Beyond the Billboard Podcast Episodes Recap

We went beyond the billboard over the past 5 months!

It has been five months since the Beyond the Billboard podcast went live. We have received outstanding positive feedback, support, and acknowledgment from the Out-of-Home (OOH) industry. Throughout this journey, We have learned much about the podcasting world. More importantly, we have also gained valuable insights from every guest on the podcast.

The guests have generously shared their wealth of experience, knowledge, and insights. It has been inspiring for our listeners to hear the career stories of our esteemed expert guests and learn how they reached their current positions in the industry. What seems to be a constant theme is that through hard work, drive, and dedication, they achieved success. Many guests appear to have stumbled into the media industry by chance, which some might attribute to destiny. As Liv references in an episode “ It is just interesting how it is a melting pot of an industry, " not everyone begins with an advertising or media background or related degree.

We are grateful for each guest's contribution to the podcast and, in appreciation, we would like to recap some key highlights and takeaways from the episodes to date.

A big thank you to our Sponsor Nalesa Media for their unwavering support of the Beyond the Billboard Podcast.

We invite the industry to follow our Beyond the Billboard Linkedin page, and our podcast on Spotify or Apple Podcasts to stay up to date on all the latest episodes.

Beyond The Billboard Sponsored by Nalesa Media

Episode 1: “Future of OOH – Innovation & Collaboration”

In the inaugural episode of Beyond The Billboard, hosts Kirsty and her co-host Livia introduce their podcast dedicated to exploring the future of Out of Home (OOH) advertising. They welcome Celia Collins, Vice President Media at Publicis Groupe Africa, as their first guest.

Celia shares her extensive media industry journey, starting from a finance background and evolving through various media roles over 25 years. She highlights her experiences across 28 African countries, emphasizing the unique and authentic use of OOH advertising in these regions.

The conversation focuses on the future of OOH advertising in 2024. Celia stresses the need for creativity and innovation to stand out in a cluttered market. She discusses the importance of integrating technology, like TV and radio syncing, to enhance the effectiveness of OOH campaigns.

Celia shares examples of creative OOH initiatives, highlighting how media owners are reintroducing innovative elements to capture consumer attention. She notes that clients are increasingly open to exploring new approaches in OOH advertising.

The episode addresses challenges like market clutter and the rising costs of large creative elements. Celia emphasizes the importance of effective messaging and visual impact in making OOH advertising successful.

The episode highlighted the now infamous "triangle" that Celia raised. The triangle consists of clients at the top, and media owners and agencies at each corner. If one element is broken, the best outcome won't be achieved. This emphasizes the importance of everyone in the industry playing their part. The episode underscored that partnership and collaboration are crucial for great, innovative, and effective work

In conclusion, Celia's insights underscore the exciting opportunities in the OOH industry, highlighting creativity, innovation, and a deep understanding of diverse markets as key to impactful campaigns.

Episode 2: ‘OOH in the year ahead 2024”

In this episode, we explore the dynamic world of Out of Home (OOH) advertising, highlighting trends for 2024 and examining shifts in the industry. We're thrilled to have had Merissa Himraj, CEO of Sub-Saharan Africa Wavemaker.

Merissa, with over 20 years in the industry, shares her fascinating journey from finance to media. Initially pursuing a career in finance to satisfy traditional expectations, Merissa found herself unfulfilled. Merissa decided to leave finance and took a break. During this period, she reconnected with a friend who owned an ad agency, which marked the beginning of her media career. She started helping out at the agency and quickly fell in love with the field, gaining hands-on experience in production, billboard campaigns, and media planning.

When the agency closed, Merissa seamlessly transitioned to a media company, where she continued to expand her expertise. Her career progressed through various roles at different agencies, ultimately leading her to Wavemaker. She emphasizes the balance of logic and creativity in media, contrasting it with the purely creative environments of ad agencies.

Merissa discusses the unique challenges and opportunities within OOH advertising, particularly the need for creativity while working within budget constraints. She recounts how her practical approach to budgeting and project management earned her the nickname "killer of dreams" among creative teams, highlighting the often delicate balance between creative aspirations and financial realities.

