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
Check out our top presentations from the conference below: