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Global spending on Out of Home advertising reached $41.9bn in 2023, up 16% on 2022's $36.2bn, breaking through the 5% barrier even as online continues to dominate media growth tables. OOH now accounts for 5.2% of global ad expenditure, up from 2022's 4.7%.
The breakthrough was highlighted in World Out of Home Organization President Tom Goddard's opening address to the WOO Annual Congress in Hong Kong this week.
last year n Lisbon , Goddard set the industry the target of exceeding 5% and moving forward to its deserved share of 10% plus.
According to WOO's own global expenditure survey all major regions posted strong growth in 2023 with APAC rising by a spectacular 25%, boosted by a post Covid bounce-back in Mainland China and continued strong growth in Australia of almost 10%.
Europe overtook North America for the first time breaking through the $10bn mark with Latin America and Africa also posting strong growth numbers with plenty of room to grow faster.
In terms of the rapidly growing digital Out of Home element (DOOH), Europe now leads on 40% with APAC and North America in the mid-thirties. At country level Australia leads the field with 75%, followed by the UK at 65%, with China, South Korea and Malaysia joining Australia in the top ten ranking.
2024 is set to record further double growth with the Olympics, the Euros football championships and some 50% of the world's population going to the polls, boosting political advertising.
Among the main growth drivers, Goddard said, are better and more effective measurement, consolidation among media owners and increased AdTech investment coming into the market, as the realisation dawns that OOH is the only traditional medium worldwide growing share alongside online.
Goddard concluded: "We can now see an exciting new horizon for Out of Home as more and more advertisers and agencies acknowledge that we're now a progressive medium, popular with consumers and the cities where the much-needed infrastructure we pay for adds to the quality of urban life.
"Importantly we're the only major advertising medium that comes together to speak with one voice - at this Annual Congress for example - and believes in the benefits of collaboration even as we compete with each other. There has never been a better or more exciting time to be Outdoors ."
WATCH THE VIDEO HERE
Videos and presentations from the Congress will be made available to all members and delegates by the end of next week.
EVENT SPONSORS
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Event Platinum Sponsor
Wildstone
Wildstone - Shaping the Future of Outdoor Media Infrastructure
Wildstone are Europe’s leading owner of outdoor media infrastructure. The company’s impressive portfolio features over 5,000 Out-of-Home media assets, including digital 48-sheet screens, classic billboards, and super-premium digital sites.
Wildstone is shaping the future of outdoor advertising through the digitisation of Out-of-Home media assets. The company provides high-quality roadside media assets that stand the test of time. Their digital advertising screens offer exceptional picture quality, are energy-efficient, ultra-slim and lightweight.
Some of the biggest names in the OOH industry trust Wildstone with their portfolios' growth and digitisation.
Visit www.wildstone.co.uk
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Event Gold Sponsor
BackLite Media
Headquartered in the United Arab Emirates, with offices in Abu Dhabi and Dubai, BackLite Media are a specialist Out of Home media company renowned for its innovative approach and commitment to pushing the boundaries of advertising.
As the leading partner with the Roads and Transport Authority (RTA), BackLite Media boasts stand-out locations along the iconic Sheikh Zayed Road. These premier locations, combined with operations in high-profile malls, destinations, and cinema advertising venues, including The Galleria Mall, Al Qana, and Dubai Festival City, position BackLite Media as a key player in delivering unparalleled advertising reach throughout individuals' daily journeys in the UAE.
BackLite Media's success is a testament to its ability to adapt to the dynamic advertising landscape while maintaining a commitment to creativity and innovation as the company continues to shape the future of Out of Home media. -
Event Gold Sponsor
JCDecaux Transport
JCDecaux Pearl & Dean Ltd (hereinafter “JCDecaux Transport”), established in 1976, is the principal subsidiary of the JCDecaux Group in Hong Kong with JCDecaux Transport Hong Kong and Macau. JCDecaux Transport has been named the "No. 1 Out of Home Advertising Media of the Year" for 11 consecutive years by Marketing Magazine^ and has also won the “Market Leadership Award” from the Hong Kong Institute of Marketing for 4 consecutive years.
