If you’re still wondering where to be this winter, the answer is simple: Toyota Innibos 2026! From 2 to 5 July, the Lowveld once again transforms into a festival paradise where music, theatre, books, art, rugby, socialising, food and shopping come together in one unforgettable experience, because this is where we celebrate everything that’s IN #trending.

From spectacular stage productions to the popular festival grounds, Woelwaters for the children and the famous social stages, this promises to be one for the books.

The Festival Grounds – where it all happens

The heart of Innibos beats at the festival grounds, where thousands of festivalgoers gather every day for a unique festival experience. Here you can look forward to four open stages, beer tents, delicious food, high-quality exhibitions and, of course, the best artists. There’s Woelwaters for the children, a fun faire, 300 food and retail stalls to browse through, the ATKV Book Oasis and art exhibitions guaranteed to leave you feeling cultured and inspired!

From early mornings the grounds buzz with energy, and at night it transforms into a celebration of lights, music and social enjoyment, as festivalgoers enjoy spectacular concerts featuring some of South Africa’s top artists on the Innibos main stage.

Rugby fever hits Toyota Innibos!

On Saturday, 4 July, excitement will reach boiling point when the Springboks take on England! Festivalgoers are encouraged to settle in from 17:00 as Hammie gets the gees going ahead of kick-off at 17:40, while Innibos’ BIG SCREEN ensures that nobody misses a moment of the action. It’s the perfect opportunity to cheer together and enjoy the atmosphere.

And then, as soon as the final whistle blows, the kykNET music concert starts approximately at 19:30. Hold on tight, because Saturday night promises one highlight after another!

What can you look forward to: A star-studded music programme

• Thursday, 2 July’s Huisgenoot kick-off concert: The festival kicks off with a massive artist line-up including Die Heuwels Fantasties, Die Piesangskille, Elvis Blue, Karlien van Jaarsveld, Ricus Nel, Van Pletzen and Pieter Koen.
• Friday, 3 July’s Jacaranda FM concert brings even more of the country’s top artists to the stage, including Bobby van Jaarsveld, Fokofpolisiekar, Juanita du Plessis, Riaan Benadé, Spoegwolf and Zaan Sonnekus.
• Saturday, 4 July: After the rugby, the kykNET concert kicks off with Appel, Barto, BlackByrd, Brendan Peyper, Early B, Elandré, Eloff, Francois van Coke, Irene-Louise van Wyk, Juan Boucher and Riana Nel. And without a doubt, a surprise or two awaits you.
• Loof Hom Innibos – Sunday, 5 July: Toyota Innibos concludes the festival in a fitting way with Loof Hom Innibos at Church Unlimited, where everyone is warmly invited to experience thanksgiving and praise together, with Riana Nel as the headline artist.

Festival Ground Ticket Prices:

Primary school children up to and including 13 years: FREE
Senior citizens: R195 (Thursday only)
Thursday: R250
Friday: R325
Saturday: R385
Weekly Pass: R775

In addition to the festival ground programme, there is also a star-studded theatre, lifestyle and classical programme hosted at venues outside the festival grounds. Sandra Prinsloo, Frank Opperman, Je-ani Swiegelaar, Coenie de Villiers and Amanda Strydom are among the artists appearing at Innibos this year.

The full festival programme and ticket sales are available at www.innibos.co.za.

Mbombela – The Cancer Association of South Africa (CANSA) is calling on the Lowveld community to “Rise Together Against Cancer” at the CANSA Relay For Life Nelspruit 2026, taking place from 18:00 on Friday, 13 March to 06:00 on Saturday, 14 March 2026.

This much-anticipated overnight event will once again bring together survivors, caregivers, families, friends, schools, companies and community groups in a moving celebration of hope, remembrance and action. The 2026 theme, Rise Together Against Cancer, embodies the heart of Relay For Life: to Celebrate survivors, Remember loved ones lost, and Fight Back by raising vital funds and awareness in the ongoing battle against cancer.

