At the start of June, the international leaders of the out-of-home advertising industry gathered in Mexico City for the WOO Annual Global Congress. The event offered a unique opportunity to see global trends in the OOH sector—and what they mean for brands and marketing. Outshine was the only Finnish representative in attendance. Below are the reflections of our CEO, Jani Lepistö, from the congress.
A Booming Global OOH Market
In 2024, the global out-of-home advertising market grew by 10%, reaching
approximately US $46 billion. The growth is being driven by
digital transformation—and that momentum is only accelerating.
In Finland, OOH accounted for 6.6% of total media spend last year (Kantar),
whereas in the five largest markets it already exceeds 11%, with three
markets above 15% and two even surpassing 20%. These figures
send a clear message: Finland still offers vast untapped potential in outdoor
media—and now is the moment to invest in impactful visibility.
Automation, AI, and Creative Boldness
Conversations centered especially on the roles of artificial intelligence,
automation, and programmatic buying. These are no longer future
possibilities—they’re daily realities that demand an ability to fuse data,
technology, and creative design into powerful campaigns. Dynamic content,
context-driven messaging, and smart campaign optimization are already
everyday tools for leading brands. DOOH is no longer a one-way broadcast—
it’s an interactive, data-driven medium where the right message at the right
moment can deliver significantly better outcomes.
The congress showcased visually stunning installations, and it was especially
rewarding to see Finnish representation: the Artcrush × Outshine
collaboration was featured with a spectacular installation and large-scale
banner at the WOO exhibition area. A big thanks to Mathieu France for his
contribution!
Impact Lies in Creativity—and What Sticks
A standout highlight was the address by Tim Bleakley of Ocean Outdoor. He
reminded brands of a vital truth: visibility without memory is meaningless.
Impact requires boldness, distinctiveness, and meaning—areas where DOOH
can truly shine if deployed ambitiously.
Bleakley emphasized that growth isn’t driven simply by technology or media
budgets, but by stories people remember. In that sense, OOH gives brands a
unique opportunity: to leave a lasting impression—not just to be seen. This
message was echoed in João Mesquita’s inspirational presentation for
Amazon Prime Video, which focused on bold investments in outdoor media
and the potential of OOH to evolve from support media into core media.
Key Takeaways
Mexico City impressed—both as a city and an event. The biggest lesson?
Courage, trust in your own vision, and continuous innovation are more
valuable than ever. At Outshine, that means continuing to invest in
technology, data, and talent. It was inspiring to see how our work resonated
with the global DOOH community.
The journey continues—full speed ahead toward more impactful digital
out-of-home advertising!
Author: Jani Lepistö, CEO of Outshine (2025)