Out-of-Home Advertising - South Africa

  • South Africa
  • Out-of-Home Advertising market in South Africa is expected to see ad spending reach US$233.70m in 2024.
  • The largest market within the country is Traditional Out-of-Home Advertising, with a market volume of US$122.80m in 2024.
  • In a global context, the highest ad spending is anticipated United States (US$9,344.00m in 2024).
  • The average ad spending per capita in South Africa's Out-of-Home Advertising market is projected to be US$3.83 in 2024.
  • South Africa's Out-of-Home Advertising market is experiencing a surge in digital billboard investments, revolutionizing traditional advertising strategies in the country.

Key regions: Germany, Australia, Japan, India, France

 
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Analyst Opinion

The Out-of-Home Advertising market in South Africa is experiencing significant growth and development.

Customer preferences:
Customers in South Africa have shown a strong preference for Out-of-Home Advertising as a means of reaching a wide audience. This preference is driven by the fact that Out-of-Home Advertising is highly visible and can capture the attention of consumers in their daily lives. Additionally, customers appreciate the creativity and innovation that can be achieved through Out-of-Home Advertising, which allows for unique and eye-catching campaigns.

Trends in the market:
One of the key trends in the Out-of-Home Advertising market in South Africa is the increasing use of digital technology. Digital billboards and screens are becoming more prevalent, allowing for dynamic and interactive advertising experiences. This trend is driven by the growing availability of digital infrastructure and the desire for advertisers to engage with consumers in new and exciting ways. Another trend in the market is the focus on targeted advertising. Advertisers are increasingly using data and analytics to understand their target audience and tailor their campaigns accordingly. This trend is driven by the desire to maximize the effectiveness of advertising spend and ensure that messages are reaching the right people at the right time.

Local special circumstances:
South Africa has a diverse population with multiple languages and cultures. This presents a unique challenge for advertisers, as campaigns need to be tailored to resonate with different segments of the population. Advertisers must consider cultural sensitivities and language preferences in order to effectively reach their target audience.

Underlying macroeconomic factors:
The development of the Out-of-Home Advertising market in South Africa is also influenced by macroeconomic factors. The country has seen steady economic growth in recent years, which has led to increased consumer spending and a growing middle class. This provides advertisers with a larger pool of potential customers to target. Additionally, South Africa has a high urbanization rate, with a significant proportion of the population living in cities. This urbanization trend has led to increased traffic and footfall in urban areas, making Out-of-Home Advertising an effective way to reach a large audience. In conclusion, the Out-of-Home Advertising market in South Africa is experiencing growth and development due to customer preferences for highly visible and creative advertising, the increasing use of digital technology, the focus on targeted advertising, the need to tailor campaigns to diverse cultural and linguistic preferences, and underlying macroeconomic factors such as economic growth and urbanization.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

Overview

  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Global Comparison
  • Methodology
  • Key Market Indicators
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