What do clients and agencies really think of Out of Home? In 'Global OOH, a view from the inside' Ben Milne, Head of Out of Home at global ad network dentsu International, reveals what buyers really think about the medium, the changes they would like to see and how they view OOH's evolving role in the global media landscape.
In an ever more digital world convergence is a key theme, the ability of a medium like Out of Home to dovetail with other, primarily digital media to offer advertisers seamless communications solutions. Christian Schmalzl, Co-Ceo of Ströer Group, and corporate strategy and innovation lead Christian von den Brincken, will present 'Convergence: OOH in a world of digital media.'
The Covid-19 pandemic presented Out of Home with arguably its biggest challenge as much of the world stayed at home.
Ocean Outdoor CEO Tim Bleakley, will highlight the medium's resilience as it bounced back from the pandemic - “Life’s roughest storms prove the strengths of our anchors" - but also the post-pandemic need to move faster, with accelerated thinking and investment to maximise OOH's core strengths and secure sustainable growth in a rapidly developing global media landscape.
WOO President Tom Goddard says: "Congress is an incredible opportunity for everyone in Out of Home to learn from leaders in the front line, the people charged with moving the industry forward on a global scale as we bounce back from the pandemic.
"Out of Home has proved its worth in an incredibly difficult time but there are many new challenges to face now and in the future. There are no better navigators than these distinguished industry leaders."
The WOO Global Congress in Toronto runs from May 25-27.
