Beyond The Billboard

The OOH industry is evolving rapidly, but with growth comes new challenges. In this episode we sit down with Peter Lindstrom to unpack the realities shaping OOH today; from market fragmentation and media owner differentiation to inventory saturation and the future of the channel.
Peter shares his perspective on how OOH can continue to thrive in an increasingly complex landscape, why media owners need to move beyond competing on price alone, and what the industry must do to drive sustainable growth. We also explore the role of data, innovation, measurement, and collaboration in ensuring OOH remains a powerful and effective medium for advertisers.
Whether you're a media owner, agency professional, marketer, or OOH enthusiast, this episode offers valuable insights into where the industry is headed and what it will take to succeed in its next chapter.

Fresh from the World Out of Home Organization (WOO) Global Congress 2026 in London, we sit down with WOO President Tom Goddard and Jacques Du Preez Founder and CEO at Provantage to unpack the biggest conversations shaping the future of OOH.
From global industry trends and emerging technologies to measurement and AI this episode provides both a worldwide and local perspective on the opportunities and challenges facing the industry.
Join us as we explore the key takeaways from one of the most important gatherings in the global OOH calendar.

We welcome fellow podcast host Pat Mahlangu from Pat on Brands; the first time we’ve had another podcast host join us on the show.
As Pat on Brands celebrates its 10-year milestone, we unpack some of the biggest themes and insights Pat has uncovered through conversations with leading brands, marketers, and CMOs over the years. We also explore the opportunities for brands to better connect with South Africa’s youth market, and how young entrepreneurs are reshaping the country’s business landscape through innovation, culture, and community-driven thinking.
The conversation also dives into the role OOH has played in building credibility and visibility for Pat’s Youth Brand Awards.

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.