MOAC | South Africa’s DOOH Revolution!

The Real Value of DOOH in South Africa’s Diverse Environments
Paraphrased from Tebogo Raikane, OOH Media Specialist, Publicis Groupe (June 23, 2025)

Mbombela – In just five years, Digital Out-of-Home (DOOH) in South Africa has surged as rapidly as motoring did in its first century—evolving from simple screens to dynamic connectors that create meaningful brand moments. Mpumalanga Outdoor Advertising Company (MOAC) stands at the forefront of this shift, deploying large-format LED and static sites that tap into the unique rhythms of our diverse environments.

Programmatic buying and real-time updates have empowered advertisers to engage audiences at precisely the right moment—whether it’s a weather alert on a downtown street corner or a live sports score at a highway gantry. According to industry data, DOOH generated roughly R 1.1 billion in 2023 and forms part of a R 4.4 billion OOH market projected to grow at 3.2 percent annually through 2030. Meanwhile, screens in major metros achieve 70–75 percent slot utilization, underlining DOOH’s ability to capture urban attention.

MOAC harnesses these trends by selecting prime locations—such as first-in/last-out sites on major routes—and pairing each ad with complimentary omnichannel insights. Integrating granular location data into Marketing Mix Models has been shown to increase attributed OOH ROI by 42 percent and sales correlation by 78 percent, providing advertisers with clear, measurable impact.

DOOH’s true strength lies in its contextual relevance: gym-side screens deliver health-drink ads to wellness enthusiasts, petrol-station displays drive impulse FMCG sales, and targeted activations in township taverns tap into vibrant local culture. Across all settings, the medium remains non-intrusive yet powerful—complementing environments rather than interrupting them.

Creative Best Practices:

Bold Simplicity: Use clear, concise messaging and striking visuals.
Emotional Resonance: Align imagery with audience feelings and local culture.
Contextual Tailoring: Customize ads to match the environment and mindset.
Strong Call-to-Action: Encourage immediate engagement with direct prompts.

By focusing on smart placements, data-driven targeting, and culturally resonant content, MOAC is redefining the outdoor advertising landscape—turning each screen into a strategic touchpoint that bridges brands and people.

Get in Touch:

sales@moac.co.za | +27 76 266 1745