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 priorities8:28: OOH's digital transformation and consolidation in ownership12:25: Investment in data and measurement and the need for connectivity and automation17:25: Regulatory headwinds and tailwinds21:34: Making outdoor creative again with trust as the North Star26:55: OOH as a sustainable medium32:17: How to double OOH's market share: make transactions 'frictionless', collaborate moreRelated articles:OOH reports highest-ever annual revenue in 2025The reinvention of OOH is acceleratingWhy measurable doesn’t always mean meaningful in marketingIs out-of-home under threat from global regulations?DOOH: The creative imperative