ADOPTION OF EMERGING TECHNOLOGIES IN THE SOUTH AFRICAN OUT-OF-HOME ADVERTISING INDUSTRY

The shift to the 4th Industrial Revolution (4IR) promises to increase productivity and enhance the quality of life through the adoption of emerging technologies. In the context of the Out-of-Home (OOH) advertising industry, the 4IR era is characterized by the use of advanced technologies to deliver targeted, immersive advertising experiences. This study aims to investigate the readiness and challenges of the South African OOH advertising industry in adopting technologies such as the Internet of Things (IoT), big data, machine learning, and advanced real imaging technology. Without this shift, the industry risks missing out on significant revenue growth opportunities. The study develops a customized framework for South African OOH advertising organizations to transition towards the 4IR, using a technology adoption model to highlight the main actors, current state, and constraints. The findings contribute to the body of knowledge on 4IR transformation strategies, offering insights that are applicable not only to the OOH advertising industry but also to other sectors looking to embrace emerging technologies.