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The Future of OOH

Bringing together the key players in the UK's OOH industry

Thursday 23 July 2020

It has been sixteen weeks since the UK went into lock down and during that time Mediatel Events have streamed eight events totalling 64 hours of content with over 289 speakers and an incredible 20,000 session views.

And on Thursday 23 July we will bring the curtain down after an incredible and unique four months of bi-weekly free content when we stream The Future of OOH.

It comes as no surprise that during a period when people were told to stay indoors, the OOH industry faced a crisis like never seen before. But as lock down restrictions begin to ease and some sort of sense of normality returns to people's lives, we look at what the future holds for OOH.

You will hear from all of the major players in this space as they not only discuss how OOH has navigated their way through this storm, but we will take a deep dive into subjects such as measurement, dynamic advertising, what a good OOH creative looks like, how technology is changing the game, the role of outdoor specialists, will paper see a renaissance and much more.

So join us for one final time as we bring to a close our extravaganza of summer digital events and register today for FREE and then tune in on Thursday 23 July at 9.05am BST. We promise you won't be disappointed.

You can access the content here.

Event Partners

Agenda

09:10 - 09:50

Online

Stepping back outdoors - how OOH leaders are planning for the future

It comes as no surprise that during a period when people where told to stay indoors, the OOH industry faced a crisis like never seen before. But as lock down restrictions begin to ease and some sort of sense of normality returns to peoples lives, we look at what the future holds for OOH. In this scene-setting opener to The Future of OOH, we bring together four leaders from the biggest outdoor media owners to find out how they got through the last four months and why they are optimistic for the industry.

Click here to view the video.

Chair
Nicola Mullett, Deputy Managing Director, Mediatel Group
Kate Tovey, Director of Commercial Sales Strategy and Transformation, JCDecaux UK
Oliver Deane, Director of Commercial Outdoor, Global
Louise Stubbings, Creative Director, Clear Channel UK
Phil Hall, Joint Managing Director, Ocean Outdoor UK

Chair

Nicola Mullett

Speakers

Kate Tovey Oliver Deane Louise Stubbings Phil Hall

09:55 - 10:25

Online

Missing audiences - how to engage post-lockdown Britain

As restrictions lift and the UK starts to open up, brands now face the challenge of engaging a post-lockdown Britain. They have been missing their audiences, who have being missing normal life and the integral role smart brands play in that. Consumer behaviour has undoubtedly changed, with local communities growing in importance and areas outside of the traditional media hubs coming to the forefront.

Media planning must evolve to reflect these consumer changes. What is the role of OOH under these circumstances? How can clients ensure they are not missing audiences in areas of cultural and economic value, to reach a truly national audience? What changes are needed to the way campaigns are planned and created?

Click here to view the video.

Chair
Matthew Dearden, CEO, Alight Media
Natalie Bell, Managing Director, MG OMD
James Murphy, Co-Founder, New Commercial Arts
Louisa Harrison Walker, Founder, Benchmark, Interim Director, Sheffield Chamber of Commerce

Chair

Matthew Dearden

Speakers

Natalie Bell James Murphy Louisa Harrison Walker

10:30 - 10:50

Online

The Future of Measurement in OOH

We move from using audience measurement to plan and value/trade OOH to measuring the audience actually reached. We built Rapportal with UniLIVE to bring independent accountability to DOOH, measuring every play and ensuring that every pound of our client’s money is delivered. Now we take the industry currency, Route, via the Mediatel API to capture every impact delivered – you can’t realistically trade audience if you cannot measure it’s actual delivery! The near future is layering bespoke data via Rapport’s Unity alongside Route to precisely measure delivery against both currency and against client specific behavioural targets.

Click here to view the video.

Ben Zloof, CEO, UniLED
Paul Sambrook, Global Marketing Director, Rapport

Speakers

Ben Zloof Paul Sambrook

10:55 - 11:25

Online

How OOH leads the way in dynamic advertising

Like many media channels, data and technology have completely revolutionised the industry. OOH is no different, but the way in which you can now reach an audience through dynamic advertising is an exciting tool at every advertisers disposal. Through digital outdoor, you can now tell a story that can be tailored to the moment, to the location and the context. It has already proven to be an incredibly powerful sales tool, increasing sales by reacting immediately to anything from the weather to a sporting event to breaking news. In this session, find out how dynamic OOH advertising is changing the game.

Click here to view the video.

