Beyond The Billboard

• OOH in 2025: The Year Ahead with Celia Collins

  In this episode, Celia Collins, Vice President of Media at Publicis Group, joins us to discuss the year ahead in Out of Home (OOH). Celia shares critical thought starters on how to shift the approach to media planning, with a sharper focus on what truly matters to clients—Return on Ad Spend (ROAS). We explore key areas for improvement, the evolution of OOH strategies, and practical ideas for maximizing impact in 2025. Don’t miss this insightful conversation on how to elevate OOH in the modern media mix!

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  37:20
• OOH in Africa: Unlocking Nigeria with Kingsley Onwukaeme

  In this episode, we welcome Kingsley Onwukaeme, Founder of OOH Academy, Nigeria, to unlock the power of Out-of-Home (OOH) advertising in one of Africa’s most dynamic markets. We dive into the unique nuances of the Nigerian OOH landscape, exploring how brands are winning, the key challenges and opportunities, and what makes this market so critical for OOH success.

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  27:00
• ABSA OOH: A Client's Point of View with Sadika Fakir

  In this episode we sit down with Sadika Fakir, Absa Group Executive: Digital Marketing & Media, for an insightful deep dive into the role of Out-of-Home (OOH) media for a major brand. We unpack the operational and fundamental basics that drive effective OOH strategies and explore what media owners—both large and small—can do to maximize their opportunities in this evolving landscape.From engaging meaningfully with clients and media agencies to standing out in a competitive market, Sadika shares practical insights on how OOH can be leveraged for maximum impact. Whether you're a media owner, agency professional, or brand marketer, this episode is packed with actionable takeaways to help you navigate the OOH space effectively.

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  40:49
• Consumer Insights to Elevate OOH Strategies with Brandon De Kock

  In this episode, we sit down with Brandon de Kock, Director of Storytelling at BrandMapp, to explore the vital role of consumer insights in shaping a media strategy. We discuss how BrandMapp’s rich consumer data can enhance Out-of-Home (OOH) planning, helping marketers take their strategies to the next level. By intertwining consumer insights with OOH, we uncover how brands can drive more effective, data-led decision-making for impactful campaigns.

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  33:51
• Evolving Role of OOH in the Media Mix with Kate Kitz

  In this episode, we’re joined by Kate Kitz, Chief Operating Officer at GroupM South Africa, for an insightful conversation about the evolving landscape of Out-of-Home (OOH) advertising. Kate dives into how client conversations have shifted over time, shedding light on what today’s clients are really looking for when it comes to OOH. While measurement remains a crucial element, it’s also become increasingly complex due to varying market dynamics and system nuances. We also explore how OOH professionals need to stay ahead of the curve, keeping a pulse on other media channels to deliver the most value to the OOH space. Tune in for a fresh perspective on the intersection of OOH, client needs, and the broader media ecosystem.

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  27:35

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