Beyond The Billboard

The OOH industry is evolving rapidly, but with growth comes new challenges. In this episode we sit down with Peter Lindstrom to unpack the realities shaping OOH today; from market fragmentation and media owner differentiation to inventory saturation and the future of the channel. Peter shares his perspective on how OOH can continue to thrive in an increasingly complex landscape, why media owners n...

Fresh from the World Out of Home Organization (WOO) Global Congress 2026 in London, we sit down with WOO President Tom Goddard and Jacques Du Preez Founder and CEO at Provantage to unpack the biggest conversations shaping the future of OOH. From global industry trends and emerging technologies to measurement and AI this episode provides both a worldwide and local perspective on the opportunities a...

We welcome fellow podcast host Pat Mahlangu from Pat on Brands; the first time we’ve had another podcast host join us on the show. As Pat on Brands celebrates its 10-year milestone, we unpack some of the biggest themes and insights Pat has uncovered through conversations with leading brands, marketers, and CMOs over the years. We also explore the opportunities for brands to better connect with Sou...

We dive into the evolving world of OOH media with industry expert Erik Warburg from Outdoor Auditors. Fresh from his latest State of OOH report from February 2026, Erik shares his optimistic perspective on the current state of the industry, highlighting the stability of static OOH and the explosive growth of digital OOH. We discuss the resilience of static OOH, the digital OOH revolution, how budg...

Step inside the client mindset in this episode as we sit down with Teniel Nelson from Beiersdorf to unpack OOH from a client point of view. From what truly captures attention in the real world to how OOH fits into broader brand and media strategies, Teniel shares a candid view on what clients value, what they question, and what ultimately drives impact. We explore how creativity, placement, and me...

This sponsor episode features Jason Steyn, Sales Director at Network X, as we explore how the Streets are Speaking through OOH. From audience behaviour to the power of location, we unpack how real-world environments are shaping smarter, more impactful campaigns.  We also discuss the importance of the mass market and Network X’s presence within it, and how brands can better connect with audiences a...

OOH has always been a powerful channel for reach, but how do we move beyond scale to prove real impact? In this episode, we’re joined by Saiesh Ajudhiya, Head of Media, Creative & Innovation from Kantar South Africa to unpack how brands and marketers should be thinking about OOH effectiveness today. From measurement frameworks to the evolving role of data, we explore how OOH delivers not just...

In this episode, we’re joined by Nivasha Pillay to explore how brands can truly unlock impact by connecting OOH, digital, and social channels. From building consistent messaging across platforms to using context to drive real-world action, we unpack what it takes to create cohesive, high-performing campaigns.  This conversation dives into the power of integration, why siloed thinking holds brands...

In this episode, we sit down with Calvin Collett from Melon Mobile to unpack OOH from a client’s perspective. From the initial thinking and strategy to execution and impact, Calvin shares an honest, behind-the-scenes look at what it’s really like to invest in the channel. We explore how Melon Mobile approached OOH, what surprised them most, and why the medium continues to prove its value in a mode...

Taxi ranks, train stations and bus corridors aren’t just transit points; they’re high-energy community hubs that connect brands to true mass audiences every single day.  We explore the scale of South Africa’s commuter movement, audience reach and dwell time, and the data agencies should be using to evaluate this powerful environment. Shamy breaks down what differentiates commuter from other OOH fo...

We sit down with Trish Guilford, General Manager at the OMC, to unpack The Year Ahead for ROAD 2.0. With ROAD 2.0 now firmly established in market, we explore how the data landscape is evolving from expanded measured inventory across roadside, taxi ranks and upcoming Gautrain and airport environments. This episode dives into the data layers coming in 2026, the potential role of mobile enrichment,...

In this episode we sit down with Robert Notrica, Client Partner at WPP Media to unpack what it really takes to drive meaningful impact through OOH. From the evolving role of OOH in the media mix to the responsibility media owners carry in delivering measurable value, Robert shares sharp insights on accountability, reporting, and building long-term brand partnerships. We also explore the power of c...

In this episode, we’re joined by Silke Bucker, for an honest conversation about what clients really value from the OOH channel as a medium in the media mix. We unpack the importance of trust, accountability, and measurable impact and why strong creative only works when it’s backed by clear strategy. Silke shares some of her favourite OOH campaigns and how confidence is built through OOH for consum...

