The 63rd World Out of Home Organization (WOO) Annual Congress took place in Hong Kong from June 5-7, drawing a record number of 500 participants from 47 countries.

The Thursday morning congress began with Dr. Bernard Chan Pak Li, Under Secretary for Commerce at the Hong Kong Government, welcoming over 500 delegates.

Tom Goddard, President of the World Out of Home, delivered a passionate speech, portraying Hong Kong as a dynamic global stage. He introduced the day's theme, "Growing the OOH Sector," with great enthusiasm that resonated throughout the venue. Goddard sparked excitement by discussing the critical growth factors driving the industry forward, from the essential use of measurement data to the importance of sustainability, automation, collaboration, and networking. He highlighted the industry's breakthrough in surpassing the 5% market share threshold (reaching 5.2%) and questioned whether this signifies sustained growth for OOH. Goddard emphasised the urgency of embracing sustainability and spotlighted Ad Net Zero as a model of responsible media practices. Tom highlighted Abu Dhabi's Multiply Group acquiring BackLite Media, along with Viola Communications and Media 24/7, to build a strong media presence in the UAE. He also thanked Omar Fayed and Jawad Hassan for their support of the World Out of Home Organisation.
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He also emphasised the potential of retail media and urged stakeholders to seize emerging opportunities. The climax of Goddard's address was when he praised the value of global collaboration within the World Out of Home channel, highlighting the strength in unity and the diverse representation of the over 500 delegates from 42 countries.

Here are our key takeaways from the event:

1. Integration with Online Media

WOO President Tom Goddard suggested viewing online media as a companion rather than a competitor, noting that "all the DOOH solutions are on the DSPs planners are used to using daily."

2. Growth of PrDOOH:

Programmatic Digital Out of Home (PrDOOH) is projected to reach 30% of DOOH bookings over the next 18 months. Benjamin Milne highlighted the need for "more data and measurement and simplification through automation to activate bookings."
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3. Embracing Programmatic Strategy:

Each OOH company should develop a programmatic strategy to secure a larger share of the omnichannel market. Sylvain Le Borgne from JCDecaux emphasised, "The specialists were used to OOH. Now we have a new generation of buyers used to online digital, and we need to use their language."
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4. OOH Ad Spend and Automation:

According to the WOO Index, Out-Of-Home (OOH) ad spending reached $41.9 billion in 2023. However, Annie Rickard pointed out that "everyone believes OOH does not get enough share; automating the medium everywhere will help.

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‍5. Free Regulation DOOH Ad Zones in Seoul:

Daewon Kim from Seoul discussed the creation of three "Free Regulation DOOH Ad Zones," which involve dozens of OOH companies rolling out cutting-edge digital screens to transform districts into iconic places to visit. This model is suggested for replication in every major city.

6. Retail Media's Hidden Power:

The congress highlighted the secret superpower of retail media in the outdoor advertising space.
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7. Sustainability:

A new WOO website has been dedicated to this critical subject underscored the urgency of sustainability in the OOH industry. We had the pleasure of hearing from Four speakers on Sustainability at the World Out of Home Organization's Global Congress - on the theme of "The Clock is Ticking"
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Additional Insights:

- Sylvain Le Borgne from JCDecaux discussed the importance of data in the OOH space and confirmed the industry is on the right path to implement data tools and solutions across every step of the campaign.
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- Michael Provenzano from Vistar highlighted the increased activity of cross-border buying in DOOH, which allows brands to activate multiple markets simultaneously via programmatic means.
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- Emma Hegg from Platform Strategy led a panel with Benjamin Milne, Gavin Lee, and Annie Rickard, emphasising the need for automation across all OOH, not just digital. She noted that manual interactions between clients, buyers, and media owners increase the potential for issues and decrease the desirability of investing in the media.
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- Chris Ngan from The Trade Desk showcased how incorporating DOOH into an omnichannel strategy consistently improves digital performance by increasing click-through rates (CTR) and lowering cost per acquisition (CPA).
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- Lindsay Rapacchi from Clear Channel demonstrated how increasing market penetration leads to higher market share and more loyal brand buyers by building reach among light category buyers and leveraging category entry points in consumers' minds.
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The congress was not just an event but a revolution for the OOH industry. Its deep dive into automation, intertwining with online media, and paving the way for sustainable practices promised a dawn of innovation and progress. These two days were insightful and transformative, sparking inspiration within us all.

And adding to the excitement, the news that we'll meet again in Mexico next year to continue this journey was the perfect conclusion.

Our sincerest gratitude extends to Tom Goddard, Anna Maria Pisano, Richard Saturley, Mark Flys, and the entire World Out of Home Organization team. Your dedication crafted an event that wasn't just brilliant and flawless but a beacon of inspiration and community. These events are beyond valuable; they are transformative. You all are indeed the architects of change in our industry.
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