Next year’s OAAA OOH Media Conference will take place May 5-7, 2025 in Boston and registration is now open.

The event, themed ‘The Power of Presence‘ will spotlight out of home’s unmatched ability to unify communities, amplify cross-channel campaigns, and drive brand growth by creating authentic connections in a hyper-connected world.

The conference will bring together a who’s who of marketing powerhouses, bold creative thinkers, and brand leaders to reimagine the role of OOH in the modern marketing mix.

The speaker lineup already includes:

• Todd Kaplan, Chief Marketing Officer, Kraft Heinz North America
• Jeanniey Walden, Chief Marketing Officer, Rite Aid
• Caitlin Mack, VP of Marketing, LesserEvil
• Jason Dorsey, Generational researcher and best-selling author
• Terry Kawaja, Founder and CEO, LUMA Partners

“The OOH Media Conference is a cornerstone event for our industry, and brings together leaders from across the marketing ecosystem to share ideas, shape the future, and showcase the unmatched power of out of home advertising,” said Anna Bager, President and CEO of OAAA, “It’s also an opportunity to align our collective vision and demonstrate the transformative role OOH plays in driving growth for brands and delivering real value to communities. This event is where connections are made, ideas take shape, and the future of advertising is defined.”‍

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Highlights of this year’s agenda include:

• Dynamic keynotes from leading industry voices who are shaping the future of advertising and redefining consumer engagement.
• Future-focused panels exploring the latest trends in creative storytelling, measurement, and the intersection of OOH with retail media, digital, and connected TV.
• Unparalleled networking opportunities designed to spark meaningful connections with industry leaders, peers, and partners.

Set in Boston’s vibrant Seaport District, the conference provides the perfect backdrop to experience one of the city’s most innovative and inspiring neighborhoods while bringing together leaders from across the marketing and media spectrum.

Registration can be found here.

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Creative consultant Dino Burbidge explored Out of Home creative at the World Out of Home Organization's Europe Forum in Milan earlier this month.

Burbidge, who has been one of the most popular speakers at recent WOO Global Congresses according to audience feedback, is a creative consultant specialising in the intersection of creativity and technology, a key issue in digital OOH especially.

He suggested that creative is critical, the next most important element in a campaign is sheer brand size, adding effectiveness and profitability. But not all OOH creative is created equal and he outlined the science and practical tips required to create effective campaigns.

WOO CMO Richard Saturley says: "Dino has brought an added dimension to our Global Congresses, most recently in Hong Kong, and we're delighted to welcome him to our regional Europe Forum. We all recognise that creative is important but it's notoriously difficult to pin down. Dino did just that with his unique combination of creative coalface experience and understanding of the behavioural science in Out of Home."

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The Campaign Breakfast Briefing: Out of Home 2025 brought together experts across brand, media agencies, media owners, and adtech at The Westin Dubai Mina Seyahi on Nov. 22 to discuss OOH challenges and future trends.

The OOH industry has not only claimed its spot as a credible and highly effective form of traditional advertising, driving brand consideration, purchase intent, and business outcomes, but it has also been chosen by consumers as a highly trusted medium, given its permanence and placement within the natural urban landscape.

Advancement in digital technologies, the move towards standardised measurement, and the dawn of programmatic in the Middle East are transforming OOH into a precision-targeted medium, permitting for far more personalised and relevant campaigns and offering greater flexibility and efficiencies within the industry.

To discuss all this and more, a room brimming with experts – from client-side marketers to media and creative agencies, media owners and suppliers, and measurement and adtech players – gathered at The Westin Dubai Mina Seyahi on 22 November 2024 for the Campaign Breakfast Briefing: Out of Home 2025.

Panel 2 – Is the journey to programmatic just as valuable as the destination?

The panel discussion shifted gears at the event with a conversation around programmatic, delving into the journey towards programmatic.

The panel, moderated by James Harrison, Chief Product Officer, BackLite Media, welcomed on stage Andrew Hamblin, Chief Revenue Officer, LDSK; Ashnee Thacker, Senior Account Manager, The Trade Desk; Yasmine Al-Turk, Advanced DOOH & Digital Supply Lead, GroupM MENA; and Sean Gadsby, Head of Programmatic, BackLite Media.
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Panelists discussed the technology ecosystem, including Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), data integration, and what it would take to unlock the true benefits of programmatic DOOH. The speakers agreed that the future of OOH is definitely programmatic but openly stated the a need for more (and better) digital inventory – and collaboration between DOOH players – to reach the “critical mass” needed for programmatic. Scale is lacking despite client demand, they said, but shared how sector-wide collaboration between the likes of Elevision, JCDecaux, BackLite Media and others are slowly turning the possibility into a reality.

