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Europe has overtaken North America in terms of Out of Home (OOH) revenue and one of the key reasons is an increased emphasis on effective creativity.

This, in concert with new technology, is driving the impact of OOH on the continent and is one of the main themes of the World Out of Home Organization—WOO’s first in-person European Regional Forum in Milan from November 4-6.

"Out of Home may be the world's oldest medium," notes WOO President Tom Goddard, "but we know very well that it can't stand still and Europe, with Forum venue Italy an outstanding example, is responding to the challenges of a difficult global economy and geopolitical backdrop by generating the kind of creative impact that makes the medium stand out in a crowded and increasingly vanilla marketplace."

Among the speakers addressing creativity and effective advertising are Talon Head of Effectiveness Emily Alcorn, Orlando Wood from leading ad measurement specialist System 1 and WOO Creative Advisor Dino Burbidge as well as Moleskine Brand & Communication Creative Officer Anna Meneguzzo, a former creative director of Leo Burnett in Italy who will give her own unique perspective on creativity in OOH.

A further theme of the Milan Europe Forum is the exponential growth of retail media, forecast to reach 20% of global adspend in the next few years.

Alight Media Founder and CEO Matthew Dearden, a former President of WOO, will be among the speakers exploring the opportunities for Out of Home in the burgeoning field of retail media. 

The Milan Europe Forum will also examine:

• Sustainability concerns, in Europe
• Diversity – how OOH is responding
• Audience Measurement evolution – still front and centre for OOH
• Driving genuine and verifiable ROI for Advertisers 
• Automation and making OOH easier to buy 
• The impact of current and potential industry consolidation in Europe. 

WOO Milan will be an unmissable opportunity to stay abreast of the developments transforming the global Out of Home industry.