Burr Smith speaks to The Media Leader about why embracing change is essential for OOH’s future, how automation can unlock growth for the channel, and his main takeaways from the WOO annual summit in London last month.

The FIFA World Cup reminded us of something we’ve almost forgotten: the most powerful marketing still reaches everyone at once.

As an indie, we are not tied to the rigid broadcaster share deals of old. It gives us the freedom to work with strategy teams and clients to decide what is genuinely best for each budget, says Mostly Media North’s MD.

Senior figures from Mini, MediaMarkt Saturn, Samsung Ads, Serviceplan Group, and Mediaplus International share their verdicts on what television must shed, and embrace, to remain relevant in the connected era.

Coverage included insights from industry leaders about the threat of AI, the importance of becoming a regular destination, and balancing written and audio-visual content production to appeal to audiences of all sizes.