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News analysis, opinion and insight for media and advertising professionals

Should digital OOH transformation be moving faster?

Should digital OOH transformation be moving faster?

Media leaders answer four questions about OOH measurement, programmatic adoption, and where the channel is headed in the next three years.

New York Times publisher warns journalism faces its ‘Napster moment’

New York Times publisher warns journalism faces its ‘Napster moment’

At WAN-IFRA’s World News Media Congress in Marseille, AG Sulzberger delivers a stark warning on AI
This is not how digital transcendence was supposed to be

This is not how digital transcendence was supposed to be

Funnelling investment into digital content, viewed by a perpetually distracted and unhappy population, will only exacerbate society’s problems. It’s time for a rethink, writes Chris Herbert-Lo. 
Attention measurement is now an input into AI systems

Attention measurement is now an input into AI systems

Karen Nelson-Field discusses Amplified Intelligence’s new product, AttentionAI, and why better attention data provision will lead to higher-quality creative and media decisioning.
Ever wondered how to measure the advertising on a moving bus?

Ever wondered how to measure the advertising on a moving bus?

Route’s research director explains how to measure advertising that’s constantly moving and interacting with people who are also moving.
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Opinion

Programmatic DOOH: From media outlier to omnichannel multiplier

A single, data-informed narrative that predicts movement and adapts to real-world behaviour means that from London to Liverpool, DOOH excels. We just need data standardisation, writes Adform’s country manager.

The industry’s favourite OOH campaigns

For Future of OOH Week, The Media Leader will be spotlighting some of the industry’s favourite OOH campaigns. Nick Manning looks back at his football favourites.

From murals to interactive screens: Why OOH works when people get involved

The best OOH briefs should stretch beyond visibility. Reach will always matter, but stronger work asks: What will people remember after they have walked past? What will they tell someone else? What action might they take next?

Industry News

AI-driven advertising to account for one-third of digital adspend by 2030, IAB UK forecasts

AI-driven advertising to account for one-third of digital adspend by 2030, IAB UK forecasts

Case Study: Boots adds cross-media clarity to make marketing mix modelling more actionable

Case Study: Boots adds cross-media clarity to make marketing mix modelling more actionable

World’s first national free-to-air platform using DVB-I launches this year

World’s first national free-to-air platform using DVB-I launches this year

How All3Media International is creating incremental revenues in streaming

How All3Media International is creating incremental revenues in streaming

OOH adspend continues to exceed pre-pandemic levels in the UK, finds AA/Warc Expenditure Report

OOH adspend continues to exceed pre-pandemic levels in the UK, finds AA/Warc Expenditure Report

What the OOH industry needs to do to double its market share – with WOO’s Tom Goddard

What the OOH industry needs to do to double its market share – with WOO’s Tom Goddard

‘We’re trying to get away from campaign thinking’: Studio B’s Olly Lewis on how brands can go always-on in the microdrama era

‘We’re trying to get away from campaign thinking’: Studio B’s Olly Lewis on how brands can go always-on in the microdrama era

The Brief – Wednesday 27 May: Goalhanger’s venture arm; Sky ad deal with News UK; Spotify launching narrated long-form magazine articles

The Brief – Wednesday 27 May: Goalhanger’s venture arm; Sky ad deal with News UK; Spotify launching narrated long-form magazine articles

Data Analysis

The industry is calling it cross-media. It’s not

The industry is calling it cross-media. It’s not

Campaign ROI is maximised when audio gets 25% of spend, finds Radiocentre report

Campaign ROI is maximised when audio gets 25% of spend, finds Radiocentre report

Tech firms must enforce tougher age checks for social media platforms, regulator says

Tech firms must enforce tougher age checks for social media platforms, regulator says

The measurement debate TV really needs to have

The measurement debate TV really needs to have

Data Snapshot

Data-led charts from across the UK media landscape

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World Cup Wonders

Digital listening maintains its pull

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The Future of Brands is the UK's leading event dedicated to connecting and inspiring brand marketers about the future of media and advertising. Curated with our community of 700+ brand marketers in mind, you can expect some of the smartest minds behind the world's leading brands to explore the latest in media and advertising. In 2026 we'll shine a light on what’s possible when human creativity and technologies converge and help you to prove that marketing is an investment, not a cost. From the impact of AI to media effectiveness, measurement and big idea creativity, The Future of Brands is packed with insights and case studies that will transform the way you think about media and advertising. Secure your brand’s growth at The Future of Brands 2026.
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