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A Podcast about insightful & topical Out of Home advertising discussions with key industry experts created to educate and inspire. Join OOH Experts and Co-Hosts; Livia Brown & Kirsty Carlson as they go Beyond The Billboard to discover the world inside Out of Home.
59 Episodes
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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 ow...
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 commut...
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 ...
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 looki...
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 cl...
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 behind attention and the opportunities it unlocks for smarter OOH strategies.
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 its transparency and physical presence continue to give brands an edge in a world of digital noise.
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, practical look at how measurement is evolving and what it means for media owners, agencies...
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 campaign to life under their DOOH.co.za platform, they brought the industry together proving once ag...
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 creative deserves a bigger stage (literally), this one’s for you.
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 landscape to balancing fixed measurement like OMC’s ROAD 2.0 with real-time audience insights, Genevieve ...
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 shaping the skyline.
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 use OOH to cut through in a crowded market.
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 understand the evolving measurement landscape and what sets All Unite apart, this conve...
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-practice standards in OOH measurement. A must-listen for agencies, media owners, and marketers lo...
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 campaign, the challenges and triumphs of bringing it to life, and the pivotal role that OOH played in creating n...
Join us for an exclusive deep dive into the latest World Out of home (WOO) WOO Conference in Mexico, as Gideon Adey, CEO at GurOOH shares a firsthand account of the biggest insights, trends, takeaways, and hot topics from the event. From emerging innovations in OOH advertising to global market shifts and local nuances, this episode is your backstage pass to everything that mattered. Whether you missed the conference or want to relive the highlights, this conversation delivers all ...
In this episode, we’re joined by Nichole Shub, Chief Marketing Officer at Pineapple Insurance - a brand that’s become one of the biggest names in the Out of Home (OOH) space in South Africa. Nichole takes us behind the scenes to unpack how Pineapple earned its standout reputation in the OOH game. We explore what it really takes to execute exceptional OOH campaigns, from having an intentional strategy, to bold creative, to fostering strong partnerships. We also dive into how to bring your audi...
In this episode, we sit down with Ricardo Lopes, the Group Strategy Director at dentsu International to explore the power of strategic innovation in Out of Home. With deep experience across both South African and European markets, Ricardo takes us behind the scenes of crafting effective media strategies that go beyond flashy gimmicks, focusing on innovation that adds real value. We unpack what it means to integrate innovation purposefully within OOH campaigns, and how to use the medium ...
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