Following the tremendous success of the 2025 event — which attracted approximately 1 000 participants and 90 registered teams — organisers are expecting another strong show of solidarity from the community. The event offers an opportunity for businesses and families alike to unite in a meaningful cause that has touched nearly every household in some way.

Teams of 10 members are invited to enter, with a registration fee of R1 000 per team.  (Teams can go up to 15 members – additional members only pay R100 per person to participate).  Individuals can also participate for R100 per person. Survivors and caregivers are the guests of honour at this special event, and interested parties are welcome to register with  Thembi at the CANSA office or call 013 741 5441 to attend and be part of this inspiring experience.

The Relay will take place at Laerskool Laeveld in Mbombela and promises a safe, vibrant and family-friendly atmosphere throughout the night. While no braai facilities will be available and no skottels allowed on the field, a variety of food stalls — including coffee, ice cream, boerewors rolls, pancakes and more — will ensure that participants are well catered for. Participants may also bring their own picnic baskets.

Community members are encouraged to enter early, start fundraising and follow CANSA Mpumalanga on Facebook for updates.

For entry forms or further information, contact nelspruitrfl.entries@gmail.com or Rinella Jansen van Vuuren at rjvvuuren@cansa.org.za.

Together, we can make a difference — and together, we can rise against cancer.

Behind every smile and memorable stage moment at the Toyota Innibos National Arts Festival lies a vast organisation that annually transforms the festival into a world-class arts and culture experience. Innibos is far more than just a music festival; it is a living organism made up of music, theatre, visual art, books, street entertainment, market stalls and family-friendly activities that continuously entertain and engage festivalgoers. Hosted annually in Mbombela (Nelspruit), the festival has become a key fixture on South Africa’s cultural calendar since its inception in 2004, and has repeatedly been named the country’s most popular arts festival.

Creating an experience of this scale, however, requires an enormous financial and logistical machine, something the public is often scarcely aware of.

Although the festival is sometimes described as “expensive”, the reality is quite the opposite. Innibos gate access remains, relative to the true cost of hosting the festival and what festivalgoers receive in return, an exceptional bargain.

According to festival manager Andy Lubbe, the management team strives each year to keep Innibos as affordable as possible for families. “All the entertainment on the festival grounds, four social stages, a main stage, book discussions, art exhibitions, children’s entertainment and many more, is already included in your entrance ticket,” he explains. In addition, primary school learners pay no entrance fee at all.

The True Cost of a World-Class Festival

Innibos’s cost structure is extensive. Logistics alone, ensuring that the festival grounds are safe, functional and festive, amount to approximately R4.7 million. This includes electrical services, generators, access control systems, transport, tent and equipment hire, toilets, security, site preparation, clean-up, traffic management and engineering certificates.

Programme costs on the festival grounds total about R8.7 million. This covers artist fees for all main stage and social stage performers and buskers, as well as the construction of all stages, sound, lighting and special effects.

Theatre productions presented at venues outside the festival grounds cost a further R1 million, while the free Loof Hom Innibos concert adds another R75,000.

Travel, accommodation and catering for artists and technical staff amount to roughly R1.6 million.

Shuttle services, marketing, website maintenance, art exhibitions, sponsorship-related expenses and community projects account for an additional R3 million.

When salaries of permanent staff, who work year-round to organise the festival’s many components, office expenses, project managers, temporary workers, financial costs and administration are included, the total annual cost of the festival exceeds R23 million.

Where Does the Money Come From?

Income from ticket sales, stall rentals and profits from beer tents together generate approximately R13 million. This means that Innibos must secure at least R10.5 million annually in cash and service sponsorships just to break even.

The reality is simple: without sponsors, the festival could not survive, or it would be far more expensive for festivalgoers. As a non-profit organisation, Innibos is legally required to reinvest any profits or surplus funds (if there are any) directly into the following year’s festival or into a reserve fund. This reserve fund, for example, proved vital during the Covid years when Innibos could not take place for three consecutive years.

Just How Much of a Bargain Is Innibos?

