‘Out-of-home is becoming the broadcast medium of choice’: WOO president takes on linear TV

The president of the World Out of Home Organisation has touted the increasing influence of out-of-home advertising, saying new technology means “there is now virtually nothing we can’t do”.

The World Out of Home Organisation is the global body for the sector, representing oOh!media and JCDecaux, as well as the Outdoor Media Association, the peak industry body for Australia.

WOO head Tom Goddard made the comments in a New Year’s message, noting the year brings “a number of challenges for all media, chiefly the ever-increasing pace of technology and the demands on media to show its effectiveness in a global market where competition has never been keener and measurement is all”.

Goddard said the out-of-home sector has “responded well to these challenges”, maintaining its global market share while leaning into new opportunities afforded by new technology.

“Digital has opened up new opportunities for the medium across the world,” he said. “There is now virtually nothing we can’t do with increasingly three-dimensional screens.”

Goddard also said that out-of-home displays contribute to “safer, more user-friendly urban environments”, claiming to be the only medium that “puts money back to benefit the customers we reach on behalf of advertisers”.

“All these good things mean little if we don’t do our main job,” Goddard continues, “which is to build brands and increase sales for our advertisers, and 2023 has seen a number of OOH campaigns – classic and digital – which have done just that, triumphantly.

“As linear TV continues its decline, OOH is becoming the broadcast medium of choice for many advertisers and agencies.”

Goddard pointed to Uncommon Creative Studio’s Cannes Grand Prix winner for British Airways, and New Commercial Arts’ relaunch of Nationwide Building Society in the UK as good examples of effective OOH campaigns.

“One of our key tasks in 2024 is to get more advertisers and agencies as excited about the performance and potential of the medium as we are,” he said.

“As someone once said, the truth is out there.”


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