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PODCAST

Beyond The Billboard

Kirsty Carlson & Livia Brown

A Podcast about insightful & topical Out of Home advertising discussions with key industry experts created to educate and inspire. Join OOH Experts and Co-Hosts; Livia Brown & Kirsty Carlson as they go Beyond The Billboard to discover the world inside Out of Home.

business marketing

All Episodes

34:14

The OG Influencer: Behind the Campaign

Beyond The Billboard ·

2025/11/20

We pull back the curtain on one of the most ambitious and talked-about OOH collaborations in South Africa, The OG Influencer campaign. For the first time, nine media owners came together under one powerful idea to showcase the true impact of Out of Home, where the medium was the message. From concept to execution, this episode goes behind the scenes of how Co-hosts Livia and Kirsty bought this campaign to life under their DOOH.co.za platform, they brought the industry together proving once ag...

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38:20

Creative Bravery in OOH with Dean Oelschig

Beyond The Billboard ·

2025/11/06

In this episode, we explore the bold side of Out of Home with Dean Oelschig. Dean shares his love for the OOH medium, unpacking why it remains one of the most powerful channels for brands to make a lasting impact. We dive into what it means to win with OOH - from crafting messaging that truly lands, to testing the strength of an idea by seeing if it works on a billboard. If you believe great creative deserves a bigger stage (literally), this one’s for you.

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36:12

CortexX: Precision Planning in OOH - Primedia Out of...

Beyond The Billboard ·

2025/10/23

In this episode we sit down with Genevieve Coward, Deputy CEO at Primedia Outdoor, and Alice Wagenaar, Strategy & Intelligence Head, to unpack the power of data-driven OOH planning. We explore the launch of CortexX, Primedia’s new AI-informed media precision planning tool that’s set to transform how campaigns are planned and measured. From navigating South Africa’s fragmented OOH data landscape to balancing fixed measurement like OMC’s ROAD 2.0 with real-time audience insights, Genevieve ...

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24:32

Shaping the Skyline: How Large Brands Play in OOH...

Beyond The Billboard ·

2025/10/09

In this episode, we chat with Litha Vimbi, General Manager at OMD, about how big brands make their mark in Out of Home. From bold creative to clever placement, Litha unpacks the power of a strong strategic OOH holding and what really drives impact at scale. She also shares a few golden tips for media owners on how to make the best impression with media agencies and why collaboration is key to shaping the skyline.

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38:41

Playing Big with OOH: Activating Alcohol Brands in...

Beyond The Billboard ·

2025/09/18

In this episode we sit down with Michelle Pillai, OOH Business Unit Lead at iProspect, to unpack how alcohol brands are making bold moves in the Out of Home space. From navigating category restrictions to pushing creative boundaries, Michelle shares insider perspectives on what it takes to “play big” in OOH. We explore standout strategies, the role of scale and context, and how alcohol brands can use OOH to cut through in a crowded market.

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32:23

All Unite: OOH Measurement with Rafe Usher-Harris

Beyond The Billboard ·

2025/09/07

In this episode, we sit down with Rafe Usher-Harris, Commercial Director at All Unite, to unpack how their platform is shaping Out of Home (OOH) measurement in South Africa. We dive into their methodology, costs, and the unique benefits they bring to the market, with a particular focus on how All Unite approaches VAC (Visibility Adjusted Contact) measurement metrics. If you’re looking to better understand the evolving measurement landscape and what sets All Unite apart, this conve...

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38:23

ROAD 2.0: OOH Measurement with Trish Guilford

Beyond The Billboard ·

2025/08/21

We kick off a three-part series on OOH measurement with Trish Guilford, General Manager of the OMC. In this episode, we unpack the formation and evolution of the OMC, the ROAD 2.0 methodology, and the latest updates. Trish explains the costs and benefits of being part of the OMC and why the introduction of VAC (Visibility Adjusted Contact) is a game-changer, aligning South Africa with global best-practice standards in OOH measurement. A must-listen for agencies, media owners, and marketers lo...

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35:10

130 Years in Motion: SAB’s Moving Tribute to the Future

Beyond The Billboard ·

2025/08/07

In this episode, we sit down with Marsha Kumire, Corporate Brand Director at The South African Breweries, and Roanna Williams, Chief Creative Director and Founder of Boundless, to unpack the "130 Years in Motion" campaign SAB’s bold tribute to over a century of brewing history and nation-building in South Africa. We explore the creative thinking and cultural insight that shaped the campaign, the challenges and triumphs of bringing it to life, and the pivotal role that OOH played in creating n...

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34:21

WOO Mexico: Unpacked with Gideon Adey

Beyond The Billboard ·

2025/07/24

Join us for an exclusive deep dive into the latest World Out of home (WOO) WOO Conference in Mexico, as Gideon Adey, CEO at GurOOH shares a firsthand account of the biggest insights, trends, takeaways, and hot topics from the event. From emerging innovations in OOH advertising to global market shifts and local nuances, this episode is your backstage pass to everything that mattered. Whether you missed the conference or want to relive the highlights, this conversation delivers all ...

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44:56

Pineapple: A Client's Point of View with Nichole Shub

Beyond The Billboard ·

2025/07/03

In this episode, we’re joined by Nichole Shub, Chief Marketing Officer at Pineapple Insurance - a brand that’s become one of the biggest names in the Out of Home (OOH) space in South Africa. Nichole takes us behind the scenes to unpack how Pineapple earned its standout reputation in the OOH game. We explore what it really takes to execute exceptional OOH campaigns, from having an intentional strategy, to bold creative, to fostering strong partnerships. We also dive into how to bring your audi...

