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

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.