If you have not checked out PJX Media CEO, Rick Robinson’s “OOH Uncut Podcast” you should put it on your list. Great interviews and in a short form that differentiates it from the pack.

This week, Rick talks with Tom Goddard, President, World Out of Home Organization as he takes on pushing through the 5% market share hurdle, same as Rick did with Ian Dallimore last month.

Here are a few highlights, but you need to hear the whole conversation that you can find at this LINK.

Rick: If we have so many positive attributes around storytelling and just proof of the moment, why is out of home media seemingly kind of stalled out, or stuck at 5% market share?

Tom: My 5% syndrome quip has taken on a whole life of its own …  This year we will see out of home climbing in terms of spends to 40 billion US dollars which is a new record… My main gripe is I just don’t think we’re getting what we deserve. I think we’re a 10% medium, we’re not competing hard enough or smart enough with online media. Which is now taking a staggering 65% of global ad spend. So, the fact is, we’re just too fragmented in terms of multiple sales points, which makes out of home, complex to buy at scale and at speed.

Rick: Everybody thinks they can build their own software and I’ve been there and tried. And let me tell you, it is incredibly difficult, not just to build it but then maintain … everyone thinks they can build their own, …  does everyone need to learn that lesson the hard way, or will there be a moment of awakening?

Tom: A lot of our media owners Rick are, family owned businesses. They’ve been around for a long time …. and, the whole concept of beating your neighbor is sort of in the DNA. So I think it’s changing but it’s not changing fast enough and certainly, we’re not focusing enough on sector growth.

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