climate, culture, and geography. This label taking on an expanded meaning as the country plays host to the 2019 edition of the Africa Cup of Nations, the most prestigious football competition in Africa. Cameroon are the current title holders of the tournament, with the national team set to defend their title during June and July next year.

Yaoundé’s Paul Biya Stadiumwill play host to the opening game and tournament finals among others, and is joined by the city’s Stade Ahmadou Ahidjowhere Group matches will also be played. An expanded tournament, sponsored by some of the world’s biggest brands, sees 24 teams from Africa taking part, resulting in broader interest, higher levels of media coverage and more eyes on activities in this vibrant city, not to mention increased sports tourism from neighbouring states and beyond.

This city is a melting pot, one with a diverse consumer base who love watching football and listening to music. These are consumers that are habitual, often buying the same brand, where across all segments, brand loyalty and affordability are key purchase drivers. With over 40% of total monthly household expenditure going to consumer packaged goods, Cameroon, and Yaoundé in particular has the ability to deliver valuable return on investment for brands launching advertising campaigns in the market.

“The terms of the agreement between ourselves and Yaoundé Urban City reinforces the ability of Global to not only provide effective solutions for the city, but also to add value in terms of beautification and administrative assistance.  We are excited at the prospect of partnering with the city that hosts many key international and African events, such as AFCON 2019, PROMOTE International Exhibition for SMEs and Partnerships of Yaoundeand the PAN-Africa Health Conferencein the early part of the year to name a few. We look forward to increasing our digital footprint and providing more premium type offerings in the city and country at large,” concludes Rouch.


Outdoor advertising agency, Outsmart continues to grow its national footprint in the Out of Home (OOH) market with the addition of Newcastle’s taxi rank network to its portfolio.

The Newcastle Municipality in KwaZulu-Natal appointed Outsmart as its preferred partner in the design, maintenance and operation of taxi rank branding, taxi rank TV and billboards in the municipality’s taxi rank network.

“This is another feather in our cap that we are incredibly proud of. The OOH market is extremely competitive, so as a growing player we are humbled to take on this responsibility. We can’t wait to bring value not only to our advertisers, but to that community too,” said Joyleen Mahanetsa, Managing Director at Outsmart.

This follows Outsmart s successful tender bid to the Newcastle Municipality to exclusively operate in that OOH market. Newcastle is the seat for KZN’s Amajuba District and is the province’s third-largest urban centre.

Outsmart has proven itself a leader in unconventional and innovative OOH media solutions that are targeted at the LSM 4 – 8 markets. Their work in the tax rank environment is particularly notable, executing pioneering campaigns for their clients, including McDonalds, MTN and African Bank.

“We love what we do, so it is incredibly gratifying to bring solutions to advertisers that help them connect with their customers in a meaningful way. The opportunity to play and create memorable touch points in the OOH space is what drives us.

“There are often challenges in this industry that you simply can’t plan for, but one of our biggest strengths is our ability to push through and deliver excellence no matter how tight the deadline is. We are extremely lucky to have great relationship in this industry, whether it be our suppliers, landlords, advertisers or media buyers – we have built a family at Outsmart,” Mahanetsa added.

Outsmart manages several mixed media OOH rights in Gauteng, Limpopo, KwaZulu-Natal and the Free State. The company has also executed several campaigns at the country’s major airports.

“Growing our footprint across South Africa will not only allow us to extend our reach for advertisers, but it is a massive win for small to medium enterprises. It showcases entrepreneurship and that small companies can deliver superior results.

“Winning this latest tender affirms that our work ethic and values stand strong; that the work we deliver is carried out with integrity; and that the respect we have in the industry was honestly earned,” said Mahanetsa.

Outsmart is the fastest growing 100% black female owned OOH company in South Africa and was established in 2006. The dynamic team, 60% of which are female, collectively have over 20 years’ experience in the OOH industry.

The company is a member of FEPE International, a global OOH association that seeks to promote and improve the industry on behalf of its members. It is also a member of the Advertising Media Association of South Africa (AMASA).