SA outdoor ad industry consolidates

“To advertisers and potential users of the outdoor medium this means deeper insights into outdoor research, correct reporting of adspend, unified communication with councils opening up new categories in outdoor and peace of mind for advertising agencies and advertisers alike. This milestone is the result of a huge effort put in by both parties for the benefit of the industry,” said Max de Jong, MD of Ad Outpost.

Executive director of OHMSA, Les Holley, commented, “The benefits of this unification to advertising agencies and advertisers are immeasurable. OHMSA members now account for well over 90 % of the advertising spend on outdoor media in South Africa.”

“OAASA [the Outdoor Advertising Association of South Africa] will be incorporated into OHMSA and it is hoped that its members will join Out of Home Media SA. In this event, not only will OHMSA members be accountable for 90% of the spend on the medium, but the association will represent the majority of out of home media owners operating in South Africa. This kind of membership will assist the outdoor advertising industry in gaining a larger proportion of advertising budgets bringing the medium into line with international levels of spend,” added Holley.

The litigation, which began eight years ago, created a rift within the OOH industry and resultant confusion within the advertising fraternity. The unification will ensure that all parties work together towards the development and growth of outdoor advertising in all its forms.

In the lead up to 2010, this co-operative stance should encourage the lawful and responsible growth of our media offering to further boost outdoor advertising revenue, providing marketers an opportunity to communicate with the influx of visitors to the country and citizens alike.