World Out of Home Organisation, President, Tom Goddard
All media need to be able to plan not just weeks ahead but months and years, and the same is true of advertisers, whose horizons in 2025 became unbelievably short-term as big and small companies grappled with volatility and what seemed like a never-ending series of nasty surprises.
In these choppy waters, OOH performed well globally, according to WOO’s analysis, reinforcing its position as the favourite medium for creatives worldwide. One of the key things we need to do in 2026 is persuade the big holding-company-owned media agencies that there are better uses for their money than always throwing it at the big online platforms.
In Out of Home specifically, AdTech consolidation, which is making the medium easier to transact, increasing evidence of a renewed emphasis on trust, and a discernible shift back to brand awareness are all positive signs for a medium that has ridden the online tidal wave far better than other legacy media.
2026 is set to be a big year for WOO with the Annual Congress returning to London in June for the first time since former trade body FEPE International was reconstituted and relaunched as WOO. There will also be another major Regional Forum, most likely in Asia, later in the year.
WOO Itself is planning to launch a major marketing campaign to demonstrate the unique engagement qualities of OOH.
But WOO won’t be quiet in the run-up to London. We will also be present at the ISE event in Barcelona in February, the Central de Outdoor Annual Conference in São Paulo in March and the OAAA Annual Conference in Dallas in May, all leading up to the WOO Congress in London in June.
2026 is set to be WOO’s busiest and most productive year to date, reflecting an industry that is firmly on the front foot and set to move forward globally. None of this could have happened without the amazing support of our members, and we very much look forward to moving forward together.