"Creativity is the future of Out of Home," says World Out of Home Organization President Tom Goddard, "but almost as important is how we measure it and prove the impact we have for advertisers."
Driving results from creativity is a key theme of the forthcoming WOO Europe Forum in Milan from November 4-6 and an exciting and comprehensive line-up of speakers from all sides of the OOH industry and the wider marketing community has been secured.
Speakers include: Talon Head of Effectiveness Emily Alcorn, Orlando Wood from leading ad measurement specialist System 1, Moleskine Brand & Communication Creative Officer Anna Meneguzzo, a former creative director of Leo Burnett in Italy, and WOO Creative Advisor Dino Burbidge.
Alight Media Founder and CEO Matthew Dearden, a former President of WOO precursor FEPE International, will be among the speakers exploring the opportunities for Out of Home in the burgeoning field of retail media alongside a dunnhumby team from Tesco's ground-breaking Media and Insight Platform. Ströer Group Co-CEO Christian Schmalzl will deliver the Forum keynote, looking at the big picture of OOH in Europe. There will also be an expert panel on Sustainability with blowUP Media CEO Katrin Robertson and the German Outdoor Media Association's Kai-Marcus Thäsler among the panellists.
WOO board member Thäsler, an acknowledged digital expert, will also examine the potential for smart cities to rival social media.
Goddard says: "With, finally, more positive macroeconomic prospects in sight in Europe now is the time for Out of Home to get firmly on the front foot and make its case to advertisers, media agencies, legislators and politicians.
"With the decline of TV, OOH is the only main medium that gives advertisers a credible and measurable alternative to the rush to digital and the Europe Forum in Milan will help to arm all of us with the convincing evidence we need. I urge anyone who has not booked so far to register without delay."
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 you to Milan as we celebrate an industry on the move. However, places are going quickly so to secure a place prompt registration is advised.
