Shaping the Future of Global OOH: WOO Brings Industry Leadership and Innovation to Vietnam
As Out of Home (OOH) advertising evolves into a data-driven, technology-powered media channel, the World Out of Home Organization (WOO) is helping shape the industry's next chapter — advancing global standards, accelerating digital transformation, and bringing the conversation to Vietnam in November 2026.
Founded in 1959 as FEPE International, WOO has become the only global organization dedicated to the OOH advertising industry, uniting media owners, national associations, technology providers, and service companies worldwide. Having welcomed its 200th member in 2023, WOO continued its expansion in 2026, adding 21 new members from Europe, the Americas, the Middle East, Africa, and Asia. Vietnam joined this global network for the first time in June 2023.
WOO's leadership extends beyond connecting industry stakeholders. It is building the knowledge infrastructure that enables OOH to compete and thrive in an increasingly complex media landscape. Through measurement frameworks, data standardization, market intelligence, and best-practice sharing across DOOH, programmatic advertising, and AI, WOO is helping establish a stronger, more unified foundation for the global industry while representing its interests before regulators and international organizations.
A major milestone in 2026 was the release of the Global OOH Audience Measurement Guidelines 2.0, developed with contributions from measurement organizations across 28 territories, up from 11 markets in the first edition. This expanded framework advances a common approach to audience measurement, strengthening transparency, credibility, and comparability across media channels.
WOO is also driving greater market transparency and digital adoption. Its 2026 research puts global programmatic DOOH (pDOOH) spending at 2.1 billion USD in 2025, while total global OOH expenditure reached 54.2 USD billion, with DOOH accounting for 47.1%.
The next chapter of this global dialogue arrives in Vietnam. In November 2026, Ho Chi Minh City will host the Asia OOH Seminar, bringing industry leaders together to explore audience measurement, automation, programmatic, data, and AI. The seminar represents an important opportunity for Vietnam to strengthen its regional connections, exchange expertise, and take a more active role in shaping the future of OOH across Asia.
