WOO Tackles OOH’s Future in Seoul as Global Network Expands

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Dr. Kai-Marcus Thäsler, Managing Director of Germany’s OOH association FAW e.V. and a WOO board member, will examine how emerging regulatory frameworks are reshaping the global media landscape, with a particular focus on OOH. While regulations are evolving at different speeds across territories, the underlying challenge—and opportunity—is the same: anticipating change and using it to drive growth.

Meanwhile, Annie Rickard, Managing Partner at OOH Capital and former global president of Posterscope, will chair a panel on automation, exploring how programmatic OOH is delivering on its promise and what lessons the APAC region can offer.

Richard Saturley, WOO’s CMO, emphasizes the importance of these discussions: “Regulation and automation are increasingly the nuts and bolts of OOH worldwide. Automation drives digital OOH’s ability to compete with other digital media, while regulation affects every player in the industry. Having experts like Dr. Thäsler and Annie Rickard guide our delegates ensures they are ready for these complex challenges.”

As WOO continues to lead conversations on the medium’s evolution, it is also strengthening its global network.

The organization has welcomed eight new members from across the world, spanning five national media owners, two OOH service providers, and one national media agency.

The newcomers are GIMC Marketing Group Co. (China), Ledman Optoelectronic Co. (China), LED Truck Media (USA), Noistudio, The Media Company (Italy), Prowtech (Vietnam), Pyxis Events (UAE), Stratacache (USA), and Moove Media (Singapore).

With nearly 300 members worldwide, WOO’s influence was evident at its most recent Annual Congress in Mexico City, which drew more than 600 delegates.

“WOO is playing an increasingly important role in helping the industry navigate today’s challenges and opportunities,” says Mark Flys, WOO’s Chief Operating Officer.

“Our collaboration with Ad Net Zero to refine the Global Media Sustainability Framework (GMSF) demonstrates how we can tailor global initiatives specifically for OOH.”

The expansion of WOO’s membership reflects both the sector’s growing global interconnectedness and the recognition of OOH as a dynamic medium that is rapidly evolving in technology, regulation, and sustainability.

Seoul’s Forum and the strengthening of WOO’s international network together underscore the organization’s central role in shaping the future of Out of Home.