Out-of-home media rebuilds its momentum, but more growth needed

By our News Team | 2023

Industry must raise its focus from maintaining global share at around 5%, to increasing to 10% by 2030, global gathering hears.

The global out-of-home media industry has recovered the ground lost in the pandemic, President Tom Goddard told the World Out of Home Organisation’s Global Congress in Portugal last week.

However, the industry needed to raise its focus from maintaining global market share at around 5%, to increasing to 10% by 2030 through incremental 1% annual increases.

OOH Media

World Out of Home Organisation (WOO) President, Tom Goddard, speaking in Portugal last week. Photo credit: WOO

More than 500 delegates gathered in Lisbon to hear that the keys to driving growth in OOH are:

  • Reducing the number of sales points/media owners through greater consolidation. Countries with fewer such sales points enjoy higher than average market share.
  • 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.

Goddard, who has headed WOO and its predecessor FEPE International for six years, also announced his intention to step down after a further year, in line with WOO’s board rotation policy. 

He was instrumental in the transformation of 60-yearold trade body FEPE into WOO – and its growth to 200 corporate members, including 27 national trade association members. The latter figure stood at zero six years ago.

Why is industry not gaining market share

Discussing global market share for OOH, Goddard noted: “Why is it, with all the investment we’re making in digital screen conversions, in AdTech, and in high-calibre executive hires, we are not gaining share?

“Some of you might rightly point out that other legacy media channels, especially print, have lost huge chunks of share to online, whilst OOH has held its position quite well.

“That’s true. But on my travels around the world, when I look at the impact of our channel everywhere, I can’t help feeling we’re worth much more than 5%”.

Also at the conference, members of WOO’s new Sustainability Task Force appeared on a special panel to outline their plan to create a practical tool kit for OOH companies of all sizes to improve their environmental performance.

Other panels included a review of programmatic and omni-channel selling, and the need to make buying OOH easier across all sides of the industry: media owners, intermediaries and agencies.

The congress was held from 7-9 June in Lisbon, Portugal.

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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.