The Fluctuating Role of OOH Advertising in South Africa's Election Cycles

The landscape of out-of-home (OOH) advertising in South Africa undergoes significant fluctuations, especially during election periods. As political parties gear up for campaigns, they tend to allocate substantial portions of their budgets to OOH platforms, which include billboards, posters, bus shelters, and digital screens. These advertising formats allow parties to reach a broad audience, offering high visibility in strategic urban locations, highways, and areas with heavy foot traffic. The trend of increased OOH spending during elections highlights the critical role that OOH advertising plays in political messaging.

The Importance of OOH During Elections

During election seasons, political parties aim to reach the masses through extensive advertising. OOH is seen as a powerful tool for this purpose, as it captures commuters, pedestrians, and residents in various cities and towns. It also provides a visual representation of the party’s presence, building brand recognition and reinforcing campaign slogans and promises.

One of the key advantages of OOH advertising is its ability to reach audiences passively, without requiring them to interact with digital devices. It reaches people as they go about their daily activities, providing constant visibility that can reinforce political messages, especially in high-traffic areas.

In South Africa, elections are held every five years, with the national and provincial elections taking place simultaneously. Local government elections occur separately, creating regular spikes in OOH spending every couple of years. During these times, OOH advertising spaces are in high demand, often leading to increased costs and competition for prime locations.

Trends in OOH Spending During Elections

The 2019 general elections in South Africa saw a sharp increase in OOH spending, as political parties such as the African National Congress (ANC), Democratic Alliance (DA), and Economic Freedom Fighters (EFF) sought to maximize their visibility across the country. According to Nielsen, the South African advertising market recorded a significant surge in OOH ad spending during this period, with millions of rand allocated to billboards, posters, and transit advertising.

While exact figures for political advertising aren't always available, the Advertising Regulatory Board (ARB) often monitors and reports on advertising trends, especially during major election periods. In 2019, OOH advertising accounted for approximately 5-7% of the total advertising spend in South Africa. Much of this was fueled by political campaigns, alongside increased spend in industries like telecommunications and retail.

In terms of actual numbers, OOH advertising in South Africa generally represents a R4 billion (about $220 million) industry, according to PwC's 2020 "Entertainment and Media Outlook" report. Election years tend to boost this figure by 10-20%, depending on the intensity of the campaign and the competitiveness of the elections.

Examples of Political OOH Campaigns

One of the most notable OOH campaigns during the 2019 elections came from the ANC, which secured prime billboard spots in Johannesburg, Pretoria, and Cape Town. The DA followed suit, focusing on more specific, localized messaging in metropolitan areas. Meanwhile, the EFF utilized bold visuals, often placing their billboards in high-density areas to reach lower-income voters.

Election campaigns often prioritize billboards near major highways, such as the M1 in Johannesburg and the N1 in Cape Town, where hundreds of thousands of commuters pass by daily. In addition to billboards, political parties also make use of posters placed on street poles, bus shelters, and even digital advertising on large-format LED screens in key locations like Sandton and the Cape Town CBD.

Post-Election Decline in OOH Spend

Once the elections are over, OOH spending typically normalizes, with a noticeable decline in political advertising. However, the presence of digital out-of-home (DOOH) advertising has allowed some parties to continue their campaigns in a more targeted and cost-effective manner.

DOOH allows for flexibility, enabling advertisers to adjust messaging based on real-time events, something that can be particularly advantageous during volatile election periods. This format has seen growing adoption across South Africa, as it offers more engaging and dynamic content that resonates with tech-savvy voters. Despite its effectiveness, DOOH spending is still catching up to traditional OOH mediums, especially in rural areas where digital infrastructure is limited.

The Outlook for 2024

Looking ahead to the 2024 elections, political analysts predict another surge in OOH advertising. With the rise of social media and digital platforms, many political campaigns will continue to use a hybrid approach, combining OOH with digital channels to maximize reach. This trend is likely to drive more demand for DOOH advertising, particularly in metropolitan areas where digital billboards are becoming more prevalent.

Additionally, as more political parties enter the fray, the competition for OOH space is expected to intensify. Smaller parties, which may not have the same budget as larger political entities, may seek out less traditional forms of OOH advertising, such as street posters and mobile billboards. This could lead to a more diverse range of OOH content, providing opportunities for advertisers to innovate.

Conclusion

In South Africa, OOH advertising has long been a vital tool for political parties to reach voters during election periods. The increased demand for billboard space, posters, and digital displays highlights the importance of this medium in driving brand recognition and political engagement. Although the spending fluctuates outside of election years, OOH remains a powerful advertising platform, and its role in future elections will likely continue to grow, especially with the rise of digital formats.

For advertisers and marketers, the election periods provide unique opportunities to showcase brands alongside political messages, capitalizing on the increased public attention to OOH platforms. As we move towards the 2024 elections, it will be interesting to see how political parties continue to use OOH in conjunction with digital channels to amplify their voices.

Sources:

• PwC Entertainment and Media Outlook 2020
• Nielsen Advertising Trends Report 2019
• Advertising Regulatory Board (ARB) South Africa Reportsf OOH Advertising in South Africa's Election Cycles