The World Out of Home Organization has expanded its Global Out of Home Media Spend Index to include first party data from 81 territories, accounting for 95% of the world’s GDP. Global Market Index sources data from WOO’s 200 members and others to give the most accurate view of OOH revenue and market share.
In the just completed 2023 survey OOH worldwide revenue is forecast to exceed $40bn for the first time with a market share against other media of 5.1%, up from 4.7% in 2022. Pre-pandemic market share was 5.8% with revenue of $36bn in 2019.
…we expect further growth of above five per cent as we move from 2023 to 2024
By macro region, North America’s market share was lowest at 3.05 (although it remains the second biggest territory by revenue behind Asia), Europe 5.9%, Asia 7.2%, Australia/New Zealand 5.0%, Africa 12.5% and LATAM 5.5%. Digital continues to increase its share of the global market with $15bn, 37% of the total, forecast for 2023.
Full details of Global Out of Home Media Spend Index, including regional and sub-regional breakdowns, are now available to WOO members who include media owners, national associations, tech companies and media agencies.
WOO President Tom Goddard says: “Through the WOO Global Out of Home Media Spend Index, Out of Home for the first time has truly reliable and up-to-date data on worldwide and regional revenue and global market share. This can only be a further boost to the medium, which has been hampered in the past by conflicting data sources.
“From the figures we can see that revenue is rising at a healthy rate, in traditional classic OOH as well as digital, and we expect further growth of above five per cent as we move from 2023 to 2024. Increasing our global share substantially, even amid the digital tidal wave, has to be the industry’s objective. The WOO Global Out of Home Media Spend Index provides an invaluable road map for the industry’s future.”
The World Out of Home Organization is the only global Out of Home Association, working to promote and improve the OOH industry on behalf of its members. Board members include the major international companies – JCDecaux and Clear Channel – as well as Ströer, Global Outdoor, blowUP media from Europe, OUTFRONT Media and Lamar from the US, Selvel One from India, Primedia from South Africa, oOh!media from Australia and Asiaray from Hong Kong. In addition, the following OOH associations are represented on the Board, the OAAA in the US, Alooh from Latin America, the FAW from Germany and the OMA in Australia.
Membership is open to all companies who operate in the OOH sector and, as a non-profit Organization, funds are reinvested in industry issues such as research and the annual international congress. WOO is a member of EASA in Europe, as well as a founding member of ICAS, and actively works to help the membership with legislation issues within their own countries as well. It also aims to lobby for Out of Home advertising with authorities, international organizations, opinion formers and other elements of the communication media. More information is available at www.worldooh.org