James Murphy, CEO of Ogilvy Group UK, says the medium is not just out-performing other legacy media amid the digital tidal wave, but maintaining its market share.

Goddard says the rise in consumer trust in OOH as "fake news" saturates online and television, which is getting worse by the day, with AI increasingly impersonating the real world.

Goddard further emphasises that, "all media impressions are 'not created equal'" with OOH's scale and creativity, and aims to have far greater impact and longer memory encryption than a fleeting small-scale online advertisement in overcrowded social media, says WOO.

The APAC region is one of the medium's "shining lights", Goddard says, accounting for around half of global growth with potential considering its population now accounts for 60% of global citizens and in economic power. China, India and Japan account for well over 20% of Global GDP, adds WOO.

Goddard highlights key factors which he says have helped the resilience of OOH, but that still offer the medium a myriad of opportunities.

"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. 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," says Goddard.

Goddard says South Korea shows the benefits of the industry working in partnership with Government to develop and exploit OOH's potential. People can add to this through the use of AI and Retail Media both of which offer significant growth opportunities going forward.

"Put all these factors together and I firmly believe, as James Murphy said, OOH is the last heroic medium," he adds.

"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, now supercharged by digital technology. A truly powerful combination, now and in the future," Goddard concludes.

For more information, visit www.worldooh.org. You can also follow World Out of Home Organization on LinkedIn, X, or on Instagram.

*Image courtesy of contributor