World OOH News September1st 2023

World OOH News September1st 2023


WOO's second APAC Regional Forum in Bali - Venue Announced - Special Hotel rate Available

WOO is to hold its second APAC Regional Forum later this year. The Forum will be held in Bali, Indonesia from November 1-3. The Forum Venue is the Conrad Bali Hilton, Jalan Pratama 168 Tanjung Benoa, Bali, 80363, Indonesia. You can now access a special forum hotel rate via our Forum registration link available at the end of this piece.



'Brand reputations at risk': outdoor media warnings over rise of fake ads

Out-of-home media owners need to be “on their guard” in response to a rise of fake ads posing as billboards, one of the UK’s biggest outdoor media sellers has warned. Clear Channel’s chief marketing officer for Europe told The Media Leader that brand reputations are at risk if the source of computer-generated outdoor ads created for social media fame are for fake campaigns.


The Penrose Stairs Effect

Summer is taking a final stab at hanging on but most of us are back at work. So is The D/OOH Report. This time with a reflection on the sense of live and authenticity.


How the parallel worlds of CTV and DOOH advertising are bridging the digital divide

Merlin Coutinho (head of marketing, Lemma) shares her point of view on how connected TV and digital out-of-home advertising may exist in parallel worlds, but they are converging in the digital age.


Showing value in a goldfish economy

Goldfish — known for their nine-second attention spans — have been used as a metaphor to describe someone with a limited ability to focus at any given time, says Ruchelle Mouton, group head of marketing and services at Tractor Outdoor. Mouton adds that, according to a study from Microsoft Corp., this metaphor is no longer fair — to the goldfish, that is.


The Synergy of Social and Mobile within Out-of-Home Media: Unlocking Powerful Marketing Opportunities for Brands

In the ever-evolving landscape of digital marketing, the integration of various channels is crucial to creating impactful campaigns. One of the most potent combinations in recent years has been the partnership between Social Media, Mobile Marketing, and Out-of-Home (OOH) Media.


Voice of Indian OOH industry

An Outdoor Asia Indian OOH survey reveals interesting standpoints on matters critical to the industry’s growth prospects. Numbers don’t lie! In late July 2023, just before the Outdoor Advertising Convention 2023 was held in Delhi, Outdoor Asia conducted an industry survey to draw insights on the Indian OOH leadership outlook on factors that will determine the contours of an evolving OOH media owning landscape. 



Talon Strengthens Commitment to Ad Net Zero Mission with Appointment of Alice Date as its first Global Sustainability Lead

Today, the global independent Out of Home (OOH) media agency, Talon announced the appointment of its first Group Sustainability Manager, Alice Date. The appointment coincides with Talon joining Ad Net Zero, the global advertising industry’s drive to decarbonize the production, distribution, and publications of advertising.



Whose Audience Is It Anyway?

In the age of multimedia bombardment, the question arises: Can a single media channel alone wield significant influence on our subconscious mind, or is the sequencing of multiple channels key to a deeper impact? Understanding the nuances of this influence requires us to delve into the concept of "priming."


WARC: Global advertising spend is on course to grow 4.4% this year to a total of $963.5bn and a further 8.2% in 2024; OOH to grow 7.3% in 2024

A new study from WARC, the experts in marketing effectiveness, has found that global advertising spend is on course to grow 4.4% this year and a further 8.2% in 2024, by when expenditure will have topped $1trn for the first time.


COMMB Insights Report for August 2023

Mid-summer is upon us, and thus far in 2023, we have witnessed tremendous growth and transformation in the out-of-home environment. We continue to witness our media focus shift on technology advancements, personalization and customer engagement, as well as a strong focus on sustainability, diversity, and inclusivity in advertisements. 


DOOH advertising: Research reveals most effective way to optimize your creative

While many brands are pushing the boundaries of creativity to make compelling out-of-home (OOH) work, especially in digital OOH, what is the real secret to success? How can advertisers be confident that their highly visible creative will support brand building and drive market share growth? 



New Ways to Engage Audiences with Programmatic Digital Out-of-Home Advertising

Billboard advertising is a long-standing advertising format, but in recent years, with the help of several AdTech innovations and digitisation of screen fronts, digital out-of-home (DOOH) advertising is experiencing rapid growth as one of the most dynamic forms of advertising.



Revolutionizing Out-of-Home Advertising: COMMB Launches OOH-GPT Beta, Harnessing the Power of AI

The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) has introduced an AI-Powered Chat Generative Pre-trained Transformer (GPT) called OOH-GPT (Beta). This advanced system is designed to provide support and education to agencies, operators, and brand marketers in the out-of-home (OOH) advertising industry.



The Power And Precision Of DOOH And Retail Media - Key Topics To Be Addressed At DPAA Global Summit

As the media industry embraces new channels and new acronyms like RMN (Retail Media Networks), marketers are tackling new tactics and terms like “anamorphic.” Together, agencies and brands are applying what’s new and what’s next IRL (In Real Life) in one of the fastest evolving areas of advertising: DOOH.



Why taking the AI road could ultimately pay off for OOH creative

Navigating applications of artificial intelligence (AI) in advertising today feels a little like driving on a motorway that's still being constructed. While it may provide a faster route to your destination once complete, the proper exits, overpasses, and signage have yet to be put into place, making it feel like you’re driving a bit blind.


Top 10 Creative Tips for Stunning Digital Out-Of-Home Ads

With competition for consumer attention at an all-time high, digital out-of-home (DOOH) media provides advertisers with a unique and effective way to engage with their audience in the real world as they move throughout their day. However, without proper attention paid to the creative aspect of this powerful ad medium, advertisers will struggle to fully catch peoples’ eyes and drive business results. 


Unlocking the Power of OOH: There Is No Creative Effectiveness without Media Effectiveness

“As a creative-minded professional, I acknowledge that 'creative effectiveness' alone is only half the battle for a truly successful campaign. To accurately assess the impact of creative on an out-of-home (OOH) campaign, it must be measured against the goals outlined in the brief."



Some Very Clever Billboard Ads from Around the World

The best billboard and out of home campaigns have something in common. They are memorable. When you see them, an emotion is invoked and you immediately relate to the message.


XXXX Takes One Of The Top Honours As OMA Unveils Winners Of The Q2 Creative Collection Competition For 2023

The Outdoor Media Association (OMA) has announced the winners of the Quarter Two Creative Collection competition for 2023 with XXXX Gold taking the honour in the Big, Bright & Bold category.


Out of Home Never Looked So Good - August

Our monthly celebration of bold creatives and clients from Aotearoa and around the world who have embraced and amplified the power of Out of Home through their attention-demanding campaigns.



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.