World OOH News May 3rd 2024

World OOH News May 3rd 2024


JCDecaux data head Sylvain Le Borgne to be a keynote speaker at WOO Global Congress

JCDecaux Group Chief Data Officer Sylvain Le Borgne will be the keynote speaker on day two of the World Out of Home Organization's Global Congress in Hong Kong from June 5-7. The theme of Le Borgne's address is 'How data can add value to Out of Home.'


WOO Future Leaders gears up for Hong Kong Global congress - Last few places available

The World Out of Home Organization is showcasing its second Future Leaders Delegate Initiative at the 2024 Global Congress in Hong Kong, to be held on June 5-7. The Future Leaders initiative was launched at the Lisbon Global Congress in 2023. LAST FEW PLACES AVAILABLE



World Out of Home Organization President Tom Goddard calls on OOH industry to speed up its initiatives on sustainability

WOO President Tom Goddard has called on the US Out of Home industry to speed up its progress towards becoming more sustainable. Speaking at the annual conference of the OAAA (Out of Home Advertising Association of America), in San Diego, Goddard described the issue of sustainability as the “elephant in the boardroom”.



Anna Bager: The world's longest-lasting form of advertising continues to grow

OAAA 2024 OOH Media Conference, Carlsbad, California Opening Keynote: Anna Bager, President & CEO, OAAA.


Out-of-Home Advertising has Transformed the Path to Purchase

Out-of-home (OOH) advertising has transformed the path to purchase by playing a pivotal role in influencing consumer behaviour and driving measurable outcomes across the entire marketing funnel. The integration of OOH within cross-channel marketing strategies has become critical in reaching consumers on their shopping journey, effectively influencing their purchasing mindset.


Advertising: Who Cares?

The craft of advertising faces a crisis. And without the craft the business per se is in trouble, adrift in a sea of creative and media sameness without verifiable, solid data to cling on to.


Ocean Outdoor interview: Turning places into spaces

The launch of Europe’s biggest digital ceiling heralds a new dawn of immersive Out-Of-Home displays. Paul Milligan speaks to Catherine Morgan from Ocean Outdoor to find out more.


Out of Home gladiators: Sainsbury's, Waitrose and Dassault Systemes

With money still pouring into online (75% of UK ad expenditure, 60% plus worldwide) and TV ad budgets consequently limited, Out of Home is becoming the battleground where brands can act and respond respond quickly. The UK’s supermarket wars, for example, are heating up as the economy tiptoes out of recession.



It's time for marketing to step up its sustainability game

Alice Date and Lucy Baumgartner share the benefits of aligning marketing and sustainability teams for improved brand effectiveness and the environmental benefits of out-of-home.



Marketing mix modelling 'undervalues' OOH

Current marketing mix modelling (MMM) misses out on OOH’s true return on investment (ROI) because it does not include granular enough location data, new research has found. JCDecaux UK and Nielsen’s study, Location Matters for MMM, found that OOH’s contribution is being “undervalued in current econometric models” and that adding location-based impressions and sales data increased OOH’s ROI by 42%.


OAAA-commissioned survey shows 76% of consumers have recently taken action after seeing a DOOH ad

The Out of Home Advertising Association (OAAA), has released the findings from a survey conducted by The Harris Poll on the efficacy of digital out of home (DOOH) advertising. The study found that 73% of consumers view DOOH ads favorably.


OUTFRONT and StreetMetrics Launch a Breakthrough in Dynamic Bus OOH Measurement

Measuring bus out-of-home advertising through the consumer journey has gotten much easier thanks to a partnership between OUTFRONT Media and StreetMetrics. Their efforts have produced a breakthrough solution to dynamic measurement and attribution. 


MRC Publishes Out of Home Measurement Standards

This document represents the first phase to publish Standards for the measurement of Out-of-Home (OOH) Media Audiences intended to foster a common core of metrics that can be applied across the full expanse of out-of-home media, as well as provide for comparability to other measured media. 


Data: Just 3 seconds of OOH attention can improve results by 26%

New findings from a study looking into the impact of OOH on attention reveal that participants’ attention increased with each exposure to a specific ad. The study from Group M, OOH, Lumen and media owners Clearchannel and JCDeceaux, found that just three seconds of attention led to a 26% increase in metrics such as brand recognition across five household brands measured.


Provantage launches SA's first real-time, place-based media audience measurement tool - Protrack

Provantage, a leading provider of Out-of-Home (OOH) media and full-service marketing solutions, is pioneering the first comprehensive, globally recognised audience measurement tool for Place-Based Networks (PBN) in the South African OOH sector.



Vistar Media Acquires ADstruc, Adding Traditional OOH Planning and Buying Software to Complete Full Suite for Buyers

Vistar Media, the top global provider of technology solutions for out-of-home (OOH) media, today announced the acquisition of traditional OOH planning and buying software, ADstruc, from PJX Media.  


Morocco's largest OOH ad operator FC Media launches self-serve booking platform for local businesses powered by Location Media Xchange (LMX)

FC Media, the largest Out-of-Home (OOH) media operator in Morocco has launched the region’s first self-serve media booking platform. Now, any direct advertiser can buy and run OOH campaigns in minutes. The fully white-labelled platform is powered by Location Media Xchange (LMX), which is the supply-side arm of the Moving Walls Group. 


Surge in Out-of-Home Ad Spend and Programmatic DOOH Growth

The future of Programmatic Digital Out-of-Home (DOOH) is poised for a remarkable 31% increase in ad spend over the next 18 months, spearheaded by Australia. Marketers globally are recognising the profound potential of DOOH, offering enhanced ROI, impactful brand visibility, and unparalleled innovation.



Unlocking the creative power of out-of-home advertising

Out-of-home (OOH) advertising has continued to grow despite other forms of traditional advertising such as newspapers, radio, and television declining over the last several decades. Growth of television advertising has continued to rise steadily while that of radio remains static, with the newspaper posing a decline.



Full Funnel Activation with OOH in Pakistan

The launch of New Walls ice cream this festive season presented a superior, creamy flavor experience, delighting consumers during the celebration of Eidul-Fitr. This occasion, known as "Meethi Eid," was a prime opportunity for Walls to connect with the sentiment of sharing desserts with loved ones.


Clever Adidas campaign turns Stockholm DOOH Totems into competitive running checkpoints

This is a clever campaign done to market Adidas in Stockholm, Sweden – a digital OOH campaign tied to an app that lets runners compete for times between ad totems that double up for this as race start and finish checkpoints.


oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign

To mark oOh!media’s community partnership with Greening Australia, creative and innovation hub, POLY has developed a two-phase campaign that leverages weather triggers and dynamic digital executions to drive brand awareness and donations.



The WOO global database holds all our information gathered on research, legislation, case studies and general industry data, organised by country. All documents are available for members to download in pdf format.