The World Out-of-Home Organization (WOO) has announced that Talon Outdoor's Head of Effectiveness, Emily Alcorn, has joined the line-up of speakers for the WOO Europe Regional Forum in Milan. The Europe Forum will take place from Monday, 4 November to Wednesday, 6 November.
Alcorn's theme is 'Effectiveness, Econometrics and Out-of-Home' (OOH).
In it she will explore how measuring the effectiveness of OOH advertising differs from other media channels and how the nuances of OOH planning present challenges with unified measurement models such as Media / Marketing Mix Modelling (MMM), says WOO.
WOO CMO, Richard Saturley, says, "Talon and its sister operation Grand Visual are at the cutting edge of the way technology and new ways of measurement are transforming the effectiveness of OOH."
"There could be no better guide than Emily to a challenging future for the industry but one which promises big rewards if we can better promote the effectiveness advantages of OOH against rival media," adds Saturley.
Ströer Co-CEO Christian Schmalzl and WOO favourite Dino Burbidge have already been announced as speakers and WOO will be revealing more speakers in the coming weeks, WOO concludes.
For further information, visit www.worldooh.org or contact Richard Saturley at richard@worldooh.org.
*Image courtesy of contributor