During the 2025 festival, an impressive 178 artists performed on the festival grounds. A week pass, granting daily access to the festival grounds, cost only between R550 and R660. This means a festivalgoer paid less than R4 per artist, something almost unheard of in the South African entertainment industry. Compare this to the price of a single concert ticket, and the value of Innibos becomes immediately clear.

The Legacy of Innibos

When the last lights go out and the grounds fall silent, one thing remains crystal clear: Innibos exists because thousands of people work together, because sponsors believe in the arts and value their association with the festival, and because festivalgoers open both their hearts and their wallets each year to support culture. Despite enormous costs, Innibos remains committed to offering a world-class, accessible and affordable festival for all.

In 2025, the festival’s economic injection into the local economy amounted to a remarkable R100.5 million, a testament to its impact and relevance. The official attendance figure for 2025 was 78,000.

Innibos looks forward to welcoming you again in 2026, where we will celebrate Alles wat IN is! #trending!

Introduction: The Comeback of Out-of-Home Advertising

Out-of-home (OOH) advertising remains one of the most established and proven advertising channels globally. While many associate OOH with iconic billboard locations, the format has evolved far beyond traditional static signage.

As digital advertising expanded, OOH was often incorrectly viewed as outdated or less effective. In reality, the opposite has happened. OOH has grown stronger through technology, data, and improved targeting. Reduced clutter in outdoor media has also created renewed opportunity for brands that use OOH strategically rather than generically.

At MOAC, this evolution forms the foundation of how OOH and DOOH are planned, sold, and measured across Mpumalanga.

What Is Out-of-Home Advertising?

Out-of-home advertising includes visual media that reaches people while they are outside their homes and moving through public spaces. Unlike digital, radio, or television advertising, OOH is tied to physical locations and real-world behaviour.

Formats that fall under OOH include:

• Static billboards and gantries

• Digital LED billboards

• Posters and wallscapes

• Transit and roadside media

• Digital signage and video screens

These placements appear in high-traffic environments such as major roads, retail areas, transport routes, medical centres, gyms, airports, and entertainment venues.

MOAC focuses on high-impact roadside and corridor-based OOH and DOOH assets that capture attention where digital ads cannot be skipped, blocked, or ignored.

Five Core Advantages of Out-of-Home Advertising

1. Cost-Effective Brand Visibility

OOH advertising delivers strong brand exposure at a competitive cost per impression. When measured against many digital awareness campaigns or traditional broadcast channels, OOH consistently provides efficient reach over extended periods.

A single well-positioned billboard can generate thousands of daily impressions, repeating exposure multiple times per week to the same audience. This repetition builds memory, familiarity, and trust.

MOAC structures campaigns to maximise exposure duration and location relevance, ensuring each placement delivers sustained value rather than short-lived visibility.

2. Unmatched Reach Across Demographics

OOH advertising reaches broad audiences consistently. Independent research shows that a large majority of people notice outdoor advertising every week, regardless of age or digital behaviour.

As streaming services, ad blockers, and fragmented media habits reduce the effectiveness of many channels, OOH remains one of the few formats that reaches almost everyone.

MOAC’s asset placement along key Mpumalanga corridors ensures exposure to commuters, residents, visitors, and regional travellers alike.

3. Proven Driver of Engagement and Conversion

OOH advertising does not replace digital marketing; it strengthens it. Studies repeatedly show that people are more likely to engage with online ads after being exposed to a brand through OOH.

Outdoor advertising builds recognition and credibility, which then improves click-through rates, search behaviour, and in-store response when paired with digital channels.

MOAC integrates OOH with omnichannel strategies and Marketing Mix Modelling, allowing brands to understand how outdoor exposure contributes to measurable performance across platforms.

4. High Visual and Creative Impact

OOH is designed to be seen, not scrolled past. Large formats, bold visuals, and motion-enabled digital screens allow brands to communicate clearly and memorably.

For brands with strong visuals, storytelling elements, or time-sensitive messaging, digital OOH provides flexibility without sacrificing impact.

