World OOH News May10th 2024

World OOH News May10th 2024

An important new horizon - welcome to the 2024 Hong Kong WOO Annual Congress

Now we reconvene in Hong Kong, another new horizon as it's the first time the WOO Annual Congress has ventured to Asia although we have hosted two Asia Regional Forums in Kuala Lumpur and Bali.


WOO Future Leaders gears up for Hong Kong Global congress NOMINATIONS CLOSE ON FRIDAY MAY 17TH

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.



Strategies for increasing static out-of-home (OOH) ad revenue in 2024: An actionable guide for media owners

In the ever-evolving outdoor advertising industry, static OOH ads remain a steadfast pillar, commanding attention and delivering impactful messages to audiences in the context of their day-to-day lives. As media owners navigate this landscape in 2024, maximizing ad revenue from static billboards and other traditional OOH inventory will be crucial for sustained success. 


OOH share in AdEx can grow to 10%; I am bullish on tech, DOOH & Programmatic: Sam Balsara

At e4m OOH Conference in Mumbai on Wednesday, industry veteran Sam Balsara, Chairman of Madison World,  delivered a closing keynote titled “Future of OOH Advertising: Emerging Technologies & Trends. OOH share in AdEx can grow to 10 percent from the current 4 percent, say 3 or 5 years from now," averred Balsara.


Joining the dots in DOOH

‘Martech is just a tool; to deliver it right, it must be addressed throughout the entire marketing ecosystem’; so say 66% of CMOs, in a recent survey from The Drum and AAR. And when marketing leaders say there’s a problem with how their martech solutions are stacking up, their partners must evolve and adapt to answer their call.


Is there a place for 'fake OOH' ads in the industry?

There's been a steep rise in 'fake ads' in the past year. With new technologies like Gen AI and CGI lowering the barrier and opening the floodgates, we explore whether fake OOH ads are inherently bad, or if they could even push marketers to create better work?


Field notes: For OOH advertising, AI has its moment

At OAAA’s OOH Media Conference 2024 in Carlsbad, Calif., on May 1, AI was touted in much of the OOH hardware, and in the front- and back-end technology in some of the software platforms. The topic of AI’s impact on the OOH industry, from data gathering to creatives, to design and to delivery and engagement measurement, felt like it was being overhyped. 


Why OOH campaigns should think beyond the billboard

Out-of-home (OOH) campaigns in big cities need diversity in OOH formats so more of the target audience sees the ads without advertisers necessarily spending more, according to Brian Rappaport, CEO of OOH agency Quan Media Group.



Celebrating Excellence: Highlights from the OMA Industry Awards

The Outdoor Media Association (OMA) Industry Awards that occurred last Thursday on the 2nd May 2024, recognised outstanding contributions and achievements within the advertising and media industry.


Brendon Cook inducted into the OMA Hall of Fame

Brendon Cook, the founder of Australian outdoor media sector leader oOh!media, has been inducted into the Outdoor Media Association (OMA) Hall of Fame. The OMA says Cook's profound understanding of business strategy, coupled with a relentless pursuit of excellence, has shaped the landscape of out-of-home advertising in Australia and New Zealand.


Winners of OAAA's 82nd annual OBIE Awards

The Out of Home Advertising Association of America (OAAA), the trade group representing the out of home (OOH) advertising industry, has revealed the winners of the 82nd annual OBIE Awards. 


OOHMAA Announces Q1 Finalists Of The OOHMAA Awards - The Speccies

In the first quarter of 2024, The Out of Home Industry proudly introduced its inaugural Awards – The Speccies, where we recognised and celebrated Aotearoa’s creative talents adept at captivating audiences, the strategic prowess of media planners in executing campaigns, and the clients who championed innovation to captivate and engage audiences.



In Order To Fight Online, OOH Must Embrace Independent Verification

In the past year, 60% of all spend in the USA went to just three companies: Google, Meta and Amazon. Google alone took 36% of that – fifteen times the revenue as the entire OOH industry.


The MRC OOH Standards Camel

The first phase of the Media Ratings Council’s ‘Standards’ for OOH were approved late last week in the USA, and shortly thereafter followed the disappointing announcement that Geopath’s President Dylan Mabin was to step down.



My Love / Hate Relationship with the Omni-Channel DSPs in DOOH

As we continue the quest to grow our share of media spend from the way-too-low 4-5% to simply “more than that,” several in the industry hold the view that programmatic DOOH will be a prominent driver. 


Why SSPs And DSPs Are Breaking The Barrier Between Supply And Demand

Most of the companies in the digital marketing ecosystem have traditionally serviced either the supply or the demand side. But in the last few years, this trend has started to change. Google and Meta have always served both sides of the advertising ecosystem, and other examples are emerging as well.  


Programmatic OOH yet to take off in India: Dipankar Sanyal

Gone are the days when OOH advertising was solely reliant on static images and predefined schedules. Today, the game-changer lies in the integration of programmatic technology, injecting agility and precision into campaigns like never before. However, according to Dipankar Sanyal, Chief Executive Officer, Platinum Communications, it is a technology that is yet to take off in India. 


Adform and VIOOH Grow Partnership to Power DOOH Performance and Measurement Globally

Adform, the most powerful and safe media buying platform built for game changers, today (8th May, 2024) announces its growing partnership with VIOOH, one of the leading premium global digital out-of-home (DOOH) marketplaces.



Polish DOOH major Screen Network integrates screens with Broadsign SSP

Screen Network, a leader in the Polish digital out-of-home (DOOH) market, announced a strategic partnership with Broadsign, a global leader in programmatic DOOH solutions.


Hong Kong-Based Bravo Media Reshape MTR^Advertising

Bravo Media, a leading outdoor advertising company in Hong Kong, successfully hosted the New Face New Era of MTR advertising event at M+ Museum, hosting 200+ distinguished guests from MTR Corporation, advertising agencies, and clients. 


Billups expands into Australia and New Zealand with Billie Media acquisition

 Billups, a global Out-of-Home (OOH) managed services agency that helps advertisers and agencies strengthen media performance through a patented analytics and measurement platform, today announced the acquisition of Billie Media, a New Zealand-based specialist OOH agency.



Top 5 creative strategies for out of home success

Research indicates that a staggering 75% of an ad's effectiveness hinges on its creative execution, with highly creative campaigns boasting nearly double the sales impact. 



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.