The World Out of Home Organization (WOO) held its annual Global Congress in Hong Kong from June 5th to 7th, 2024, with this year’s event highlighting the recent significant growth and innovation in the Out of Home (OOH) advertising sector worldwide.

The Congress featured a strong lineup of industry specialists and speakers who covered a range of topics from JICs (Joint Industry Currencies) and benchmarking market best-practices, to programmatic digital out-of-home (pDOOH). Key highlights included significant discussions around the future of OOH, with a focus on how AI, automation and data leveraging will help push the share of OOH global media spend beyond the 5% ceiling.

Sustainability was also an important theme, reflecting the industry's strong commitment to environmentally responsible practices. WOO President, Tom Goddard, emphasised the need for the OOH industry to accelerate its sustainability initiatives by collectively continuing to champion discussions on how companies can implement green practices, reduce carbon footprints and contribute to global environmental goals.

Programmatic was another key subject, with sessions dedicated to exploring how data-driven approaches are revolutionising the OOH landscape, with speakers highlighting the benefits of programmatic OOH, such as increased campaign flexibility, enhanced targeting, dynamic creative optimisation and increased ad-serving efficiencies.

The 2024 World Out of Home Congress in Hong Kong demonstrated once again that the industry's forward-thinking approach, with a strong emphasis on sustainability, automation and data integration, themes that are shaping the future of OOH, are making a more efficient, impactful, and environmentally conscious platform for brands. As the industry continues to evolve, these events play a crucial role in driving innovation and collaboration among global OOH industry leaders.