MOAC’s large-format structures and LED screens are specifically selected to maximise dwell time, sightlines, and creative clarity.

5. Location-Based Audience Targeting

While digital advertising is often associated with precision targeting, OOH offers powerful geographic and contextual targeting, particularly at local and regional level.

By placing messages in environments aligned with consumer behaviour, brands can reach audiences at the right place and time. Examples include retail corridors, commuter routes, tourism gateways, and service-driven locations.

MOAC’s local knowledge and corridor planning allow campaigns to be targeted with intent, not guesswork.

Digital and Video Screens: The Modern OOH Advantage

Digital OOH has transformed outdoor advertising from static messaging into a dynamic, measurable channel. LED screens allow:

• Scheduled content changes

• Day-part messaging

• Multiple creatives in rotation

• Short, high-frequency exposure

MOAC’s digital network adds further value through:

• Remote content updates

• Proof-of-play reporting

• Integration with broader digital and omnichannel campaigns

• Hyperlocal relevance within Mpumalanga

This approach gives advertisers flexibility while maintaining the reliability and scale that OOH is known for.

Why MOAC’s Approach Delivers Better Results

OOH performs best when it is planned as part of a structured strategy rather than treated as a once-off placement. MOAC’s role is not simply to sell billboard space, but to help brands use outdoor media in a way that supports awareness, engagement, and conversion.

By combining asset ownership, local insight, rate discipline, and data-driven planning, MOAC ensures that outdoor advertising works harder and more predictably for advertisers.

Attribution

This article is an original paraphrase and adaptation based on insights from:
Roots Marketing – “5 Major Advantages of Out-of-Home Advertising”, published 3 March 2022.

Mpumalanga Outdoor Advertising Company (Pty) Ltd (“MOAC”)

This Privacy Policy explains how Mpumalanga Outdoor Advertising Company (Pty) Ltd (“MOAC”, “we”, “us”, or “our”) collects, uses, manages, and protects information from users (“User” or “you”) who interact with our websites, digital platforms, products, and services.

This policy applies to all websites, online properties, and services owned or operated by MOAC.

MOAC takes privacy seriously and does not share, sell, or disclose personal information unless required to do so by law or as specified in this policy.

Information We Collect

1. Non-Personal Information

We may collect non-personal identification data whenever Users interact with our sites. This may include:

• Browser type

• Operating system

• Device type and technical connection information (e.g., Internet service provider, connection speed)

This data cannot be used to personally identify you and is used only for analytics and website improvement.

We do not collect personal identification information from Users who simply browse our sites to read or view content.

2. Personal Information

We collect personal identification information when Users:

• Submit an enquiry or request a quotation;

• Register for an account to create listings or post content;

• Contact us regarding advertising, media campaigns, or other services.

This information may include your:

• Full name

• Email address

• Telephone number

• Company or business name

• Billing and payment details (when applicable)

We use this information to:

• Respond to enquiries or requests;

• Provide products, services, and quotations;

• Manage business relationships, invoicing, and service delivery;

• Send information about our offerings, campaigns, and updates (if you’ve consented).

We collect personal information only when voluntarily provided by you. Refusing to supply information may limit your ability to use some site features or receive certain services.

How We Use Collected Information

MOAC may use collected data for the following purposes:

• To improve customer service:
  Responding efficiently to requests and support needs.

• To personalize User experience:
  Understanding how Users engage with our platforms and improving usability.

• To process transactions:
  Managing billing, payments, and fulfilment of services.

• To improve our websites and digital products:
  Using feedback and analytics to enhance our online experience.

• To send communications:
  Informing Users of news, campaigns, or information relevant to their interests.
  Users can unsubscribe anytime via the link in each email or by contacting privacy@moac.co.za.

• Market research:
  From time to time, we may contact you by email or phone to gather feedback.

Third-Party Processors

MOAC works with trusted service providers who comply with South African POPIA and international GDPR standards.

