Tom Goddard addresses WOO APAC forum, calls OOH the last heroic medium

At the World Out of Home Organization’s (WOO) APAC Regional Forum in Seoul, South Korea, WOO President Tom Goddard described Out of Home as the last “heroic” medium one that has stood the test of time, adapting and thriving even as digital disruption reshaped the global media landscape. 

Quoting the CEO of Ogilvy Group UK, Tom said that OOH has “not just outperformed other legacy media amid the digital tidal wave, but maintained its market share.” He noted that while many traditional channels have struggled to retain relevance, OOH continues to evolve, earning both audience attention and trust. 

Tom highlighted the medium’s growing credibility at a time when misinformation dominates digital and broadcast platforms. He pointed out that as fake news saturates online media and AI increasingly impersonates the real world, consumer trust in OOH continues to rise. According to him, this authenticity is what sets OOH apart — its real-world presence makes it inherently reliable and tangible. 

He also observed that “all media impressions are not created equal,” adding that the impact and memorability of OOH far outweigh those of fleeting online ads. The scale, creativity, and physicality of outdoor advertising, he explained, allow it to connect emotionally and visually in ways that digital formats cannot. “The wow factor of OOH’s size and design leaves a lasting impression — much longer than a small, transient ad in an overcrowded social feed,” he said. 

Tom described the Asia-Pacific region as one of OOH’s strongest growth engines, accounting for nearly half of the medium’s global expansion. With 60% of the world’s population and economies like China, India, and Japan contributing more than 20% of global GDP, he believes the region holds immense untapped potential. He credited digital transformation as a key growth driver, noting that “over 40% of OOH revenues come from just 10% of locations, which means 90% of the market still offers room for digital conversion.” 

He added that the creative community continues to embrace the OOH canvas for its scale and versatility, keeping it a powerful vehicle for building brand fame. Citing South Korea as an example, Tom said the country demonstrates the benefits of strong collaboration between the industry and government in unlocking OOH’s full potential. He also pointed to AI and retail media as emerging opportunities that could further accelerate the medium’s evolution. 

Summing up, Tom reiterated his belief that OOH remains central to modern communications because it has successfully reinvented itself while retaining its essence. “OOH is the last heroic medium because it has adapted, invested, and continued to stay relevant in an ever-changing media landscape. It is unskippable, uncluttered, and always on — the original mass medium, now supercharged by digital technology. A truly powerful combination, now and in the future,” he said.