According to Goddard, WOO (as the only genuine global OOH trade association) has a total membership of over 180 including 17 from the top 20 OOH markets.

"Why, in a world so unsettled with a war in Europe, an energy crisis, climate change concerns, political instability and economic headwinds are forecasters so buoyant about OOH? Because we have so many positive dynamics driving us forward," Goodard said at the event.

According to Goddard, these include:
  • credible audience metrics, which build trust and confidence and facilitate a common trading language
  • automation, which is now becoming a major growth stimulus
  • programmatic, facilitated by automation, which taps into mushrooming omnichannel trading
  • creatives falling back in love with OOH as the digital tide ebbs
  • the return of spectacular one-off special builds
  • a growing desire for 24  / 7 media channels, and
  • the impact of anamorphic technology enabling the highest resolution images on wide digital screens.

MENA, he said, was a region that "is not only bucking the global economic downturn but actually booming," thanks to factors including a young well-educated workforce and the United Arab Emirates open door policy and business-as-usual stance throughout the recent pandemic.

"MENA's unique geographical location, with easy access to so many large markets, is really starting to tell," he added, with OOH (especially DOOH), very well-placed to benefit from the ever-growing number of exciting physical locations with consequent marketing and creative opportunities.

"There is nowhere better to make a gigantic statement about OOH," Goddard added, pointing to an example from Qatar for the recent FIFA World Cup.

Goddard highlighted the need to grow the industry at the sector level in an ever-more competitive global media market. The most effective way, he said, was to increase industry collaboration at all levels and shift focus from internal competition to sector-level activity.

"Don't misunderstand me," he concluded, "local competition in some areas like biding for site contracts is healthy and should continue", but a bigger medium means more for everyone.

Trade associations, he concluded, would play an even more significant role as the industry grows and consolidates.

For more information, visit www.worldooh.org or contact [email protected]. You can also follow the World Out of Home Organization on Twitter.