The WOO Congress once again confirmed OOH’s position as one of the most resilient and future-proof media channels, especially amid the rapid expansion of digital and performance-driven platforms.
Key industry insights from WOO Seoul 2025
OOH remains the only traditional medium that has consistently maintained its market share over the past decade, despite the emergence of new media channels and shifting consumption habits.
Key industry insights from WOO Seoul 2025
OOH remains the only traditional medium that has consistently maintained its market share over the past decade, despite the emergence of new media channels and shifting consumption habits.
🌍 Top global OOH markets
China, the United States, and Japan lead the market, with 5 of the top 10 OOH markets located in the APAC region, underlining Asia-Pacific’s strategic importance for industry growth.
👁 Visibility vs. real viewing
- OOH delivers 82% real viewed impressions out of 100% technically visible.
- TV delivers only 43% real viewing from 80% technical visibility.
This reinforces OOH’s strength as a high-attention medium with measurable real-world impact.
📈 Programmatic DOOH growth drivers
Insights shared by representatives from one of the most advanced pDOOH markets — Australia — highlight key factors accelerating adoption:
- Precise targeting and advanced measurement, increasing brand trust
- Fast activation and real-time optimization
- Context-adaptive, flexible creatives
- Full-funnel effectiveness connecting offline and online
- New budgets flowing into OOH due to transparency and automation
📊 Research highlight
According to studies presented at WOO, social media platforms need up to a month to achieve the same reach that OOH delivers in just one week — a powerful argument for OOH’s efficiency at scale.
🎓 Attracting the next generation
As stated by a representative of JCDecaux during the congress:
“OOH must become a medium for the young.”
Achieving this requires bringing digital-native talent into the industry and continuing to merge OOH with data, automation, and digital workflows.
City Screen & Omni360 at WOO
As partners of the WOO Global Congress, City Screen and Omni360 showcased their vision for the future of programmatic DOOH — combining transparency, automation, and scalable technology across markets.
The companies’ presence in Seoul reinforced their commitment to global collaboration and innovation within the OOH ecosystem.
As partners of the WOO Global Congress, City Screen and Omni360 showcased their vision for the future of programmatic DOOH — combining transparency, automation, and scalable technology across markets.
The companies’ presence in Seoul reinforced their commitment to global collaboration and innovation within the OOH ecosystem.
