OUT OF HOME SOUTH AFRICA
How Covid-19 led an outdoor media owner to look inwards
As what goes up must come down, people indoors will come out again, and out of home media will be waiting for them, says SIMON WALL.
Simon Wall
W
hat becomes of a category built on selling audiences when there is no audience? When billboards that once proudly proclaimed brand messages, gleaming in the sunlight on roadsides, no longer have commuters to communicate to? When consumers are told to stay at home – yet as the name suggests, the very nature of your industry relies on consumers being out of their homes? Like so many industries that are reliant on the inherently social nature of human beings, when lockdown was announced last year, our entire sector was forced to rethink how we did business. Tractor Outdoor celebrates its 20th anniversary this year, and I’m proud to say that coming from the most difficult year we’ve ever faced, we’ve grown up as a business. Not only have we proven our mettle, but we’ve also seen our priorities shift along with the goalposts as it becomes clear what is truly important.
FROM COMPETITORS TO COMMUNITY IMAGE: SUPPLIED
Over the past few months it was exciting to see a rising spirit of collaboration, as media owners came together as a community, rather than as competitors. themediaonline.co.za
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