The conversation also touches on the collaborative nature of media and creative teams, with Merissa sharing anecdotes about managing high expectations from creatives and finding innovative solutions that fit within budgetary limits. Her experiences underscore the importance of realistic planning and effective communication in executing successful OOH campaigns.

Merissa shares from her experience on working on Mega Brands and the level of OOH that those brands entail, that it takes “teamwork across the value chain” to execute. “From creative agency to media agency, to media partners who are executing the vision… and I would say having a specialised unit within an agency who just manages OOH”?

Merissa also references technology and how to make the digital sites interactive and integration with Mobile where we have a huge penetration. Merissa challenges “how do we marry these 2 at scale?” Merissa however recognised that we do have unique challenges in our market to consider too.?

This episode offers a deep dive into the media industry through Merissa's extensive experience, providing listeners with valuable insights into the evolving landscape of OOH advertising.

Episode 3: “ Reflecting on the World Out of Home Organisation Africa Forum”

In this episode of Beyond the Billboard, Simon Wall, Group CEO of Tractor Media Holdings, joins us to discuss the recent World Out of Home Organization (WOO) Africa Forum held in Cape Town. Simon shares his insights and experiences from organizing and participating in this landmark event.

Simon explains that the WOO, traditionally held at major global venues, decided to host more regional forums to increase accessibility. The decision to hold the first African forum in Cape Town was made last year. Despite initial challenges, such as low delegate registrations six weeks before the event, the forum saw a last-minute surge in attendance, with nearly 300 delegates eventually participating. This gathering marked a rare occasion where numerous media owners and industry members could connect and discuss the future of Out of Home (OOH) advertising.

The forum featured a range of talks and panels on critical industry topics, including sustainability, programmatic advertising, ad tech, data, and creative innovations. The event was highly praised for its networking opportunities, enabling attendees to engage in meaningful conversations and forge new connections.

Kirsty, attending in her capacity as the General Manager for OMG Africa, shared her perspective, emphasizing the forum's informative and inspiring nature. She highlighted the importance of networking and how the focused discussions extended beyond the formal sessions. Kirsty noted that while the two-day agenda was packed with valuable content, the enthusiasm and depth of the topics suggested that the forum could have easily extended to four or five days.

The event also provided a unique opportunity for media owners from across Africa to interact, with representatives from regions such as French-West Africa, Mauritius, and Kenya. However, Kirsty expressed a desire for greater representation from other parts of Africa, acknowledging challenges such as affordability and visa access. She hopes that future WOO events will continue to build on this success and expand their reach across the continent.

Simon highlighted that the only way to move the needle of OOH spend in South Africa, would be through “Consolidation, proper audience measurement systems and collaboration” In addition later in the episode Simon adds ‘digital transformation’.

A concern Simon raised was the need for more agency staff representation at events like these. Hopefully, post-event success sharing will attract more agency representation to future events. Simon added a call out to the industry “ agency people… send your digital teams, because that is where the future is going… as we saw with Remi from Polygons presentation and Jay from Grand Visual… Everyone’s talking about the integration of digital out of home and programmatic and digital advertising”

In summary, the WOO Africa Forum in Cape Town was a resounding success, bringing together industry leaders and fostering valuable discussions and connections. The event underscored the growing importance and potential of OOH advertising in Africa, setting the stage for continued collaboration and innovation in the field.

World Out of Home Membership: https://www.worldooh.org/membership

Episode 4: “ OOH : A clients POV with Terri Johnson”

In this episode of the Beyond The Billboard, Terri Johnson, the media and marketing lead at FNB, joins as the first client to the Podcast to share their perspective on Out of Home (OOH) advertising. The discussion delves into Terri's journey into the media and marketing industry, her experiences, and insights on effective OOH strategies.

Terri's career began with aspirations in economics and law at UCT but shifted to a focus on organized social psychology and marketing. After an unexpected pivot to marketing at Procter & Gamble, she found her passion and never looked back. Her roles spanned from below-the-line activities and media to brand management. She later joined Essence MediaCom, leading the Coca-Cola account before moving to FNB as a client partner. This diverse background provided her with a well-rounded view of both agency and client sides of the industry.

