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From dynamic digital creative to the powerful use of data, Google could accelerate the UK’s out-of-home sector, writes Emily Coe.

Two thirds of all the growth in global advertising expenditure between 2017 and 2020 will come from paid search and social media ads, according to Zenith’s Advertising Expenditure Forecasts.

How will Global’s move into out-of-home change the structure of an industry on the point of consolidation, asks Dominic Mills. Plus: Why Forrester’s study of the world of big media agencies is a joke.

Global, the UK’s largest commercial radio group, has moved into the out-of-home sector with the purchase of Primesight and Outdoor Plus. Here, experts share their views on the surprise deal.

The surprise double acquisition, to be named Global Outdoor, is estimated to have cost more than £200m.

Declaring a ‘continued reboot’ of the agency, Y&R London has appointed Sophie Lewis as its new chief strategy officer.

Eve Kemanes and Andreea Nedelcu form the new senior creative team, whilst Paula Hochberg has been hired as senior copywriter and Athina Collaro as senior designer.

Publishers face threats on an almost unprecedented level, but emerging tech, collaborative projects and new systems of working suggest the future is bright. With News UK, Oath, The Telegraph, Ozone Project, Ezoic and more.

Location data is no longer just about mobile, writes Theo Theodorou – it can also help us understand consumer behaviour.

Newsline presents a range of industry voices sharing their views on what they learned from Cologne’s digital marketing colossus.