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Beyond effectiveness: WOO 2026 day one takeaways

Beyond effectiveness: WOO 2026 day one takeaways

Yesterday was the first full day of the World Out of Home Organization’s Annual Congress, where the speakers touched on themes of creativity, trust, and collaboration.
Brands could double their media investment and still generate a profitable return, claims WPP Media report

Brands could double their media investment and still generate a profitable return, claims WPP Media report

A new study by WPP Media and Thinkbox found that brands are underinvesting in advertising — and doing short-termism wrong.
DOOH is a live channel. The industry needs to treat it like one

DOOH is a live channel. The industry needs to treat it like one

Even though digital out-of-home is running on live logic, most investment strategies just haven’t caught up. This is where the opportunity lies, Perion’s CEO writes.
Double-digit growth every year? OOH leaders ‘have to get united’, says JCDecaux co-CEO

Double-digit growth every year? OOH leaders ‘have to get united’, says JCDecaux co-CEO

Speaking at the World Out-of-home Organization’s (WOO) Annual Congress in London, Jean-François Decaux called for industry leaders to ‘get real’.

The modern media trifecta: How OOH is delivering what today’s clients want

The modern media trifecta: How OOH is delivering what today’s clients want

OOH is uniquely equipped to deliver on three core priorities – audience relevance, creative impact, and measurable effectiveness. Talon’s MD explains. 
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Opinion

Leading Questions with Marcus Orme – Medialab

Medialab founder and CEO Marcus Orme is in the hot seat for our probing and quick-fire Leading Questions.

What I’d tell any brand briefing OOH for the first time

For OOH, you’re not designing for attention you can hold; you’re designing for attention you have to earn instantly, writes Evolve’s MD.

Growth beyond borders: Embracing change to drive growth

Lisa Morgan reflects on expanding the company into North America and the lessons learned along the way. 

Industry News

Where does ad spend actually go? OOH’s public infrastructure argument

Where does ad spend actually go? OOH’s public infrastructure argument

CMA requires Google to let publishers opt out of AI search results

CMA requires Google to let publishers opt out of AI search results

The Brief – Wednesday 3rd June: OpenAI no plans to share ad revenue with publishers; Anthropic confidentially filed for initial public offering; Bloomberg launches Bloomberg Money

The Brief – Wednesday 3rd June: OpenAI no plans to share ad revenue with publishers; Anthropic confidentially filed for initial public offering; Bloomberg launches Bloomberg Money

UK Advertising Export Report names UK as world’s second largest advertising exporter

UK Advertising Export Report names UK as world’s second largest advertising exporter

Why the future of outdoor advertising is hand-painted

Why the future of outdoor advertising is hand-painted

UK OOH reports strong start to the year with 15% revenue growth in Q1 2026

UK OOH reports strong start to the year with 15% revenue growth in Q1 2026

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

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

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

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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