The conversation highlights the importance of understanding the cluttered and competitive nature of the OOH landscape. Terri emphasizes the need for media owners to distinguish themselves by showcasing unique attributes and innovations. She advises that media owners should come prepared with what makes their offerings different and valuable, beyond just location and availability.

Terri also underscores the significance of forming partnerships with clients. It's not enough to present a list of available billboards; instead, media owners should engage deeply with clients, understanding their brand strategies, competitive landscape, and needs. By positioning themselves as experts and offering tailored solutions, media owners can foster stronger, more productive relationships.

The discussion touches on the importance of innovation in OOH advertising. Terri notes that bringing new and creative ideas to the table can open doors and create opportunities for collaboration. She stresses the need for continuous inspiration and innovation, whether through unique formats, strategic locations, or integrating digital experiences.

Livia also touches on the need for clients and agency staff to share “enough essential pieces of the strategy with media owners so that they can be more strategic in their revert”. Terri agrees and add “you get what you brief”. “If you have only given them a certain amount of information, you will only get that back.” Terri adds it is important to understand what information a media owner needs to be able to build a strategic revert. And adds to approach it as “seeking to understand”, understand what the media owner needs so that you as a client can supply it, it does not always mean you have to share your whole strategy.

In conclusion, Terri's insights shed light on the client's perspective in the OOH industry, emphasizing the value of strategic partnerships, innovation, and a deep understanding of brand needs. Her journey from Procter & Gamble to FNB illustrates the diverse experiences that contribute to a comprehensive understanding of media and marketing, making her insights particularly valuable for both media owners and agencies looking to enhance their OOH strategies.

Episode 5: “ Navigating the OOH Jungle – Understanding Fragmentation”

Erik Warburg the Director of Outdoor Auditors joined an episode to share his wealth of knowledge and insights to the industry.

Erik brings over 20 years of experience in the industry, having started as a media planner at FCB in the early 2000s. He recounts how he was quickly captivated by OOH advertising due to its demand for on-the-ground insights and personal observations, driving him to specialize in this field.

Erik's passion for OOH was further fuelled by his move to Interrogator, which later became part of Posterscope under the AEGIS (now Dentsu) group. Here, he focused solely on outdoor advertising, driven by the realization that the industry lacked robust data for making informed decisions. He identified a significant gap where big, expensive decisions were often based on limited or anecdotal information. This motivated him to improve the quality of outdoor planning by collecting comprehensive and reliable data. Erik shares that his journey in OOH has been marked by a desire to tackle the operational challenges and complexities of the medium, finding it rewarding to see strategies and concepts come to life in impactful and visually striking ways.

The conversation then shifts to the role and services of Outdoor Auditors. Erik explains that his company physically audits all roadside billboards in South Africa twice a year, in February and August. This involves visiting each billboard, taking multiple photos, recording the GPS location, identifying the media owner and brand, and compiling a vast database of OOH activities. With around 15,000 billboard faces audited, this comprehensive data collection forms the backbone of their business. Outdoor Auditors then sells reports to brands, agencies, and media owners, offering valuable insights into competitive brand activity and aiding in strategic planning.

Erik also discusses the inefficiencies he observed early in his career, where multiple agencies would redundantly collect the same data. This led to the realization that a centralized, thorough audit could serve multiple clients more cost-effectively. Additionally, the comprehensive nature of their audits ensures a complete picture of competitive activities, enhancing strategic decision-making for their clients. Outdoor Auditors' services have expanded to include a planning tool that helps planners locate and source sites, benefiting small media owners by providing a platform to reach larger agencies.

The episode concludes with a look at the future of OOH advertising, particularly the shift towards digital. Erik mentions their partnership with Seedoo, an Australian company that verifies digital OOH players, addressing the dynamic nature of digital ads. Unlike traditional audits, which capture a moment in time, Seedoo's always-on service provides continuous monitoring and verification of digital ad play data. Although digital adoption in South Africa is still in its early stages, Erik is optimistic about its growth and the ongoing evolution of the OOH industry. Kirsty emphasizes the critical role of data and insights in OOH, highlighting the invaluable contributions of Outdoor Auditors in empowering media specialists and enhancing the strategic capabilities of the industry.

