Asia-Pacific is part of OOH advertising’s global ‘bounce’, says body

By our News Team | 2022

Static OOH ads still account for around 60% of global revenues and are not in terminal decline, despite improvements in digital technology.

The Asia-Pacific region (known as APAC), which now accounts for a third of the world’s gross domestic product, is set to share in the out-of-home industry’s strong worldwide bounce-back after the pandemic.

This is according to the World Out of Home Organization’s President, Tom Goddard, who recently gave feedback to over 200 delegates at the organisation’s first in-person Regional Forum held in Kuala Lumpur, Malaysia.

OOH Media

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

Goddard said the organisation’s Global Data Index shows that OOH in the region is very much in line with global forecasts. 

But he warned that, while a range of positive dynamics is driving the medium forward, the industry needs to increase collaboration at all levels and shift from a focus on local competition to sector-level cooperation. This was necessary to help combat the threat of other media.

Figures from the World Out of Home Organization (known as WOO) indicate that the global OOH market hit a record US$37-billion revenue in 2019 and was on a fast growth trajectory, he said. 

Digital makes up 45% of OOH in the region

Global Digital Out-of-Home (DOOH) is leading the growth charge, projected to be close to 50% of all OOH revenue by 2026. Across APAC, it already makes up over 45% of revenue.

“Static (non-digital OOH) still accounts for around 60% of global revenues, which some observers assume is in terminal decline. Not so. Static is forecast to maintain its revenues at flat, which I think is a great result when you think about inventory moving over to digital,” Goddard said.

He then outlined a range of positive dynamics which he believes will increase the growth of OOH.

“Firstly, more and more markets are investing in credible audience metrics, which builds trust, increases confidence, enables intra-media comparison and facilitates a common trading language. Automation is also a major growth stimulus now. When you invest in automation, you also create the ability to trade programmatically and to overlay data,” said Goddard.

“And the creatives have fallen back in love with OOH, having been dazzled and distracted for a while by online, especially with the new darling of the creative community, 3D Anamorphic [digital billboards). Every creative on the planet wants to develop one of these,” he added.

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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.