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Measuring the effectiveness of out-of-home advertising campaigns in South Africa

Melanie Babst
Tshwane University of Technology
Thérèse Roux
Tshwane University of Technology
Johan de Jager
Tshwane University of Technology
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Measuring the effectiveness of out-of-home advertising campaigns in South Africa. (2022). Communicare: Journal for Communication Studies in Africa, 39(1), 33-55. https://doi.org/10.36615/jcsa.v39i1.1527
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  • Submited: October 6, 2022
  • Published: October 6, 2022

Abstract

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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How to Cite
Measuring the effectiveness of out-of-home advertising campaigns in South Africa. (2022). Communicare: Journal for Communication Studies in Africa, 39(1), 33-55. https://doi.org/10.36615/jcsa.v39i1.1527

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