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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