BackLite Media has announced the release of SpotLite 2.0, its annual publication created in collaboration with Campaign Middle East.

This edition of SpotLite focuses on the dynamic and ever-evolving Out-of-Home (OOH) advertising industry, particularly emphasising the transformative potential of Data, Measurement and Programmatic Digital Out-of-Home (PrDOOH).

SpotLite 2.0 brings together insights from some of the industry’s most influential voices.

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Contributors include experts from the UAE Government Media Office, World Out of Home Organization, IAB MENA, The Out-of-Home Advertising Association of America (OAAA), Data Partners like Seventh Decimal and Admobilize, and Programmatic Platforms like The Trade Desk and Place Exchange. Each offers unique perspectives on the current state and future direction of Out-of-Home (OOH) advertising.

James Bicknell, CEO of BackLite Media, said, “The publication delves into a wide range of topics, from integrating data-driven techniques to the creative opportunities offered by Digital Out-of-Home (DOOH) advertising.
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“These articles provide a comprehensive overview of the trends and innovations poised to shape the next chapter of OOH advertising.

“We thank Motivate Media Group for their invaluable assistance in agency distribution across the UAE, enabling SpotLite 2.0 to reach an even wider audience.

“This collaboration underscores our commitment to expanding its influence and fostering growth within the industry.”

SpotLite 2.0 is a crucial resource for marketers, brand managers, and out-of-home specialists. It provides valuable insights and strategies for navigating the rapidly changing landscape of OOH advertising. The contributions from esteemed authors reflect the industry’s current state and provide a forward-looking view of its promising future.

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Lindsay Rapacchi, Research and Insight Director at Clear Channel Outdoor, in his session on “Outdoor’s Secret Superpower” at the WOO Global Congress in Hong Kong emphasised OOH advertising's strongest attribute: broadcast reach. He observed that many media professionals don't fully understand why reach is crucial. Over the past year, he says that he conducted informal research with over 100 media professionals, including planners and clients, to discover their reasons for valuing reach. The top responses were identified to be priming people, increasing awareness, driving brand fame, and selling more advertising. However, Lindsay believes the most critical reason was missed: brands with smaller market shares have fewer, less loyal buyers.

Leveraging Light Category Buyers

Illustrating this with the UK washing powder industry, where Persil leads with a 22% market share, Lindsay emphasised that a brand's success, like Persil's in the washing powder industry, is primarily due to its high market penetration, not loyalty. Market penetration, attracting more buyers, is believed to drive growth, rather than solely focusing on loyalty.

Lindsay highlights the importance of understanding buyer distribution curves, where most buyers fall into the light category, purchasing infrequently. He argued for a strategy targeting this large segment of light buyers rather than solely focusing on heavy buyers, as traditional approaches tend to do.

He criticised the neglect of light category buyers in media plans, which often prioritise niche audiences. He suggested integrating light category buyers into media planning to unlock OOH advertising's full potential, as different channels reach varying numbers of these buyers. By prioritising reach to attract more light buyers, brands can achieve significant growth. Lindsay's call to focus on light category buyers offers a fresh perspective on brand growth strategies and the importance of understanding market dynamics beyond loyalty.

The winning duo

Discussing a UK study involving over 40,000 consumers and 250,000 brand interactions, he revealed that OOH and TV were found to be the most effective pairing, increasing productivity by a factor of four. However, he cautioned against relying solely on this combination, emphasising the importance of using a variety of media channels. He highlighted the need for brands to align their customer base with the broader market, using OOH to reach underrepresented demographics. For example, brands should not over-target older consumers at the expense of younger ones.

Refining the Recipe of Reach

In his strategy presentation, Lindsay outlined a holistic approach to media planning, emphasising the importance of reach in OOH advertising. He rejected a highly targeted approach, asserting that OOH's strength lies in its ability to reach a broad audience. Lindsay's strategy begins with a focus on programmatic digital OOH, leveraging mobile data to target specific audience segments that over-index for the brand. Integrating with other media channels, including radio and addressable TV, further expand reach and reinforce brand messaging.

