Out of Home Advertising Must Think Bigger in the AI Era, Say Industry Leaders

The future of Out of Home (OOH) advertising will depend on how quickly the industry adapts to AI-driven media planning and automation, according to industry leaders set to speak at the upcoming World Out of Home Organization Annual Congress in London.

The session, titled “Why Out of Home Needs to Think Bigger,” will feature Burr Smith, President, Chairman and CEO of Broadsign, alongside Kelly Parker from WPP Media UK. The discussion will focus on how the OOH sector can evolve to better compete with fast-growing digital advertising platforms.

The event will take place at the London Hilton on Park Lane from June 3 to 5, where nearly 800 delegates from across the global advertising and media industry are expected to attend.

According to the speakers, Out of Home advertising continues to be one of the most visible and effective media channels worldwide. However, its growth has remained slower compared to digital platforms that are increasingly powered by artificial intelligence, automation, and advanced audience targeting technologies.

The session will explore how OOH companies can become more aligned with the way modern media agencies plan and buy advertising campaigns today. Topics are expected to include AI-powered media buying, automation, programmatic advertising, and the need for stronger integration between OOH and broader digital media ecosystems.

Tom Goddard, President of the World Out of Home Organization, said the industry must act quickly to modernize and upgrade its capabilities.

He noted that the rapid rise of AI and automation is changing how advertisers operate, making it more important than ever for the OOH industry to improve its technology, skills, and overall media strategy. Goddard also highlighted Burr Smith’s reputation as a global technology pioneer and praised Kelly Parker’s leadership within the media industry.

The upcoming congress is expected to bring together major voices from advertising, technology, media buying, and digital transformation as the Out of Home industry looks to strengthen its position in the rapidly changing global media landscape.