Africa representative is appointed to global OOH body’s board

WOO is a global body that works to promote the out-of-home advertising industry on behalf of its members.

Speaking on his new role as a WOO Board Member, Du Preez emphasised the importance of elevating the positioning of out-of-home media in Africa by ensuring that industry associations on the continent are professional, representative and properly funded.

He acknowledged the unique challenges faced by the African market, but noted that many developed markets have successfully navigated similar issues. Du Preez believes that Africa can learn from these experiences and address local challenges more efficiently.

One of the immediate priorities he has identified is the need to accelerate plans to obtain world-class research measurement data for all OOH media types and environments.

At the recent WOO congress in Hong Kong, it was highlighted that OOH media is well-positioned to offer a better, more cost-effective and trusted media channel to advertisers and consumers.

Data from the congress revealed that total global OOH media spending in 2023 stood at US$41.9-billion, representing 5.2% of total global advertising spend.

From a regional perspective, Africa’s OOH media spend was estimated at $700-million in 2023, with the continent lagging behind the global digital OOH penetration rate of 35.7%. In Africa, the comparative figure is a much lower 20%.

Du Preez says several key factors should be considered:

• Regulation standards.

• Digital OOH as a key growth factor.

• Measurement data as a non-negotiable element.

• Consumers seeking unique experiences.

• The global explosion of retail media.

• Brands seeking alternative channels to break through the clutter.

• The increasing importance of sustainability.

Recognising the challenges faced by other media channels, such as the fragmentation of television and issues of fraud and privacy in online/digital media, Du Preez highlighted the growth, cost-effectiveness and ‘always-on’ exposure of OOH advertising.

He added that plans are in place to establish an out-of-home marketing body responsible for promoting OOH to stakeholders across Africa, with the aim of increasing ad spend and taking market share from radio, television and online/digital media.

“Having access to out-of-home industry leaders from across the world is a fantastic opportunity to learn and I will endeavour to utilise this access to ensure that we grow OOH in Africa,” Du Preez stated.