Speaking on the theme “Is OOH the evidence economy?” at the 60th FEPE International Congress held in Dubai, Barry Cupples, Global CEO, Talon said that delivering business outcomes is the effective measure of OOH success. To achieve this, it is important for OOH to have the media agencies and creative agencies aligned to further OOH success.

Talking about technology adoption, Barry stated emphatically that OOH is “best to make artificial intelligence (AI) real”. He also said that OOH will become even more dominant as cites change, new cities come up, and smart cities develop.

Urging the industry to become more competitive, he said that “to win the race, you have to be in the race.” “We have to be braver,” he added.

“Reach, impact, fame will always be delivered,” said Barry. “Put money where your ambition is,” he said on a concluding note.