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Out of Home remains one of the most visible and effective media channels, but its growth has been modest compared with digital platforms. Burr Smith, president, chairman and CEO of software giant Broadsign (including recently acquired Place Exchange) and Kelly Parker, Chief Media Officer of WPP Media UK, will outline what the OOH industry needs to do to be more relevant to the way agencies want to work in the new AI-powered digital planning and buying environment.

The session will be one of the highlights of the forthcoming World Out of Home Organization Annual Congress to be held at the Park Lane Hilton, London, from June 3-5. Around 800 delegates are expected to attend. Smith and Parker will say that the Out of Home industry needs to look more to the bigger media picture if it is to match the performance of the digital platforms.

WOO President Tom Goddard says: "The Impact of AI and ever-increasing automation has made upskilling and upgrading Out of Home more important than ever, there really is no time to waste. We're very fortunate to have a genuine tech-based, global pioneer in Burr Smith and the top executive from WPP Media UK to guide us towards a bigger and better future."

For the Congress Programme and to register please click