Congress confirms that OOH is no longer the ‘traditional’ medium

Delegates from across the globe shared case studies, data and forecasts. But behind the variety of presentations lay a consistent theme: OOH has shown the most resilience of the legacy media, and its future will be shaped by the intelligent application of technology, credible measurement, sustainability and purpose-driven creativity. 

For African marketers, the trends emerging from Mexico provide both inspiration and practical pathways, comments Jacques du Preez, WOO board member for Africa and CEO of Provantage Group, one of Southern Africa’s leading OOH media, marketing services and point-of-purchase groups. 

“Our markets face unique constraints, from uneven infrastructure to diverse audience literacy levels. But they also possess the kind of agility and openness that can enable OOH innovation to leapfrog legacy barriers,” he writes in the latest issue (Issue 3 2025) of Strategic Marketing for Africa, the magazine of the African Marketing Confederation. 

Among his observations from Mexico City: 

OOH remains the most resilient legacy medium 

Dentsu’s Global Ad Spend Forecasts show OOH retaining – and in some markets, expanding – its share of total ad spend.  

Globally, OOH’s ability to reach audiences at scale in brand-safe environments gives it a defensive strength in a media ecosystem that is increasingly fragmented and mistrusted. 

For Africa, this resilience is a reminder that physical presence still matters in markets where mobile penetration outpaces fixed broadband and public space remains a vital canvas for brand storytelling. 

Data and measurement: from reach to visibility  

Australia’s industry-wide measurement system, covering every OOH format from cafés to roadside to transit, uses Visibility Adjusted Contacts (VAC) as a core metric, ensuring advertisers understand not just how many people could see a placement, but how many actually do. 

Few African markets have this level of unified currency, but the principle is critical: Advertisers want accountability. In the absence of fully integrated systems, local operators can still adopt partial visibility metrics, audience-verified data and location analytics. As mobile data partnerships mature, African OOH can offer increasingly credible audience guarantees – essential for winning spend from digital-first planners. 

Automation and programmatic: Unlocking new buying models 

Automation and programmatic buying have moved from pilot to mainstream in mature markets. For buyers, programmatic OOH offers flexibility, speed and the ability to integrate campaigns into broader omnichannel strategies. 

In Africa, adoption will be uneven, but the opportunity is clear. Programmatic platforms can enable smaller brands to access premium inventory in shorter bursts, target specific times of day and respond to real-world triggers. For large advertisers, automation reduces friction in multi-market buys – a significant advantage in a continent with diverse regulatory environments and media-owner landscapes. 

You can read more about evolving OOH trends in the latest Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read Issue 3 2025 online here.  

A Print Edition is also available.