GurOOH CEO Gideon Adey on WOO Mexico

In this episode of the “Beyond the Billboard” podcast, co-hosts Livia Brown and Kirsty Carlson are joined by Gideon Adey, CEO of GurOOH, to discuss key takeaways from the recent World Out of Home (WOO) conference in Mexico. Gideon provides a high-level overview of the global OOH industry, highlighting its significant growth to over $46 billion and its position as one of the few traditional media channels that is still expanding, driven largely by digitization. The conversation also emphasizes the WOO’s role in fostering collaboration and shared learning among practitioners from different markets. 

The discussion then dives into the core challenges of measurement and fragmentation within the industry. Gideon advocates for consolidated, collective measurement standards, citing Australia’s success with a unified approach and contrasting it with the fragmented US market. The hosts and Gideon also address the specific hurdles in the South African market, concluding that collaboration, not just market consolidation is essential to simplifying the buying process for agencies and clients. This strategy, they agree, is the key to growing the overall OOH budget and helping the industry compete effectively with digital giants. 

Source: https://www.youtube.com/channel/UCckBSyB-fCDPpCuO3bWKYRw