WOO Global Congress in Mexico City: OOH industry booms, eyes strategic shifts

he World Out of Home Organization (WOO) is holding its annual Global Congress in Mexico City from June 4th to 6th, 2025. This marks a significant milestone as it is the first time the WOO Annual Congress has been hosted in Latin America. The congress serves as a pivotal gathering for industry leaders to discuss the latest trends, innovations, and strategic directions shaping the OOH advertising sector worldwide. 

Tom Goddard, President of WOO, delivered insightful updates, shedding light on the dynamic performance and future projections of the OOH market across various regions. His address underscored the industry’s resilience and its continuous evolution, driven by both digital advancements and the enduring strength of traditional formats. 

Key highlights from Tom Goddard’s address include: 

• Europe’s strong performance and strategic developments: Germany has demonstrated remarkable growth with a 25% increase in OOH revenue. The UK is preparing for a major upgrade of its ‘Route’ measurement system, signaling an investment in better audience understanding. In Spain, Clear Channel has reactivated its disposal process, indicating strategic business adjustments. Italy previously hosted a successful WOO Congress in November, highlighting the region’s engagement. Notably, Sweden’s OOH revenues are outpacing all other media, underscoring the sector’s competitive edge. Furthermore, Bauer Media is expanding its footprint into OOH advertising across Europe.

• China’s digital OOH leadership: China continues to lead in digital integration within the OOH space, with DOOH accounting for a significant 66% of total OOH spend. Despite this growth, the overall market has experienced a slowdown attributed to broader trade wars. The country boasts an impressive over 3 million digital screen installations, reflecting a robust digital infrastructure.

• North American market dynamics: In the United States, the OOH sector saw a notable development with T-Mobile acquiring Vistar Media. OOH revenues in the US have surpassed $9 billion, though the ongoing uncertainty surrounding Geopath’s operations remains a key discussion point. Canada’s COMMB launched a new Reach and Frequency tool within its ‘Roadmap’ platform, enhancing planning and measurement capabilities for advertisers. 

• Significant consolidation in LATAM OOH market: The Latin American (LATAM) OOH market is experiencing a period of significant consolidation. Key mergers and acquisitions include GLOBO acquiring ELETRO in Brazil, ELETRO subsequently acquiring Clear Channel Brazil, and Global acquiring Clear Channel operations in Mexico, Peru, and Chile. Additionally, JCDecaux has acquired Publigrafik in Guatemala and Costa Rica,

• The enduring role of static OOH: Despite the rapid digitalization, static OOH formats continue to hold substantial market relevance. Approximately 88% of OOH locations are still static, contributing to 60% of overall OOH revenues, proving their continued efficacy and importance in the media mix.

• Global spend projections and regional growth: Projections for 2024 indicate a global DOOH spend of $17.9 billion. The total global OOH spend for 2024 is estimated at $46.2 billion, reflecting a healthy 10% year-on-year growth. Looking ahead to 2025, global OOH spend is forecasted to reach $49.8 billion, representing a 7.7% year-on-year growth. Regional breakdowns for 2024 show strong growth across continents: the Americas are projected at $12.5 billion (9% YoY growth), EMEA at $10.9 billion (14% YoY growth), and APAC at $22.8 billion (12% YoY growth).

• OOH’s position as a leading legacy medium: OOH is highlighted as the strongest performer among traditional “legacy” media, consistently showing positive year-on-year ad spend growth projections from 2024 to 2027, outpacing other traditional advertising channels.

• Focus on sustainability and AI integration: WOO continues its commitment to promoting and improving the OOH industry while actively helping members find innovative ways to maximize the positive impact of OOH platforms and minimize the industry’s carbon footprint. A dedicated Sustainability Repository is available to members, underlining this commitment. Discussions also touched upon the transformative potential of Generative AI, with perspectives emphasizing that the true impact will come from people who master its use, rather than AI replacing jobs directly.