“The congress invited us to go beyond the limits of outdoor advertising” — Santiago Mendive


With an outdoor market growing and exceeding 5% in total advertising spend in the world, the World Out-of-Home Global Congress 2024 left us with outstanding highlights. This article reviews the key takeaways from Taggify's CEO and COO, Santiago Mendive, and Julio Chamizo, who were in Hong Kong.

Last update: June 12, 2024

With interesting presentations and discussions, the congress provided a platform to explore the latest trends and developments in Out-of-Home (OOH) advertising.

What conclusions do you draw from the congress and the trip in general?


“On a personal note, I had a wonderful time in Hong Kong, connecting with new and long-standing colleagues. It's always great to see everyone”.


“It was an honor to connect with so many friends and colleagues, both old and new, and to engage in meaningful discussions about the future of our industry. The energy and enthusiasm were truly inspiring”.

What were the most important topics that were addressed?


“It opened the doors to discuss the most significant topics, such as the importance of sustainability, the impact of AI, retail media, audience measurement, and OOH buying with Adtech; the brightest minds in the industry addressed these topics. In this sense, the congress was fundamental to share ideas, innovations, and future trends in outdoor advertising”.


“In addition to what Santiago already mentioned, another crucial theme was technological innovation. New digital tools are transforming the way we interact with consumers in the outdoor space. We reflected on the role of new digital tools and how they transform the way we interact with consumers in the outdoor space”.

What role do you think Congress plays for Taggify?


Attending the annual Outdoor Advertising World Congress ensures that we stay up-to-date with ideas and strategies that we can apply at Taggify. It also fosters collaboration within the industry, which shows in the growth of the medium as a whole. This allows us to push the boundaries of what is possible in outdoor advertising”.


“The Congress is also fundamental for establishing strategic alliances. We met many potential partners and clients, which is essential for our growth. Interacting with other leading companies gives us a broader view of the market and inspires us to adopt new practices and technologies that we can implement at Taggify to stay at the forefront of the industry.”