• Payments:
  Debit orders or online transactions are handled securely through Netcash, which is POPIA and GDPR compliant.
  MOAC does not store or collect any credit card details.

• Hosting and Domain Management:
  MOAC uses xneelo for domain and hosting services. Xneelo complies with POPIA and GDPR requirements.

• Email and Marketing:
  MOAC uses Sendinblue (and similar secure platforms) to manage mailing lists and send communication. We do not sell or share our mailing lists.

• Public authorities:
  We may disclose information if legally required to do so by a valid court order, law enforcement request, or to protect MOAC, its users, or the public.

Links to Third-Party Websites

Our websites may include advertisements, sponsored listings, or external links to partner or advertiser sites.
MOAC is not responsible for the privacy practices or content of any external sites.
Users should review the privacy policies of any third-party websites they visit.

Security of Information

MOAC implements strict data protection practices to safeguard your personal information from unauthorized access, modification, disclosure, or destruction.

• All data is stored on secure, password- and firewall-protected servers.

• All communications and transactions use SSL encryption.

• Users are responsible for maintaining strong, unique passwords for their accounts.

• If our systems are ever compromised, MOAC will notify affected Users and outline necessary steps.

We recommend passwords of at least 12–15 characters, including uppercase, lowercase, numbers, and symbols.

Cookies

Our websites may use cookies to enhance User experience and improve site functionality.

• Cookies store small bits of information on your device to help remember preferences and track site performance.

• Users can choose to disable cookies, but some site functions may not operate correctly.

• We use Google Analytics and Facebook Pixel for anonymous site usage tracking and audience insights.

• Our sites also use cookies from WordPress, WPML, and WooCommerce for login, language preferences, and e-commerce functionality.

These tools do not collect personally identifiable information.

Media and Embedded Content

If you upload images to our site, avoid including embedded location data (EXIF GPS).
Embedded content (e.g., YouTube videos) from other websites behaves the same as if you visited those websites directly, and their privacy policies will apply.

User Accounts and Information Management

If you register on our websites, your account information can be viewed, edited, or deleted by logging in with your username and password.
Administrators may access and edit information when necessary for system maintenance or customer support.

You can request deletion of your personal data by contacting privacy@moac.co.za, except for information required for billing, legal, or administrative purposes.

Data Protection Features

• MOAC websites are fully SSL/HTTPS compliant.

• In case of a security breach, passwords will be reset and Users notified immediately.

• Users can opt out of marketing at any time via unsubscribe links or by contacting privacy@moac.co.za.

Data Retention Period

MOAC retains personal information only as long as required to fulfil contractual or legal obligations.
After termination of a contract or service:

• Essential data (e.g., invoices) will be stored as required by law.

• All other data will be deleted once no longer needed.

For sales enquiries or prospective clients, we may retain contact details to follow up on business discussions or provide information you requested.

Business or Ownership Changes

If MOAC is ever sold, merged, or restructured, your personal information may be transferred to the new owner, who will be bound by this same privacy policy until amended.

Policy Updates

MOAC may update this Privacy Policy from time to time.
We encourage Users to review it periodically.
Continued use of our websites and services means you accept any changes made.

Your Rights

• You may request access to, correction of, or deletion of your personal data.

• You may object to processing of your data for direct marketing.

• You can withdraw consent for communications at any time by emailing privacy@moac.co.za.

Contact Information

If you have questions about this Privacy Policy or MOAC’s data handling practices, please contact:
Mpumalanga Outdoor Advertising Company (Pty) Ltd
Email: privacy@moac.co.za
Tel: +27 (0)76 266 1745
Website: www.moac.co.za

By using MOAC’s websites or services, you accept this Privacy Policy.
If you do not agree, please discontinue use of our websites and digital platforms.
Your continued use constitutes acceptance of any policy updates.

