Beyond The Billboard

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 budgets are seamlessly shifting from other digital media to OOH and accountability and measurement in OOH.

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 measurement come together and where the industry still has room to grow.

This episode offers a grounded, practical lens for media owners, agencies, and strategists looking to better align with client expectations and deliver OOH that works harder.

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 at scale.

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 visibility, but meaningful business outcomes.

We dive into the difference between amplification and multiplication, and why OOH works best as a strategic driver within a broader media ecosystem. Saiesh shares insights on how to better evaluate campaigns, connect exposure to action, and ultimately demonstrate ROI in a way that resonates with clients and stakeholders.

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 back, and how marketers can bridge the gap between physical and digital worlds more effectively.

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 modern marketing mix. It’s a refreshing, real-world perspective that bridges the gap between media owners, agencies, and the brands they serve.

This episode is packed with practical insights and a reminder of what makes the channel so powerful.

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 formats and how brands can win in this diverse space.

Plus, we debunk some myths around commuter environments.

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, and what it all means for planners, media owners and brands looking to make smarter location-led decisions.

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 creative in OOH, why execution matters more than ever, and practical advice for media owners looking to strengthen their positioning in a competitive landscape.

A grounded, strategic conversation on making OOH work harder and smarter for brands.

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 consumers.

A must-listen for agencies, media owners, and marketers who want to better understand the client perspective and elevate the way they approach OOH.