Special Report
Panels of industry experts could be seen at the congress
either lacking audience measurement or have one that’s not fit for purpose,” he said, adding that media owners have a responsibility to fund improved measurement systems. As digital networks become
increasingly connected, richer audience data will enable advertisers to make more informed buying decisions while strengthening confidence in the channel.
Streamlining digital trading The third priority focuses on AdTech connectivity. Although programmatic buying
continues to expand across Digital Out of Home, much of the industry’s trading remains manual and fragmented. Tom argued that greater standardisation and integration between platforms is essential if OOH is to compete with more mature digital advertising channels. “We’re getting there as an industry
on programmatic trading, but the bulk of our trading is still cumbersome, labour- intensive, and not joined up. We need a co-ordinated solution on AdTech.” The increasing convergence of
software platforms, automation and digital display technologies means suppliers throughout the value chain are likely to see continued demand for solutions that simplify campaign delivery and improve operational efficiency. The final priority is perhaps the
simplest but potentially the most important: promoting the industry’s strengths more effectively. Tom said that OOH is not out there enough as a channel, talking to brands,
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and showing them how we can solve many of their marketing challenges. As competition for advertising budgets
intensifies, WOO believes the industry must become more vocal about the unique advantages that Out of Home offers compared with other media.
A changing leadership role Alongside outlining the industry’s strategic priorities, Goddard has also announced plans to strengthen WOO itself through the appointment of a full-time chief executive officer. Having overseen the formation of the
World Out of Home Organisation from FEPE International in 2019, Goddard said the new appointment will allow him to adopt a more ambassadorial role while helping the organisation expand its global activities. The move reflects the continued
growth of WOO as the industry’s principal international body, representing media owners, technology suppliers, trade associations and major operators from around the world. Its board includes many of the
sector’s biggest names, including JCDecaux, Ocean Outdoor, OUTFRONT Media, Lamar, oOh!media and Asiaray, alongside regional industry associations representing markets across Europe, North America, Latin America, Asia, Africa and Australia.
Rounding off Despite highlighting several challenges, Goddard’s overall message remained optimistic. Having fully recovered from
the disruption caused by the pandemic, he believes Out of Home is well positioned to continue outperforming many other traditional media channels. He said: “This year’s Congress is a
wonderful opportunity both to celebrate an industry in rude health – with solid growth and a full recovery from lockdown – and charter a course to take us forward. “Out of Home is unique among
media these days in that it is enjoyed by the public, reaches mass audiences, contributes to civic amenities and wellbeing and is adding to the ranks of creative opportunities rather than reducing them. But to make the most of these
amazing benefits, we need to play the data and numbers game too. Do that, and I am certain our channel will not only over-index on revenue growth but consistently gain more market share as well.” For the sign industry, the message
is equally encouraging. Continued investment in digital display technology, stronger audience measurement, improved automation and greater collaboration between technology providers and media owners all point towards a market that remains full of opportunity. As Digital Out of Home edges ever
closer to becoming the dominant format worldwide, the businesses that supply, manufacture and install the infrastructure behind these networks are likely to remain at the centre of one of advertising’s fastest-evolving sectors.
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