Exclusive analysis of the world's two biggest OOH markets set for WOO Global Congress in June
Posted on 2024 Apr,29

The US and China are vying for the position of the world's biggest Out of Home market and two experts will deliver an exclusive analysis of both countries at the World Out of Home Organization Global Congress on June 5-7 in Hong Kong.

Mainland China with 4.2 times the population of the US and 70% of the GDP has been aiming for top spot in OOH billings since WOO started collecting market data in 2019.

2021 saw post-covid growth return to the US market, although not to 2019 levels, whilst China continued to grow and maintained its position as the largest OOH market globally.

But 2022 saw those fortunes reverse as the US had shaken off the effects of the pandemic and was back to over 2019 levels, China went into a series of lockdowns, and suffering a 20%+ drop in OOH revenues, however DOOH remained stronger in China than the US in both share and absolute terms.

For the US, delegates will hear from Anna Bager, President & Chief Executive Officer of the Out of Home Advertising Association of America (OAAA), the Washington, DC-based national trade association.

Before joining the OAAA Bager was Executive Vice President at the Interactive Advertising Bureau (IAB), the leading global trade association for digital media. During her 8-year tenure, Anna was responsible for leading all digital, mobile, video, audio, and data industry initiatives, and helped architect the development of an industry-wide ecosystem for mobile advertising.

Prior to joining IAB, she led business intelligence at Ericsson Multimedia and headed research at Ericsson’s enterprise consulting unit. Before Ericsson she was EMEA Research and Consulting Manager for the global research firm IDC. In the US she serves on several boards including the Ad Council and the Makers Conference.

Representing China is Vincent Lam Founder, Chairman of the Board and Chief Executive Officer of Asiaray Media Group and Deputy Director of the China Advertising Association Out of Home Media Committee.

Lam has 30 years of experience in the OOH media industry and is responsible for the overall strategic planning and development of the Media Group. He has transformed the traditional outdoor media approach to the unique “space management” platform, optimising the commercial and intrinsic value of the medium. This now extends to the pioneering Outdoor and Online (“O&O”) New Media Strategy which connects OOH media with online platforms to provide a comprehensive advertising solution.

WOO President Tom Goddard says: "The US and China are the biggest drivers of OOH revenue globally and so their fortunes affect us all. 

"We're delighted to welcome Anna and Vincent, both WOO board members, to share their insights and on-the-ground experience of these two major markets with delegates at the Global Congress as we embark on an even more exciting decade for the OOH medium."