Screens, data and measurable OOH — what advertisers need to know

Out-of-home (OOH) advertising in 2025 is a data-driven channel built from three core layers: robust hardware, integrated software, and continuous analytics. The global market is substantial and growing — Verified Market Reports estimates OOH will expand from USD 45.98 billion in 2024 to USD 76.56 billion by 2033 (CAGR ≈ 6%). That growth is being driven by better screens, richer audience data and smarter delivery systems.

Hardware now includes weather-proof, high-resolution digital displays, sensors, and cameras that feed real-time audience and environmental data. Connectivity (5G, Wi-Fi, wired Ethernet) moves content and data between screens and central control. On the software side, content management systems (CMS) schedule, secure and distribute creative; analytics platforms process sensor inputs to measure reach and refine targeting. Industry platforms such as Broadsign, Vistar and others provide off-the-shelf tools that combine display control with reporting.

The operational flow is straightforward: data collection → content planning → content distribution → display activation → performance monitoring → optimisation. AI and machine learning increasingly automate parts of that loop — predicting audience patterns, recommending creative adjustments and tuning delivery for maximum impact.

Standards and privacy are central. OpenRTB-style protocols and APIs enable different vendors to interoperate; compliance with privacy rules (GDPR/CCPA, and local data laws) requires anonymisation, encryption and careful handling of any personal information. Reliability and security are ongoing concerns — operators must guard against power or network outages, hardware faults and potential content tampering.

Costs remain a material factor. Digital reduces print and installation spend, but screens require significant upfront investment, ongoing maintenance, connectivity and cyber protection. The operators who balance those costs with clear measurement and demonstrable ROI will lead adoption.

What this means for advertisers in Mpumalanga is practical: location, measurement and integration matter more than ever. That is where Mpumalanga Outdoor Advertising Company (Mpumalanga Outdoor Advertising Company — MOAC) places its emphasis. MOAC combines premium roadside and digital sites with content management, proof-of-play reporting and omnichannel measurement (Marketing Mix Modelling) so advertisers can see how OOH exposure translates into measurable outcomes. MOAC’s standard offering includes flight logs, timestamped proof-of-play and monthly insight reports that connect outdoor exposure to online and in-store activity.

For brands, the lessons are clear:

• Put creative where data shows your audience is; placement drives impact.

• Measure before and after: pre/post metrics make brand effect visible.

• Use CMS and analytics to adapt quickly — and insist on proof-of-play and reporting.

• Budget for reliability: power, connectivity and security are part of the operating cost.

OOH’s technical stack and measurement methods are now mature enough to support genuinely accountable campaigns. With the market set to grow materially over the next decade, advertisers who pair strong creative with data, measurement and reliable sites — like those MOAC operates in Mpumalanga — will deliver the clearest, provable returns.

Get in touch:

sales@moac.co.za 

The Toyota Innibos Lowveld National Arts Festival once again affirmed in 2025 why it stands as one of South Africa’s largest and most beloved cultural highlights. It is not just a music festival, but a celebration of the full spectrum of arts and culture. From music, theatre and books to visual arts, stalls, and storytelling brought together over 78,000 attendees in total over 4 days.

With four entertainment stages, a main stage featuring the country’s most famous singers, top theatre productions, a boeke-krôl that sells out within minutes every year, and a wide array of food and art stalls, Innibos offers an experience few festivals can match. For the thousands of people who flock to Mbombela each year, this is truly the festival of festivals – an experience you can only really understand if you have been there yourself.

Festival loyalty remains remarkably strong, with 2025 seeing 25% of attendees having visited Innibos more than 10 times, the highest proportion ever recorded, and 24% of attendees who experienced Innibos for the first time. This truly reflects the festival’s enduring appeal to new markets and its loyal following.

Innibos’s strength lies not only in its varied programme, but also in the way it brings people together from across the country. This year, 48% of attendees came from Mpumalanga, with Gauteng contributing 37%. While these two provinces remain the backbone of the visitor profile, Limpopo, North West, and KwaZulu-Natal also made a notable contribution, and the festival even welcomed international visitors from Botswana, Mozambique, and further abroad. This underscores Innibos’s role as both a national and cross-border event that celebrates cultural diversity.