Episode 6: “ Unlocking the Future of Programmatic DOOH”

In this episode of Beyond the Billboard, co-host Kirsty welcomes Remi Du Preez, Managing Director of Polygon, to discuss Programmatic Digital Out-of-Home (PDOOH). Livia shares her journey from a strategist to a location data expert, paralleling Remi's path in the Out-of-Home industry, highlighting his expertise in the South African landscape. Remi recounts his career transition from traditional sales to programmatic digital advertising, emphasizing his drive to prove the effectiveness of out-of-home media through data and measurement. He explains how COVID-19 accelerated the need for flexibility and data in advertising, leading to the adoption of programmatic methods.

Remi elaborates it was the pandemic that truly highlighted the need for programmatic solutions. During the lockdowns, the demand for real-time data and flexibility in advertising grew, aligning perfectly with the capabilities of PDOOH.

The discussion delves into the challenges and progress in PDOOH, emphasizing the importance of integrating media owners and standardizing industry practices. Remi stresses that while South African media owners generally understand programmatic concepts, there are still technical and integration hurdles to overcome. He highlights the siloed nature of digital and Out-of-Home teams within agencies and calls for a more unified approach to maximize the potential of PDOOH. He points out that media agencies need to move beyond traditional metrics like discounts and focus on performance and value, much like the digital advertising space.

Kirsty also touches on the current state of programmatic adoption across Africa. Remi expresses optimism about the continent's progress, noting that through partnerships with companies like BroadSign, several markets outside of South Africa are beginning to adopt PDOOH. He emphasizes the need for continuous education and collaboration to ensure the industry's growth, pointing out that it is part of their responsibility to educate media owners and partners about the benefits and requirements of PDOOH.

Furthermore, Remi discusses the shifting dynamics of budget allocation within agencies. He observes that digital teams, rather than traditional Out-of-Home strategists, are increasingly handling programmatic buys. This shift reflects the growing importance of integrating digital strategies with out-of-home advertising to deliver targeted and measurable results for clients. The episode concludes with a discussion on the future of PDOOH, with Remi expressing his vision of uniting the entire African continent under a cohesive and effective programmatic advertising framework.

Episode 7: Coffee Chat with Nalesa Media: A Media Supplier’s Journey to Ownership

In a recent podcast, Livia and Kirsty hosted Palesa Mabuse, Managing Director, and Patrick "Patty" Ndlovu, Sales and Marketing Manager of Nalesa Media. The discussion highlighted the company's journey, challenges, and the dynamic world of Out-of-Home (OOH) advertising.

Nalesa Media began in 2010 with Palesa and her sister Naledi, combining their names for the company name. Their entrepreneurial family, especially their mother, supported their venture. Early assistance from industry experts like Brett Tucker was crucial, helping them understand sales and agency relationships.

Patty, with 15 years in the industry, expressed his passion for OOH, emphasizing the satisfaction of transforming ideas into impactful billboards. The ability to evoke emotions and create memorable displays is what makes OOH special for him.

The podcast discussed the challenges faced by OOH media owners, including market saturation and the need for consolidation. Palesa noted the difficulty of standing out and the potential of collaboration to streamline the industry.

Patty emphasized the importance of building relationships with agencies and clients, providing tailored solutions, and maintaining transparency. Nalesa Media's growth from three to over thirty billboards is attributed to trust and support from major clients and agencies.

Both Palesa and Patty recommend collaboration as a strategic entry into the competitive OOH market. Partnering with established media owners provides necessary resources and market insights. Understanding the value chain, client needs, and ethical business practices is crucial for newcomers.

Nalesa Media's journey from a family venture to a growing player in the OOH market showcases the power of perseverance, collaboration, and strategic partnerships, offering valuable insights for aspiring media owners.