Chair
John Moulding, Editor-in-Chief, Videonet
Liz Duff, Head Of Media, Investment, Total Media
Neil Tookey, Commercial Trading Director, Essence Global
Emma Withington, Head of Planning, Manning Gottlieb OMD

Chair

John Moulding

Speakers

Liz Duff Neil Tookey Emma Withington

11:30 - 12:00

Online

What does good OOH look like? The three best campaigns from the past 12 months

Once upon a time, OOH might have been considered a simple medium; a poster pasted onto a billboard or an advertisement you would see on public transport, but a combination of technology and creativity has transformed it into one of the most engaging forms of branding. In this session, the panel tells us about their three favourite campaigns from the past 12 months.

Click here to view the video.

Chair
Michaela Jefferson, News Editor, Mediatel News
Dan Dawson, Chief Creative Officer, Grand Visual
Curtis Weir, OOH Group Director, Publicis Media
Emily Hyne, Business Director, Talon Outdoor

Chair

Michaela Jefferson

Speakers

Dan Dawson Curtis Weir Emily Hyne

12:05 - 12:25

Online

Programmatic and digital OOH explained

Programmatic is certainly nothing new, but the impact it has and will continue to have on the OOH market is still in its infancy. In this quickfire crash course, you will learn about the opportunities programmatic is creating for OOH and how it will evolve the market.

Click here to view the video.

Helen Miall, Chief Marketing Officer, VIOOH

Speakers

Helen Miall

12:30 - 13:20

Online

The role of specialists and the part they play in this brave new world

It is common practice for media agencies to have specialist teams that exist within the agency for TV, publishing and radio, but OOH is unique in that they don't have specialist teams - you have completely separate specialist agencies. Why do they exist and what makes OOH so special that it requires such expertise? We gathered three of the biggest agencies together to shed some light on that and to also discuss the increasingly important role they have to play in a post-lock down future.

Click here to view the video.

Chair
Mike Fletcher, Contributing Editor, Mediatel News
Sophie Pemberton, Group Strategy Director, Talon Outdoor
Gill Huber, Chief Client Officer, Posterscope
Nicole Lonsdale, Chief Planning Officer, Kinetic

Chair

Mike Fletcher

Speakers

Sophie Pemberton Gill Huber Nicole Lonsdale

Speakers

  • Speaker
    Nicola Mullett

    Deputy Managing Director, Mediatel Group

  • Speaker
    Kate Tovey

    Director of Commercial Sales Strategy and Transformation, JCDecaux UK

  • Speaker
    Oliver Deane

    Director of Commercial Outdoor, Global

  • Speaker
    Louise Stubbings

    Creative Director, Clear Channel UK

  • Speaker
    Phil Hall

    Joint Managing Director, Ocean Outdoor UK

  • Speaker
    Matthew Dearden

    CEO, Alight Media

  • Speaker
    Natalie Bell

    Managing Director, MG OMD

  • Speaker
    James Murphy

    Co-Founder, New Commercial Arts

  • Speaker
    Louisa Harrison Walker

    Founder, Benchmark, Interim Director, Sheffield Chamber of Commerce

  • Speaker
    Ben Zloof

    CEO, UniLED

  • Speaker
    Paul Sambrook

    Global Marketing Director, Rapport

  • Speaker
    John Moulding

    Editor-in-Chief, Videonet

  • Speaker
    Liz Duff

    Head Of Media, Investment, Total Media

  • Speaker
    Neil Tookey

    Commercial Trading Director, Essence Global

  • Speaker
    Emma Withington

    Head of Planning, Manning Gottlieb OMD

  • Speaker
    Michaela Jefferson

    News Editor, Mediatel News

  • Speaker
    Dan Dawson

    Chief Creative Officer, Grand Visual

  • Speaker
    Curtis Weir

    OOH Group Director, Publicis Media

  • Speaker
    Emily Hyne

    Business Director, Talon Outdoor

  • Speaker
    Helen Miall

    Chief Marketing Officer, VIOOH

  • Speaker
    Mike Fletcher

    Contributing Editor, Mediatel News

  • Speaker
    Sophie Pemberton

    Group Strategy Director, Talon Outdoor

  • Speaker
    Gill Huber

    Chief Client Officer, Posterscope

  • Speaker
    Nicole Lonsdale

    Chief Planning Officer, Kinetic

See all speakers
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Speaker

Nicola Mullett

Deputy Managing Director, Mediatel Group

Nicola is the Deputy Managing Director of Mediatel. She leads the OOH team who created SPACE and the Route API and works closely the OOH Standards Committee on industry initiatives. Nicola has held non-executive director roles in several other Adtech and Events companies and is on the Board of Trustees at a Multi-Academy trust.


