AUCKLAND, Today: World Out of Home Organization President Tom Goddard has described Out of Home as the last heroic medium at this week’s APAC Regional Forum in Seoul, South Korea, echoing Ogilvy Group UK CEO James Murphy on its resilience.
He noted that the medium has not just out-performed other legacy channels during the digital wave, but also held its market share while consumer trust in OOH keeps rising as Fake News swamps Online and TV.
Goddard emphasised that “all media impressions are ‘not created equal’ with the wow factor of OOH’s scale and creativity, having far greater impact, and longer memory encryption than a fleeting small-scale Online ad in overcrowded social media.”
He highlighted APAC as one of OOH’s key regions, accounting for around half of global growth, with untapped potential as it now holds 60% of the world’s population and China, India and Japan deliver over 20% of Global GDP.
Goddard pointed to several factors behind OOH’s resilience and future opportunity. “The most obvious of these being Digital conversion. Over 40% of OOH revenues come through 10% of locations, so 90% is available for more digital conversion.”
“Over 40% of OOH revenues come through 10% of locations, so 90% is available for more digital conversion.” – Tom Goddard, World Out of Home Organization President
“But also, the creative community loves the scale of the OOH Canvas and adapts to all shapes and sizes. As a result, OOH remains a fantastic vehicle for building Brand Fame.”
He said South Korea shows the benefits of industry working with Government to unlock OOH’s potential, with AI and Retail Media also offering significant opportunities for future growth.
Goddard concluded, “Put all these factors together and I firmly believe; as James Murphy said, OOH is the last heroic medium. Why? Because we are at the heart of modern communications, a medium that has successfully reinvented itself by adapting and investing in the ever-changing media landscape.
“Unskippable, uncluttered, and always on. The original mass medium – and now supercharged by digital technology. A truly powerful combination, now and in the future.”
- For further information: contact Richard Saturley at richard@worldooh.org
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