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If done right, the industry can open up avenues to use multiple triggers based on multiple data sources to get really granular with targeting, promising greater speed, flexibility efficiencies, as well as agility within MMM. But before people get their hopes too high, the industry needs to jump over the hurdles of education, fragmentation, standardisation, data quality and recognised attribution.

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Is the journey to Programmatic just as valuable as the destination?

Our Chief Product Officer, James Harrison, poses this thought-provoking question as we gear up for the Campaign Middle East Out-of-Home event.

This panel will discuss how programmatic DOOH enables targeted and data-driven advertising through flexibility, efficiency, and real-time capabilities. Panelists will cover the technology ecosystem, including Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), data integration, and the role of artificial intelligence (AI) in campaign optimisation.

Key topics will include advanced audience targeting, adaptive creative content, and measurement strategies. Lastly, the importance of industry standards, transparency, and collaboration will be emphasised to enhance the PrDOOH landscape.

Moderator:
→ James Harrison, Chief Product Officer, BackLite Media

Speakers:

→ Sean Gadsby, Head of Programmatic, BackLite Media

→ Andrew Hamblin, Chief Revenue Officer, LiveDOOH Signkick

→ Ashnee Thacker, Senior Account Manager, The Trade Desk

→ Yasmine AlTurk, Advanced DOOH & Digital Supply Lead, GroupM MENA

About The Event:

Campaign Middle East's annual Out-of-Home (OOH) Breakfast Briefing, will gather key stakeholders across brands, agencies, OOH providers, and adtech leaders at The Westin Dubai Mina Seyahi on the 22nd of November, 2024.

Join us for an insightful event focused on the OOH advertising sector in the Middle East, where industry leaders will address the critical need to foster stronger partnerships to drive mutual growth and innovation. Experts will share strategies to unlock significant impact for brands by increasing the share of OOH in their media mix. Panelists will also highlight the need for data-driven decision-making and post-campaign mobility analysis.

The event will also shed light on achieving greater transparency and visibility in inventory ownership, reducing visual clutter, and prioritising quality over quantity in creative assets. Delegates will have the opportunity to explore the latest approaches to measurement, including the use of attribution analytics, optimising campaign performance, understanding audience demographics, and differentiate top-performing inventory.

Furthermore, discussions will delve into the crucial aspects of sustainability and ESG, challenging stakeholders to move beyond KPIs to make a tangible impact on the ground. Here’s your opportunity to keep your finger on the pulse of all that’s happening within the industry. See you there!

Over the last years, the growth of Out of Home advertising has out-performed the ad market growth and especially since COVID, the market share of OOH is growing even faster; the latest public numbers of Ströer as well as Nielsen statistics demonstrate the acceleration of the OOH momentum in Germany.

Besides the structural challenges of other classic broadcasting media of tv, print and radio, it’s clearly the digitization of the out of home infrastructure as well as the seamless integration into the broader digital marketing universe via tech, data and content which are driving this development. In Germany, OOH is getting very close to a Nielsen-measured market share of 10%. Nevertheless it’s still an early phase of that structural shift towards OOH.

So all digital – all good? It’s always the times of success when you make most of the mistakes. The OOH industry needs to keep an eye on a couple of aspects to further strengthen its relationship with all stakeholders and business partners:

• Converting classic sites to digital screens need to go hand in hand with leveraging the new opportunities for creative and impactful solutions for advertisers: it’s not about the hardware – it’s about the outcome & ROI for clients.
• OOH and even more Digital Out of Home have the lowest carbon footprint amongst all relevant media channels – so it’s a great opportunity to work with market partners to create more sustainable marketing plans by leveraging the strengths of (D)OOH
• Especially the digital infrastructure of media owners offers many opportunities to create extra benefit for municipalities and the public: it can play a role as an information tool for citizens, an element of traffic management in cities, a feature of public warning systems as well as a marketing platform for cultural life in smart cities.

And just as most of the current momentum is digital, it’s crucial to not overseeing the importance and USPs of classic out of home. Both the impact of large visuals in the public as well as the narrow-casting opportunities for local targeting campaigns and local customers require more focus of sales teams and potentially extra investments to protect the industry’s overall infrastructure long-term.

OOH becomes more and more digital – but it’s not all digital (yet). And both is good.

Retail media networks have rapidly evolved, unlocking exciting opportunities for both advertisers and retailers. By leveraging first-party data from both physical and digital channels, these networks offer valuable insights into shopper habits that strengthen omnichannel strategies.

But did you know that 82% of purchase decisions are made in-store, and 62% are impulse buys?