Lindsay applied the "duplication of purchase" law, targeting competitors' customers who are more likely to overlap with the brand's customer base.

He advocated for a dynamic media plan that adapts to different consumer behaviours and contexts, exemplified by programmatic ads tailored to specific weather conditions and time slots.

Lindsay underscored the importance of balancing reach with targeted messaging, leveraging empirical evidence and consumer behaviour insights to optimise brand growth. He emphasised the foundational role of broadcast reach in OOH advertising while integrating insights from the duplication of purchase law and category entry points to refine and enhance media planning strategies.

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Annie Rickard, Manging Partner of OOH Capital, steered a panel discussion on "Why Automate and Why Now?", with Ben Milne, Global Head of OOH Business, dentsu, Emma Hegg, Group Director – Platform Strategy, oOh! and Gavin Lee, Sr Director – Product, Broadsign

Annie Rickard, Manging Partner of OOH Capital, steered a lively discussion with industry luminaries who shared their thoughts on why it's time to automate OOH advertising transactions. The Hong Kong WOO Global Congress session on "Why Automate and Why Now?", moderated by Annie Rickard, featured industry experts Ben Milne, Global Head of OOH Business, dentsu, Emma Hegg, Group Director – Platform Strategy, oOh! and Gavin Lee, Senior Director – Product, Broadsign. Their contributions shed light on the critical importance of automating OOH advertising transactions.

Ben Milne expressed concerns over the prevailing perception of OOH advertising. Despite his efforts to optimise client investments in OOH, he noted a growing pressure on marketing budgets, compelling advertisers to seek more measurable investments. Ben highlighted the disparity between programmatic digital OOH and traditional methods, emphasising the urgent need to remove barriers and simplify access to OOH. He advocated for automation to enhance measurability and accessibility, thereby allowing advertisers to focus on advocating for OOH inclusion in media plans.
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Gavin Lee echoed Milne's sentiments regarding the necessity of removing barriers hindering OOH advertising. He stressed upon the importance of collaboration in automating all OOH processes to simplify access and improve measurability. Gavin argued that by ensuring the benefits of OOH are easily measurable and accountable, the industry can bridge the growing divide between digital and non-digital OOH, capturing a larger share of the expanding advertising market.

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Highlighting the significant growth of Australia's OOH advertising sector, Emma Hegg revealed that OOH is currently constituting nearly 15% of the overall media spend according to the 2024 SMR figures. She emphasised the sustained growth of programmatic advertising since 2022, which now accounts for 11% of OOH media spend. However, Emma cautioned that not all programmatic growth is incremental, with some budgets shrinking. She stressed the need for industry-wide efforts to simplify and automate processes, reducing friction and cost.
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Highlighting the significant growth of Australia's OOH advertising sector, Emma Hegg revealed that OOH is currently constituting nearly 15% of the overall media spend according to the 2024 SMR figures. She emphasised the sustained growth of programmatic advertising since 2022, which now accounts for 11% of OOH media spend. However, Emma cautioned that not all programmatic growth is incremental, with some budgets shrinking. She stressed the need for industry-wide efforts to simplify and automate processes, reducing friction and cost.

Urging the importance of collaboration between media vendors, technology partners, and agencies, Emma said that stakeholders need to come together to address the unique challenges faced by OOH vendors. She underscored the lack of global standards and fragmented approaches to audience measurement as obstacles to automation. To realise the full potential of OOH advertising, she called for unified industry standards, collaboration with technology partners, and the development of platforms that add value across the value chain.

Reiterating the imperative for OOH advertising growth, Gavin stressed the need to attract more advertisers and boost their spending. He spotlighted the inefficiencies in managing numerous small campaigns compared to larger ones and pushed for a reassessment of minimum booking thresholds. Gavin also underscored the significance of industry collaboration, standardisation, and leveraging existing infrastructure to streamline processes and optimise OOH's role in omnichannel solutions.

