Africa to Experience WOO’s First In-Person Africa Forum in Cape Town, SA come March 11-13, 2024
In a world increasingly dominated by digital media, the Out of Home (OOH) advertising industry continues to stand strong and make its presence felt in the global advertising landscape. The World Out of Home Organization (WOO) has been at the forefront of this industry, providing a platform for professionals to exchange ideas, share best practices, and explore the immense potential of OOH advertising. After a successful online event in 2022, WOO has announced its first in-person Africa Forum, which is set to take place in Cape Town, South Africa, from March 11 to 13, 2024. This landmark event marks a significant milestone for OOH advertising in Africa and promises to be a game-changer for the industry.
WOO President Tom Goddard expressed his excitement about returning to the African continent for an in-person event, stating, “Our online event in Africa in 2022 received amazing support, and we have been determined to return to the continent for an in-person event since then. Out of Home is an incredible force in Africa, and our in-person Forum in 2024 will be a global milestone for the medium.” This enthusiasm underscores the growing significance of OOH advertising in the African market.
The decision to hold the in-person Africa Forum comes on the heels of two successful in-person WOO Forums in Asia, with the most recent one being held in Bali, Indonesia, from November 1 to 3, 2023. The choice of Cape Town as the host city not only showcases the global appeal of OOH advertising but also acknowledges the city’s unique blend of natural beauty and vibrant urban culture.
Richard Saturley, Chief Marketing Officer of WOO, emphasized the vital role the organization plays in bringing the OOH industry together on a global scale. He stated, “With the pace of media change accelerating around the globe, the great strength of WOO is the way it brings the industry together to exchange ideas, share best practices, and combine to build the power and reach of the medium.” This collaborative approach has enabled the industry to address several key challenges.
Saturley went on to highlight some of the challenges and opportunities facing the OOH industry in Africa. While audience measurement, media owner fragmentation, and government controls present hurdles, there have also been significant advances in digital OOH sites and a growing commitment to audience research and sustainability initiatives. This evolving landscape opens doors for OOH to thrive in Africa.
Kingsley Onwukaeme, Founder, OOH Academy and convener, LOMA Awards who represents Nigeria in the planning committee of the first in-person WOO Africa Forum, stressed the importance of active involvement from Nigeria, one of the largest advertising markets in Africa. He noted, “It will be great to see practitioners from the Nigerian market get actively involved in the WOO plans and projects for our dear industry, which positions us as global professionals.” Onwukaeme encouraged Nigerian OOH practitioners, whether they are members of WOO or not, to plan their participation in the event. He highlighted the potential for learning from global leaders in other markets and collaborating in a non-competitive way to drive OOH performance and growth. He also said we in the planning group projects to host the Africa Forum in Nigeria in the nearest future but this highly dependent on the participation of Nigeria Practitioners.
The first in-person Africa Forum by WOO in Cape Town in 2024 is poised to be a significant step forward for the OOH advertising industry on the continent. With a commitment to address challenges and embrace opportunities, the event offers a unique platform for professionals to come together, learn, and work towards a brighter future for OOH advertising in Africa. As the industry continues to evolve and adapt, WOO will continue to share and promote best practice from the global world of OOH across all markets.