JCDecaux Transport manages the advertising concessions for MTR*, Airport Express, MTR Mobile App, Hong Kong International Airport, Macau International Airport, and Pacific Place Passages. We lead the industry in OOH, programmatic digital OOH, creativity, technology, data-driven approaches, professionalism, and service quality. Our ability and previous endeavours in providing innovative and high-quality solutions to advertisers transform our outdoor media environments and enhance the passenger's experience while ensuring optimal visibility for advertisers and their brands.
We also drive and accelerate the outdoor media transformation, outdoor digital strategy, data impression sales, and move deeper into the programmatic sales and automated ecosystems, enabling advertisers to include OOH in their omni-channel campaigns. This delivers a more unified brand experience, driving engagement and influencing consumer behaviour, making clients’ access to outdoor media campaigns ever more automated, flexible, and speedy.
* MTR advertising refers to Island Line, South Island Line, Tsuen Wan Line, Kwun Tong Line, Tung Chung Line, Tseung Kwan O Line, Disneyland Resort Line and Airport Express.
^ Media of the Year Benchmarking Survey, an annual survey conducted by Marketing Magazine and voted on by advertising decision-makers and top agency professionals..
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Event Silver Sponsor
Bravo Media Company
Founded in Nov 2021, Bravo Media is a leading out-of-home media company in Hong Kong specializing in transit advertising. Currently, Bravo Media is the exclusive advertising agency operating Citybus’s bus body advertising and the exclusive advertising agency of MTR advertising managing media resources across MTR’s East Rail Line, Tuen Ma Line, Light Rail and MTR Bus. Built upon a team of media veterans, creative and industry professionals who have over five decades of experience operating media across the APAC region and internationally, Bravo Media is committed to providing innovative and effective out-of-home advertising solutions to advertisers fostering brands connect with their target audiences and achieve their business goals.
Our founder’s mentality is characterised by a deep-rooted passion to elevate the standard of OOH transit advertising in Hong Kong with a clear and shared sense of purpose aiming to transform the way consumers engage with out-of-home media.
Our mission is to challenge the status quo, push boundaries of OOH advertising and re-shape the media landscape in Hong Kong through a founder’s mentality of innovation, partnership, and operational safety.
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Event Silver Sponsor
Hong Kong International Airport
Over the past 25 years, Hong Kong International Airport (HKIA) has developed into one of the world’s busiest aviation hubs, with an extensive aviation network. Some 120 airlines connect to about 220 destinations worldwide, including around 50 destinations in the Mainland. HKIA is also the global leader in terms of air cargo volume.
HKIA is transforming from a city airport into an Airport City. The Airport City vision involves rigorous development in many aspects – core passenger and cargo services, multimodal regional connectivity, retail, hospitality and entertainment. The Airport City will be a destination in itself, a driver for local and regional business growth, a centre of technovation and a high-value cargo hub which turbocharges HKIA’s role as a growth engine for Hong Kong.
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Event Silver Sponsor
Star Vision
Starvision, a member of WOO, with a 23,000 sqm factory and over 20 years of experience in designing, engineering, and manufacturing street furniture and digital totems. Products include light boxes, bus shelters, LCD digital totems for both indoor and outdoor environments, LED digital mupi, and LED digital mega lights.
Starvision has been working with outdoor media owners worldwide. With our experienced team of designers and engineers, we provide both standard products and custom-designed products upon request. Annually, over 6000 screens and structures are deployed in airports, train stations, metro stations, streetside, and shopping malls.
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Event Silver Sponsor
Unilumin Group
Unilumin, is the LED application pioneer, providing the world's leading LED display and lighting products and Metasight solutions. As a member of the WOO organization, Unilumin has deeply cultivated outdoor solutions and set multiple benchmark projects with global influence. Like the largest glasses-free 3D screen in South Asia, as well as the Saudi Riyadh season, which covers an LED area of 7,000 square meters, and the Jeddah Season, which covers an LED area of 3,900 square meters. Moreover, Unilumin has achieved the Guinness World Record for the largest outdoor spherical screen in the world, measuring 15,000 square meters. All these successful cases have confirmed Unilumin 's strength in the outdoor field. Furthermore, Unilumin 's self-developed digital virtual human, combined with the display screen to achieve human-screen interaction, has elevated the outdoor solution to a new level.
Based on the above, Unilumin has consistently been ranked No.1 in LED display industry exports for 8 consecutive years, and No.1 in 2023 global LED display industry, earning the trust and loyalty of customers worldwide.