The North-West University Faculty of Economic and Management Sciences conduct an annual independent study of Innibos’s impact. The project is managed by Prof Pierre-André Viviers, Prof Martinette Kruger, Prof Andrea Saayman, leading the economic significance analysis, and Prof Adam Viljoen. The study forms part of the Tourism Research in Economics, Environs and Society (TREES) unit, a hub of innovative and impactful tourism research for over two decades.

The 2025 results on preferred genres revealed significant shifts in audience interests. Music emerged as the clear favourite, chosen by 51% of respondents, up strongly from 44% in 2024. Comedy also gained popularity, growing from 20% in 2024 to 23% in 2025, showing sustained demand for light-hearted entertainment. Drama, however, experienced a decline, largely because the programme included fewer productions in this genre. Other categories, such as classical music, visual arts, literature and lifestyle gained popularity this year. This broader breakdown provides a richer understanding of attendees’ interests, allowing for greater variety in programming, cross-genre opportunities, and targeted marketing for the future.

On a linguistic level, Innibos reflects a picture of growing diversity. Afrikaans remains the dominant home language, representing 87% of respondents in 2025 – up slightly from 84% in 2024, but lower than in earlier years. English accounted for 10% of attendees, while 3% fell into the “Other” category, which included isiZulu, Sepedi, and siSwati. This expansion of the linguistic base shows that Innibos continues to serve its strong Afrikaans-speaking core, while also steadily attracting audiences from other languages and cultures.

According to Festival Manager Andy Lubbe, Innibos is an inclusive festival that stretches beyond cultural and ethnic boundaries. “It’s a celebration of what we can offer as a whole, to everyone interested, and we welcome and encourage people from all walks of life to enjoy Innibos. What we saw in 2025 is how the festival’s diversity, whether in music genres, languages, or cultural offerings, is drawing new audiences and broadening its impact. That means greater inclusivity, thousands of new job opportunities, and greater economic value for the region.”

In terms of economic impact, Innibos 2025 reached an impressive milestone. Adjusted visitor spending was estimated at R53.8 million, a significant increase compared to R35.2 million in 2024. Organiser spending that remained within the local economy amounted to about R13.2 million. The festival’s total contribution to the local economy is between R80 million and R100.5 million. The effects were clearly visible in bustling restaurants, fully booked guesthouses, and the many entrepreneurs and workers who benefit from the opportunities created each year. The festival’s growth not only boosts local businesses but also directly supports employment by creating thousands of new jobs across multiple sectors during its run. The festival created 786 job opportunities in the creative and ancillary industries and more than 1,000 additional temporary job opportunities.

Visitor feedback further highlights why Innibos continues to grow year after year. Most festivalgoers strongly agreed that the festival instils pride in their cultural heritage, fosters entrepreneurship and job creation, and positions Mbombela as a leading tourism destination. Loyalty to the festival is remarkably strong. 95% of festival attendees confirmed that they will visit the festival again, recommend it to others, and speak positively about their experience. This reflects deep satisfaction and engagement, reinforcing Innibos’s standing as both a cultural highlight and a key tourism driver for the Lowveld.

Toyota Innibos 2025 was therefore not just a festival of music and entertainment, but a festival of people, culture, and community. It once again proved why it is the Lowveld’s greatest pride – an event that wins hearts, supports businesses, creates opportunities, and secures Mbombela’s place as one of South Africa’s most dynamic cultural cities.

How Digital OOH Built Premium Perception for Beefeater Black — and what it means for brands in South Africa

Pernod Ricard used a short, concentrated Digital Out-Of-Home (DOOH) flight to reposition its gin, Beefeater Black, as a premium choice among 18–44 year-olds in Málaga and Sevilla. Over two winter weeks, the brand ran creative across 170 street-furniture digital screens in high-traffic urban locations. To measure impact, JCDecux Spain ran pre- and post-campaign brand studies (Attest panel), collecting 600 responses to track awareness, consideration and purchase intent.

