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Talon Outdoor Head of Effectiveness Emily Alcorn is joining the speakers for the World Out of Home Organization WOO's first in-person Europe Regional Forum.

Alcorn's theme is Effectiveness, Econometrics and Out of Home. In it she will explore how measuring the effectiveness of OOH advertising differs from other media channels and how the nuances of OOH planning present challenges with unified measurement models such as Media/Marketing Mix Modelling (MMM.)

WOO CMO Richard Saturley says: "Talon and its sister operation Grand Visual are at the cutting edge of the way technology and new ways of measurement are transforming the effectiveness of OOH.

"There could be no better guide than Emily to a challenging future for the industry but one which promises big rewards if we can better promote the effectiveness advantages of OOH against rival media."  

Ströer Co-CEO Christian Schmalzl and WOO favourite Dino Burbidge have already been announced as speakers and WOO will be revealing more speakers in the coming weeks.

The Forum will be held in Milan from November 4-6.