Panels of industry experts could be seen at the congress
Global Out of Home (OOH) advertising is enjoying one of its strongest periods in recent history, with revenues reaching record levels and digital transformation continuing to reshape the market.
But despite the positive outlook, the industry’s leaders believe there is still significant work to do if OOH is to maintain its momentum and compete more effectively with other advertising channels.
Those themes took centre stage at the World Out of Home Organisation (WOO) Annual Congress in London, where president Tom Goddard welcomed a record audience of delegates with an upbeat assessment of the sector’s performance before outlining the priorities he believes will define its future.
Held at the Park Lane Hilton in London’s West End, the congress marked the first global gathering of the OOH industry in London since 1989, attracting a record 807 delegates from across the international signage, media and advertising sectors.
A sector on the rise
The headline figures paint a positive picture. According to WOO, global Out of Home revenues climbed to US$54 billion, representing growth of 15% compared with 2024. The organisation’s figures cover 85 geographical territories, accounting for approximately 95% of global GDP, making them one of the most comprehensive indicators of the sector’s health.
Growth has been led by the Asia-Pacific region, where revenues increased by just under 30%, while the Americas and EMEA also posted solid single-digit gains. The figures reflect continued investment in digital infrastructure, urban media networks and increasingly sophisticated advertising technologies that are helping OOH remain relevant in an evolving media landscape.
Perhaps the most significant milestone highlighted during the congress was the continued rise of Digital Out of Home (DOOH). Tom revealed that digital formats now account for 47% of all Out of Home advertising worldwide, placing the industry on the verge of a historic tipping point where digital overtakes traditional static displays for the first time.
For sign makers, digital display manufacturers and systems integrators, this represents another indication that investment in digital signage technology continues to accelerate, although adoption remains uneven between countries depending on infrastructure, regulation and market maturity.
Four priorities for the future
While the revenue figures demonstrate an industry in good health, Tom stressed that continued success cannot be taken for granted. Instead, he outlined four key areas that require industry-wide collaboration if OOH is to continue gaining market share.
The first is effectiveness.
As advertising budgets become increasingly scrutinised, marketers are under greater pressure to demonstrate measurable returns on investment. According to Goddard, proving the effectiveness of Out of Home campaigns has become one of the industry’s most urgent priorities.
He told delegates: “Proving effectiveness is something we need to address urgently. A major industry-wide initiative is needed to crack this conundrum, and there’s no time to lose. Client CFOs are becoming more reluctant to approve expenditure that does not clearly show a return on investment.”
For suppliers throughout the signage ecosystem, this reflects the growing importance of analytics, campaign measurement and integrated reporting alongside physical hardware and installation.
The second priority centres on audience measurement and data.
Reliable audience measurement has become a fundamental requirement for modern media planning, yet Tom argued that too many markets still lack systems capable of delivering meaningful insights.
“This is a fundamental requirement, yet there are too many markets that are 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
Tom Goddard, WOO president
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, 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.