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35:22

Strategic Innovation to Elevate OOH with Ricardo Lopes

Beyond The Billboard ·

2025/06/26

In this episode, we sit down with Ricardo Lopes, the Group Strategy Director at dentsu International to explore the power of strategic innovation in Out of Home. With deep experience across both South African and European markets, Ricardo takes us behind the scenes of crafting effective media strategies that go beyond flashy gimmicks, focusing on innovation that adds real value. We unpack what it means to integrate innovation purposefully within OOH campaigns, and how to use the medium ...

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26:59

OOH Unplugged: Behind the build with Tanner Rock

Beyond The Billboard ·

2025/06/08

In this episode we go behind the scenes of Out of Home development with industry expert Tanner Rock. With years of experience under his belt, Tanner shares invaluable insights into what it really takes to develop successful OOH inventory - from identifying the right locations to overcoming complex build challenges. We explore some of his biggest wins, toughest lessons, and the critical factors that influence site selection. Plus, Tanner offers his perspective on why collaboration among media ...

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33:22

OOH in Africa: Unlocking OOH in Kenya with Alex Tutu

Beyond The Billboard ·

2025/05/22

In this episode, we explore the vibrant and rapidly evolving Out of Home (OOH) landscape in Kenya with industry expert Alex Tutu. With experience on both the media agency and media owner sides of the industry, Alex brings a unique perspective on how to unlock value in one of Africa’s most exciting OOH markets. We unpack some of the biggest opportunities in Kenya, the latest in OOH technology, and how ROI is measured in this market. Alex also shares actionable tips for succeeding in Kenya’s OO...

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37:32

Auto & General: A Client's Point of view with Johanni...

Beyond The Billboard ·

2025/05/08

In this episode, we sit down with Johanni Jennings, Head of Marketing for Auto & General and Partnerships at Telesure Investment Holdings. Johanni shares her insights on the value of a strategic, intentional approach to Out of Home (OOH) advertising. We explore how brands can maximise their OOH investments, align creative with context, and drive meaningful results. Plus, Johanni gives us an exclusive look behind the scenes of some of Auto & General’s standout campaigns - from concept ...

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25:27

OOH's role in the Creative Strategy with Melanie...

Beyond The Billboard ·

2025/04/23

In this episode, we sit down with Melanie Campbell, the Group MD at Rapt Creative, to explore the evolving landscape of Out-of-Home (OOH) advertising. Melanie, with her wealth of experience working on major alcohol brands in South Africa, dives into how the role of OOH has shifted over the years. She shares valuable insights on what brands are looking for in OOH campaigns and offers expert advice on how to maximize the impact of this dynamic medium. Whether you're in the advertising world or ...

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38:58

Inspiring Creativity in OOH with Catherine Morgan

Beyond The Billboard ·

2025/04/10

In this episode, we’re joined by Catherine Morgan, Group Managing Director at Ocean Labs, to explore the critical role of creativity in successful Out-of-Home (OOH) campaigns. We discuss how technology enhances creative execution and what advertisers can do to ensure their campaigns deliver impact and effectiveness. Catherine shares expert insights and practical tips on crafting standout OOH campaigns that truly connect with audiences.

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30:33

OOH's Role in the Media Playbook with Chris Botha

Beyond The Billboard ·

2025/03/27

In this episode, we are joined by Chris Botha, Managing Director of Park Advertising, to unpack the fundamentals of Media Mix Modeling (MMM) and why clients choose this data-driven approach to media planning. With over 25 years of experience in the media industry, Chris brings a wealth of knowledge, sharing insights into how brands can optimize their media spend for better ROI. Chris gets real about the Out of Home (OOH) landscape in South Africa, highlighting the key areas that should be pri...

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37:20

OOH in 2025: The Year Ahead with Celia Collins

Beyond The Billboard ·

2025/03/13

In this episode, Celia Collins, Vice President of Media at Publicis Group, joins us to discuss the year ahead in Out of Home (OOH). Celia shares critical thought starters on how to shift the approach to media planning, with a sharper focus on what truly matters to clients—Return on Ad Spend (ROAS). We explore key areas for improvement, the evolution of OOH strategies, and practical ideas for maximizing impact in 2025. Don’t miss this insightful conversation on how to elevate OOH in the modern...

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27:00

OOH in Africa: Unlocking Nigeria with Kingsley Onwukaeme

Beyond The Billboard ·

2025/02/27

In this episode, we welcome Kingsley Onwukaeme, Founder of OOH Academy, Nigeria, to unlock the power of Out-of-Home (OOH) advertising in one of Africa’s most dynamic markets. We dive into the unique nuances of the Nigerian OOH landscape, exploring how brands are winning, the key challenges and opportunities, and what makes this market so critical for OOH success.

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40:49

ABSA OOH: A Client's Point of View with Sadika Fakir

Beyond The Billboard ·

2025/02/20

In this episode we sit down with Sadika Fakir, Absa Group Executive: Digital Marketing & Media, for an insightful deep dive into the role of Out-of-Home (OOH) media for a major brand. We unpack the operational and fundamental basics that drive effective OOH strategies and explore what media owners—both large and small—can do to maximize their opportunities in this evolving landscape. From engaging meaningfully with clients and media agencies to standing out in a competitive market, Sadika...

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50 results

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