Out of Home Media South Africa.
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OHMSA is the trade association for the out of home media industry in South Africa, and its members account for 85% of the advertising spend in this sector.
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AMASA
Advertising Media Association of South Africa
AMF
Advertising Media Forum
ASA
Association for Communication and Advertising
FEPE
European Outdoor Advertising Association
DMMA
Digital Media and Marketing Association
OAAA - USA
Outdoor Advertising Association of America
OAAA - Australia
Outdoor Advertising Association of Australia
OAA - UK
Outdoor Advertising Association of Great Britain
SAARF
South African Advertising Research Foundation
MASA
The Marketing Association of South Africa
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Interaction with other members
Members have the opportunity to interact with other members at regular Association meetings where ideas are exchanged, experiences shared and discussions held on problems of mutual interest and members are assisted with filling gaps in their portfolios etc.
Mediation
Members have a forum for resolving inter-company disputes of a general nature and taking up causes with authorities.
Referrals
OHMSA's office is contacted by local and international advertisers and advertising agencies wanting to know more about the industry and particularly which companies to contact for Out of Home advertising.
Credibility
OHMSA members enjoy credibility with government, provincial and municipal authorities as well as with advertising agencies and clients who like to know that they are dealing with a reputable media owner. Members in good standing can use the OHMSA logo in conjunction with the words "Member of OHMSA" on company letterheads, invoices and other documentation.
Support
Members have the support of the Association in common problems with municipal, provincial, and National authorities. OHMSA supports or opposes, as may be deemed expedient, any legislative or other measures affecting the interests of its members.
Consultation
Key municipalities consult OHMSA when seeking guidance and assistance in drawing up Policies for Out of Home Advertising and drafting of by-laws.
OHMSA is consulted by the South African National Roads Agency Limited on matters relating to the subject of advertising on the national road network.
Research
OHMSA is in a position to supply its members with ad spend on various categories of out of home media as well as spend on other media for comparative purposes. OHMSA keeps abreast of international trends with regards to all aspects of out of home media research.
Assistance with Literature and Visual Aids for Presentations
In addition to the above, the Association has a modest library of slides, videos, CDs and presentations sourced from around the world to assist members with presentations to clients and submissions to authorities.
Access to Overseas Information
Contact is maintained with overseas outdoor associations and leading out of home media owners to keep abreast of the latest outdoor industry developments and is able to source information on the Industry worldwide.
Contact with other industry bodies
The Association has regular joint meetings with the Marketing Federation of SA and SAARF, the Advertising Standards Authority of SA while also holding ad hoc meetings with the ACA, the
SA Chamber of Business and Government departments and municipalities, depending on the needs of member.
Website Listing
OHMSA members receive a free listing and advertising on the Association's website with e-mail or web links through to their own sites
In summary, OHMSA members have credibility, and both the Public and Private sectors recognize the Association as representing the views of a legitimate industry that plays an important role in the South African economy.
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Simply call 011 781 9367 and ask to speak to the Executive Director. Alternatively, visit the OHMSA website www.ohmsa.co.za for more information.
The Association only accepts applications for membership from registered media owners who have been in operation as such for a minimum period of 6 months.
The company must be prepared to abide by the OHMSA Constitution and Code of Practices.
It must be noted that no advertising or marketing agency is eligible to become a member of OHMSA, as the Association is specifically for Out of Home media owners.
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Each council has their own set of bylaws and you need to contact the relevant council in the area that you wish to operate in order to obtain a copy of their bylaws.
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The only license that is required to operate in the outdoor industry is that each outdoor advertising site which you wish to erect has to be approved by the municipality / council in which you operate.
You also need to get permission from SANRAL (The South African National Roads Agency Ltd) if it is facing a National road. You can find contact details for the relevant area on their website www.nra.co.za.
Should the billboard be on a private landlord’s property, you would also need to get the landlord’s permission.
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OHMSA does not keep rate cards of any of the Outdoor Media Owners, so you would need to contact them directly to see if they would be prepared to release this information to you.
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OHMSA does not act as a business consultancy to any business. We are a voluntary trade association which serves the needs of our members. However, you would need to get the necessary permission from the relevant landlords in areas in which you wish to operate.
As a non profit organization we do not assist any company, whether they be members or not, in their sales efforts. Our function is to market the out of home media category from a very broad perspective and represent the industry on any other body, whether it be regulatory or otherwise on behalf of our members.
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question continued:
Specifically I need to know if possible
1. Approximate number of boards
2. Approximate annual revenue derived from boards
3. Distribution of type of boards example 30% large format (super structures) 50% smaller format (Citi-Lite) etc.
Is this information you have access to and are able to distribute?
Answer:
In view of the fact that the majority of Media owners are privately owned companies, and even in the case of listed companies, the quantity of sites by specific media type are considered as confidential and are therefore not available.
As far as listed companies are concerned, their overall results are available for examination via the normal channels, however these figures also do not go down to quantum and rates per site.
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You do need to register a business and you also need to obtain approval from the various municipalities and regulatory authorities before erecting any billboards.
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The regulatory authorities to approach are the following:
City Councils, Provincial Road Regulators and, if the signs face onto National roads, SANRAL.
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The kind of information you are requesting is information with which we assist our members. This service is included in their monthly fees and it would therefore be unfair to supply non-members with this sort of information.
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You need to contact your local City Council with regards to these regulations.
You also need to get permission from SANRAL (The South African National Roads Agency Ltd) should it face a National road. There is also a limitation on size, even on advertising your own business on your own premises. You can find contact details for the relevant area on their website www.nra.co.za.
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Unfortunately you would have to contact the media owners directly, as OHMSA do not keep any site specific information.
You can find a list of all our members and their contact details on our website www.ohmsa.co.za.
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You will need to contact your local City Council who will assist you with the regulations you need to comply with to build your own billboard.
You also need to get permission from SANRAL (The South African National Roads Agency Ltd) if it is facing a National road. You can find contact details for the relevant area on their website www.nra.co.za.
Should the billboard be on a private landlord’s property, you would also need to get the landlord’s permission.
However, should you want to rent an existing billboard to publicize your business, I suggest you go onto our website www.ohmsa.co.za and contact one of our members for availability.
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Advertisers generally base their decisions to purchase outdoor on the type, quantity and quality of audience which the site delivers.
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There is no standard rate for a specific billboard. Location does have an effect on the advertising cost, and of course each media owner has its own rate. You would have to contact existing media owners and see whether they would be prepared to release this information to you. Only you can determine the advertising rate of your sites, as you would need to ensure that you cover your overheads, eg. printing cost, flighting cost, landlord rental etc.
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We are not an advertising agency, we are a voluntary trade association which serves the needs of our members.
Our function is to market the out of home media category from a very broad perspective and represent the industry on any other body, whether it be regulatory or otherwise on behalf of our members.
As a non-profit organization we do not assist any company, whether they be members or not, in their sales efforts.
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The term is determined by your business model. Some media owners sell on a minimum of a 6 monthly cycle, while others operate on fortnightly campaigns.
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The standard billboard sizes in SA are (all height x width):
3.6m x 2.5m
3m x 2m
3m x 6m
3m x 12m
4.5m x 18m
9m x 6m
12m x 12m
In addition to the above, there are a number of different options in smaller sizes.
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