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OUT-OF-HOME MEDIA

OOH has ‘positive dynamics’ driving the sector forward, forum told

By our News Team | 2023

Out-of-home media is bucking global trends and economic instability, world body’s president says at inaugural MENA event.

The stars are aligned,” World Out of Home Organisation President, Tom Goddard, told delegates at WOO’s inaugural MENA Forum (Middle East and North Africa) in Dubai last week.

“Why, in a world so unsettled with a war in Europe, an energy crisis, climate change concerns, political instability and economic headwinds, are forecasters so buoyant about Out of Home? Because we have so many positive dynamics driving us forward.”

OOH Media

World Out of Home Organisation President, Tom Goddard. Photo credit: WOO

According to Goddard these dynamics for OOH include:

  • Credible audience metrics which build trust and confidence and facilitate a common trading language.
  • Automation, which is now becoming a major growth stimulus.
  • Programmatic, facilitated by automation, which taps into mushrooming omni-channel trading.
  • Creatives falling back in love with Out of Home as the digital tide ebbs.
  • The return of spectacular one-off special builds.
  • A growing desire for 24/7 media channels.
  • The huge impact of ‘anamorphic technology’, which enables highest-resolution images on wide digital screens.

MENA, he said, was a region that “is not only bucking the global economic downturn but actually booming”, thanks to factors including a young, well-educated workforce and the United Arab Emirates’ open-door policy and business-as-usual stance throughout the recent pandemic.

“MENA’s unique geographical location, with easy access to so many large markets, is really starting to tell,” he continued, with OOH; especially digital (DOOH), well-placed to benefit from the ever-growing number of exciting physical locations with consequent marketing and creative opportunities.”

As always, there remains work to done, Goddard said. He highlighted the need to grow the industry at sector level in an increasingly competitive global media market. The most effective way, he believed, was to increase industry collaboration at all levels and shift focus from internal competition to sector-level activity.

“Don’t misunderstand me,” he emphasised, “local competition in some areas – like bidding for site contracts – is healthy and should continue” but a bigger medium means more for everyone.

In concluding his presentation, Goddard referenced the need for strong trade associations to build sector growth. These bodies, he believed, would play an even bigger role as the industry grows and consolidates.

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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.