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The World Out of Home Organization’s (WOO) annual conference took place from June 7th to 9th, 2023, in the vibrant city of Lisbon, Portugal. This highly anticipated event brought together industry leaders, professionals, and experts from around the world to delve into the ever-evolving realm of out-of-home (OOH) advertising. With a focus on sustainability, measurement, automation, and creative excellence, the Congress showcased groundbreaking ideas and technologies that are shaping the future of the global media landscape.
Day 1: Growing the Sector and Embracing Sustainability
The opening day of the Congress set the backdrop for discussions about how the OOH business may thrive while tackling the critical problem of sustainability. Distinguished speakers from various backgrounds provided perspectives on collaboration, emphasizing the sector’s competitive advantage as a creative hub. As the world looks for long-term solutions, outdoor advertising has evolved as a natural platform for promoting environmentally conscious and effective campaigns that reach people all over the world.
Day 2: The Science of OOH and Audience Measurement
The following day of the conference centered around the science of OOH advertising, specifically highlighting the utilization of data and audience measurement to drive growth and enhance industry efficiency. Speakers discussed the increasing importance of data in outdoor advertising campaigns, emphasizing its potential to unlock new opportunities and deliver personalized messages. Furthermore, the growing impact of programmatic buying in OOH was addressed, demonstrating how automation is changing the way marketers interact with this dynamic medium.
Our founder and group CEO, Srikanth Ramachandran, took the stage to discuss “The Non-Programmatic Opportunity: Making All OOH Easier to Buy,” shedding light on the revolutionary impact of automation and the exciting prospects it offers the OOH industry. He delved into programmatic and its potential impact on OOH automation, emphasizing its transformative potential for the industry.
“Attending the global conference was a valuable experience, highlighting the resurgence of OOH media spending and the exponential growth of digital formats. I had the privilege of presenting on automating OOH media at the conference,” Srikanth Ramachandran remarked. “The resurgence of OOH media spending, particularly in the digital sector, indicates a promising future with double-digit growth. Measurement solutions play a critical role in bolstering advertiser confidence while streamlining the buying process and embracing self-serve platforms are essential for advancing the industry. These insights will guide our future strategies as we continue to develop innovative solutions for advertisers in this dynamic landscape.”
He outlined six key elements for achieving automation and scalability in OOH advertising. Firstly, he stressed the importance of user-centric technology platforms that cater to diverse user needs. Secondly, leveraging internal and external data, including impressions, audience segments, and past campaign data, was highlighted. The third element focused on making media easily accessible through various front-end interfaces like browsers, mobile apps, DSPs, agency tools, and marketplaces. Additionally, automating back-end processes such as revenue management, CRM integration, and content automation was emphasized for scalability.
To meet advertiser demands, robust reporting capabilities including proof of play, verification, and audience metrics were deemed crucial. Flexibility in supporting localization, white-labelling, and processing first-party datasets was also emphasized. Lastly, Srikanth highlighted the importance of continuous innovation, incorporating audience and hyperlocal packages, as well as exploring new business models like audience guarantees, subscriptions, last-minute deals, and mega sales.
The Founder and Group CEO of Moving Walls taking the stage at the World Out of Home Organization’s Annual Congress in June 2023
Throughout the event, several exhibitors had the opportunity to showcase their cutting-edge solutions. We unveiled our self-serve feature at our booth (No. 3), LMX Online Self-Serve, which empowers advertisers and media to create and execute impactful campaigns with ease. The product’s user-friendly interface and advanced features demonstrated how technology can revolutionize the way brands and advertisers connect with their target audience in the OOH space.
Moreover, we also showcased our Content Management System (CMS), LMX Content, which streamlines the process of managing and updating OOH content. With its intuitive interface and seamless integration, LMX Content showcased the potential for greater efficiency and flexibility in campaign management.
In addition to the CMS, we also highlighted our innovative measurement tool, LMX Measure, providing advertisers with valuable insights into campaign performance and audience engagement. By leveraging data analytics and real-time reporting, this tool allows media owners to empower advertisers to optimize their strategies and maximize the impact of their OOH campaigns.
WOO’s World Congress in Lisbon was a resounding success, offering a glimpse into the future of out-of-home advertising. The event brought together industry leaders, innovative technologies, and thought-provoking discussions to shape a more sustainable, data-driven, and creative OOH landscape.
If you missed us at the Congress, you can reach out to us here to learn more about our products, and services, and experience our groundbreaking technology firsthand.