The 2026 OOH Indaba brought together media owners, municipalities, agencies, advertisers, financiers and industry bodies around a question South Africa’s Out of Home sector can no longer avoid: how do we move from repeatedly identifying the industry’s challenges to taking shared responsibility for solving them?
Hosted jointly by Out of Home Media South Africa (OHMSA) and the Black Billboard Owners Alliance (BBOA) on 29 October, the Indaba was framed around regulation, innovation, transformation and empowerment. For Kena Outdoor, the strongest thread across the day was accountability: not only what the industry expects from government, but what responsible media owners must expect from themselves.
From enforcement to a system that works
The regulatory conversation moved from Musah Makhunga of Johannesburg Property Company setting out the regulatory agenda, to a fireside discussion with Clyde Petersen of the City of Tshwane, Eric Raboshakga of the City of Johannesburg and Charles Mawela of SKP Media on permitting backlogs and commercially workable approval timelines. A wider panel then examined who regulates OOH and what a more predictable regulatory environment should look like.
That context made the fireside chat between Jedd Cokayne of TMS and Kena Outdoor CEO Lerumo Maisela particularly relevant. Their discussion focused on illegal inventory, inconsistent enforcement, unlawful removals and the consequences for lawful operators and confidence in the sector.
Image supplied by OOH Indaba 2026: Jedd Cokayne of TMS and Kena Outdoor CEO Lerumo Maisela
Maisela’s call to the industry was simple: “self-regulate.” For Kena Outdoor, that matters. A credible OOH sector cannot demand consistent processes and accountability from municipalities without also accepting responsibility for the standards media owners uphold.
The opportunity is to move the conversation from “Tuesday Chopping” to “Tuesday Approvals”: away from a cycle defined by removals and disputes, and towards transparent applications, predictable turnaround times, lawful development and consistent enforcement. This requires media owners to work more intentionally with municipalities, landlords, agencies and other stakeholders rather than treating regulation as somebody else’s responsibility.
Transformation must translate into participation
Accountability also extends to transformation. Groovin Nchabeleng of Black Agencies Network Association (BANA) asked who owns, who participates and who benefits, while Mduduzi Cindi of The Steady examined how CMOs are buying OOH and whether current spending patterns support a diverse industry. The subsequent transformation panel pushed the conversation beyond ownership statistics to access to sites, advertising spend, procurement, capital, skills and scale.
That distinction is important. The measure of transformation cannot only be how many emerging operators enter OOH. It must also consider whether they can access briefs, build sustainable businesses, attract investment and scale.
Image supplied by OOH Indaba: Groovin Nchabeleng
Data, innovation and the ability to scale
The afternoon widened the discussion to the systems that can support a stronger industry. Phil Evans of Luxon Data Solutions led a session on data, intelligence and the future of OOH before joining Martin Sabbagh of JCDecaux and Raboshakga for a discussion on AI, digital innovation and smart cities. The challenge is not innovation for its own sake, but using better measurement and technology to make OOH easier to plan, understand and buy.
The funding conversation brought the same question down to business level. Khayelihle Sibiya of the NEF examined why emerging OOH businesses struggle to scale, followed by Eleanor Solomon of New Media and Khaya Hlophe-Kunene of PSG Capital on the journey from one site to a sustainable business.
From conversation to commitment
The industry has had the conversations. The next chapter is about turning them into accountable action. The organisers have announced a 100-Day Challenge to turn the discussions into progress. Their post-event communication outlines a dedicated committee and a progress report covering achievements, outstanding issues and next steps.
That proposed follow-through gives the industry a useful point of accountability. Progress could include clearer application requirements, greater visibility of backlogs and practical steps towards broader participation. These are areas where continued engagement can make a tangible difference.
OHMSA and BBOA deserve recognition for creating a platform where difficult issues could be discussed across institutional and commercial boundaries. The inaugural gathering established a valuable opportunity to listen, build understanding and identify shared responsibilities.
For Kena Outdoor, the fireside metaphor offers a useful reminder: every participant brings a perspective and a responsibility. Carrying that spirit into everyday working relationships can help build an OOH industry that earns the confidence of its partners.
About Kena Outdoor
Kena Outdoor is an independent South African Out of Home media company providing static and digital outdoor media solutions across roads, commuter environments, retail routes and landmark locations. Kena Outdoor is a member of the Out of Home Measurement Council (OMC).
