June 2023

Readiness of transformation of the out-of-home advertising industry towards the 4th Industrial Revolution

The shift to the 4th Industrial Revolution (4IR) is said to have potential to increase productivity and improve the quality of life. In the context of the Out-of-Home (OOH) advertising industry, the 4IR era is characterised by using emerging technologies to provide targeted advertising. Without the shift, the industry runs the risk of losing out on revenue growth prospects that are brought about by the adoption of...

Author(s): Katlego Seleka and Petrus Letaba