Insights from the World Out of Home Organization's Annual Congress in Mexico

Insights by Paul Maher, Independent Chair of the Out of Home Media Association Aotearoa (OOHMAA).

Held in Mexico in early June, The World Out of Home Conference offered a global perspective on our industry - insightful, encouraging and thought-provoking.

Here are a few key outtakes from Paul Maher, Chair of OOHMAA from the presentations he enjoyed the most:

An Audience Measurement System is critical: “Just agree measurement with the market – it doesn’t have to be perfect”. (Joao Mesquita, CMO Amazon Prime)
Tell the industry stories : 62% of clients surveyed said they want reach. (Tim Bleakley – Ocean Outdoor Survey)
Creative is important, and it needs to be led at an industry level.
Simplicity and Discoverability: OOH needs to be easier to plan, buy and understand. Single platform – planning systems.
Omni Channel: OOH as a media shouldn’t operate in isolation, we need to understand our role in the eco-system. There’s power in OOH and Digital / Social working together. (Mesquita - Amazon, Mark Boidman – Solomon)
Importance and growth of the retail category,
- It’s expected to grow to 60 Billion USD in next two years.
- Follow the customer - omni-channel (Instore-Offsite-Off platform)
- Retail media reduces customer acquisition by 50% and improves ROI by 10%. (McKinsey study)
The role of AI in DOOH and marketing
- 36% of marketers said it was their biggest challenge (Tim Bleakley)
- AI share of global ad rev forecast: 68% in 2024 to 92% by 2029