TheMediaOnline caught up with ProVantage’s Jaques du Preez to get his take on the forecast for the out of home advertising market and the trends he sees taking shape this year. Du Preez believes the market is warming up nicely, thank you very much.
Has the outdoor media business been impacted on by the recession, or are clients still going for the big bang OoH?
Outdoor has felt the impact of the recession. However, what we have seen is significant growth in the use of integrated Out of Home media opportunities.
Which segments have recovered, and which are battling?
Most Out of Home media segments have recovered since 2009, a trend driven by the World Cup. This said, traditional outdoor as a segment is battling but will remain key in terms of the overall media mix. Major growth will be driven by new environments, such as transit, as well as digital and mobile advertising.
What are your long-term plans for 2011?
To focus on high growth Out of Home media platforms coupled with innovation and aggressive rights acquisition.
In the short-term, what’s next?
Three things will remain key:
– Client acquisition and retention
– Rights acquisition and retention
– Driving innovation
What’s the ‘next big thing’ in out of home advertising?
Real Out of Home integration across multiple audience engagement. What we mean by this is anything from classical outdoor combined with digital, mobile and face-to-face activation services.
Media owners that understand this and are able to offer these services will succeed in the future. A multiple Out of Home media approach will be critical for the medium term.
What do you see as the main trend in out of home in 2011?
We will see some consolidation in the market and the emergence of a few (new generation) Out of Home media companies securing real estate and rights.
What are your plans for Africa?
We are focusing on SADC.
What, for you, is the most challenging environment for out of home?
Dealing with legislative issues.
What is the most unforgettable ad your company has ever done?
All the campaigns that made use of the hugely iconic M1 Underpass site.
What ad, even if it’s not yours, catches your eye when driving home?
The new generation digital board on Malibongwe drive that illustrates a glimpse of the future.
