Measuring the effectiveness of out-of-home advertising campaigns in South Africa
Out-of-home advertisers demand measurable and reliable results to better determine and control the success both before and after the launch of an advertising campaign. The evaluation of outof- home media effectiveness as part of advertising campaigns remains a largely unexplored field of study, esp...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1527 |
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| Summary: | Out-of-home advertisers demand measurable and reliable results to better determine and control
the success both before and after the launch of an advertising campaign. The evaluation of outof-
home media effectiveness as part of advertising campaigns remains a largely unexplored
field of study, especially in an emerging market like South Africa’s. By analysing the contents of
out-of-home advertising campaigns’ media planning strategies and results, this study aimed to
investigate whether the effectiveness of out-of-home media formats are evaluated and validly
confirmed by South African advertisers. Findings of the study revealed the general lack of
effective evaluation techniques for reliably measuring out-of-home media formats’ effectiveness in
achieving stated communication objectives. Furthermore, results confirm the significant campaign
evaluation opportunities provided by the integration of out-of-home media with technology and
other mechanisms to receive on- or offline interactivity from audiences with advertised brands.
This is particularly useful while the development of reliable out-of-home media measurement
metrics is still underway across the globe.
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| ISSN: | 0259-0069 2957-7950 |