First OOH Media Owners ONLY —Zoom Meeting
A Town Hall. Owners Only. One Rep per Org. Everyone
When was the last time all the Out of Home owners together attended a webinar or Zoom call?
A Town Hall. Owners only. No sticks or hardware, your not in. Perhaps Association members only. Organized by OAAA or Geopath separately or together. One representative per organization. Include the the Big 3 and the smallest 10 OOH Owners and every Owner in between. Invite all members to a Zoom call.
Agenda? … that is the easy part.
Getting it going and making it happen. That’s the work. The benefits? You’ll know.
Next one might be the OOH Owners together with Agencies, Buying Services and Brands or without the OOH Owners.
Whose going to put this together? Geopath? DPAA? OAAA? IBO? We are not any where near out of this coronavirus mess. Let’s get busy.
The World Out of Home Organization did something similar recently. Though based on the post it sounds like they had Agencies participate. Great idea WOO.
The story is below.
First World Out of Home Organization media owners webinar discusses prospects for a gradual market recovery
The first WOO media owners webinar comprised of 32 representatives from Out of Home companies worldwide including WOO board members, many fresh out of meetings with governments and other authorities over measures to ameliorate the economic effects of the Covid-19 crisis.
All agreed that the new forum is an invaluable way of sharing experience as different countries and markets respond to the crisis.
As ever the global picture is mixed: some national governments producing relatively generous support packages – the UK, Canada and Netherlands instanced here – others unwilling or unable to be as helpful. A number of attendees reported helpful meetings with private and public landlords over rents and other costs and negotiations with governments over tax breaks for advertisers.
Traffic measures are key to Out of Home’s recovery and data from the UK, courtesy of Talon’s Ada, just one example of a plethora of data emerging, showed road traffic at around 50 per cent of pre-crisis levels, a higher level than might be expected and certain to increase as lockdowns are gradually eased.
The medium is still functioning effectively worldwide. Richard Saturley of WOO showed examples of crisis-inspired public service campaigns from all over the world with some examples of current and new commercial advertisers still being attracted to OOH. The photo above (from China) shows one of many national campaigns to salute health workers.
Representatives from China, where the lockdown has ended in some cities – showed traffic levels recovering to about 70 per cent of the norm in some major cities. This has helped to drive Out of Home sales back up to 35 per cent of pre-crisis 2020 forecasts with 60 per cent anticipated in a month’s time. This is the firmest evidence to emerge to date of the likely recovery in other markets.
Ultimately, though, recovery depends on demand and Sergio Rossi from Grand Stazioni Retail in Italy suggested that the next webinar should major on ways of stimulating demand from advertisers and agencies when recovery is fully underway.
WOO secretary general Mark Flys told attendees that the Organization is currently involved with two campaigns aimed at promoting Out of Home to a global audience of consumers and advertisers. Further details will be announced in forthcoming newsletters.
President Tom Goddard said: “Following the success of our Out of Home national associations webinars we decided to create a forum for media owners and it’s enormously encouraging that so many busy people participated and our discussion was so enlightening and productive. “I’m very confident that our further discussions with help to drive the global industry forward. We’re even stronger if we work together and we may well look back at these as a tipping point for the industry as we move into recovery.”