New research by South Africa’s Outdoor Auditors has revealed some vital new statistics to help media agencies, brand managers and creative companies help plan campaigns for the outdoor sector more strategically. The audit also showed that that one in five outdoor of the sites across the country are currently not being used.
The audit was compiled by several teams that crisscrossed the country’s provinces, adding new towns and sites to their research, while checking the sites already on its database. Outdoor Auditors also collected advertising data from inside major airports, as well as the newly erected sites along the Gautrain route. The company says it now has extensive information on 9000 sites nationwide.
“Advertising spend these days has become more strategic and the more insights decision makers have the better,” said Erik Warburg, managing director of Posterscope, South Africa, “Knowing where various sectors advertise in the Out of Home sector assists in the greater picture for decision makers so that there is little margin for error.”
Seven FMCG brands, two cellular companies and one bank are the dominant advertisers, while the profile of ads on sites changed from urban to rural areas.
Townships and rural areas revealed a mix of wellness, financial and FMCG advertising while urban advertisers fell into the technology and financial sectors.
Cellular companies are still the strongest advertisers, along with beers and banks. Black Label advertises on more out-of-home sites than any other one brand (across all categories), and has a truly national holding. It has usurped Raid from that position. Cremora, Kelloggs and Lux are brands that have all recently launched large-scale campaigns
Outdoor Auditors reports that the split between large and small sites is 46% versus 54%.
To conclude, it is evident that within each sector it is clear to see the different outdoor strategies at play by the various brands: whereas many are focusing on the large urban areas (particularly Gauteng), others have campaigns that target rural areas, or have more nationwide campaigns.
Top 10 Advertisers (in terms of number of sites)
1. Black Label
3. Cell C
7. Coca Cola
8. Standard Bank
9. Lucky Star
Top rural brands:
Top township brands:
1. The Glass Recycling Company
Top urban brands: