The challenge for OOH: Amazon chief to speak at WOO Mexico City Congress

The World Out of Home Organization’s Annual Global Congress convenes in Latin America for the first time – in Mexico City from June 4-6 – with a line-up of speakers from all sides of the Out of Home industry.

New to the line-up is the Day 1 Keynote, João Ferraz de Mesquita, Director – Amazon Prime Video – LATAM, Canada, Australia & New Zealand, part of the world’s biggest advertiser. João’s theme is ‘OOH: is it ready to rise to the occasion?’ and he will challenge the industry by asking if it is now ready, with the relative demise of TV, to share the stage with digital? Can it offer the fast reach that will complement the frequency and targeting offered by digital? Does it have the tools and measurement to guarantee the AAA rating that opens the door to greater investment from major players?

WOO President Tom Goddard says: “When Amazon talks, the media world listens and we’re delighted to welcome João Ferraz de Mesquita to Mexico City. His challenge to OOH to fill the gap left by the retreat of linear TV not only shows what the OOH industry needs to do now but also charts clear a path forward to reaching the revenue target the industry has been pursuing for decades. We’re delighted to showcase such a thought-provoking issue and speaker.”