# What the OOH industry needs to do to double its market share - with WOO's Tom Goddard

Page: https://stenobird.com/podcast/the-media-leader-podcast-5773787/what-the-ooh-industry-needs-to-do-to-double-its-market-share-with-woo-s-tom-goddard
Text version: https://stenobird.com/podcast/the-media-leader-podcast-5773787/what-the-ooh-industry-needs-to-do-to-double-its-market-share-with-woo-s-tom-goddard.md
Podcast: [The Media Leader Podcast](https://stenobird.com/podcast/the-media-leader-podcast-5773787)
Published: 2026-06-01T04:00:00+00:00
Episode link: https://rss.art19.com/episodes/982c5b97-3a43-47d8-8bfa-d381f22dca3d.mp3?rss_browser=BAhJIg90cmFuc2NyaWJyBjoGRVQ%3D--952c5701c84ad333c69d5faa668f8177091704f0
Audio file: https://rss.art19.com/episodes/982c5b97-3a43-47d8-8bfa-d381f22dca3d.mp3?rss_browser=BAhJIg90cmFuc2NyaWJyBjoGRVQ%3D--952c5701c84ad333c69d5faa668f8177091704f0
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Duration seconds: 2460

## Resource

This week, from the 3rd to the 5th of June, the World Out of Home Organisation (WOO) is hosting its Annual Congress here in London. The event is expected to draw more than 700 attendees from over 37 countries, and The Media Leader is an official media partner of the conference, occurring during our inaugural OOH Week in Focus. Ahead of the conference, host Jack Benjamin sat down with the World Out of Home Organisation president Tom Goddard to discuss the state of the global OOH industry. The pair spoke about how OOH is working to become easier to buy, how it is improving measurement standards, and whether the media channel is telling the right story about itself to advertisers. Highlights: 4:16: The World Out of Home Organisation's recent goals and priorities 8:28: OOH's digital transformation and consolidation in ownership 12:25: Investment in data and measurement and the need for connectivity and automation 17:25: Regulatory headwinds and tailwinds 21:34: Making outdoor creative again with trust as the North Star 26:55: OOH as a sustainable medium 32:17: How to double OOH's market share: make transactions 'frictionless', collaborate more Related articles: OOH reports highest-ever annual revenue in 2025 The reinvention of OOH is accelerating Why measurable doesn’t always mean meaningful in marketing Is out-of-home under threat from global regulations? DOOH: The creative imperative

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