South Africa, April 29 -- At the heart of the conversation was a critical industry question: Is OOH simply a tool for raising brand awareness, or has it evolved into a measurable driver of real business growth?

In a world where consumers can skip, block, or scroll past online advertising, OOH continues to hold a distinct advantage - physical presence. While digital ads compete for fleeting attention spans, OOH commands visibility in unavoidable public spaces, from highways and commuter routes to retail and township economies.

As the discussion highlighted, OOH is no longer confined to awareness alone. It has evolved into a strategic, integrated component of broader omnichannel marketing ecosystems, bridging the divide between physical a...