Digitisation is driving Out of Home growth, especially in Europe, World Out of Home Organization President Tom Goddard said at the WOO Europe forum, held in Milan this week. Digital now accounts for 40% of revenues in Europe from less than 10% of locations.
But that means a big opportunity is being missed with Classic (static) Formats, which still account for most OOH locations. In the UK, for example, Classic delivers 90% reach of all adults in a week at about 20% of the cost of Digital. Classic OOH, said Goddard, is Out of Home Media's 'sleeping giant.'
Additionally said Goddard, Classic is a fantastic branding and directional channel - "try buying a Classic Format near a McDonald's or KFC and you'll find they've bought it long term because it works for them."
Overall Goddard painted a rosy picture for global OOH growth, building on its current $42bn value, now over 5% of global Adspend. Europe has overtaken North America for the first time according to WOO figures, with China still the market leader and APAC as a whole accounting for about half of global Adspend on OOH.
Summing up, Goddard unveiled his Ten Commandments for OOH growth:
1. Reposition Classic.
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.
10. Enjoy yourself.
EVENT SPONSORS
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Event Gold 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 Silver Sponsor
Pladway
Pladway is an AdTech platform that specializes in programmatic advertising within the Digital Out of Home (DOOH) and In-Store Radio sectors. Utilizing state-of-the-art technology, Pladway enables brands and media buyers to purchase audience-targeted advertising on outdoor screens in real time and through automated processes.
Established in 2018, Pladway boasts the largest inventory of programmatically bookable digital outdoor advertising in Italy, spanning 875 cities and featuring 20,000 screens. In 2020, Pladway became a part of the Voilàp group, aligning with the group’s mission to drive digital transformation in both the Italian and international OOH advertising markets.
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Event Exhibitor
AdTrack Media
adtrackmedia Inc., is the world leader in "in-tunnel" advertising and the first to monetize subway tunnels.
The adtrackmedia™ in-tunnel advertising system is a patented technology platform and the global standard. A
dtrackmedia partners with metros to help them enhance rider experience, improve customer communication, and importantly, provide a new, incremental, and significant non-fare revenue stream.
adtrackmedia operates directly, and has select territory licenses available.
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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
Blooming Terra
Our expertise lies in executing Ambient OOH campaigns in South Korea's vibrant areas like Gangnam, Hongdae, Seongsu, and Hannam.
With extensive experience, we have successfully collaborated with global brands such as Samsung, Gucci, Prada, Dior, and Google.
We bring passion and respect to our clients and partners, striving to maximize the potential of every project.
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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
Ergo Italia
We have been operating in the advertising sector since 1987. A local business, founded in Bari; we took our first tentative steps into the market focusing on the Apulian territory.
The great relationships that our CEO Vincenzo Nacci has with agencies and national media organisations, and faith in our own strengths, has allowed us, in a short time, to count major national and international brands among our clients, as well as some very important local brands.
In a very short time, thanks to the hard work and collaboration of our team, we have been able to offer across Apulia, numerous OOH sites, which we own, including many in the cities of Rome and Milan.
Using a variety of innovative formats, designed with sustainability and road safety in mind, we have been able to increase the visibility and effectiveness of many OOH campaigns.
Ergo Italia has promoted and implemented a number of highly successful tourist campaigns in areas with some of the highest tourist numbers in Italy, and recently won two new important advertising sites in the city of Bari. These are investments that guarantee our clients quality and professionalism going forward.
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Event Exhibitor
FABULUX TECHNOLOGY & C.
Fabulux is headquartered in Shenzhen and registered under the full name Shenzhen Fabulux Technology Co., Ltd. Founded by an accomplished and experienced team with more than 10 years of expertise in LED display manufacturing industry, we focus on helping you achieve optimal results for your marketing or branding campaigns. Our driving force is the desire to supply you with the most competitive and reliable LED display products. We are dedicated to provide one-stop turnkey solutions for our customers, covering every stage from consulting, order placement all the way to delivery of the finished product.
Dedicated in constant innovation and continuous improvement, Fabulux is the pioneer of new technologies. Fabulux Platinum series is the first outdoor LED display with full aluminum module; one of the first to bring the SMD outdoor to 10,000 nits; one of the first to apply Mini 4in1 LED to rental products with fine pixels 1.5 mm, 1.95mm and 2.6mm. Fabulux helps its clients create maximum economic value in their business with advanced technology and comprehensive advantages. Fabulux LED displays are shining in shopping malls, DOOH markets, exhibitions, stages, conference, retailers, chain stores, TV stations. And our products are qualified for different markets with CE, UL, ETL, FCC, EMC, ETC.
Quality First is the key principle of Fabulux, by adopting the most advanced equipments and the high stable components, Fabulux is providing its clients with the most reliable products. With the vision of becoming a global leader in the application field of LED display, Fabulux is striving to contribute to the development of LED industry and the economic development of Shenzhen, and we are looking forward to cooperating with you to create a fabulous future!
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Event Exhibitor
GDS
For more than 40 years, GDS Italian company, has been engineering and manufacturing leading edge technologies for the digital signage market. Fully committed to pioneering new technologies and delivering customer satisfaction in the design, manufacturing, installation and lifetime support of our solutions. GDS provides customized display solutions, both indoor and outdoor, to a wide range of global clients to meet their needs. It is not just innovation, but innovation shaped around customers. GDS is excellence, innovation, accountability and the provision of outstanding customer service.
I would also like to take this opportunity to point out that both on the wordooh.com website and in social media, the GDS Lighting division logo was mistakenly used instead of the GDS corporate logo.
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Event Exhibitor
IRF Solutions
IRF Solutions provides cutting-edge, software-based solutions for the OOH advertising industry, eliminating the need for a specific hardware purchases. Our flagship product, RVC (Real Visitor Counter), uses state-of-the-art AI-based image processing to accurately detect pedestrians and vehicles with outstanding precision. The system enhances digital campaigns by dynamically adjusting content based on the age and gender of detected viewers, allowing personalized creatives to boost engagement. Through RVC.DIGITAL, advertisers access real-time data and analytics, maximizing ROI and ensuring data-driven campaign optimization.
irf.rvc.digital
IRF Solutions
1134 Budapest, Angyalföldi út 25.
www.irf.hu
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Event Sponsor
Mobilytics
Mobilytics, a leading measurement and analytics provider for the out-of-home (OOH) advertising industry, provides real-time, one-to-one, privacy compliant measurement capabilities. This new full-stack solution for all media types provides volumetric and dwell time measurement under OAAA & World OOH measurement guidelines.
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Event Sponsor
Seagulls
Seagulls, established in 1995, is a pioneering media solutions company dedicated to empowering brands in a dynamic media landscape.
We offer a comprehensive range of platforms, including Digital Out of Home (DOOH), Out of Home (OOH), and Broadcast, designed to reach your target audience effectively. By integrating innovative programmatic advertising and strategically placed billboards in high-traffic areas of Amman, we deliver precise, impactful messages that maximize ROI.
Our commitment to cutting-edge technology and exceptional service ensures seamless integration, making our billboards iconic landmarks. Trust Seagulls to elevate your brand with proven results and unparalleled expertise in media solutions.
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MEDIA PARTNERS
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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Global Exhibitor Sponsor
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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