The results underline DOOH’s strength as a brand builder: overall brand awareness reached 72% after the campaign — a lift of 6.2 percentage points from the baseline. Among those who recalled the ads, sentiment was strongly positive, and brand associations shifted toward premium positioning:

• 82% identified Beefeater Black as “the new premium gin”
• 75% saw it as “a quality gin with two extra botanicals”
• 71% agreed “Beefeater Black invites me to elevate my night”

More than two-thirds of ad-recall respondents said they would try or recommend the product. In short, a compact DOOH buy—well placed and measured—moved perception and created real consideration lift.

Why this matters for advertisers

DOOH is not just visibility; it’s a high-impact branding tool that changes how people think about a product when deployed in the right locations and measured properly. The Pernod Ricard case shows three practical takeaways:

1. Strategic placement in high-footfall urban spots amplifies reach fast.

2. Short, intense flights can move brand KPIs (awareness, consideration, purchase intent).

3. Measurement (pre/post surveys, proof-of-play) proves value and informs next steps.

Why choose MOAC locally

If your campaign needs the same kind of measurable brand lift in Mpumalanga, Mpumalanga Outdoor Advertising Company (MOAC) offers the ingredients that matter: premium, high-visibility sites across Mbombela, integrated omnichannel support and Marketing Mix Modelling to link OOH exposure to business outcomes.

MOAC delivers proof-of-play and monthly insight reporting so you can see exactly how your OOH flight is performing and optimise accordingly.

Get in touch: sales@moac.co.za / +2776 266 1745

Unlocking AI Power on Mpumalanga’s Screens – What Nielsen’s 2025 Survey Means for Your Next Campaign

1 AI Has Moved From Hype to Hard ROI

Nielsen’s newest global marketing study leaves no room for doubt: 59 % of marketers rank AI-driven personalisation and optimisation as the single most-impactful trend of 2025. Another 80 % already rely heavily on AI to clean, fuse and interpret the tidal wave of campaign data they collect every day. In short—brands that automate insight creation are pulling ahead; those that don’t are playing guess-and-check.

2 Key Take-aways Marketers Can’t Ignore

3 How MOAC Is Turning Insight Into Action

Phase 1 – Real-Time Audience & Creative (Q3 2026)

• Quividi vision sensors on every LED: anonymous counts by age-bracket, gender, dwell-time.

• Dynamic ad engine: swaps creative based on weather APIs, peak-hour traffic speed and live audience mix.

Phase 2 – Predict-and-Prove Dashboards (Q1 2027)

• Vistar Media integration: predictive slot bidding & AI frequency capping to maximise reach without waste.

• MMM-plus reports: merge first-party traffic data with sales uplifts, so clients see a forecast— not just a rear-view mirror.

Phase 3 – Always-On Optimisation (2027 onward)

• Natural-language AI scans social chatter and branded search spikes around live campaigns; creative tweaks auto-scheduled for under-performing slots within 48 hours.

• Occupancy guarantee remains, but now with AI alerts to flag inventory dips before they affect delivery.

4 Why This Matters to Your Brand

Nielsen’s dataset shows that brands using AI-shaped personalisation are gaining up to 42 % incremental ROI and see sales correlations climb toward 80 %. We are engineering those same advantages directly into Mpumalanga’s most eye-level screens—so your media spends harder and proves it.

5 Next Steps

Our first AI-ready LED goes live 1st September 2025; the full analytics suite follows in 2026. Founding advertisers get:

1. Launch discount on 8-second slots (R 8,000 vs R 10,900).

2. Free omnichannel boost—geo-fenced Google & social.

3. Early-access dashboard with live creative-swap controls.

Call to Action

Ready to see AI turn every roadside impression into a personalised, measurable experience?

Book a strategy call with MOAC today: sales@moac.co.za |  076 266 1745

Source: Nielsen Global Annual Marketing Survey 2025. Figures cited under fair-use commentary and reproduced with formal credit to Nielsen.