Gideon
Adey

Chief Executive Officer

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“It’s all about the ‘Measurement Advantage’ - with both predictive and measured audiences, advertisers can model and plan with expected audiences, trade against them with confidence, and then verify delivery against the same measurement structure post-campaign. This end-to-end capability is what allows OOH to compete in Marketing Mix Modelling on equal terms with search and social. The recent OAAA-Kochava study findings make clear that OOH generates demand that surfaces elsewhere - markets with robust, continuous measurement can quantify and claim that contribution. The opportunity is to ensure advertisers know it, and to use it to attract new investment into the medium.”

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Derreck
Manns

Head of Commercialisation

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“Advertising is experiencing an extraordinary period of dynamic evolution, expanding on multiple fronts rather than following a predictable, linear path. This remarkable diversification highlights the medium’s robust health and its ability to meet the ever-changing demands of today’s media market. Programmatic advancements are driving the sector forward, enabling advertisers to respond swiftly to targeted needs and shifting trends. Simultaneously, the deepening integration of OOH with social media is reshaping perceptions of value - extending the impact from traditional, physical audiences to vast virtual ones. As OOH increasingly serves as a catalyst for content creation in prime locations, its role as a bridge between the physical and digital worlds only grows more significant. This multifaceted development positions OOH as a vital, future-ready platform within the broader advertising ecosystem.”

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Benjamin
Milne

CHief Executive Officer
APAC

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“In 18 months, Out-of-Home won’t be just a channel you buy; it will be a global operating system for brands. We’re moving beyond buying inventory to orchestrating audiences in motion, where data-driven precision in planning, flawless execution in placement and performance led accountability are the new baseline for success.”

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Hussein
Khader

Founder

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“Out-of-Home is entering its most transformative chapter yet. The channel is evolving beyond scale and visibility into one defined by accountability, automation, and intelligence. The biggest shift happening right now is the move from inventory-led buying to audience-led planning, where data, measurement, and programmatic execution become standard, not optional. What we should be paying attention to is how quickly the ecosystem is maturing: better interoperability, stronger data partnerships, and creative built for context and moment. Brands today don’t just want reach, they want relevance, adaptability, and measurable outcomes. The future of OOH will be shaped by how seamlessly media, data, creativity, and technology work together to deliver real-world impact in real time.”