Tom Goddard, president of the World Out of Home Organisation, announced today at its Global Congress he would be stepping down within the next year.
He joined the trade body board in 2015, becoming president in 2017, and said there would be ongoing recruiting for a replacement.
More than 500 delegates attended the Global Congress in Lisbon today where Goddard also shared his “gospel” on how to break “the 5% syndrome” or “the flatline graph” where OOH is not growing its share of media spend.
On this he told delegates he had some a couple of thoughts which could be “a little controversial and not everybody will agree with them”.
Goddard said that the out-of-home (OOH) sector needed to accelerate media owner consolidation, establish common standards, cast off its “silo mentality” and “mobilise measurement” to double its share of global adspend to 10% over the next five years.
He added: “We need to automate, automate, automate, not just programmatically, we need to automate digitally, and we need to automate, also traditional.”
At the same time, Goddard revealed findings from the trade body’s Global Index report, which showed global spend in OOH in 2022 had returned to pre-pandemic levels at $36.2bn, or 5.1% of total media spend by advertisers.
Between 30% and 40% of global outdoor revenues were coming from digital and, he added, it will not be long before this represented 50%.
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