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OUT-OF-HOME MEDIA

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.

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