Out of Home is the last “heroic” medium, World Out of Home Organization President Tom Goddard said at this week’s APAC Regional Forum in Seoul, South Korea. Quoting Ogilvy Group UK CEO James Murphy, he said the medium had not just out-performed other legacy media amid the digital tidal wave but maintained its market share.
WOO President Tom Goddard also hailed the inexorable rise in consumer trust in OOH as Fake News saturates Online and TV, which is getting worse by the day, with AI increasingly impersonating the Real World.
He emphasised that “all media impressions are ‘not created equal’ with the wow factor of OOH’s scale and creativity, having far greater impact, and longer memory encryption than a fleeting small-scale Online ad in overcrowded social media.
The APAC region is one of the medium’s shining lights, Goddard said, accounting for around half of global growth with huge untapped potential considering its population now accounts for 60% of global citizens and in economic power China, India and Japan account for well over 20% of Global GDP.
Goddard highlighted key factors which have helped the resilience of OOH and allowed it to outperform the other legacy media, but that still offer the medium a myriad of opportunities. “The most obvious of these being Digital conversion. Over 40% of OOH revenues come through 10% of locations, so 90% is available for more digital conversion. But also, the creative community loves the scale of the OOH Canvas and adapts to all shapes and sizes. As a result, OOH remains a fantastic vehicle for building Brand Fame.”
South Korea he said shows us the benefits of the industry working in partnership with Government to develop and exploit OOH’s potential. You can add to this AI and Retail Media both of which offer significant growth opportunities going forward.
Goddard concluded:“Put all these factors together and I firmly believe; as James Murphy said, OOH is the last heroic medium.
“Why? Because we are at the heart of modern communications, a medium that has successfully reinvented itself by adapting and investing in the ever-changing media landscape.”Unskippable, uncluttered, and always on. The original mass medium – and now supercharged by digital technology. A truly powerful combination, now and in the future.”
For further information: contact Richard Saturley at richard@worldooh.org
About WOO
The World Out of Home Organization is the only global Out of Home Association, working to promote and improve the OOH industry on behalf of its members. Board members include the major international company – JCDecaux – as well as blowUP media and Ocean Outdoor from Europe, OUTFRONT Media and Lamar from the US, Provantage from South Africa, oOh!media from Australia, Asiaray from Hong Kong and the Multiply Media Group from the UAE. In addition, the following OOH associations are represented on the Board, the OAAA in the US, Alooh from Latin America, the IOAA from India, FAW from Germany and the OMA in Australia.
Membership is open to all companies who operate in the OOH sector and, as a non-profit Organization, funds are reinvested in industry issues such as research and the annual international congress. WOO is a member of EASA in Europe, as well as a founding member of ICAS, and actively works to help the membership with legislation issues within their own countries as well. It also aims to lobby for Out of Home advertising with authorities, international organizations, opinion formers and other elements of the communication media. More information is available at www.worldooh.org
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