Out of home has proved to be the most successful global advertising medium in the digital era - the only one aside from online to increase its share of the global market - but further progress depends on meeting a number of challenges.
This year’s Congress, in Stockholm from June 7 (pre-Congress) to 9 will build on the four pillars outlined by President Matthew Dearden at last year’s Congress in Barcelona.
Key Themes were:
1. Making the case for OOH in a digital world;
2. Taking the digital revolution out of home;
3. How can OOH reclaim our creative crown;
4. Making OOH easier to plan, buy and deliver.
In his Keynote William Swayne, who has extensive experience of major global advertisers including Adidas and Procter & Gamble, described the challenges Out of Home faces over the next few years and the tactics and strategies required to maintain and increase growth in an increasingly complex and competitive global market.
Swayne says: “These are exciting times for Out of Home in a rapidly changing and exciting market and I’m delighted to be given the opportunity to explore them at Congress.”
FEPE International President Matthew Dearden says: “We’re excited to have William Swayne as our Keynote speaker. He will provide a great start and context for our Congress and help to place the challenges facing Out of Home in a truly global media marketplace.”