Articles from Nicola Mullett
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Speaker

Kate Tovey

Director of Commercial Sales Strategy and Transformation, JCDecaux UK

Kate Tovey is Director of Commercial Sales Strategy and Transformation at JCDecaux UK, working closely with the Executive Board to define the strategic direction of UK commercial activity and ensure it is aligned to market needs. Kate was previously Head of Agency Sales at JCDecaux UK and has fourteen years’ commercial experience in Out-of-Home media. Kate is chair of JCDecaux UK’s Sparking Conversation initiative which is an exciting social impact project to tackle loneliness within UK communities: https://www.jcdecaux.co.uk/sparking-conversation-resource-hub. In 2020 Kate became a WACL Future Leader Award winner. She is also a member of the ‘Balance in OOH’ committee that was set up to nurture talent from a diverse range of backgrounds within the sector and she is passionate about driving positive cultural change through the power of mentoring.


Articles from Kate Tovey
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Speaker

Oliver Deane

Director of Commercial Outdoor, Global


Articles from Oliver Deane
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Speaker

Louise Stubbings

Creative Director, Clear Channel UK

Louise is Creative Director at Clear Channel responsible for inspiring, driving and delivering the most creative OOH ideas and executions for clients and agencies. An OOH expert with 13 years in the industry under her belt, she joined Clear Channel 6 years ago as Sales director working on super premium digital product, Storm. Louise is an enthusiastic fledgling skier and wakeboarder with a flare for baking. Prior to joining Clear Channel, Louise’s career in media spanned press, cinema and outdoor with various roles at the Telegraph, DCM and Primesight.


Articles from Louise Stubbings
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Speaker

Phil Hall

Joint Managing Director, Ocean Outdoor UK

Phil is the Joint Managing Director of Ocean Outdoor UK, an Out Of Home business specialising in digital, super-premium iconic screens. His role is to grow and future-proof the business and ensure that Ocean are at the forefront of the innovation that is taking place in OOH. Phil has been at Ocean for 1 year and prior to that spent 19 years agency-side, as Head of TV, Head of Investment and finally Chief Commercial Strategy Officer of MediaCom UK.


Articles from Phil Hall
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Speaker

Matthew Dearden

CEO, Alight Media


Articles from Matthew Dearden
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Speaker

Natalie Bell

Managing Director, MG OMD

Natalie is responsible for the strategic direction of MG OMD, its capabilities and what it delivers for its enviable client list which includes: HM Government, John Lewis & Partners, Waitrose & Partners, Apple, Virgin Media and Specsavers. Natalie is a regular speaker at key industry events, and spearheads the agency’s diversity and inclusion programme – OPEN@MG. More recently, Natalie has been named Co-Chair of Omniwomen UK, an Omnicom initiative dedicated to empowering women in the workplace. In her previous role she led the agency’s 160-strong digital offering, developing a breadth of new services including the highly awarded search, mobile and social teams.


Articles from Natalie Bell
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Speaker

James Murphy

Co-Founder, New Commercial Arts

James is one of the co-founders of New Commercial Arts, an agency bringing together brand and customer creativity that launched in May 2020. Prior to that James was a Founder and CEO of adam&eveDDB from launch in 2008 until 2019 when it became the largest agency in the UK.


Articles from James Murphy
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Speaker

Louisa Harrison Walker

Founder, Benchmark, Interim Director, Sheffield Chamber of Commerce

Louisa Harrison Walker is the founder of award winning Sheffield based ethical recruitment and retention firm Benchmark, currently in an interim director role at Sheffield Chamber of Commerce She is the Chair of The Sheffield City Growth Board, the private sector board working alongside Sheffield City Council to support and promote economic development in the City. Regional Chair for Leadership Development Organisation Common Purpose, a global leadership organisation devoted to developing leaders who can cross boundaries, both at work and in society. A board member of The Higher Education Progression Partnership (Hepp) which works across the Sheffield City Region to encourage more children, young people and adults to consider higher education opportunities, jointly funded by Sheffield Hallam University and the University of Sheffield. Advisory board for Sheffield Business Together (SBT) which unites like-minded businesses to collaborate, connect and share resources with charities to support the people and communities of our great city And finally a trustee at St Luke’s Hospice whose mission is to deliver the best possible palliative care in Sheffield, whilst developing and driving continual improvements for everyone affected by terminal illness. A registered charity and all of our services are free. An active member of the business community committed to using her networks for the social and economic benefit of her home city. Married with two children, a keen veg grower and amateur women’s cricketer in whatever spare time is left!