Pushing for a re-evaluation of booking thresholds and emphasis on industry collaboration, Gavin highlight the need to adjust to shifting market dynamics. Rickard's closing remarks serve as a rallying cry for the industry to embrace automation and foster a collaborative culture to propel OOH advertising forward.

Also Ben's concerns regarding the perception of OOH advertising resonated with advertisers under mounting pressure to justify marketing expenditures. The industry's pivot towards programmatic digital OOH accentuated the necessity to adapt and modernise traditional practices. However, challenges persist, as underscored by Emma, particularly concerning standardisation and audience measurement. Collaboration emerges as a central theme, urging stakeholders to collaborate to drive innovation and overcome hurdles.

Annie wrapped up the session by underlining the critical role of collaboration and automation in the OOH advertising realm. She recognised the advanced tools and data in use but pointed out the lack of platform connectivity and continued dependence on manual labour. She emphasised the widening gap between digital and non-digital OOH, emphasising the urgency to unify and leverage technology for cost reduction and efficiency enhancement.

In a captivating session at the WOO Global Congress in Hong Kong, Dino Burbidge, Innovation Consultant and CEO of Dinova, took the centre-stage to share his insights on the ever-evolving landscape of OOH advertising. Known for his unique approach to blending technology, creativity, and business acumen, Dino presented an engaging overview of the current state, upcoming trends, and futuristic possibilities in the OOH industry.

Setting the Scene: The Hype Curve

Dino kicked off his talk by introducing the concept of the Gartner Hype Curve, a model that maps out the journey of emerging technologies. The curve starts with an "innovation trigger," ascends to the "peak of inflated expectations," plunges into the "trough of disillusionment," rises up the "slope of enlightenment," and finally reaches the "plateau of productivity." He noted that many current technologies, such as generative AI and post-quantum cryptography, are riding high on this curve, while others like NFTs and Blockchain have experienced varying degrees of hype and disillusionment.

The Now: Technologies at the Plateau of Productivity

Focusing on technologies that have already reached the plateau of productivity, Dino highlighted four key examples:

1. Roblox: With 71 million daily users and six million active at any given moment, Roblox is a significant platform for brands targeting younger demographics. Dino emphasised its role as a quasi-metaverse where brands can create immersive experiences and even leverage programmatic video advertising through virtual billboards.
2. Sense of Smell in Gaming: Introducing a unique sensory dimension, technologies like the "Scent for Games" box can emit specific smells based on in-game events, enhancing the immersive experience for players. This innovation could be extended to various environments, including shopping malls and advertising spaces.
3. Runway ML's Motion Brush: This AI tool allows for subtle animation within static images, enabling advertisers to create dynamic yet refined visual campaigns. By highlighting and animating specific areas of an image, brands can add a layer of engagement to their otherwise static content.
4. Location-Based Loyalty Programmes: Technologies like FOBI enable brands to integrate loyalty programmes into digital wallets, triggering rewards based on proximity to certain locations. This creates opportunities for personalized and location-specific marketing campaigns, driving customer engagement and data collection.

The Next: Emerging Technologies and Trends

Looking ahead, Dino identified several technologies poised to impact the OOH industry:

1. Gaussian Splatting: A breakthrough in 3D rendering, Gaussian Splatting involves creating scenes using "splats" in the air, which are computationally efficient and enable real-time rendering on low-power devices. This could revolutionise how 3D content is displayed in advertising.
2. Apple Vision Pro: At $3,500, this augmented reality device demonstrates Apple's prowess in locking 3D scenes into real-world environments. Dino posed intriguing questions about the implications for advertising, where virtual billboards could compete with physical ones for viewer attention.
3. OpenAI's Multi-Modal Models: As AI models evolve to handle text, video, code, and music, the potential for AI-generated content in advertising grows. Dino advised caution, recommending human oversight to ensure quality and relevance in AI-generated campaigns.
4. Business Process Outsourcing via Video: Highlighting a novel approach, some companies are outsourcing customer service to remote operators via video calls. This could extend to personalised interactions in retail and advertising settings, offering 24/7 customer engagement.

