{"id":8819,"date":"2020-07-03T08:42:43","date_gmt":"2020-07-03T08:42:43","guid":{"rendered":"https:\/\/lion-test-sites.co.za\/provantage?p=8819"},"modified":"2023-03-14T13:42:26","modified_gmt":"2023-03-14T11:42:26","slug":"the-evolution-of-the-billboard","status":"publish","type":"post","link":"https:\/\/lion-test-sites.co.za\/provantage\/the-evolution-of-the-billboard\/","title":{"rendered":"The Evolution of the Billboard \u2013 A look at the growth of Digital Billboards in South Africa \u2013 By Jacques Du Preez, CEO Provantage Media Group"},"content":{"rendered":"\n
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As we all know by now, the traditional billboard\nhas evolved and we have seen a rapid expansion of digital roadside billboards\nin the South African urban landscape. <\/p>\n\n\n\n

Around seven years ago there were only two or three\nmedia owners in South Africa that had constructed digital billboards, and as a\nresult they could largely dictate pricing. At the time, the billboard industry\nin SA was in the early stages of transformation following the rapid uptake and\nexpansion of Digital Out-of-Home (DOOH) globally. Advertisers and media\nagencies where somewhat skeptical about this new media format, however brands supported\nit, appreciating the innovation and benefits on offer from DOOH. Increasing\nnumbers of Out-of-Home (OOH) media owners entered the category, resulting over\ntime in an explosion of digital billboards being erected across a number of\nmajor South African cities. <\/p>\n\n\n\n

This is not a surprise and mirrors similar trends\nthat we see globally with digital billboards growing at 11,1% in 2019 (* Source\nPQ Media), nearly triple the growth rate of static or traditional OOH media. <\/p>\n\n\n\n

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According to Outdoor Auditors, there are currently\nover 200 OOH media owners in South Africa operating approximately 13,500\nbillboards. Of these 282 are digital, accounting for just over 2% of the site\nuniverse (Source Outdoor Auditors Feb 2020 Report). While representing a\nvery small proportion of total sites, digital billboards are attracting\nsignificant revenues and have now replaced approximately 1600 static panels,\naccording to the latest February report from Outdoor Auditors.<\/p>\n\n\n\n

Digital Roadside Billboards have increased from 174\nsites in February 2018 to 282 in February 2020, reflecting growth of 62% over\nthe two-year period (See graph below). What accentuates the impact of digital\nbillboards is that close on 60% of all sites are situated within Gauteng\nProvince, the region with the highest levels of advertiser demand.<\/p>\n\n\n\n

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Growth Problems<\/strong><\/p>\n\n\n\n

Surprisingly, growth has not been driven by the\nmost dominant billboard player in the industry, with JCDecaux building very few\nnew digital roadside sites over the period. Growth has largely been driven by\nAlive Advertising, Primedia, Outdoor Network, Tractor, Insight, Relative Media\nand Epic Outdoor.      <\/p>\n\n\n\n

With the rapid growth in digital billboards, the\nindustry has recently experienced a number of problems and certain heavy users\nand early adopters of the medium have elected to no longer advertise on digital\nroadside billboards. After some investigation into the reasons thereof, the\nfollowing were some of the concerns raised:<\/p>\n\n\n\n