Insights from the World Out of Home Organization's (WOO) Annual Congress in Hong Kong
Article by Natasha O’Connor, CEO of the Out of Home Media Association Aotearoa (OOHMAA).
Recently, I had the privilege of attending the World Out of Home Organization's annual Congress in Hong Kong, and it was an eye-opening experience. Being surrounded by so many passionate individuals, all focused on the Out of Home (OOH) industry's growth, was inspiring and invigorating. Perhaps it's this shared passion that sets Out of Home apart and why it's the only media channel with a worldwide organisation.
What struck me most throughout the congress was the spirit of openness and collaboration among attendees. Despite coming from countries at varying stages of market maturity, there was a genuine eagerness to share resources, swap stories, and brainstorm ideas, all to ensure that everyone in the industry has access to the tools and support they need to succeed.
At the core of our discussions lay a shared commitment to driving industry growth, with several key focus areas guiding our collective efforts:
Audience Measurement: There is universal agreement that a single currency is crucial, with each market at different stages of its journey in developing this. Aotearoa is well-placed with the ongoing development of Calibre and the industry working towards further alignment.
Standardisation: Standardisation is crucial in an industry as diverse as Out of Home, as it promotes best practices, increases transparency, and improves efficiency. In 2024/2025, more Standards will be developed in Aotearoa’s market and new global Standards from the WOO.
Automation: Technology is a major contributor to Out of Home's growth. From programmatic buying to digital signage management, automation is helping us work smarter and faster in many markets and will continue to be an area of focus and development.
Data and Technology: The Out of Home landscape is being reshaped by advancements in data and technology. The industry is exploring everything from dynamic content optimisation to real-time audience targeting to stay ahead of the curve.
Sustainability: Sustainability is a hot topic, especially in Europe and the UK. As a collective, the industry is looking for ways to make Out of Home advertising more eco-friendly, from sourcing materials responsibly to implementing recycling initiatives; Aotearoa is one of only four countries currently signed up to 'Ad Net Zero', and our members are pretty advanced on their sustainability journey in comparison to most other markets.
As a first-time attendee, the WOO Annual Congress was a fantastic opportunity to connect with industry peers and exchange ideas, and if the level of commitment and collaboration I witnessed at the congress is any indication, I do not doubt that we will continue to see the Out of Home industry thrive and become the leading last true broadcast media; a goal OOHMAA and its member are committed to achieving in our market.