The US and China are vying for the position of the world's biggest Out of Home market and two experts will deliver an exclusive analysis of both countries at the World Out of Home Organization Global Congress on 5-7 June in Hong Kong.
Mainland China, with 4.2 times the population of the US and 70% of the GDP, has been aiming for top spot in OOH billings since WOO started collecting market data in 2019.
2021 saw post-covid growth return to the US market, although not to 2019 levels, whilst China continued to grow and maintained its position as the largest OOH market globally.
But 2022 saw those fortunes reverse as the US had shaken off the effects of the pandemic and was back to over 2019 levels, China went into a series of lockdowns, and suffering a 20%+ drop in OOH revenues, however DOOH remained stronger in China than the US in both share and absolute terms.
At the congress delegates will hear from Anna Bager, president and CEO of the Out of Home Advertising Association of America (OAAA), and from Vincent Lam, founder, chairman and CEO of Asiaray Media Group and deputy director of the China Advertising Association Out of Home Media Committee.
WOO president Tom Goddard said: "The US and China are the biggest drivers of OOH revenue globally and so their fortunes affect us all. We're delighted to welcome Anna and Vincent, both WOO board members, to share their insights and on-the-ground experience of these two major markets at the congress as we embark on an even more exciting decade for the OOH medium."
The full congress programme is currently being finalised.