Episode 8: “OOH in the Media Strategy”

In this episode of the Beyond The Billboard podcast, Brian Muguto, the Managing Director of PHD Johannesburg and a leading communication strategist in South Africa, joins to discuss the role of Out-of-Home (OOH) advertising in media strategy. The conversation begins with Brian sharing his unconventional journey into the media industry. Initially studying business management in Aberdeen and working in oil and gas marketing, Brian moved to South Africa to be closer to family and found his way into advertising as a digital strategist.

Brian reflects on how his pivot to advertising was driven by curiosity about content distribution and reaching audiences, which eventually led him to specialize in media strategy. His experience spans both creative and media sides of the industry, providing him with a comprehensive understanding of how to design and distribute content effectively.

The podcast delves into the strategic importance of OOH advertising within the broader media ecosystem. Brian emphasizes that while channel selection often seems predetermined, a thorough understanding of the client's business challenges and consumer perceptions is essential before deciding on the appropriate media channels. He explains that effective strategy begins with identifying the client's business problems, such as meeting sales targets or addressing market share loss, and understanding the consumer's mindset and decision-making process.

Brian highlights that the intersection of understanding the client's challenges and the consumer's needs leads to a well-informed channel selection. This process involves developing a clear problem statement that encompasses both sides and a solution statement that outlines the strategy. The journey to uncovering the best media channels involves using advanced data and tools, which provide recommendations based on identified challenges. However, Brian stresses that the strategist's expertise and knowledge are crucial in making final decisions, even with the assistance of data-driven tools.

Throughout the discussion, Brian and the hosts reflect on the evolving media landscape and the need for continuous adaptation and innovation. Brian's insights underscore the importance of strategic thinking, deep consumer understanding, and the effective use of data in crafting successful media campaigns.

Episode 9: “Perspectives of Both Sides of the Media Fence”

Darren McKinon, the commercial director at Epic Outdoor, brings a wealth of experience spanning both media owner and agency roles to our podcast episode. Darren's journey in the industry has seen him spend significant time at JC Decaux, GroupM, and the Essence Media Group before his current role at Epic Outdoor. He reflects on his transition from the media owner side to the agency side and back to the media owner realm within the out-of-home space.

Darren acknowledges the insights gained from his agency tenure, highlighting the complexities and strategic depth involved in media planning and execution. He emphasizes the value of starting a career on the agency side for its foundational understanding and the nuanced perspectives it provides, contrasting with his initial path from the media owner side. His experiences have underscored the critical role of strategy formulation in media agencies, where ideas must not only be innovative but also strategically timed and relevant to resonate effectively.

He delves into the dynamics between media owners and agencies, noting the challenges agencies face in managing client expectations amid evolving campaign objectives and tighter timelines. Darren stresses the importance of media owners proactively adding value by offering insights, competitive intelligence, and strategic proposals that align closely with agency needs and client goals. This proactive approach, he believes, enhances the partnership and fosters more meaningful engagements, moving beyond traditional pitch processes to collaborative problem-solving.

Darren also touches upon the strategic opportunities within out-of-home budgets, advocating for earlier and more integrated discussions between media owners and agencies. He underscores the potential for out-of-home to drive impact when integrated early in the strategic planning phase, rather than as an afterthought, thereby optimizing innovation and campaign effectiveness.

In conclusion, Darren's insights highlight the evolving landscape of out-of-home media, emphasizing collaboration, strategic foresight, and proactive engagement as key drivers of success in media partnerships. His experiences underscore the ongoing transformation within the industry, where agility, data-driven insights, and proactive collaboration are essential for navigating challenges and seizing growth opportunities in the out-of-home sector.

Episode 10: “Beyond the City: OOH in the Townships”

Kabelo Kale, the Township Economy and Media Specialist, joins Beyond the Billboard for an episode as an expert guest. Kabelo brings a wealth of knowledge and experience in the township economy, making him an invaluable guest for today's discussion.

