The World Out of Home Organization (WOO) is gearing up to host its inaugural in-person Africa Forum in Cape Town, South Africa, scheduled from March 11th to 13, 2024. This landmark move within the Out of Home (OOH) advertising sector signifies a pivotal step forward, counteracting the digital dominance prevalent in advertising by providing a dynamic platform for global professionals to converge, exchange insights, and unlock the immense potential of Out of Home Advertising.
Tom Goddard, President of WOO, expressed his anticipation for the return to the African continent, underscoring the resounding support received for their online event in Africa back in 2022. He voiced their unwavering determination to organize an in-person event, highlighting Africa’s significant influence within the Out of Home landscape and projecting the 2024 Forum as a global milestone for the medium.
Richard Saturley, Chief Marketing Officer of WOO, stressed the pivotal role of the organization in uniting the OOH industry worldwide. He highlighted WOO’s strength in facilitating the exchange of ideas, promoting best practices, and fostering collaboration to enhance the influence and reach of the medium amidst rapidly evolving global media dynamics.
Saturley also shed light on the prevailing challenges and opportunities confronting the OOH industry in Africa, encompassing aspects such as audience measurement, media owner fragmentation, and government regulations. Despite these hurdles, he noted the strides made in digital OOH sites, a growing emphasis on audience research, and sustainability initiatives, signaling a promising trajectory for the growth of OOH in Africa.
Kingsley Onwukaeme, Founder of OOH Academy and convener of the LOMA Award, who represents Nigeria in the WOO Africa Forum planning group, emphasized Nigeria’s pivotal role as one of the largest advertising markets in Africa. He encouraged active participation from Nigerian practitioners, envisioning an invaluable opportunity to learn from global leaders and collaborate to drive enhanced performance and expansion in the OOH domain.
The inaugural Africa Forum by WOO, slated for Cape Town in 2024, signifies a significant leap forward for the OOH advertising industry across the continent. Embracing the challenges while capitalizing on the opportunities, the event offers a distinctive platform for professionals to converge, learn, and contribute toward fostering a brighter future for OOH advertising in Africa. As the industry continues to evolve, WOO remains steadfast in its commitment to disseminating and championing best practices from the global realm of OOH across diverse markets.
