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OUT-OF-HOME ADVERTISING
Global OOH body gearing up for its first in-person Africa forum
By our African Marketing Confederation News Team | 2024
Gathering is for the growing number of OOH entrepreneurs in Africa who are pioneering new ways to reach increasingly affluent audiences.
The World Out of Home Organization (WOO) is gearing up for its first in-person Regional Forum in Africa next month. The global outdoor advertising body says “Africa is a great continent and represents a great opportunity for a great medium”.
Photo: World Out of Home Organization
Cape Town, South Africa is the venue for the inaugural Africa Regional Forum, which takes place from 11-13 March at The Westin Cape Town hotel and conference venue.
Expert speakers from the outdoor media field include: Lunga Mooi, Head of Media – Africa, at Unilever; Donald Mokgale, Managing Director of Avatar Media Agency; Dawn Rowlands, CEO of Dentsu Sub-Saharan Africa; and Tim Bleakley, CEO of Ocean Outdoor in the United Kingdom.
“There are a growing number of out-of-home entrepreneurs in Africa who are pioneering new ways to reach increasingly affluent audiences and to plan, buy and measure campaigns on the biggest of canvasses,” the WOO says in a statement.
“Africa is once again the biggest global opportunity for growth; but this time it’s growth for everyone, all the people in every country.”
Africa has a thriving OOH industry
Comments Tom Goddard, President of the World Out of Home Organization: “Africa, for all its diversity in terms of countries and people, has a thriving OOH industry.
“OOH’s market share is higher than in most other countries and in a continent with so many different geographies, pretty well every geography in fact, the attractions of OOH are easy to see.”
Godard adds that Africa poses its own special outdoor advertising challenges, but that those challenges are also opportunities.
“By solving problems, we improve and enlarge the medium. And the lessons we learn from Africa are also relevant to those working in mature markets such as North America and Europe, [as well as] those hotbeds of technological innovation – Asia, Australasia and the Far East.”
The WOO was previously known as FEPE International (Federation European Publicite Exterieur) and had a strong focus on European outdoor media. In 2019, it rebranded and embraced a more global perspective.
It has since held in-person forums in Asia and the Middle East, and the 2024 Global Congress takes place in Hong Kong in June.
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