South Africa Out-of-home and Digital Out-of-Home Industry Overview
The South Africa Out-of-Home (OOH) and Digital Out-of-Home (DOOH) Market is highly fragmented. The industry comprises several large outdoor advertising and media companies with operations in multiple markets and smaller local companies operating a limited number of structures in one or a few local markets.
- June 2024: South Africa's programmatic digital out-of-home (DOOH) publisher network announced plans to extend its global reach. This move underscored its commitment to providing marketers a unified gateway to the continent's most extensive DOOH inventory. By June, Polygon rolled out advertising inventory in Namibia, Botswana, and Zambia. Following this, in August, it expanded its offerings to include Mauritius, Ghana, and Kenya. The network's ambitious expansion did not stop there; by year-end, Nigeria, Uganda, Zimbabwe, Mozambique, and Angola were also integrated into its inventory.
- April 2024: Provantage, a provider of Out-of-Home (OOH) media and full-service marketing solutions pioneered the first comprehensive, globally recognized audience measurement tool for Place-Based Networks (PBN) in the South African OOH sector. Provantage Tracking – or Protrack – employed the internationally proven AllUnite audience measurement technology platform, which provided verifiable audience measurement in the OOH context. This proprietary platform launched in key DPBN (Digital Place-Based Network) and digital billboard sites – environments in which Provantage had the largest holding in South Africa – and was set to be extended to additional PBNs including static media in the near future.
South Africa Out-of-home and Digital Out-of-Home Market Leaders
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Apg Sga
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Clear Channel Outdoor Holdings
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Dentsu
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Focus Media Information Technology
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Hakuhodo Dy Holdings
- *Disclaimer: Major Players sorted in no particular order
