South Africa, July 1 -- London showcased an industry with growing confidence in its future, but also a clear understanding of what comes next. Digitisation and expansion remain important, but the conversation has evolved. Instead, they focused on the capabilities required to make out of home (OOH) more accountable, more accessible and more valuable to advertisers.

The President of the World Out of Home Organisation (WOO), Tom Goddard, framed the opportunity in clear terms. Global OOH revenues have reached $54bn, up 15% on the prior year. Digital now represents 47% of the medium and is on the point of overtaking static for the first time in the industry's history. Growth is outpacing the wider advertising market in several regions, led by...