It's not unusual in recent times, to start a New Year with clouds looming on the global economic horizon, although in 2025 we have, arguably, more than our fair share.
It was often thus of course and, while we hope for an outbreak of economic normality to help businesses invest and grow, the Out of Home industry nevertheless, finds itself in good shape as we enter a New Year. OOH, of course, is the world's most traditional medium but of all legacy media it has adapted most effectively to the digital with our unique combination of creativity and technology.
There is, though, still much to do. At our recent Europe forum in Milan, I offered a tongue-in-cheek Ten Commandments for the industry going forward (WOO's role is hardly to command, more encourage and persuade.)
The first nine were:
- 1. Reposition Classic (we mustn't forget what a fantastic medium it is.)
- 2. Digitise More Inventory.
- 3. More Ownership Consolidation.
- 4. Measure all formats in all markets.
- 5. Automate the entire trading process.
- 6. Get behind National Trade Associations and collaborate more.
- 7. Control your carbon footprint.
- 8. Harness the potential benefits of AI.
- 9. Take advantage of Retail Media opportunities.
Number ten was: Enjoy Yourself, a message for Milan delegates obviously but also a reminder to us all that if we approach our challenges with vigour and optimism then we can drive OOH to even greater heights.
Specifically there is much to look forward to in 2025.
There will be a one-day Conference in Association with the Japanese industry on February 20th and, later in the year, an APAC Forum in Seoul, South Korea scheduled for November 5-7 (registration now open here.)
The highlight of our year will be the Annual World Congress in Mexico City from June 4-6, the first time WOO has ventured to Latin America and a fantastic opportunity to celebrate one of the world's fastest-growing markets alongside our customary analysis of major global developments and opportunities. We look forward to welcoming you to these unmissable events.
So I have no doubts, that we shall overcome whatever the political world throw in our direction, as we have done consistently over the years. We may be the world's oldest medium but let's remind Marketers in 2025 that we're still the best.
Happy new year.
Tom.
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