Tom Goddard
WOO president Tom Goddard announced global out-of-home (OOH) revenues had climbed to US$54 billion, up 15% on 2024.
The World Out of Home Organisation delegates gathered in London last week for its annual congress, where Goddard outlined the state of the global OOH industry.
The APAC region was identified as the major growth driver out of WOO analysed countries, with just under 30% revenue growth.
The Americas and EMEA followed, both growing in single digits.
Goddard identified digital OOH as on the verge of overtaking static for the first time, accounting for 47% of all OOH, with penetration levels varying significantly by market.
Goddard also announced plans to appoint a full-time WOO CEO, a move he said would strengthen the organisation.
Goddard outlined four priorities he said the industry needed to address.
He called for an industry-wide initiative to demonstrate clear return on investment to clients, saying proving effectiveness was critical to winning over reluctant CFOs.
Audience measurement was also flagged as a gap, with many global markets either lacking a system or operating one not fit for purpose, a cost Goddard said media owners needed to bear.
He said the bulk of OOH trading remained cumbersome and labour-intensive, calling for a coordinated adtech solution, and urged the industry to do more to promote its competitive advantages.
"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," said Goddard.
"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."
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