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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Global spending on Out of Home advertising reached $41.9bn in 2023, up 16% on 2022's $36.2bn, breaking through the 5% barrier even as online continues to dominate media growth tables. OOH now accounts for 5.2% of global ad expenditure, up from 2022's 4.7%.

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The breakthrough was highlighted in World Out of Home Organization President Tom Goddard's opening address to the WOO Annual Congress in Hong Kong this week.

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Last year in Lisbon , Goddard set the industry the target of exceeding 5% and moving forward to its deserved share of 10% plus.

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According to WOO's own global expenditure survey all major regions posted strong growth in 2023 with APAC rising by a spectacular 25%, boosted by a post Covid bounce-back in Mainland China and continued strong growth in Australia of almost 10%.

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Europe overtook North America for the first time breaking through the $10bn mark with Latin America and Africa also posting strong growth numbers with plenty of room to grow faster.

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In terms of the rapidly growing digital Out of Home element (DOOH), Europe now leads on 40% with APAC and North America in the mid-thirties. At country level Australia leads the field with 75%, followed by the UK at 65%, with China, South Korea and Malaysia joining Australia in the top ten ranking.

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2024 is set to record further double growth with the Olympics,  the Euros football championships and some 50% of the world's population going to the polls,  boosting political advertising.

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Among the main growth drivers, Goddard said, are better and more effective measurement, consolidation among media owners and increased AdTech investment coming into the market, as the realisation dawns that OOH is the only traditional medium worldwide growing share alongside online.

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Goddard concluded: "We can now see an exciting new horizon for Out of Home as more and more advertisers and agencies acknowledge that we're now a progressive medium, popular with consumers and the cities where the much-needed infrastructure we pay for adds to the quality of urban life.

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"Importantly we're the only major advertising medium that comes together to speak with one voice - at this Annual Congress for example - and believes in the benefits of collaboration even as we compete with each other. There has never been a better or more exciting time to be in Out of Home.”

WOO President Tom Goddard hails strongest speaker line-up to date for WOO Hong Kong Annual Congress.

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World Out of Home Organization President Tom Goddard has hailed what he calls "the strongest speaker line-up" to date for the WOO Annual Congress to be held in Hong Kong from June 5-7.

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Speakers named so far include on June 6: Tal Jacobsen of Perion (also now Hivestack) with OUTFRONT Media's Jeremy Male; Jas Cai from Huawei, Vincent Lam of Asiary Media Group, Quividi's Laetitia Lim, Anna Bager of the OAAA and Ocean Outdoor's Stephen Joseph on AI.

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On Day Two (June 7) there will be JCDecaux global data chief Sylvain Le Borgne, Vistar Media's Michael Provenzano, Chris Ngan from The Trade Desk, Clear Channel's Lindsay Rapacchi, Srikanth Ramachandran from Moving Walls as well as Martin Cork of Clear Channel and OOH Capital's Annie Rickard. For the full speaker line up click here.

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WOO came into being at the Dubai Annual Congress in 2019 (it was formerly FEPE International) and with a forced lockdown gap in 2020/21 it has since been held in Toronto and Lisbon. There has also been a programme of regional Forums in London (virtual), Kuala Lumpur, Dubai, Bali and Cape Town.

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Goddard says: "WOO has spread its wings as the global body for the Out of Home industry just as the medium has become a global powerhouse with an increasing number of multinational campaigns and the omnichannel benefits of automation and programmatic for planning and buying.

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"Out of Home is also enjoying a creative renaissance in both classic and digital with many fantastic examples of the unique impact and engagement OOH brings, reflected in a record number of outstanding entries for the WOO Creative Awards for classic and digital to be announced in Hong Kong.

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"Our line-up of speakers for Hong Kong reflects all sides of this amazing industry and will provide an invaluable guide as OOH navigates an exciting and, as with any global medium, challenging future."    

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We Iook forward to welcoming you to Hong Kong.

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🌏 We're setting sail to Hong Kong!

We proudly announce our sponsorship at the prestigious World Out of Home Organization Hong Kong Congress in June 2024. As we navigate the evolving landscape of out-of-home advertising, this event represents an incredible opportunity to engage with global Out-of-Home leaders, share ideas, and showcase our commitment to advancing the industry.We look forward to discovering and shaping the evolving landscape of Out-of-Home media, connecting with industry leaders, innovators, and critical stakeholders shaping the future of out-of-home advertising.

Why Asia this time? The region is a massive global economic force with China vying with the US for biggest economy (and biggest national OOH market) and many of the developments we're seeing in Asia will become the reality for the industry in the rest of the world too, notably the growth of digital OOH and the use of Artificial Intelligence (A!).

At this year's Annual Congress we will look to cover many of the themes impacting on OOH including:

• The impact of AI on many aspects of our businesses
• Sustainability – still the Elephant in the Boardroom, for some
• The growing importance of Retail Media
• Audience Measurement evolution – still front and centre as an issue for OOH
• Making OOH easier to buy with AdTech and how we tap into the omnichannel dollars

These are the forces shaping the global media market in 2024 and beyond and all of them pose formidable challenges for OOH. Retail media, in particular the exponential growth of retailer websites from the likes of Amazon and Walmart, may seem a world away from OOH but it's a phenomenon we have to find a way of competing against and potentially complementing; just as we did, for decades, with television.

All of these will be explored in depth in Hong Kong via a stellar line-up of speakers and panellists from all sides of the media industry and the planet

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We are excited to announce our recent collaboration with CFI Financial Group on their campaign along Sheikh Zayed Road in Dubai.

The campaign's objective was to boost awareness of their trading platforms and services. We recommend using the high-impact advertising spaces at The Dubai Jawhara, located right next to the Museum of the Future and Digital Icons. These essential locations have screens near Downtown Dubai and Um Seqquim Road, and they have been selected for their unparalleled visibility to High-net-worth-individuals (HNWIs) and ability to effectively capture the attention of the brands' target demographic, reaching millions of passers-by.

Thank you to Leen Daoud for her continued support and trust in our company, and we look forward to collaborating with you on future campaigns.

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