WOO Global Members Call hears increasing evidence of OOH’s move up the recovery curve

WOO Global Members Call hears increasing evidence of OOH’s move up the recovery curve

WOO Global Members Call hears increasing evidence of OOH’s move up the recovery curve

The World Out of Home Organization’s second Global Members Call of 2021 took place on Thursday February 25, with more than 50 participants from companies and associations around the world. 

As well as a reminder about next week’s webinar with industry expert Mark Boidman (click here for details) the meeting heard an outline of WOO’s calendar of events for 2021. This programme will cover global calls, webinars and regional events throughout the year, all available exclusively to WOO members.

There were also incisive reports from two very different OOH markets in Malaysia and Canada, plus a forecast of digital transformation trends in 2021 from Plexus, a member of the Talon Group. None of the presentations shied away for the difficulties of the last year but all highlighted positive indicators for the year ahead, as the world tentatively moves from the worst of the pandemic and OOH begins a steady rise up the recovery curve driven by the inherent strengths of the Out of Home Medium.

Angie Cutter from TAC Media in Malaysia, highlighted how OOH has become an increasingly effective hyper-local medium concentrated on local neighbourhoods. Roadside OOH is still very much in demand and large brands continue to invest heavily in the medium.

Tom Perrett from Plexus forecast the top five digital transformation trends in 2021. The whole market has been transformed in the last year and increased use of programmatic and automated trading will be just one of a number of evolving opportunities as OOH emerges from the pandemic.

Amanda Dorenberg, the new President of Canadian OOH Association, COMMB acknowledged the substantial drop in business in the last year but highlighted the strongly improving forecasts for the coming years. COMMB is broadening its membership base and the launch of the new COMMB media suite, which includes a range of tools to help enhance OOH effectiveness help provide significant grounds for optimism.

WOO President Tom Goddard commented: “The essence of these meetings is they provide an essential forum for sharing experience and best practice from around the world. There is so much that unites us and I firmly believe this unity and these meetings are laying down a strong foundation for the immediate and longer term future as OOH begins its steady rise up the recovery curve.”

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