Out of home is exploding across Africa, aided by infrastructure development, reduced costs and technological developments.
Following the September 2018 PwC Outlook on out of home (OOH) advertising in Africa, it’s clear the platform will hit explosive growth in the next five years, where digital out of home (DOOH) has tipped the scales.
“Digital has exploded across the continent with forecasts reflecting double digit growth over the next five years,” says Howard Lonstein, marketing manager of Provantage Media Group’s Outdoor Network. “Locally it is forecast to account for 40% of OOH spend in the next four years.” Digital has been, and will remain, a key area of focus for all the major media owners. This bodes favourably for OOH, contributing to continual growth in the industry, he says.
In key markets where OOH is a high demand channel – the top five markets in Africa being Nigeria, Ivory Coast, Cameroon, Ghana and Kenya – Provantage uses a host of different data sources to assist in research and insights regarding the respective markets, media habits and consumption.
DOOH is increasingly prevalent with large supersites (100m2 and larger), of various formats. Examples include wallscapes and massive gantries lighting up the cities and night skies.
According to Lonstein, these developments have been made possible as a result of reduced costs and technological advancements. “Today the medium is far more accessible and affordable than it was just a few years ago, and this drives growth.”