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Event Exhibitor
Absen
Established in 2001, Absen Optoelectronic Co., Ltd (SZSE: 300389) is a trusted global brand providing LED display solutions and services. Featuring reliable visual performance and proven product quality, Absen’s LED displays havebeen exported to over 120 countries and regions around the world. Amongst the Chinese manufacturers of LED, Absen has been ranked number one Chinese exporter for the last, consecutive, nine years. With more than 30,000 successful installations in OOH advertising, retail, sports, entertainment, spectaculars, branding, corporate and broadcasting, Absen has an LED product solution for every application.
As a truly global player Absen is constantly developing its international sales and service networks. For our European partners and customers our European HQ is located near Frankfurt a.M., Germany, where we would welcome the opportunity to meet with you and demonstrate the proven quality and costeffectiveness of our award-winning products.
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Event Exhibitor
Artcrush Gallery
Introducing Artcrush Gallery: Outdoor Communication Experts revolutionizing the Out-Of-Home industry. Our mission? To infuse Outstanding Art into the heart & life of millions.
Since August 2022, Artcrush Gallery transforms cities, starting in Times Square & expanding worldwide. Through partnerships with forward-thinking OOH companies, we leverage the power of digital outdoor billboards to champion the artists of Tomorrow.
We help your OOH company thrive, convincing authorities & landlords for more Digital Billboards at zero cost.
Our vibrant community of Artists & Collectors lies at the core of our work & contribute to our funding.
Join us in reshaping cities through captivating (Digital) Art.
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Event Exhibitor
City Screen
City Screen by Adtech.Systems is a professional OOH software tailored for media owners, enabling them to make the most of their inventory using interconnected IT solutions for out-of-home business automation.
The software ecosystem consists of three products: CRM, designed for both static and digital inventory; a flexible CMS solution integrated with various external software; and a user-friendly SSP for maximizing revenue with advanced DOOH sales.
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Event Exhibitor
Dynamic Winning Partners Media Group
Founded in Beijing in 2005, DWP, Dynamic Winning Partners Media Group，has developed a c-suit & business traveler network covering 19 top airports in China, including 1st-tier cities, such as Beijing, Guangzhou, Chengdu, and provincial capital city airports. In additional to traditional media sales, DWP has in-house planning and innovation team to provide advertisers with integrated communication solutions in airport channels, and to help airports with digital OOH transformation to create more impactful and innovative media effects.
DWP is truly a leading airport media operator in China.
成立于2005年，迪岸双赢媒介集团已经发展成覆盖中国一线城市机场，如北京、广州，以及省会城市机场等19座的高端商旅人士覆盖网。专属的企划与创新团队，为品牌客户提供机场渠道的整合传播方案，并在数字屏改造上为机场创造更震撼、创新的媒体效果。是名副其实中国机场媒体的领先运营商。
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Event Exhibitor
Naisi Digital Technology Inc. Ltd.
Naisi has been an expert in coating technology for printable advertising materials for over 20 years. Now it focuses on developing PVC Free, eco-friendly, sustainable materials, and has launched environmental series of PVC free banner, pvc free Vinyl and pvc fre one way vision etc.
Naisi has been accredited with international certification of Recyclability, Food Grade, Reach, B1 Fire Retardant etc.
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Event Exhibitor
Radius Displays Limited
Media Infrastructure Cultivation, Design, and Development
Radius Displays Limited is an Asia-based design and implementation agency serving clients both regionally and worldwide. With our professional and comprehensive design, engineering, and project management capabilities, our Hong Kong-based team offers international-standard skills with the significant advantage of close proximity to high-end Chinese production partners and digital hardware manufacturers.
The Radius team is renowned for its involvement in some of the most iconic signage and street furniture projects across the globe. Our client base includes leading consumer brands and media companies such as Louis Vuitton, Tiffany, Coca-Cola, Nespresso, Clear Channel, QMS, and Asiaray. Our urban street furniture is found in cities like San Francisco, Miami, New York, and Sydney.
At Radius, we pride ourselves on our attention to detail, robust design principles, and full-service approach, which allows us to provide a high-quality service from concept to construction. Our creative and technical development process enables us to deliver one-of-a-kind projects, fostering long-term collaborative relationships with our key clients that extend beyond individual outcomes.
