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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| 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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| _version_ | 1832593723473526784 |
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| author | Melanie Babst Thérèse Roux Johan de Jager |
| author_facet | Melanie Babst Thérèse Roux Johan de Jager |
| author_sort | Melanie Babst |
| collection | DOAJ |
| description |
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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| format | Article |
| id | doaj-art-37fd2661c8344651b512de49a068e010 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-37fd2661c8344651b512de49a068e0102025-01-20T08:57:06ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0139110.36615/jcsa.v39i1.1527Measuring the effectiveness of out-of-home advertising campaigns in South AfricaMelanie Babst0Thérèse Roux1https://orcid.org/0000-0003-0820-1723Johan de Jager2Tshwane University of TechnologyTshwane University of TechnologyTshwane University of Technology 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. https://journals.uj.ac.za/index.php/jcsa/article/view/1527out-of-home advertising campaignsSouth Africameasurement metricseffective evaluation techniques |
| spellingShingle | Melanie Babst Thérèse Roux Johan de Jager Measuring the effectiveness of out-of-home advertising campaigns in South Africa Communicare out-of-home advertising campaigns South Africa measurement metrics effective evaluation techniques |
| title | Measuring the effectiveness of out-of-home advertising campaigns in South Africa |
| title_full | Measuring the effectiveness of out-of-home advertising campaigns in South Africa |
| title_fullStr | Measuring the effectiveness of out-of-home advertising campaigns in South Africa |
| title_full_unstemmed | Measuring the effectiveness of out-of-home advertising campaigns in South Africa |
| title_short | Measuring the effectiveness of out-of-home advertising campaigns in South Africa |
| title_sort | measuring the effectiveness of out of home advertising campaigns in south africa |
| topic | out-of-home advertising campaigns South Africa measurement metrics effective evaluation techniques |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1527 |
| work_keys_str_mv | AT melaniebabst measuringtheeffectivenessofoutofhomeadvertisingcampaignsinsouthafrica AT thereseroux measuringtheeffectivenessofoutofhomeadvertisingcampaignsinsouthafrica AT johandejager measuringtheeffectivenessofoutofhomeadvertisingcampaignsinsouthafrica |