World congress says OOH must strike balance between traditional and digital

By our News Team | 2022

Digital out of home spending is on the rise, but classic OOH still attracts almost two-thirds of all OOH revenue.

Striking the right balance between traditional out-of-home media and all-conquering digital is one of the keys to sector growth for the medium, the World Out of Home Organization President, Tom Goddard, told delegates at the recent WOO’s Global Congress held in Toronto, Canada.

OOH has recovered strongly from the pandemic when, said Goddard, sales “sank like a stone”. But, like other mainstream media, OOH is still losing ground to the digital tidal wave. Classic (traditional) OOH accounts for 63% of revenues worldwide, despite the rapid growth of digital OOH.

Out-of-Home Media

Image by Andreas H. from Pixabay

Striking such a balance would create another “Golden age of out of home” said one of the keynote speakers at the Congress, Sean Reilly, CEO of Lamar Advertising, the biggest OOH company in the world by value (US$13b-billion).

Founded in 1902, Lamar is still a family run company and has seen all the big changes in OOH, from messages glued to buildings to the digital OOH revolution. Still primarily a traditional OOH company, Lamar now gains 27% of its revenue from the digital element of its holdings – which represent just 2.5% of the company’s total of 356,000 displays.

Asking delegates – who included the world’s biggest OOH media owners, advertisers and agencies – to “show some love”, President Goddard continued: “Digital is an area where OOH continues to perform strongly and [is] the focus of billions in investment. But we shouldn’t forget the other key strand of Out of Home, [which is] classic.”

The Toronto congress, the first such in-person event since Dubai 2019, brought together 400 delegates from all over the world.

Among the issues discussed in depth were programmatic, what clients want from OOH, the changing macro-media landscape where e-commerce increasingly rules, sustainability, diversity and the way digital OOH amplifies social media in real time to great effect.

In a major industry development, prominent OOH experts outlined a new set of best practice guidelines for the industry – ‘Realising the value of DOOH audience measurement’ – a long-awaited and necessary template for a new digital-dominated world.

The next congress, WOO 2023, has been scheduled for June 7-9 in Lisbon, Portugal.

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.