Transforming challenges into opportunities: Insights from Our Latest Client Survey A mustard view

We at Mustard Outdoor understand South African consumers. We see them navigating a constantly changing economic landscape, juggling responsibilities, and staying connected. That's why we're so enthusiastic about out-of-home (OOH) advertising, a medium ideal for reaching and engaging this dynamic audience. Recent findings from Kantar's Mzansi Consumer Barometer 2024 provide a clear picture: South Africans are value-oriented and seek meaningful interactions with brands. They are also mobile and tech-savvy but are experiencing digital fatigue.

Here's how OOH advertising addresses these trends and offers a powerful solution for reaching South African consumers:

1. Cutting Through the Digital Noise:
With 60% of South Africans using the internet from home (Kantar 2024, Part 2), the online market is saturated. OOH provides a refreshing break from digital clutter, capturing attention in the real world through bold visuals and impactful messages.

2. Reaching Customers On-the-Go:
South Africans are constantly on the move, whether running errands, commuting or venturing outdoors. OOH placements are  strategically located along high-traffic routes to ensure that your brand message is right in their path at key moments throughout the day.

3.Building Brand Affinity with Emotional Storytelling:
Beyond a single screen, OOH offers a canvas on which to communicate a brand's story. With eye-catching images, you can evoke positive emotions and leave a lasting impact that appeals to South African customers.

4. Highlighting Value in a Price-Conscious Market:
A brand's value proposition can be quickly and easily conveyed with concise text and clear images on out-of-home placements. As value for money is very important to South Africans, this is really important.

5. Precision Targeting Tailored to Mzansi's Diversity:
Unlike some digital channels, OOH offers strategic placement by location and context. We can target specific demographics in specific areas, ensuring your brand’s message connects with the right audience based on South Africa's diverse population segments.

Additionally, here's how we at Mustard Outdoor can elevate your OOH campaign:

Data-Driven Approach:
With the  use of data and analytics to understand consumer behaviour and optimize placements, maximizing your campaign's reach and recall.

Creative Execution:
Through creative designs, appealing visuals, and sentiments that speak to the South African spirit.

Local Expertise:
We at Mustard Outdoor understand the cultural nuances and local references that connect with South African customers.


OOH advertising enables brands to interact with South African consumers in a strong and impactful way.