This meeting featured Tom Goddard (President, World Out of Home Organization) and James Begnel (Group CEO, Multiply Media Group) discussing the current state, innovations, and future of the out of home (OOH) media industry.
Topics included stable global market share, heavy investment in digital transformation and adtech, industry consolidation, sustainability efforts, and future challenges such as oversupply and the need for regulation and collaboration.
The UAE and Multiply Media Group were highlighted as leaders in innovation, digitization, and sustainability within the sector.
Key decisions included continued investment in digitization, sustainability efforts, and active pursuit of consolidation and sector-wide collaboration.
Action Items
None noted in the transcript.
Global Out of Home Media Sector Overview
OOH is the only legacy medium maintaining stable market share against online media, while other traditional media are declining.
The sector is experiencing global high single-digit growth and attracting investment from private equity and other media companies.
Heavy investment in adtech and digital transformation is credited for this stability and growth.
OOH is benefiting from increased time spent out-of-home, reaching a younger demographic, and regaining advertising budget from online channels.
Multiply Media Group’s Growth and Innovation Strategy
Multiply Media Group aims for aggressive growth, outperforming global competitors with double-digit year-on-year growth, particularly in the UAE.
Innovation includes building landmark digital assets and leveraging market demand where clients realize new opportunities.
Focused on data-driven change, programmatic sales, and building high-quality, iconic signage structures.
MMG’s strategy includes replicating UAE’s high-end market innovation globally as part of their acquisition and growth plans.
Digital Transformation, Adtech, and AI Implementation
Industry investments are equally directed at digital screens and backend adtech, including automated buying, programmatic trading, and standardized data-driven processes.
The UAE leads globally in digitization, with 65-70% of OOH locations digitized (double the global average), capturing a 22% market share of ad spend.
AI is already used for artwork performance monitoring, dynamic ad content in shopping malls, finance automation, maintenance optimization, and operational improvements.
There is measured optimism about AI: benefits are expected to be real but gradual, with a focus on practical business efficiencies.
Industry Consolidation and Best Practices
OOH market consolidation leads to stronger industry players, higher investment, and improved transactional efficiency for buyers and agencies seeking scale.
Consolidation is supported by recent examples of cross-media investments and acquisitions globally.
Standardization, data transparency, and common digital language are considered best practices, elevating the industry for younger, data-driven professionals.
Sustainability Initiatives
Multiply Media Group targets carbon neutrality by 2026, having already cut emissions by 70%.
Sustainability measures include solar-powered signage, recycling of vinyl panels, energy-efficient lighting, and office plastic reduction.
The World Out of Home Organization has established a global sustainability task force and repository; OOH is considered the lowest-carbon legacy medium but needs better communication of these credentials.
Increasingly, advertisers require OOH partners to meet stringent sustainability targets, with industry-wide neutrality expected by 2030.
Future Challenges and Opportunities
Main challenges include potential oversupply and environmental clutter, especially in emerging markets lacking regulation.
Regulation should balance protection for ethical media owners and prevent excessive controls that unfairly target OOH.
Collaboration among OOH owners, agencies, and even between competitors is vital for sector-wide growth and increased share of overall ad spend.
Sector-level growth is considered far more valuable than siloed, individual company growth.
Decisions
Continue heavy investment in digital transformation, adtech, and sustainability — To maintain competitive advantage and meet industry/client expectations.
Pursue market consolidation and cross-company collaboration — Supported by evidence that consolidated markets outperform fragmented ones and enable greater sector-level growth.
Open Questions / Follow-Ups
How will emerging technologies and AI be further implemented throughout all business areas in the coming years?
What specific regulatory models are recommended to balance ethical business growth and prevent market clutter in less regulated regions?
What further steps can be taken to communicate sustainability achievements to clients and the broader market?