But Johannesburg – previously perceived as less stringent than the Western Cape when it comes to OOH site legalities – is now showing a more assertive approach. In 2026, understanding the regulatory differences between cities is no longer optional – it’s central to safeguarding brand reputation and budget. In 2026, transparency stops being a nice-to-have and becomes one of the defining expectations in DOOH. In 2026, demonstrating measurable impact and deploying spend more deliberately across high-performing markets, such as Cape Town, that will define what an effective OOH campaign really looks like. Attention will become the main currencyThe most forward-looking shift for 2026 is the rise of attention as a core planning metric.