South Africa, June 8 -- The WOO figures include 85 separate geographical territories accounting for 95% of global GDP.

The APAC region is currently the major growth driver with just under a 30% growth in revenues, followed by the Americas and EMEA, growing in single digits. Digital OOH is now on the verge of overtaking Static for the first time in history, said Goddard, now accounting for 47% of all OOH --- even though digital penetration levels varied wildly country by country.

Goddard went on to outline four priority activities that he said the industry needed to address urgently.

No 1 Effectiveness

Proving effectiveness is something we need to address urgently. A major industry-wide initiative is needed to crack this conundrum, and...