Articles from Louisa Harrison Walker
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Speaker

Ben Zloof

CEO, UniLED

Ben Zloof founded UniLED to provide a best in class service solution to the digital signage industry. Together with his passionate team, Ben has built UniLED, UniHUB & UniLIVE from the ground up over its 10-year journey. As CEO, Ben is responsible for defining the strategic vision of the business and managing the successful day-to-day implementation of that vision across sales, operations and finance.


Articles from Ben Zloof
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Speaker

Paul Sambrook

Global Marketing Director, Rapport

Paul is the Global Marketing Director at Rapport, sitting on the UK & Global management teams and responsible for Rapport’s brand, marketing & comms, and product development. Paul has spent 20 years working in OOH across a number of planning and marketing roles.


Articles from Paul Sambrook
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John Moulding

Editor-in-Chief, Videonet

John Moulding is Editor-in-Chief at Videonet, where he has been covering the evolution of multiscreen TV, connected TV and advanced advertising, among other things, since 2010. He has been reporting on television business and technology since 1999, when digital multichannel TV started to take root in Europe.


Articles from John Moulding
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Liz Duff

Head Of Media, Investment, Total Media

Liz is Head of Media & Investment at Total Media, who are The Behavioural Planning Agency. She runs the media divisions of the agency, ensuring that behavioural planning principles are applied across everything we do. Total Media’s understanding of human behaviour helps improve marketing effectiveness for our clients. We achieve this by recognising the full range of influences that affect people’s decision making, combined with best in class media, data and research. Starting her career at Carat as a TV buyer, over the course of 20 years Liz has worked in both the independent and network sectors, and across all media channels. She is passionate about the power of integrated channel planning and approaching media planning in a channel agnostic manner.


Articles from Liz Duff
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Speaker

Neil Tookey

Commercial Trading Director, Essence Global

Commercial Trading Director at essence with over 12 years experience in OOH.


Articles from Neil Tookey
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Speaker

Emma Withington

Head of Planning, Manning Gottlieb OMD


Articles from Emma Withington
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Michaela Jefferson

News Editor, Mediatel News

Michaela is news editor at Mediatel News. Contact: michaela.jefferson@mediatel.co.uk / 020 7420 3252. Twitter: @mejefferson_


Articles from Michaela Jefferson
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Speaker

Dan Dawson

Chief Creative Officer, Grand Visual

One of the founders of Grand Visual in 2005, Dan has designed, developed and directed projects that have been seen by hundreds of millions of people globally. He has directed hundreds of campaigns for OOH including Angels landing on station concourses for Lynx, created ads powered by real time changing conditions, augmented Mickey Mouse into Times Square, and even directed Aliens to descend on London for Pepsi. He was part of the inter-agency team which successfully delivered the first fully programmatic DOOH campaign for Google in the UK. Over the years, he has helped fill a cabinet full of trophies - which includes a pride of Cannes Lions covering Outdoor, Media, Cyber and Mobile. More recently he’s the founding co-host host of Behind the Billboard, a podcast series that tells the creative stories behind some of the greatest OOH ads of all time.


Articles from Dan Dawson
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Speaker

Curtis Weir

OOH Group Director, Publicis Media

Curtis has spent last 14 years working as a Channel Specialist and as Comms Strategist. After specialising in Digital Display, Video, Mobile and Social Media, he moved into OOH in 2011 around the influx of innovation into the channel driven largely by digitalisation and data. He’s the OOH Group Director across Publicis Media UK, reporting into the Head of OOH. His role is focuses on driving OOH innovation and integration across the Publicis Media’s Agency brands (Starcom, Spark Foundry and Zenith) and Group Practices. He’s recently joined ‘Media For All’ (MEFA) as a mentor Young Media Talent from BAME backgrounds and to support efforts that campaign for a more diverse and inclusive media sector.


Articles from Curtis Weir
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Speaker

Emily Hyne

Business Director, Talon Outdoor

A Business Director at Talon, Emily has been in the OOH industry for 10 years. Having worked across 7 different agency groups she’s worked across a number of huge brands such as Coca-Cola, Uber and Sony Pictures. Working in planning, as well as being the expert in the medium, she’s responsible for the complete end to end process for every OOH campaign from strategy through to execution.