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The Wondrous Future: Pioneering Innovations

Concluding his session, Burbidge delved into futuristic concepts that could redefine OOH advertising:

1. ChatDev: Utilising AI to autonomously develop software, this experiment demonstrates the potential for AI-driven project management and development. In the future, similar technologies could streamline the creation of advertising content and strategies.
2. Wearable Screens: Inspired by the BMW car with colour-changing paint, personal screens integrated into clothing or accessories could display dynamic content based on the wearer's location and context, turning individuals into mobile advertising platforms.
3. Adversarial Pixels: Addressing the ethical concerns of AI training, Dino discussed the idea of poisoning AI models with misleading data to protect proprietary content. This highlights the importance of safeguarding creative assets in an AI-dominated future.
4. Robot Snails: A quirky yet practical innovation, these soft robotics can clean and maintain advertising displays, ensuring they remain pristine and engaging.

Dino's presentation at the WOO Global Congress was a thought-provoking journey through the current realities, emerging trends, and speculative future of OOH advertising. His insights underscored the dynamic nature of the industry and the endless possibilities that lie ahead.

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In a compelling panel discussion titled "Measuring the World: The Pace Quickens" at the WOO Global Congress in Hong Kong with Media4Growth as its media partner, industry leaders from various countries shared their insights on the complexities and advancements in third-party data measurement. The panel, moderated by Gideon Adey, CEO of Gurooh, had as panel speakers Denise Turner, Chief Executive of ROUTE; Pawan Bansal, Chairman Indian Outdoor Advertising Association (IOAA); Mats Rönne, Chairman of the Outdoor Committee, Outdoor Impact, Sweden; and Charles Perry-Okeden, Independent Chair, Outdoor Media Association (OMA) and MOVE, Australia.

The session kicked off with an introduction to the panelists and their respective backgrounds. Denise Turner, who heads ROUTE, an out-of-home audience measurement service in the UK, emphasised upon the intricacies involved in the metrics’ operations. Despite her extensive experience in agencies, publishing, and marketing, she acknowledged the unique challenges in measuring OOH audiences. She highlighted ROUTE's commitment to expanding coverage to Northern Ireland, reflecting her dedication to comprehensive data collection.

Pawan Bansal provided a glimpse into India's vast and diverse market. He laid emphasis on the importance of scalable and affordable models to measure the 1.4 billion audience more definitively. He also highlighted the use of mobile data as a starting point, noting the complexities of ensuring data reliability and representativeness.

Mats Rönne from Sweden shared insights into the country's long-standing tradition of public data availability. He emphasised the importance of transparency and the need to measure people rather than devices. Rönne highlighted Sweden's robust system that integrates various data sources to ensure accuracy and reliability in audience measurement.

Charles Perry-Okeden provided an in-depth look at Australia's MOVE 2.0, a revolutionary advancement in audience measurement. MOVE 2.0, developed over five years, integrates over 100 data sources, creating a sophisticated activity-based model. This model tracks individuals' travel behaviour and calibrates the data with numerous datasets to provide a comprehensive view of audience movements. Charles stressed upon the importance of making complex data accessible and trustworthy, a sentiment echoed by other panelists.

Challenges and Innovations in Data Measurement

The discussion delved into the challenges of integrating multiple data sources. Denise pointed out that layering data correctly is crucial to avoid destabilising the entire measurement system. Transparency and rigorous evaluation of data sets are vital to maintaining the integrity of the measurement process.

Pawan explained India's method of cleaning mobile data to ensure it accurately represents the population. By dividing India into millions of hexagons, they track mobile movements to create a reliable panel. This meticulous process highlights the challenges of using mobile data as a primary source.

