LOCAL CONTEXT: AN EXPLORATION OF THE ROLE OF GEOGRAPHICAL LOCATIONS IN OUTDOOR ADVERTISING

Abstract

Outdoor advertising is a challenging form of communication. It is generally non personal, with limited selectivity, and historically has been very static. Since the start of the 21st century, the outdoor advertising sector has been transforming due to a number of economic, regulatory, social and technological factors. Outdoor advertising needs to be re-examined in order to better connect with the public. Focus on a specific location and being aware of the local context and cultural sensitivities of a specific site make it a more effective and relevant form of advertising. To achieve this, brand managers need to investigate cultural sensitivities and gain local insights about specific outdoor advertising locations. This study explored the characteristics of specific locations in Johannesburg, South Africa, to take into account the local context in order for consumers to feel that brands are talking to them directly and are tied to them emotionally. The purpose behind this study was to determine the effectiveness of brands being contextualised in outdoor advertising to create a positive image of a brand. The study explored three different sites in Johannesburg – Sandton, Soweto and Maboneng. The research paper sought to answer the following research questions: • How does the cultural landscape of a particular area influence perception of outdoor advertising and impact efficiency of communication? • Can companies possibly benefit from ‘localising’ their outdoor advertising solutions to better suit the peculiarities of a particular neighbourhood? The study utilised critical realism as the main research paradigm. A phenomenological approach was chosen for data collection. Thematic analysis was used to analyse the patterns in the data collected and to answer the research question. The research revealed that effective advertising needs to be not only creative, but strategic as well, and that location is key to a successful outdoor advertising strategy. Customers differ in their preferences and needs, depending on location. The right positioning can affect the advertised product and its success in the area. The study revealed that each location has unique characteristics, such as geographical position, history, culture, specific profiles of inhabitants and visitors, including income level, education, main occupation, and the location’s signature activities among others. The outcome of this study should provide branding strategists with some insight into how the cultural landscape of a particular area may influence perception of outdoor advertising and impact efficiency of communication as it demonstrates that brands could possibly benefit from ‘localising’ their outdoor advertising solutions to better suit the peculiarities of a particular neighbourhood. Furthermore, this study should help brands to fit more organically into the environment, to increase the ability to attract the interest of the public, to gain insights into the local market and enhance the efficiency of communication. Companies can reconsider their current brand communication strategies to achieve greater impact.