The power of in-store retail media is undeniable. With targeted promotions and advertising at key touchpoints, retailers and brands can shape consumer behaviour, driving sales while creating a seamless online-to-offline experience that reaches shoppers at every stage of their journey - down to the last metre, in-store.

When:

Thursday, November 14, 2024 · 5:00 a.m. Abu Dhabi (GMT +4:00)

Agenda:

• Explore how in-store media can drive last-minute purchases by reaching shoppers at key points in their journey.
• Learn how immersive, targeted content can elevate in-store shopping, creating a more engaging and personalised experience.
• Understand how in-store media provides actionable, real-time data to optimise campaigns and improve performance.
• Discover how integrating in-store media with an omnichannel strategy boosts intent and measurable sales growth.

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Presenters:
▪️ Ben Allman, Director of Sales, ANZ Broadsign
‍▪️ Sam Hegg, Head of Strategy & Planning Coles 360
‍▪️ Barry McGhee, General Manager at reooh (oOh!)
▪️Tamera Francis, Features & Premium Editor, Inside Retail Australia
‍▪️ Zoe Berends, National Business Manager, L'Oréal

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Register here: https://lnkd.in/enUxvyu6

The head of the World Out of Home Organization (WOO) indicates that the growth of out-of-Home (OOH) advertising, particularly in Europe, is largely driven by digital screens. Notably, digital screens account for 40% of revenues despite representing less than 10% of locations.

At the WOO Europe forum in Milan, WOO President Tom Goddard emphasised that a significant opportunity is being overlooked with classic (static) formats, which still comprise most OOH locations. For instance, in the UK, classic formats reach 90% of all adults within a week at only about 20% of the cost compared to digital formats. He referred to classic OOH as the industry's "sleeping giant."

Goddard further explained that classic advertising is a powerful branding and directional tool. He noted that major fast-food chains like McDonald's and KFC often secure long-term contracts for prime static billboard locations because they are adequate for their marketing efforts. Due to their reliability and extensive reach, classic formats are essential for comprehensive marketing strategies.

In summary, Goddard outlined his "Ten Commandments" for OOH growth:

1. Reposition the Classic Channel
2. Digitise More Inventory
3. Consolidate Ownership
4. Measure all formats in all markets
5. Automate the entire trading process
6. Collaborate more and support National Trade Associations
7. Control carbon footprints
8. Leverage the potential benefits of AI
9. Take advantage of Retail Media
10. Enjoy yourself!

Tom's insights at the WOO Europe forum provided a positive outlook for the OOH industry. By balancing the strengths of both classic and digital formats, the industry is poised for innovation and growth, promising a vibrant future for OOH advertising on a global scale.

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Registration is now open for the World Out of Home Organization Europe Forum in Milan from November 4-6.

Proceedings will start on the Monday night with Welcome drinks at the Forum venue. In addition, we’ll be holding a celebration dinner on the Tuesday evening, venue to be confirmed.

The Forum will include one and a half days of presentations on the expanding World of Out of Home from Media Owners, Buyers, Tech Suppliers and Clients with a lunchtime finish on the Wednesday.

The European Forum follows another record-breaking Global Congress in Hong Kong with over 500 delegates as well as a second regional APAC Forum in Bali and the first Africa Forum in Cape Town.

WOO CMO Richard Saturley says: "WOO is now a thoroughly global organization but we felt it time to bring a Forum to Europe where the Out of Home industry is booming, overtaking North America for the first time in terms of revenue.

"Returning to Milan for the first time since 2012 is a great way to celebrate the advances in technology and creativity that are driving the medium forward. Interest in Milan has been massive so we urge members to register as soon as they can."

Ströer Co-CEO Christian Schmalzl has been annonced as our first keynote speaker and we'll be announcing more speakers in the coming weeks.

Click here to register: https://registration.global-studio.it/cmsweb/Index.asp?IDEvento=1955&Lang=EN

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The 2025 World Out of Home Annual Congress will be held in Mexico City from June 4th to 6th. This is the first time the WOO Annual Congress has been held in Latin America and follows the highly successful WOO Annual Congress in Hong Kong, its first visit to Asia, earlier this year over 500 delegates attended.

Helping to host the 2025 event will be ALOOH, the trade body representing Out of Home in the region. ALOOH  was formed in 2018 and both Gabriel Cedrone (ALOOH President) and Guillermo de Lella (ALOOH General Manager) are Vice Presidents on the WOO Board.

WOO President Tom Goddard says: "WOO is the only global media organisation that represents equally all main markets and it's right that we should now go to Latin America, a dynamic, rapidly-growing market in every respect.

"Mexico City is a fantastic venue and our 2025 Annual Congress will be a major stepping stone as we reinforce Out of Home's status as the most progressive and effective non-online global medium."

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