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Alliance Media —OOH Owner Today —Conversation with Greg Benatar

Alliance has over 25,000 billboards --

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OOH Owner Today —Alliance Media 

Alliance Media is an African OOH company that specializes in static and digital billboards, airport advertising, mall advertising, and street furniture. It has some of the widest OOH coverage in Africa and is recognized as one of the continent’s leaders in outdoor and airport advertising. The company has almost 25 years of experience and has been awarded the prestigious European Union Award for innovative media, the Best Outdoor Advertising Company award in multiple markets for ten consecutive years, and the Best Media Owner in Africa award.

Alliance has over 25,000 billboards in Africa’s most high-density and desirable sites. The company has an in-depth understanding of local market demographics and the socio-economic landscape of each country in Africa. Using this knowledge, they can select the sites that minimize media wastage and deliver the greatest reach and impact. Through its numerous offices scattered throughout Africa, it delivers tailored multinational and local campaigns for advertisers. Some of Alliance’s many clients include big names such as Coca-Cola, Unilever, Pepsi, HP, Nike, British Airways, Heineken, BMW, and many more.

Here is what one of their clients, Multichoice, had to say about Alliance: “Our relationship with Alliance media, from the beginning, has been one where we have accrued decent value both in terms of exposure of our campaigns through their bold & iconic sites but also from the value for money perspective. For guaranteed ownership in terms of OOH visibility, you cannot go wrong with Alliance Media,” said Chiko Handahu, Multichoice’s Head of Marketing.

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Alliance Media is a company that is committed to corporate social responsibility (CSR) and minimizing its environmental impact. One cornerstone of their CSR policy is that the impact of all of their charitable initiatives is measurable and quantifiable. They primarily contribute funds to youth organizations and to children that have been affected by HIV/AIDS. They also contribute to philanthropic projects which provide clean water and education. Additionally, they provide faces to various non-government organizations (NGOs) for free. Lastly, Alliance created the Alliance Media Foundation, a non-profit organization that contributes to the fight against poverty within Africa by focusing on the long-term creation of jobs, vocational training, and transferring income to underprivileged communities.

On the environmental sustainability front, Alliance is committed to minimizing its environmental footprint. The company has carried out various impact assessments and has created corporate policies which are in line with best practice goals set by the international community. First off, the company recycles its printed PVC materials and provides capital for communities to purchase equipment to up-cycle their old advertising materials into useful baggage products. Some of Alliance’s other sustainability goals and initiatives include becoming carbon neutral by 2025, minimizing toxic emissions, working with carbon-neutral suppliers, minimizing waste, and much more.

“The key to our success is our deep understanding of the culture and demographics of each country in which we operate.”

Alliance Media

Greg Benatar, Alliance’s Group Sales & Marketing Director, answered some questions in an exclusive OOH Today interview.

Q: Why should advertisers choose your business?

A: “Alliance Media is the largest OOH, DOOH, and Airport Advertising media owner on the African continent. Offering campaigns on a local and multi-country basis.”

Q: Why are you in the OOH business?

A: “We are in the OOH business to bring credibility, innovation and an effective medium to the African media landscape.”

Q: What is your key to success in the OOH business?

A: “The key to our success is our deep understanding of the culture and demographics of each country in which we operate.”

Q: What is the greatest success or satisfaction you receive from owning OOH?

A: “We smile when we see well executed campaigns showing great returns for our advertisers.”

Q: What are some future goals for your business?

A: “We have always been first in Africa with innovation and we strive to continue in this area.”

Q: Share a fun fact about your company!

A: “We have a diversity of over 50 different languages spoken by our team members!”



Gauteng, South Africa


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