OOH MEDIA

Global out-of-home industry body announces it’s heading to Africa

By our News Team | 2023

WOO’s first in-person forum on the continent has been scheduled for Cape Town in mid-March 2024, following successful 2022 online event.

The World Out of Home Organization (known as WOO) has announced plans for its first in-person Africa Forum following a successful online event held in 2022.

It will take place in Cape Town, South Africa from March 11-13, 2024. It comes in the wake of successful in-person WOO Forums in Asia, as well a number of online events focused on the OOH media environment in Asia.

Photo by Jose Francisco Fernandez Saura from Pexels

The second Asia Forum is taking place in Bali, Indonesia, from November 1-3. Omnicom Media Group Singapore CEO, Chloe Neo, is to be a keynote speaker.

Speaking about the event in Cape Town, WOO President, Tom Goddard. Says: “Our online event in Africa in 2022 received amazing support and we have been determined to return to the continent for an in-person event since then.

“Out of home is an incredible force in Africa and our in-person forum in 2024 will be a global milestone for the medium.”

Worldwide association of outdoor advertising companies

The World Out of Home Organization is a worldwide association of outdoor advertising companies. Among other things, it engages in worldwide lobbying for outdoor advertising: with authorities, international organisations, political opinion-formers and the communication media. It also plays a lead role in the standardisation of labels for outdoor advertising research data.

At its most recent world congress held in Portugal in June 2023, Goddard said the global out-of-home media industry has recovered the ground lost in the pandemic.

However, the industry must raise its focus from maintaining global market share at around 5%, to increasing to 10% by 2030 through incremental 1% annual increases. Among the strategies to achieve this, Goddard said, are:

Curbing adtech proliferation which needlessly complicates factors like automation, with too many middlemen in the process of buying and selling.
Creating common standards and language to amplify and describe the benefits of OOH.
Dramatically improving uneven audience measurement around the world. Those countries with better audience measurement, preferably entrusted to Joint Industry Committees (JICS), enjoy bigger shares of the media market through trust and transparency.

Further information on the planned Africa event in Cape Town can be obtained from Richard Saturley, Chief Marketing Officer at the WOO. Email: richard@worldooh.org

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