OOH MEDIA

Asia-Pacific region is leading the way as OOH recovery gathers speed

By our News Team | 2023

OOH’s share in the APAC region is now 7% compared to a global average of 5%, forum being staged in Bali hears.

World Out of Home Organization president Tom Goddard greeted 350 delegates at WOO’s second Asia Forum in Bali. In his speech, Goddard said that Asia Pacific has the world’s largest young population, a bigger GDP than either the United States or Europe, and the most flourishing Out-of-Home (OOH) business.

 

According to Goddard, OOH’s share in the region is now 7% compared to a global average of 5%, driven by technical and creative innovation.

OOH globally has recovered strongly from the pandemic with revenues hitting USD$36-billion, exceeding pre-lockdown levels.

OOH Media

Photo by Kassandre Pedro from Pexels

But the medium has much to do, Goddard said, to reach its merited market share of 10%. Goddard outlined a course of action to grow the medium by 1% a year to reach this goal. What the industry still needs, said Goddard, is more:

  • Consolidation: research shows that consolidated markets achieved a bigger market share.
  • Coordinated adtech strategies: the adtech industry is booming but too fragmented.
  • Measurement and data across all markets: perhaps the key factor and a constant theme at all WOO’s regional and global events.
  • Collaboration on standards and language: the medium must become easier to plan and buy.
  • Empowerment and resource for national associations: active and energetic national associations drive best practice, innovation and sector growth, but too many are under-resourced.


Goddard concluded, “In many ways, we can see the future of Out-of-Home happening now in Asia Pacific, and the medium as a whole has much to learn from the innovation and creative excellence we see here. 

“In that respect, our second Asia Forum truly has been an eye-opener. Our challenge now is to harness this energy and desire to improve in a way that drives the whole industry towards that highly achievable 10% global market share.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.