South Africa, Feb. 3 -- Increasingly, the South African media industry is being told that the future of OOH (out of home) is digital.

More specifically, we are being told the future is programmatic.

We are promised "surgical precision", "data-driven triggers", and "audience-based buying" that supposedly brings the efficiency of the web to the physical world.

The case for the "old school" static board

I have always been in favour of static OOH over DOOH. Why? Because it offers advertisers better value, rand for rand.

When you buy a static board, you aren't paying off a media owner's massive LED capex.

You are buying 100% share of voice (SOV). Your brand owns that space 24/7 - reaching every vehicle or pedestrian that passes. It is an...