OOH, the Only Medium Growing Amid the Decline of Traditional Media… Now Emerging as the Core of Modern Communication

OOH, the only Legacy Medium still growing amidst a general decline… Now Emerging as a core of Modern Communication

BrandBrief sat down with Tom Goddard, President of the World Out of Home Organization (WOO), during his visit to Seoul to discuss the current state of the OOH market and its vast potential.

Tom Goddard, President of the World Out of Home Organization:

“Over the past decade, the New Media market has grown nearly threefold, while the Traditional or Legacy Media market has shrunk by more than half. Despite the rapid decline of traditional media, Out-of-Home (OOH) has remained the only medium to grow, holding firm at the center. Now, empowered by digital technology, OOH is entering a new renaissance and rising as the core of modern communication.”

As digital transformation accelerates and artificial intelligence (AI) reshapes the advertising landscape, the OOH (Out-of-Home) sector - long regarded as one of the most traditional media categories - is experiencing a new boom. From large-format digital screens and 3D anamorphic displays to AI-driven real-time performance measurement, OOH is being re-evaluated as an efficient medium that blends the strengths of both new and traditional media, fueling its remarkable growth.

Goddard noted, “OOH’s share of the global advertising market has remained steady at 5% over the past decade, but its absolute size has doubled—from 25 billion dollars to 50 billion dollars.” He emphasized that “OOH is the only traditional media category that has expanded in scale while maintaining its market share.”

Today, the world faces unprecedented economic headwinds, exacerbated by geopolitical tensions, territorial conflicts, wars, and trade disputes. The advertising industry is also confronting these severe uncertainties. WPP, the world’s largest communication group, has seen its stock price fall 63% this year, with its market capitalization dropping from 32 billion dollars to roughly 3–5 billion dollars.

“In spite of these challenges,” Goddard explained, “OOH has continued to hold its ground and attract major investment, demonstrating the fundamental strength of its industry structure.” As media environments shift rapidly, “people want media they can trust and that deliver strong impact - and OOH is the medium that best fulfills these needs.”

With the proliferation of fake news on social media and AI-generated manipulated content, audiences increasingly find themselves asking, “Is this real or fake?” In contrast, OOH - rooted in physical public spaces - holds the highest levels of trust and authenticity among all media. According to one study, consumer trust in TV stands at 18%, social media at 12%, and influencers at 11%, while trust in OOH reaches 21%.

Beyond simply delivering advertising, OOH also enhances public life, contributing to its rise. Through OOH infrastructure, people gain access to free Wi-Fi, device-charging stations, emergency messaging services, and public amenities such as benches and bus shelters.

“Providing civic benefits through the most trusted medium - OOH - while generating supplemental public revenue can help reduce the tax burden on citizens. It’s a win-win for everyone,” Goddard said. “Brands, too, are increasingly recognizing OOH’s strengths and realizing the need to shift part of their online activation budgets back into this trusted channel.”

He described Seoul as a “paragon of OOH utilization.” WOO selected Seoul as the host city for the APAC Forum precisely to highlight its exemplary case. The forum, held from November 5 to 7 at the JW Marriott Dongdaemun Square, attracted more than 450 global OOH professionals.

“Seoul is a world-leading city in its use of large digital screens within dense urban environments,” he said. “These stunning, immersive digital OOH displays express the city’s identity - sending the message that ‘Seoul is smart, forward-looking, and actively communicating with its citizens.’”

He noted that he was especially impressed by the open-minded and progressive approach of Seoul city officials and the strong partnerships supporting OOH. Collaboration among advertisers, agencies, the Korea Outdoor Advertising Association (KOOHA), and government bodies is driving rapid advancement in Korea’s OOH ecosystem.

“Major cities such as Oxford Street in London and Wangfujing in Beijing are transforming their central districts into pedestrian-only zones filled with bright, dynamic digital OOH,” he said. “In the UK, there’s even a saying that ‘an outdoor space without advertising has no value.’ The role of OOH in city centers has never been more important. The world is watching Seoul’s success, built through close cooperation with public institutions.”

Despite its strong momentum, the OOH industry still faces significant challenges: accurate performance measurement, ROI (Return on Investment), digital transformation, and automation.

“Many advertisers know OOH is effective, but proving ROI with precise data remains a shared challenge for the industry,” Goddard said. “Metrics like eyeballs and visibility can be measured with great accuracy, but quantifying the medium’s direct impact on sales requires deeper research. We’re working closely with multiple data companies to improve this.”

He also introduced the concept of ROW - Return on Wow. “A recent neuroscience-based study found that messages viewed on large OOH screens are remembered far longer than those seen online or on TV. Humans are naturally more responsive to large, impactful stimuli.”

In simpler terms, although an online banner, a newspaper ad, and an OOH display may each count as one “impression,” their actual impact varies substantially. Goddard also emphasized that OOH remains the most cost-efficient medium: its CPM ranges from $2 to $16, which is only about 25% of TV’s CPM.

“Outstanding creativity displayed through OOH naturally spreads to social media and TV without additional media cost,” he added. “For this reason, more advertisers are planning OOH campaigns with these amplification effects in mind. Properly redefining the true value of OOH effectiveness is essential.”

He also highlighted several elements that will further unlock OOH’s potential: accelerating digitalization (currently only around 10% of global OOH is digital), and improving automated OOH trading systems to make buying as seamless as online media.

“OOH is a medium that has continually adapted, invested, and reinvented its market value amid rapid shifts in the media landscape,” Goddard concluded. “From its roots as the original mass medium, OOH has been supercharged by digital technology and now stands at the center of modern communication. With continued investment in digital transformation, the growth potential of OOH is virtually limitless.”

Founded in 1959, WOO is a global non-profit organization representing more than 280 member companies across 120 countries. It is dedicated to advancing the OOH industry through innovation, development, and international collaboration.

Original Article published on LinkedIn here.

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