During a presentation at SXSW London, Neil Patel, co-founder of American digital marketing firm NP Digital, advised brands to acknowledge AI search as a demand-generator.

There is a significant difference between ‘outcomes’ as an industry standard and ‘outcomes’ as a positioning strategy. The industry is confusing the two at scale.

Last week, The Media Leader took a deep dive into the OOH industry, hearing from industry leaders on the challenges and trends, and sharing original reporting from WOO 2026 and the sector’s growth.

An e-bike is still a bike. But as it evolved, the market around it was rebuilt due to its impact on couriers and rentals. LLMs are doing exactly that to agencies. The restructure is the strategy, not a consequence to manage afterwards.

Helping advertisers navigate addressable TV is made more difficult by the prevailing language, which hasn’t evolved since the mid-1980s, writes the senior director of strategy and partnerships at Sabio.