Last week, The Media Leader took a deep dive into the OOH industry, hearing from industry leaders on the challenges and trends, and sharing original reporting from WOO 2026 and the sector’s growth.
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We asked experts from the OOH industry what were their favourite OOH campaigns throughout history and why they resonated.
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.
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.
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.
OOH is uniquely equipped to deliver on three core priorities – audience relevance, creative impact, and measurable effectiveness. Talon’s MD explains.
Speaking at the World Out-of-home Organization’s (WOO) Annual Congress in London, Jean-François Decaux called for industry leaders to ‘get real’.
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.
Media leaders answer three questions about true value and social responsibility of the different advertising channels.