According to the 2022 Nielsen AdEx research, the total advertising spend in SA is about R42bn. Of this amount, less than 2% is spent with all the black-owned agencies in the country combined.
Molefi says his company is fighting to flip this imbalance. He also outlines how outdoor media has performed against other medium such as print, radio, television and online. Topics of discussion include: Indaba’s business model; defining outdoor media and its components; structure of the outdoor media market; challenges faced by smaller players; and ways in which more business can be channelled beyond the top operators in the space.
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