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Digitisation is driving Out of Home growth, especially in Europe, World Out of Home Organization President Tom Goddard said at the WOO Europe forum, held in Milan this week. Digital now accounts for 40% of revenues in Europe from less than 10% of locations.

But that means a big opportunity is being missed with Classic (static) Formats, which still account for most OOH locations. In the UK, for example, Classic delivers 90% reach of all adults in a week at about 20% of the cost of Digital. Classic OOH, said Goddard, is Out of Home Media's 'sleeping giant.'

Additionally said Goddard, Classic is a fantastic branding and directional channel - "try buying a Classic Format near a McDonald's or KFC and you'll find they've bought it long term because it works for them."

Overall Goddard painted a rosy picture for global OOH growth, building on its current $42bn value, now over 5% of global Adspend. Europe has overtaken North America for the first time according to WOO figures, with China still the market leader and APAC as a whole accounting for about half of global Adspend on OOH.

Summing up, Goddard unveiled his Ten Commandments for OOH growth:

1. Reposition Classic.
2. Digitise More Inventory.
3.More Ownership Consolidation.
4. Measure all formats in all markets.
5. Automate the entire trading process.
6.Get behind National Trade Associations and collaborate more.
7.Control your carbon footprint.
8.Harness the potential benefits of AI.
9. Take advantage of Retail Media opportunities.

10. Enjoy yourself.