Role of Sensor Data‍

Sensor data was another critical topic discussed. Denise spoke about ROUTE's ongoing tests with various sensors to enhance volume counts and make data more contemporary. The sensors' ability to provide real-time data could revolutionise audience measurement, although the variability in sensor performance necessitates thorough testing and validation.

Charles discussed how MOVE 2.0 uses sensor data to calibrate volume counts and temporal profiles in environments like malls and airports. This integration helps create a more granular and accurate picture of audience behaviour.

Concluding Thoughts

The panel concluded with a consensus on the importance of transparency, trust, and collaboration in the evolving landscape of audience measurement. By incorporating diverse data sources and ensuring rigorous validation processes, the industry can provide reliable and actionable insights for media owners and advertisers alike.

As the world becomes increasingly data-driven, discussions like these underscore the necessity of continuous innovation and adaptation in audience measurement methodologies. The pace is indeed quickening, and the industry's leaders are at the forefront, navigating the complexities to deliver precise and trustworthy data.

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The World Out of Home organization has announced the Award Winners for Individuals, Digital and Classic Creative, Sustainability and Technical Innovation at its Global Congress in Hong Kong, held on June 5 – 7.

The Technical Innovation Award was chosen from a shortlist of three by delegates at the Congress.

The Sustainability Award is in its second year after its inauguration at the Lisbon Congress last year, reflecting the organizations’s redoubling of its drive towards net zero.


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🏆 Creative Awards:

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Chair of judges Matthew Dearden of Alight Media says: "This year we had more entries than ever for our awards and, crucially, of a high standard.

"The awards exist to celebrate the great work and people in our global industry, those who have already achieved a great deal and those who are embarking on that particular path, plus highlighting vital global issues including sustainability. Through this celebration they inspire, challenge and energise us all to stretch ourselves and grow in the right way.

“I created the Chair’s award to recognise an outstanding entry that the judges loved and that deserves its own category.

"It was tough choosing between so many outstanding entries and I'd like to thank my fellow judges for their hard work, wisdom and commitment to the cause of an even more effective Out of Home medium."

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At the WOO Global Congress in Hong Kong, Jas Cai, Media Director and Chief Expert at Huawei Consumer Business Group (CBG) Marketing Procurement, presented a compelling case for the strategic use of Out-of-Home (OOH) media in enhancing consumer mindset. Her insights underscored how targeted, innovative, and premium OOH media placements can significantly influence consumer perceptions and drive brand engagement.

The role of OOH media in consumer engagement

OOH media is a powerful tool for capturing consumer attention in diverse environments. Jas emphasised that OOH media's broad reach and high visibility make it an ideal platform for brands looking to enhance their presence and resonate with their target audience. For Huawei, this has meant leveraging OOH media to create a premium brand image that aligns with their cutting-edge technology and high-quality products.

Strategic investment in premium OOH media

Huawei has strategically invested in premium advertising spaces that target high-income consumers who appreciate fashionable and premium experiences. These investments are crucial in ensuring Huawei's ads are placed in high-traffic, high-visibility areas such as metro stations and airports, where they can capture the attention of their desired audience. This approach not only maximises visibility but also reinforces Huawei's brand message of quality and innovation.

Three key strategies for enhancing consumer mindset with OOH media:

1. Targeting at scale: Jas highlighted the importance of launching campaigns that create a spectacular and impactful presence. This strategy involves spotlighting product benefits and capturing consumer attention through dominant, high-visibility placements. For instance, Huawei's global launch campaigns, such as the introduction of wearable props and new robotic devices, utilised premium OOH media to achieve 100% share of voice in key markets. These campaigns significantly boosted sales and improved brand perception.

2. Consistent, high-value brand messaging: Delivering consistent and high-value brand messages in strategic settings is essential for triggering purchase intentions and enhancing consumer understanding of product functions. Huawei's campaigns often integrate visually consistent and continuous messages across various OOH platforms. For example, the Chinese New Year campaign featured illustrations of products across metro and bus media, maximising impressions and improving key brand perception indicators related to premium and fashionable attributes.

