How technology is reshaping OOH growth across EMEA

Andrew shares a regional perspective on how OOH strategies must adapt to local commuting behaviours and urban environments, while still being anchored in universal principles such as contextual relevance, trust and creative clarity. He emphasises that while digital and programmatic OOH are accelerating flexibility and optimisation, traditional static OOH continues to play a vital role in building brand equity and credibility, especially in cluttered media landscapes. The discussion highlights a growing shift toward fit-for-purpose OOH creative, designed specifically for physical environments rather than adapted from other channels. 

The conversation also explores the evolving measurement and attribution landscape, with Andrew stressing the importance of strong market-level currencies supported by real-time data layers. He outlines how technology is enabling better planning, reporting and attention measurement, while cautioning against over-targeting at the cost of visibility. From analytics-driven site evaluation to sustainability considerations embedded in OOH infrastructure, the episode positions OOH as a broadcast medium that is becoming smarter, more accountable and increasingly central to modern media strategies.