We are the go-to solution for many design agencies, but we also offer direct relationships with clients. Collaborating directly with sophisticated clients allows for faster responses, clarity in objectives, and certainty in outcomes. We provide strong creative solutions, sophisticated technical responses, and advanced visual presentations.
Combined with our extensive and globally recognized technical expertise, we deliver exceptional results.
Our Vision:
At Radius, our vision is to foster a culture of creativity, exploration, and problem-solving to drive advancements and breakthroughs in signage technology, manufacturing, performance, and sustainability. We think beyond conventional boundaries, challenge the status quo, and develop innovative solutions that make a significant impact on the signage industry. Our vision includes:
- Building media experiences that people love
- Looking beyond the horizon with new, innovative ideas and the application of technology
- Enhancing the client's vision and the market through technology in a meaningful way
- Upholding high standards of environmental and social responsibility
Our Mission:
Radius serves as your creative source and solution partner, transforming spaces into unforgettable experiences. Our mission is to:
- Curate innovative ideas and transform them into outstanding digital signage, street furniture, and creative displays
- Work closely with clients to capture their ideas and communicate them through a creative medium that attracts and engages the intended audience
- Maintain and continuously improve the three pillars: quality in design and supply, solutions tailored to clients' needs, and a commitment to environmental and social responsibility.
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MEDIA PARTNERS
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Media Partner
Media 4 Growth
Media4Growth, promoted by VJ Media Works Pvt Ltd, is India’s foremost news website on out-of-home (OOH) advertising, followed by brand strategists, brand marketers, media planners & buyers, OOH media owners, specialist agencies, creative agencies, data & tech firms, innovators, media consultants, among others.
Media4Growth commands extensive reach among audiences across India markets, and is a key media channel for global OOH players exploring opportunities for business and collaborations in India.
Media4Growth complements the media group’s OOH publication Outdoor Asia, the flagship event Outdoor Advertising Convention (OAC) (www.oacasia.org), Transit Media Talks and other vertical-focused conferences and workshops.
The news website provides up-to-date information and analysis on:
- Global, national and regional OOH business developments including media acquisition, people movement, account wins, regulatory interventions, policy outcomes, etc.
- Digital OOH (DOOH) initiatives
- Global and Indian OOH research outcomes
- OOH/DOOH campaigns
- Innovative OOH solutions / technologies
- OOH events
The daily Media4Growth newsletter containing the latest news updates reaches all subscribed readers, across India and the overseas.
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WOO GLOBAL SPONSORS
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Platinum Global Sponsor
Broadsign
Broadsign is making it easier than ever for media owners, agencies and brands to harness the power of out-of-home and connect with audiences across the globe. Powering over 1 million signs in airports, shopping malls, health clinics, transit systems, and more, Broadsign is at the heart of people’s lives.
The Broadsign platform helps media owners more efficiently manage their business operations while enabling brands and agencies to easily book OOH campaigns. The platform includes tools for content distribution, playback and proof of performance; sales inventory availability and proposal generation; automated programmatic DOOH transactions; and OOH business operations.
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Platinum Global Sponsor
Daktronics
Founded in 1968, Daktronics is recognized worldwide as the leading designer and manufacturer of electronic scoreboards, programmable display systems, advertising displays and large screen video displays using LED technology. The company has installed more than 35,000 individual video-capable displays in more than 80 countries around the world and has multiple international manufacturing and office locations. These displays inform and entertain people throughout the world including thousands of digital billboards and many custom Out Of Home digital advertising displays in places like Times Square, New York, and Piccadilly Lights in London. Recently the company installed an 8,000 sq. ft. LED video display system at Rogers Centre, Toronto, Canada.
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Platinum Global Sponsor
Hivestack
Hivestack is the largest independent, global, full stack, marketing & ad tech company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. On the buy side, marketers use Hivestack’s Demand Side Platform (DSP) to create measurable campaigns that activate DOOH screens in real-time based on consumer behavior and audience movement patterns. On the sell side, DOOH media owners use Hivestack’s Supply Side Platform (SSP) & Ad Exchange to attract programmatic revenue. DOOH media owners can also use Hivestack’s Ad Server to power impression-based, directly sold campaigns. Our suite of solutions allows advertisers to plan, activate and measure DOOH campaigns at scale.
