Tom Goddard Spotlights Brazil’s Importance in Global OOH at OOH Summit Brasil 2026

The OOH Summit Brasil 2026, held from March 17 to 19 at Villa Blue Tree (Villa Blue Tree) in São Paulo, concluded after bringing together key figures from the outdoor advertising industry across South America and beyond.

A central highlight of the event was the keynote address delivered by Tom Goddard, President of the World Out of Home Organization (WOO). In his presentation, Goddard examined the growing convergence between out-of-home media and retail media, emphasizing how data integration and digital capabilities are expanding the strategic value of the medium.

The summit was organized by Central de Outdoor, Brazil’s leading industry body representing the country’s outdoor advertising sector. The event served as a platform for strategic discussions, case study presentations, and high-level networking among media owners, agencies, technology providers, and brand marketers.

Goddard’s participation underscored Brazil’s growing importance within the global OOH ecosystem. Drawing on international case studies and market insights, he encouraged local media owners and agencies to align their strategies with global developments, particularly in areas such as digital screen networks, retail media integration, and cross-platform campaign measurement.

As the summit concluded in São Paulo, participants emphasized the need for continued collaboration between global organizations and local market stakeholders. Industry leaders noted that Brazil’s expanding digital infrastructure and dynamic advertising market provide strong opportunities for innovation, positioning the country as a key player in shaping the future of out-of-home advertising in Latin America.