MEXICO CITY, Today: WOO President, Tom Goddard didn’t hold back during his keynote in Mexico City, telling over 600 delegates from 58 countries: “The pace of consolidation is accelerating fast.”
He also shared a sneak peek of WOO’s upcoming Worldwide Expenditure Survey, revealing global OOH revenue hit $46Bn in 2024 — up 10% from 2023 and outpacing legacy media.
Looking ahead, 2025 is tipped to cross $49Bn in global OOH revenue, a sign the sector isn’t slowing down anytime soon.
Goddard highlighted some major moves shaking up the global OOH industry:
- In North America T-Mobile acquiring Vistar, bringing a large telco into the industry
- US OOH revenues exceeding $9Bn for the first time
- Canadian trade body COMMB launched a new reach and frequency tool in its Roadmap platform
- In LATAM TV media giant Globo acquiring Brazil’s largest OOH player Eletro Media followed by Eletro buying Clear Channel’s Brazil assets
- Argentina’s Global acquiring the three remaining Clear Channel National assets in Mexico, Peru and Argentina
- JCDecaux bought Publigrafic in Guatemala and Costa Rica, and IMC also in Costa Rica
“The theme for this Congress is a world of opportunities and these developments and others to come, demonstrate clearly that the industry is confounding global economic worries by a relentless focus on growth, innovation and consolidation.” – Tom Goddard
In Europe, Bauer Media’s takeover of Clear Channel’s Northern Europe assets made it a serious number two contender in the region.
- In Germany, revenues grew by a market-beating 25% and in Sweden OOH growth surpassed all other media
- A major upgrade of the Route Measurement Platform was commissioned in the UK
Over in the Middle East, Multiply Group (with 60% of UAE’s market) joined forces with Al Arabia (70% of Saudi’s), signalling a big Gulf-region AdTech collaboration in the works.
- Africa, finally started to invest seriously in digital transformation and began measuring its inventory
In China, digital OOH now accounts for 66% of all OOH revenue — impressive, considering ongoing trade tensions.
India’s also stepping up with plans for a unified audience measurement platform — a huge win for APAC consistency.
Korea continues to lead with expanding adZones across Seoul, while Australia’s OMA launched its advanced MOVE 2 measurement platform.
Japan, not to be left out, hosted its first-ever one-day OOH conference in February, in partnership with WOO.
That adds to WOO’s busy travel schedule, which has recently included Bali, Milan, KL, UAE, Cape Town and last year’s Congress in Hong Kong.
“The theme for this Congress is a world of opportunities and these developments and others to come, demonstrate clearly that the industry is confounding global economic worries by a relentless focus on growth, innovation and consolidation,” Goddard concluded.
“We journey into the remainder of 2025 and beyond in good heart.”
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