% Media Types Compared
TV 78.5% | Print 24.4 | Radio 91.0% | Outdoor 84.0% | Mags 40.7% |
National | W. Cape | E. Cape | KZN | F.State/ N.Cape | Mpum/N. Prov | Gauteng | N.West | |
No School | 14.0% | 3.0% | 12.8% | 16.0% | 13.0% | 18.3% | 6.9% | 19.6% |
Some Primary | 20% | 11.1% | 24.0% | 23.6% | 23.2% | 18.3% | 15.1% | 20.9% |
As indicated in the above table, many provinces have an above average incidence of very little (or no) schooling. The strong, bold communication of outdoor billboards helps to cut across this level of relative illiteracy, and communicates in a clear, concise manner thus providing an information news platform that is able to be understood by any person viewing the billboard.
In light of the above, it is important to note that outdoor media planning has evolved from a shotgun approach to a more accurate and concise function, through the introduction by outdoor media owners, of sophisticated outdoor mapping and planning tools. As such, many of the above benefits of outdoor may now be magnified through the use of these tools which ensure accurate targeting of sites profiled against a brand’s target audience, thereby reducing advertising wasteage and improving the accountability of the medium.