This, in concert with new technology, is driving the impact of Out-of-Home on the continent and is one of the main themes of the World Out of Home Organization's first in-person European Regional Forum in Milan, WOO says.

"Out-of-Home may be the world's oldest medium," says WOO's President Tom Goddard, "but we know very well that it can't stand still and Europe, with forum venue Italy an outstanding example, is responding to the challenges of a difficult global economy and geopolitical backdrop by generating the kind of creative impact that makes the medium stand out in a crowded and increasingly vanilla marketplace." 

According to WOO, among the speakers addressing creativity and effective advertising are:

  • Talon Head of Effectiveness Emily Alcorn
  • Orlando Wood from leading ad measurement specialist System 1
  • WOO Creative Advisor Dino Burbidge, and
  • Moleskine Brand and Communication Creative Officer Anna Meneguzzo, a former creative director of Leo Burnett in Italy will give her own unique perspective on creativity in OOH.

WOO says that a further theme of the Milan Europe Forum is the exponential growth of retail media, forecast to reach 20% of global ad spend in the next few years.

Alight Media Founder and CEO Matthew Dearden, a former President of WOO, will be among the speakers exploring the opportunities for Out-of-Home in the burgeoning field of retail media, according to WOO. 

The Milan Europe Forum will also examine:

  • sustainability concerns in Europe
  • diversity and how OOH is responding
  • the audience measurement evolution, which is still front and centre for Out-of-Home
  • driving genuine and verifiable ROI for advertisers 
  • automation and making Out-of-Home easier to buy, and
  • the impact of current and potential industry consolidation in Europe. 

"WOO Milan will be an unmissable opportunity to stay abreast of the developments transforming the global Out-of-Home industry. We look forward to welcoming delegates to Milan as we celebrate an industry on the move. However, places are going quickly so to secure a place prompt registration is advised," WOO concludes. 

For further information, visit www.worldooh.org or contact Richard Saturley at richard@worldooh.org. 

*Image courtesy of contributor