3. Innovations with connectivity: Jas stressed the need for innovative approaches that break traditional boundaries and foster interactive consumer experiences. By leveraging social platforms and integrating them with OOH media, Huawei creates holistic and engaging campaigns. A notable example is the collaboration with Xiaohongshu, a popular social platform in China, which generated significant engagement, particularly among young female consumers. This campaign integrated interactive elements with OOH media placements, boosting brand prominence and consumer interaction.

Building a premium brand through OOH media

OOH media's unique ability to deliver high-impact visuals in public spaces makes it an ideal tool for building a premium brand image. Huawei's strategic use of OOH media, especially in high-income and high-traffic areas, ensures that the brand message is seen by the right audience. This not only enhances brand awareness but also reinforces the brand's association with quality, innovation, and fashion.

Jas's presentation at the WOO Global Congress highlighted the critical role of OOH media in enhancing the consumer's mindset. Through strategic investment in premium OOH placements, consistent and engaging communication, and innovative connectivity approaches, Huawei has successfully leveraged OOH media to shape consumer perceptions and drive brand engagement. As OOH media continues to evolve, its potential to influence consumer mindset and build strong, premium brands remains unparalleled. By focusing on high-impact, strategic placements and integrating innovative approaches, brands like Huawei can continue to enhance their presence and resonate deeply with their target audiences.

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AI is set to accelerate digital out of home’s growth by bridging the current attribution gap, says our incoming Group CEO Stephen Joseph.

In a presentation to the World Out of Home Organization’s annual congress in Hong Kong, Stephen outlined the use of AI in the race to develop new technologies to streamline the DOOH value chain, using machine learning to transform the sales, media planning and creative processes.

Stephen said if used properly, AI should be a positive driver for the growth of better DOOH, democratising the channel and clearing hurdles that slow down the transactional, creative and strategic process.

He warned however that company data should remain ring-fenced and not be allowed to power an AI tool that eliminates any USPs. He called on the industry to explore and use AI, “without being open to being used by AI”.

“AI breaks the paradigm, but our advice is to approach the opportunity with an open mind. Do your due diligence. Robust data is key but remember to apply a data moat and only share what you really need to,” he said.
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Joseph said early stage AI was already being used to supercharge efficiencies, scaling time consuming creative design processes such as generatively filling screens across all formats. Brands now delivering AI generated adverts and personalised content include Coca-Cola and Pampers using tools such as ChatGPT and Dall-E.

He said that the application of AI to media planning and buying processes will liberate the sales and trading functions by bridging the gap between automated, demand side and supply side programmatic trading systems, using deep learning to streamline planning processes, freeing up critical team time to be spent on advertising strategy and big, creative thinking instead.

Stephen said: “For agencies and trading desks, AI will optimise the entire planning process. A combination of data, market predictions and accurate measurability will fundamentally transform repetitive or automated tasks and programmatic capabilities, optimising real time DOOH delivery. Mapping the user journey more accurately using live data and sentiment – making predictions about how audiences move and feel – will bridge the attribution gap, enhancing ROI.

“The second major impact will be on accountability and authenticity. Algorithms will transform play out verification and campaign outcomes, manage over and under supply in real time and detect and crack down on ad fraud and poorly executed OOH imitations, or fake DOOH, which only serve to erode brand trust.”

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Crafting authentic DOOH which is trusted and resonates with online audiences are brands like Unilever’s Magnum which used genuine 3D DeepScreen® content augmented with a clever edit to create a real tension between real OOH and surrealism, “amplifying the impossible which is where the magic happens”, he said.

In terms of OOH real estate, Stephen said that using inventory and development data to help with the development of integrated “smart city” locations would more easily identify gaps in the market, improve the digital signage supply chain and help meet the industry’s sustainability goals.

He concluded: “To stay ahead of the curve, DOOH must have a say in the development of AI planning tools which will optimise our effectiveness, attract and retain the right talent, enhance our market valuation and improve our growth trajectory.”

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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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