In this episode, we dive deep into the intricacies of the township economy, a market that represents 75% to 80% of the South African consumer base. Kabelo explains the origins and growth of this largely informal economy, highlighting its immense value and the unique challenges it presents. He provides an in-depth look at how the township economy has evolved into the largest economic sector in South Africa, despite historical spatial inequalities.

Kabelo sheds light on the complexities of targeting the township market, emphasizing the importance of genuine, on-the-ground insights. He discusses common misconceptions and mistakes brands make when approaching this market, advocating for strategies that are rooted in authentic township experiences and knowledge. Kabelo shares his thoughts on the critical need for media and creative agencies to adopt models and approaches born from within the township, rather than relying solely on formal research methods that often fall short.

The conversation also explores the significant spending power within the township economy, with Kabelo noting that the actual market value is likely much higher than current estimates. He discusses the potential for growth and innovation in this sector, including the increasing role of FinTech and digitalization in providing more accurate and actionable consumer insights.

As we delve into the shopping behaviours of township consumers, Kabelo highlights the shift towards more measurable insights through new technologies and point-of-sale systems. He underscores the importance of brands and agencies embracing these advancements to better understand and serve the township market.

This episode is a must-listen for anyone looking to gain a deeper understanding of the township economy and how to effectively engage with this dynamic and vital market. Kabelo's expertise offers invaluable guidance on navigating the complexities of township marketing, making this an enlightening and practical discussion for professionals across the media and advertising landscape.

Tune in to learn from Kabelo Kale and gain insights that could transform your approach to the township economy, ensuring your strategies are informed, effective, and truly resonate with this significant consumer base.

Episode 11: “Planning for OOH”

Christo van den Bergh, the head of Out-of-Home (OOH) at Mediology, as our esteemed guest. Christo brings a wealth of experience and knowledge to the table, and we were very excited to dive into his journey and insights in the OOH industry.

Christo's began his career in the print industry before moving to a creative agency, eventually finding his passion in Out-of-Home advertising. His journey took a significant turn during a pivotal interview where he was encouraged to explore media strategy—a field he initially knew little about. This led him to discover Mediology, the media agency that had just won the Media Agency of the Year award. Intrigued and motivated, he applied and was hired, marking the start of a remarkable career that has spanned nearly 12 years.

In this episode, Christo shares the evolution of his career, discussing the challenges and triumphs he encountered along the way. He highlights the differences between working in print and OOH, shedding light on the unique aspects and advantages of each medium. Christo also addresses common misconceptions about OOH, emphasizing that it encompasses much more than just billboards. He delves into the diverse formats within OOH advertising and the strategic thought process involved in selecting the right format for a campaign.

We explore the intricacies of planning and executing OOH campaigns, starting with understanding the client’s challenges and objectives. Christo stresses the importance of integrating OOH with other media channels to create powerful, omni-channel campaigns. He explains how OOH can enhance online activity, complement radio advertising, and extend a brand’s reach. Christo provides valuable insights into the competitive analysis, target audience identification, and the magic that happens when logic meets creativity in OOH advertising.

Christo also discusses the common pitfalls in OOH planning, such as treating OOH as a silo and not fully integrating it with the broader media strategy. He advocates for a collaborative approach, where media strategies are discussed and refined to ensure OOH is used effectively. He shares examples of successful campaigns that have leveraged the unique strengths of OOH to achieve remarkable results. A really informative episode.

About Podcast Co-Hosts:

Kirsty Carlson and Livia Brown are experts in the field of Out of Home (OOH) Advertising, with over 12+ years of experience each. They have successfully led OOH Departments in large media agency groups in South Africa, gaining a comprehensive understanding of the OOH landscape, its complexities, challenges, and benefits. They have also developed key relationships with partners in this ever-evolving space. To share their insights and knowledge, they have created a podcast where they invite industry experts to discuss insightful and topical OOH discussions. The objective of the podcast is to inform, educate, inspire, and guide the industry in South Africa and the rest of Africa on all things OOH.

Livia Brown

?Owner: What3things

https://www.dhirubhai.net/in/livia-brown-67086346/

Kirsty Carlson

https://www.dhirubhai.net/in/kirsty-carlson-27b45665/

?