Advancing OOH Worldwide
An important new horizon
The 2024 WOO Annual Congress, Hong Kong — the first time the Annual Congress ventured to Asia. Held June 5th at the Grand Hyatt.
Since the World Out of Home Organization was formed in 2019 there have been a number of new horizons for the Organization — and the global OOH industry of course.
In 2020 the horizon became noticeably murkier as Covid struck, but since then the industry has recovered strongly and, from a WOO point of view, come together as a unified global force.
Now we reconvene in Hong Kong, another new horizon as it’s the first time the WOO Annual Congress has ventured to Asia, although we have hosted two Asia Regional Forums in Kuala Lumpur and Bali.
Why Asia this time? The region is a massive global economic force with China vying with the US for biggest economy (and biggest national OOH market), and many of the developments we’re seeing in Asia will become the reality for the industry in the rest of the world too — notably the growth of digital OOH and the use of Artificial Intelligence.
The forces shaping 2024 and beyond
- The impact of AI on many aspects of our businesses.
- Sustainability — still the elephant in the boardroom, for some.
- The growing importance of Retail Media.
- Audience Measurement evolution — still front and centre as an issue for OOH.
- Making OOH easier to buy with AdTech — and how we tap into the omnichannel dollars.
Retail media, in particular the exponential growth of retailer websites from the likes of Amazon and Walmart, may seem a world away from OOH but it’s a phenomenon we have to find a way of competing against and potentially complementing — just as we did, for decades, with television.
As FEPE International we began these Forums in 1959, and we have since navigated seismic changes in the media industry, a number of global economic crises and a geopolitical scenario that switches constantly from alarming to (relatively) benign. In that regard nothing much changes. But the OOH industry is changing dramatically, and Hong Kong 2024 helped us navigate the challenges this brings.
Hong Kong 2024 event sponsors
