What the OOH Industry Needs to Do to Double Its Market Share - with WOO's Tom Goddard

Why It Matters

If OOH can standardize measurement and buying while presenting a unified value proposition to advertisers, it could attract significant incremental ad spend and materially grow its market share; collaboration across firms will determine whether that potential is realized.

Summary

World Out of Home Organization president Tom Goddard says the out‑of‑home (OOH) industry is at an inflection point after a 2019 relaunch and a post‑COVID rebound, with the sector rapidly globalizing and professionalizing. WOO has expanded membership and events, used virtual engagement during the pandemic to strengthen ties, and is pushing standards to make OOH easier to buy through programmatic solutions and improved measurement. Goddard argues industrywide collaboration and clearer storytelling to advertisers are essential to capture greater ad budgets and accelerate growth. He frames these moves as strategic efforts to convert OOH’s momentum into a materially larger market share.

Original Description

This week, from the 3rd to the 5th of June, the World Out of Home Organisation (WOO) is hosting its Annual Congress here in London.

The event is expected to draw more than 700 attendees from over 37 countries, and The Media Leader is an official media partner of the conference, occurring during our inaugural OOH Week in Focus.

Ahead of the conference, host Jack Benjamin sat down with the World Out of Home Organisation president Tom Goddard to discuss the state of the global OOH industry.

The pair spoke about how OOH is working to become easier to buy, how it is improving measurement standards, and whether the media channel is telling the right story about itself to advertisers.

Highlights:

4:16: The World Out of Home Organisation's recent goals and priorities

8:28: OOH's digital transformation and consolidation in ownership

12:25: Investment in data and measurement and the need for connectivity and automation

17:25: Regulatory headwinds and tailwinds

21:34: Making outdoor creative again with trust as the North Star

26:55: OOH as a sustainable medium

32:17: How to double OOH's market share: make transactions 'frictionless', collaborate more

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