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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’.

Download a free copy of The Media Leader’s summary of all the best content from The Future of Brands 2026

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

Future generations are explicit about what they want from work: meaningful development, a sense of voice, flexibility and leaders who invest in them as individuals. Agencies that are building for the future are taking this seriously.

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.

Google is also now required to ensure that publisher content is “properly attributed, using clear links, in AI-generated results”. The tech giant will have nine months to implement changes.