From surveys to live data: The next phase of OOH measurement in South Africa

In the latest episode of the Beyond the Billboard podcast, hosts Kirsty Carlson and Livia Brown spoke with Rafe Usher-Harris, Commercial Director at AllUnite, about how the company is reshaping out-of-home (OOH) measurement in South Africa. Rafe highlighted AllUnite’s global footprint across 40+ countries, including Brazil, Japan, and Finland, where it serves as the official OOH measurement currency. He explained how the company’s core strength lies in delivering live audience measurement through privacy-compliant Wi-Fi sensors, enabling insights into impressions, reach, frequency, dwell time, and campaign performance across environments like malls, airports, transit hubs, and taxi ranks. 

The discussion also explored the importance of providing real-time, transparent data for agencies and brands, bridging gaps in traditional survey-based methodologies, and aligning with internationally accepted metrics such as VAC (visually adjusted contacts). Rafe stressed the need to avoid industry fragmentation and emphasized collaboration with existing players like OMC in South Africa. Drawing parallels with Brazil, he noted how robust measurement has helped OOH claim a larger share of ad budgets, even competing with digital media. For South Africa, he recommended building transparency, expanding coverage, and embracing innovations like free Wi-Fi data integration to modernize and future-proof OOH measurement.