WOO GLOBAL CONGRESS MEXICO CITY - JUNE 2025
A world of opportunities - star-studded speaker line-up for WOO Mexico City headlines a new challenge from Amazon
The World Out of Home Organization's Annual Global Congress convenes in Latin America for the first time - in Mexico City from June 4-6 - with a star-studded line-up of speakers from all sides of the Out of Home industry. New to the line-up is the Day 1 Keynote, João Ferraz de Mesquita, Director - Amazon Prime Video - LATAM, Canada, Australia & New Zealand, part of the world's biggest advertiser.
READ »OPINIONS
Make Outdoor Creative Again: Tim Bleakley rallies the ad industry
Speaking at the OAAA 2025 conference in Boston (7th May), Tim highlighted some of the greatest creative works of recent times to demonstrate the importance of creativity on outstanding OOH advertising. “Sir John Hegarty doesn’t think the advertising market is in a great place with the general public. This reputational crisis is driven by the fact that advertising, a creative business, has been taken over by bots, data, fake news, fake ads, and intrusive, invasive bombardment.”
READ »OAAA 2025 Conference -Anna Bager Keynote
This article is the transcript of Anna Bager's Keynote Speech to the OAAA Annual Conference being held in Boston this week.
READ »Digitisation: The driver of OOH's future
Did you know that the origins of outdoor advertising as we know it today trace back to 1835, when Jared Bell displayed the first largeformat poster in New York to advertise a circus? Nearly 200 years on, the media and advertising landscape has changed dramatically. Some may even say it has become a circus! What hasn’t changed, however, is the power of out-of-home (OOH) advertising.
READ »Out-of-home, out in front: why this 'ancient' medium is having a very modern moment
Let’s face it: few media channels can boast a 2025 glow-up quite like out-of-home. The format that once meant little more than billboards and bus stops has quietly – and now not so quietly – evolved into one of the most dynamic, data-driven parts of the media mix. And, according to Olivia Oshry (pictured below) of the Out of Home Advertising Association of America (OAAA), the numbers back it up.
READ »OOH advertising catching consumer attention across industries
Out-of-home advertising is grabbing attention across several industries with 70% of adults recall seeing ads and 83% took action after viewing the ads, according to a study from The Out of Home Advertising Association.
READ »Why out-of-home will never go out of style
To quote Mark Twain: “The reports of my death have been greatly exaggerated”. Whether or not anyone ever expected this famous line to be used in relation to out-of-home advertising is another matter entirely.Regardless, it is very applicable to the sector’s current state of affairs. After all, just a few years ago many voices declared out-of-home advertising was dead and buried in the face of a rapidly changing industry.
READ »TECHNOLOGY
In Graphic Detail: How AI is changing search and advertising
AI agents are no longer just experimental tools — they’re rapidly becoming indispensable intermediaries in how people search, shop, and interact online. As platforms like Google, OpenAI, and Perplexity race to roll out agentic AI, the advertising industry is bracing for a shift that could redefine consumer journeys and reshape digital marketing strategies.
READ »DATA AND MEASUREMENT
OMA unveils revamped Move metrics suite
The Outdoor Media Association has unveiled its new Move measurement system (styled “MOVE”) after years in development. The system models a synthetic audience of over two million Australians and their daily movements in order to predict the visibility and engagement of outdoor advertising in the real world.
READ »UK Advertising records £42.6bn spend in 2024
The latest Advertising Association/WARC Expenditure Report, published today, shows that the UK’s ad market recorded a 10.4% increase in investment to a total of £42.6bn in 2024. The latest dataset shows online formats, when combined, grew 13.2% last year with £4 in every £5 of ad budgets now spent online.
READ »New study: In-store retail media drives positive sentiment & action
A new study from Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media, in partnership with consumer research leader MFour, reveals that retail media ads are not only welcomed by consumers but also have a significant influence on shopping behavior and brand consideration.
READ »OOH Powers Marketing Success Across Key Product Categories
Out of home (OOH) advertising is a compelling, highly effective medium for capturing consumer attention and driving engagement across important product categories. Whether it’s job recruitment, beverages, personal care, real estate, or dining experiences, OOH ads have an ability to generate awareness, spark interest, and encourage action.
READ »DATA AND MEASUREMENT
Linear TV Advertising Delivers Worst ROI, Streaming Audio Best
Linear TV continues to underperform versus other media for advertisers when it comes to return on media investment -- specifically gross profit margin, according to Big Chalk, a marketing analytics company.
READ »Proving Out of Home Works: Insights from Wave 1 of OOHMAA's 24-Month Study
With marketing budgets under increasing pressure, the focus on efficiency and effectiveness has never been greater. Global marketing experts, including Peter Field and System1, consistently highlight the importance of brand-building for long-term success. Yet, in an era of short-term performance metrics, many brands struggle to justify investment in awareness-driven media like Out of Home. OOHMAA’s 24-month study directly addresses this challenge.
READ »PROGRAMMATIC AND AUTOMATION
Editor's View: Celebrating the power of programmatic digital OOH
Out-of-Home (OOH) advertising has traditionally been the domain of brand awareness. Big, bold, public, and often beautiful, it’s a medium known for scale and spectacle, not performance and direct response. But as digital capabilities evolve and media planners get more ambitious, we’re seeing OOH being used in very different ways.
READ »COMPANY NEWS
Life Pharmacy gets RTA metro station naming rights via Mada Media, Hypermedia
Life Pharmacy has won the naming rights to the UAE Exchange Metro Station. The metro station will henceforth be known as Life Pharmacy Metro Station, under a 10-year agreement with Dubai’s Roads and Transport Authority (RTA).
READ »London's transport network aims for digital levels of addressability
As traveller numbers rise 5% above pre-pandemic levels on London’s transport network, plans are afoot to bring OOH advertising to the entire system in line with the kind of granular targeting brands have come to expect in digital media.
READ »Why Ooh Media's Transurban win is significant
Yesterday, Ooh Media announced its win of Transurban’s Melbourne and Brisbane motorway contracts following a competitive tender. It described the tender as the “most significant” of the past 25 years. Robbie Dery, chief commercial operating officer, tells Mumbrella why.
READ »COUNTRY NEWS
Abu Dhabi's Corniche: The Capital's Premier Storytelling Location for Brands
In today’s evolving media landscape, context is everything. Brands are no longer just buying impressions, they're seeking environments that elevate their message, align with their values, and create lasting emotional resonance. In Abu Dhabi, the Corniche delivers on all fronts.
READ »CREATIVITY
Why everyone in adtech is suddenly talking about creative again
You know something’s shifting when a bunch of adtech veterans start banging on about creative like it’s Cannes 2013. But that’s exactly what happened when we sat down with Nexxen’s Kara Puccinelli, Karim Rayes and Ken Suh at Possible 2025 in Miami. What started as a chat about data and AI soon spiraled into a bigger debate about what’s next in advertising – and what really isn’t working any more.
READ »CAMPAIGNS
OOH Best Creative Last Week Today
The top 10 OOH creative executions that came to the attention of OOH today last week, Have you seen stellar work out there? Tag them on LinkedIn or shoot them an email.
READ »WOO GLOBAL DATABASE
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.
