LONDON, June 12, 2026 — From June 3–5, London once again became the global hub of the Out of Home industry. The World Out of Home Organization (WOO) Annual Congress 2026 brought together more than 800 media owners, agencies, advertisers and technology providers from over 30 countries.
As a Platinum Sponsor through The LED, we were part of conversations spanning artificial intelligence, programmatic trading, audience measurement, retail media and automation. Yet beyond the diversity of topics, four themes consistently emerged throughout the congress:
- The move beyond impressions as the primary measure of value, toward models built around relevance and context.
- A shift from the Attention Economy to the Action Economy, where success is no longer defined solely by exposure, but by measurable outcomes and the ability to influence behaviour.
- The growing maturity of programmatic OOH, which is increasingly being viewed not as a discount channel, but as a mechanism for greater flexibility, efficiency and intelligence in campaign planning and activation.
- The convergence of OOH and Retail Media, increasingly integrated across broader and more connected consumer journeys, is accelerating the evolution of the medium towards more measurable models.
One of the most compelling examples came from a study by Omnicom and Nielsen, presented by Jean-François Decaux, which demonstrated how integrating audience data into measurement frameworks can reveal a significantly higher return on investment than previously estimated through traditional methodologies.
The message was clear: as measurement evolves, so does the way OOH is valued, planned and bought.
These insights also left the industry with an important question: how do we make better decisions in a market that is becoming increasingly automated and complex?
This is precisely the context in which Nexus ( Invian + Logan) was built. Designed to bring an additional layer of intelligence to media planning, valuation and buying, Nexus helps transform data into more informed and actionable decisions. Among its key capabilities are:
Relevance Score
A proprietary index that evaluates every screen across Vitality, Loyalty and Intent, measuring real audience relevance through 17 distinct indicators.
CPAdPlay
A pricing model based on qualified plays, designed to move beyond impression-based trading towards measurable media value.
Intelligent Planning
Advanced planning capabilities that combine geospatial intelligence and audience behaviour insights to support more transparent, precise and data-driven planning and buying decisions.
What became clear in London is that the industry’s future will be shaped not by how much media is delivered, but by how effectively its impact can be measured and understood.
