More Opinion articles

OOH planning is moving away from static targeting models, toward a more behavioural understanding of audiences. Successful brands combine behavioural intelligence, contextual understanding and AI-powered decisioning to build a clearer picture of what consumers are likely to do next.

With open standards, OOH’s programmatic benefits would scale effortlessly into fully agentic workflows, where AI agents autonomously optimise across the entire campaign lifecycle.

Two in five of us feel worn out by the sheer volume of news and try to avoid coverage at least part of the time. Even Trump seems fatiqued by it all.

Agile independent agencies have a natural advantage in pDOOH. Yet parts of the ecosystem are less accessible to the agencies that could drive greater use of the medium, MINT Square’s CEO writes. 

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

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

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. 

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.

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.

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?