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Platinum Global Sponsor
Moving Walls
Moving Walls is a media technology group with a presence in seven markets across four continents. The group operates a myriad of technology for both the demand and supply sides of Out-Of-Home (OOH). For planners and buyers, Moving Walls operates ‘Moving Audiences’, a patented multi-sensor approach to location-based media measurement like billboards, digital signage, and transit media. For asset owners, the group’s supply-side subsidiary, Location Media Xchange (LMX) is a platform for marketers to profile locations based on the types of audiences around the site and activate mobile and physical place-based media like digital billboards to reach them during this offline journey.
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Platinum Global Sponsor
Talon
Talon is the leading global independent Out of Home (OOH) media agency focused on delivering smarter, creative, data-driven integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open and transparent working relationships between many of the world’s leading agencies, clients, and media partners that ultimately deliver greater value whilst inspiring people and caring for our planet.
Headquartered in London with additional offices in Dubai, Dublin, Frankfurt, Manchester, Nashville, New York and Singapore, Talon delivers expertise at the global, national, regional, and local levels. Additionally, the agency has built a global OOH planning and buying network covering 100 markets across the U.S., Europe, Asia, and Latin America. For more information, please visit www.talonooh.com and follow us on Twitter and LinkedIn.
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Platinum Global Sponsor
Vistar Media
Vistar Media is the world’s leading end-to-end programmatic ecosystem for digital out-of-home (DOOH). Vistar Media’s demand-side platform (DSP) and supply-side platform (SSP) empower buyers and sellers to easily transact on DOOH inventory, while applying intelligent data insights that improve media performance. Vistar’s SaaS solutions (unified ad server and Cortex for device and content management) deliver enterprise-grade solutions for monetizing and operating digital signage networks at any scale.
Founded in 2012, Vistar Media is headquartered in New York City and has offices across the United States, Canada, EMEA and APAC. Through its global reach, direct platform integrations, data partnerships, and complete technology stack, Vistar Media continues to power innovation and growth across the digital out-of-home industry.
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Gold Global Sponsor
Ipsos
Ipsos - world leader in Out of Home measurement.
Ipsos operates OOH solutions in 17 different countries. (11 recognised industry currencies). We offer the most accurate and reliable insights for media owners, media agencies and brands. People-centric measurement Ipsos provides a total understanding of audiences. Our approach centres around understanding people and is how we build solutions reflective of local environments. We leverage the best in technology, national data sources and our research expertise to deliver realistic representative OOH data for any market need.
Global Expertise Ipsos is present in over 90 different countries. Our local knowledge is supplemented by a central global OOH team which includes the expertise of MGE Data. (OOH Data and Technology specialists who design, develop and manufacture equipment and software.) This mix of global and local expertise enables us to offer tailored contemporary solutions, ensuring our clients have the most accurate datasets for media planning and advertising. We continually invest in our audience measurement capabilities.
Our scale and expertise in data science ensures our tools are future ready. We help our clients to unleash the power of audiences.
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Gold Global Sponsor
VIOOH
VIOOH is a leading premium global digital out of home supply-side platform that connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 22 markets and provides access to inventory from some of the world’s top DOOH media owners, including APG, Branded Cities, Framen, In-store Media, JCDecaux, Media Frankfurt, Media Transports, and more.
For more information about VIOOH, please visit www.viooh.com or follow us on X (Twitter) and LinkedIn.
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Silver Global Sponsor
AllUnite
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Silver Global Sponsor
Seventh Decimal
Founded in 2019 by two telecom engineers, Seventh Decimal set out with a clear objective: to become the research backbone for a standardized OOH marketplace in the GCC. We created an OOH audience measurement system tailored to meet the needs of today’s advertisers, leveraging 35 years of collective experience in engineering, spatial data science, AdTech, and outdoor media.
Headquartered in Dubai UAE, Seventh Decimal serves the Gulf markets spanning the Kingdom of Saudi Arabia, United Arab Emirates, Kuwait, Qatar, Oman, and Bahrain. We operate within a booming OOH industry valued at 1 billion USD, representing a significant 20% of the total Advertising Expenditure (ADEX) in the region.
As part of our commitment to industry growth, Seventh Decimal initiated a Joint Industry Committee (JIC) comprising 23 members representing both media owners and media agencies. The committee convenes monthly to collaborate on shaping a roadmap for establishing a robust currency in the market. This endeavour aims to fortify the position of OOH advertising as an indispensable component of the media mix.
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