We dive deep into the evolving world of attention in OOH advertising. Steve Bernard, Head of Insight at Ocean Outdoor, joins us to unpack “The Attention Dividend”,  what it means for brands, how attention is measured, and why OOH continues to outperform in capturing real human engagement.  From cutting-edge research to practical insights for planners and marketers, Steve breaks down the science be...

In this episode, we are joined by Dexter Fox, Head of Sales at Wayout Group SA, who shares practical insights on how great ideas become reality and the collaboration needed to bring OOH to life.  Co-hosts Kirsty and Livia share some of what they want to see more of in the South African landscape.

We sit down with Andrew Brunton, Executive Managing Director for EMEA at Billups, to explore how technology is accelerating growth in OOH across Europe, the Middle East and Africa. Andrew unpacks the regional nuances shaping OOH strategy, the rising importance of contextually relevant creative, and the critical role of reporting effectively. We look at the evolving measurement landscape and why it...

In the third instalment of our South African OOH measurement series, we sit down with Philip Evans, Founder & Sales Director of Luxon Data Solutions, to unpack their innovative approach to measuring OOH.  We explore Luxon’s methodology, the technology behind their data and how their solution is helping sharpen planning and reporting in the local OOH landscape.  This episode offers a clear, pra...

We pull back the curtain on one of the most ambitious and talked-about OOH collaborations in South Africa, The OG Influencer campaign. For the first time, nine media owners came together under one powerful idea to showcase the true impact of Out of Home, where the medium was the message. From concept to execution, this episode goes behind the scenes of how Co-hosts Livia and Kirsty bought this cam...

In this episode, we explore the bold side of Out of Home with Dean Oelschig. Dean shares his love for the OOH medium, unpacking why it remains one of the most powerful channels for brands to make a lasting impact. We dive into what it means to win with OOH   - from crafting messaging that truly lands, to testing the strength of an idea by seeing if it works on a billboard. If you believe great cre...

In this episode we sit down with Genevieve Coward, Deputy CEO at Primedia Outdoor, and Alice Wagenaar, Strategy & Intelligence Head, to unpack the power of data-driven OOH planning. We explore the launch of CortexX, Primedia’s new AI-informed media precision planning tool that’s set to transform how campaigns are planned and measured. From navigating South Africa’s fragmented OOH data landscap...

In this episode, we chat with Litha Vimbi, General Manager at OMD, about how big brands make their mark in Out of Home. From bold creative to clever placement, Litha unpacks the power of a strong strategic OOH holding and what really drives impact at scale. She also shares a few golden tips for media owners on how to make the best impression with media agencies and why collaboration is key to shap...

In this episode we sit down with Michelle Pillai, OOH Business Unit Lead at iProspect, to unpack how alcohol brands are making bold moves in the Out of Home space.  From navigating category restrictions to pushing creative boundaries, Michelle shares insider perspectives on what it takes to “play big” in OOH. We explore standout strategies, the role of scale and context, and how alcohol brands can...

In this episode, we sit down with Rafe Usher-Harris, Commercial Director at All Unite, to unpack how their platform is shaping Out of Home (OOH) measurement in South Africa.  We dive into their methodology, costs, and the unique benefits they bring to the market, with a particular focus on how All Unite approaches VAC (Visibility Adjusted Contact) measurement metrics.  If you’re looking to better...

We kick off a three-part series on OOH measurement with Trish Guilford, General Manager of the OMC. In this episode, we unpack the formation and evolution of the OMC, the ROAD 2.0 methodology, and the latest updates. Trish explains the costs and benefits of being part of the OMC and why the introduction of VAC (Visibility Adjusted Contact) is a game-changer, aligning South Africa with global best-...

In this episode, we sit down with Marsha Kumire, Corporate Brand Director at The South African Breweries, and Roanna Williams, Chief Creative Director and Founder of Boundless, to unpack the "130 Years in Motion" campaign SAB’s bold tribute to over a century of brewing history and nation-building in South Africa. We explore the creative thinking and cultural insight that shaped the campa...