OUT-OF-HOME ADVERTISING

Africa representative is appointed to global OOH body’s board

By our African Marketing Confederation News Team | 2024

Top media industry executive Jacques du Preez becomes Director for Africa on the board of the World Out of Home Organization.

The World Out of Home Organization has appointed Jacques du Preez to its board in the role of Director for Africa. Du Preez is the CEO at integrated marketing solutions and media group, Provantage.

Jacques du Preez. Photo: Provantage

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.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.