The growth of digital technology - and specifically the internet and cellphones - has seen many experts predict the decline or death of traditional media. But, in the comparatively simple and straightforward world of outdoor advertising, things are humming.

Because, despite the increasing inroads technology is making into our lives, the world around us is changing in favour of outdoor, or "out of home", advertising.

Lyn Jones, marketing manager of INM Outdoor (formerly Clear Channel Independent) - Africa's largest outdoor ad company - says changes in lifestyle, travelling patterns and urbanisation have all changed the way consumers are affected by advertising.

People are spending more time outside their homes as the daily commute to work takes longer. In South Africa, it is obvious traffic congestion is increasing and so are journey times, which means money for the outdoor advertising business.

"The time people have to notice and absorb outdoor advertising is increasing, making billboards more effective," says Jones.

Cobus van Zyl, INM Outdoor's assistant divisional general manager (Africa), says billboards, if they are cleverly done and humorous, can "provide a respite from the day-to-day grind of getting to work".

Some may disagree, but people in Joburg appear to have come to terms with the fact that outdoor advertising is here to stay. Cape Town, by comparison, has far stricter rules when it comes to outdoor signage, and the aim of the municipal authorities is supposedly to preserve the natural beauty of the city.

Jones acknowledges that "some cowboy" operators - those who put up billboards without permission or regard for the community - did damage to the industry. However, with organisations like Out of Home Media SA (OHMSA) overseeing the sector, there will be much less questionable behaviour in future, she believes.

Another reason for the growth of outdoor advertising in SA is the emergence of a "consumer-hungry middle class", says Jones, which has led to the decentralisation of shopping hubs into the former township areas and opened up many new sites.

Interestingly, residents in these areas find outdoor advertising far less intrusive than their counterparts in former white suburbs: "They welcome outdoor advertising because they see it as transforming their area to feel just like Sandton and, in effect, beautifying it."

The principle of outdoor advertisers "putting something back" into communities has become well established in SA, but is also being pursued by INM Outdoor in its African markets, says Brian Smith, the company's divisional general manager: Africa.

"In a number of countries we are building pedestrian bridges over busy roads. The bridges obviously carry advertising, but we are helping to provide infrastructure in communities where there are many needs and small budgets."

INM Outdoor is partnering with Nedbank to roll out many solar-powered billboards across the country. The first of these (prior to the partnership) was installed in Alexandra, Joburg, and the electricity generated was used to power the kitchen at a school, enabling poor pupils to get a cooked meal each day.

This "putting something back" extends to a number of other projects, says Jones. One of these is INM Outdoor's litter-bin product: sturdy litterbins with space for advertising or branding provide a "really valuable service" for the community and assist municipalities in providing these much-needed facilities.

"There can be no objection to bins, because they definitely help improve the environment," says Jones.

INM Outdoor not only provides the bins but also contracts waste removal company Pikitup to collect the rubbish.

Jones says the bins are particularly popular where businesses "want to 'own' a specific area and get high recognition for their branding".

Estate agents are some of the best customers for litter-bin advertising because it enables them to raise their profile in the area in which they operate.

The future of outdoor advertising is looking good, Jones believes.

"We're introducing a number of new technologies - improved printing and now an environmentally-friendly dry postering system which uses biodegradable materials - as well as new ways of getting a message across with new production technologies, including large formats, site wraps and cutouts."

The recently launched OHMSA survey, conducted by Nielsen Outdoor and SAARF making use of GPS technology to determine the likelihood of passage past outdoor sites, is the most advanced outdoor measurement technique in the world.

OHMSA will provide accountability of the outdoor advertising medium and comparative performance across media types with a global measurement tool.