‘Measure what matters’, speaker advises the African OOH industry

By our African Marketing Confederation News Team | 2024

In markets with little or no credible industry measurement, it is still possible to create the necessary metrics, forum delegates hear.

Guest speaker Tim Bleakley, CEO of the London-based Ocean Outdoor Group, put measurement under the spotlight at the World Out of Home Organization Forum in South Africa this week, highlighting how original research studies have established that “all impacts are not equal”. 

Tim Bleakley speaking at the WOO Africa Regional Forum. Photo: WOO


Speaking at the conference in Cape Town, he advised delegates to “measure what matters”, saying that in markets with little or no credible industry measurement, it is still possible to create the necessary metrics.  


“Many markets have audience data via currencies like ROAD or ROUTE, but the important question is how do we establish the emotional response of out of home. Attribution has always been an issue for OOH and ROI is fundamental to market share,” he said. 


“However, 10 years of original neuroscience-based studies demonstrate how the emotional response to large-format OOH, and full motion in particular, correlates with memory encoding and brand recall. It has also established that not all impacts are the same – and that’s a particularly important message to take to agencies and specialists.” 


Perfect time for OOH in SSA region 


Bleakley outlined the perfect conditions for investment and growth in the DOOH sector in sub-Saharan Africa, fuelled by a 62% growth in urban populations over the last decade. This is double the number of younger audiences (50% are under 25) compared to Europe (25%), and the mass adoption of mobile devices (483-million). 


“Together these three factors not only facilitate sector growth, but create a channel of connectivity and engagement between DOOH and younger audiences, creating the ideal conditions to gather audience and data insights.”   


Bleakley said that while rising OOH audiences and better product was a given, in recent years OOH had been unable to keep pace with the explosion of digital channels. 


But he pointed to “significant headwinds around issues about trust, ad-fraud, audience and environment” which were having an impact on other media, saying too much focus on short-term marketing performance would cost advertisers down the line. 


He suggested it was time to move the discourse away from OOH’s share of the ad market and towards growing total ad revenue. 


“It’s not that surprising that in recent years OOH has failed to grow share, but there are plenty reasons why it should. It’s our belief there will be a reappraisal of OOH in the media mix and that market share will rise accordingly,” Bleakley stated. 


The World Out of Home Organization (WOO) held its inaugural Africa Regional Forum in Cape Town from 11-13 March. 

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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.