Articles from Emily Hyne
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Speaker

Helen Miall

Chief Marketing Officer, VIOOH

Helen has spent over 20 years in the marketing industry, and has experience both client side and media side. As Chief Marketing Officer at VIOOH, the premium marketplace for digital out of home (DOOH), Helen is responsible for VIOOH’s global marketing strategy, thought leadership and supporting the expansion and adoption of programmatic DOOH worldwide by media owners and advertisers. She is committed to helping OOH transition to programmatic, avoiding the pitfalls faced by the publishing industry, by developing and driving the adoption of global standards. She has also held senior marketing roles at O2, Turn, Microsoft Advertising and Air France and was previously Global Head of Marketing at Parkopedia. Helen joined O2 as it was expanding Weve’s proposition, and was responsible for repositioning and rebranding Weve to move it from a pure mobile media to a unique telco-derived data offering. Prior to O2, Helen set up and ran the marketing for advertising technology company Turn, across the Europe, Middle East and Africa region. She was appointed Turn’s first non-US based marketer, charged with building the brand and ensuring Turn was top of mind and a thought leader within the programmatic and data-driven marketing industry. A large part of Helen’s role at Turn was helping educate marketers to recognise the opportunities around harnessing big data into actionable insights, and how this impacts not only advertising, but also wider marketing strategy. Whilst at Microsoft Advertising, Helen managed the EMEA Propositions and Go To Market team with responsibility for launching and communicating the value proposition around advertising opportunities across the Microsoft portfolio, including MSN, Xbox and Microsoft Ad Exchange. Helen spent the first 9 years of her career in the airline industry, starting with various roles at United Airlines, after which she headed up Marketing for Air France in the UK & Ireland.


Articles from Helen Miall
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Speaker

Mike Fletcher

Contributing Editor, Mediatel News

Mike Fletcher has been writing extensively about media and advertising trends since 2008. Prior to that, he was an editor at Haymarket Media Group for almost ten years. He currently runs his own content agency, Slippy Media, catering for a wide-range of client requirements, including editorial consultancy, social strategy, event photography, videography, reports, blogs and ghost-written material.


Articles from Mike Fletcher
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Speaker

Sophie Pemberton

Group Strategy Director, Talon Outdoor

As part of Talon Outdoor's leadership committee, Sophie heads up the analytics, strategy and insight team and oversees the continued evolution of Ada, Talon's proprietary data management platform. Having spent 10 years in communications and strategy leading the charge on more intelligent planning, this year Sophie won the prestigious WACL Future Leaders Award 2020. When Sophie isn't studying Out of Home audience behaviour and data planning, she is writing tech strategy and solving client challenges and is a regular industry speaker and commentator.


Articles from Sophie Pemberton
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Speaker

Gill Huber

Chief Client Officer, Posterscope

Gill has more than 20 years’ experience in media, communications, and business development. She joined Posterscope, PSI and MKTG in 2015 as their Head of Marketing and Communications. In 2018, Gill was appointed to the newly created role of Chief Client Officer of Posterscope. She is responsible for leading growth initiatives to foster agency and direct client relationships, to drive understanding of the full scale of OOH and how it can make a positive impact on brands. She is also responsible for ensuring that the medium has an ever-stronger voice within a wider context such as content, digital, brand building and creativity. Prior to joining Posterscope, Gill worked at Starcom MediaVest Group, as Marketing and Communications Director. Gill started her career in media planning and client management spending time working on brands such as Heineken, McDonald’s Boots the Chemist and Peugeot in her time and worked at media agencies including OMD and Vizeum. Outside of work Gill lives in Chiswick with her husband, son Harry and dog Trevor. She enjoys seeing friends and family, holidaying in Brittany, entertaining at home and tries to get to the gym as much as possible.


Articles from Gill Huber
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Speaker

Nicole Lonsdale

Chief Planning Officer, Kinetic

Nicole Lonsdale is Chief Planning Officer at Kinetic, and forms part of the UK Exec Co. As well as helping shape the strategic direction of the business, Nicole leads the Activation Department, who are responsible for client service and the execution of innovative Out of Home advertising solutions. Nicole also oversees Kinetic’s insight, data and creative solutions teams, leading the development of our strategic planning framework and setting best practice. Nicole is a member of WACL and founder of BalanceOOH a network of businesses who champion diversity and inclusion across the OOH sector. Nicole featured in the top 100 FT HERoes in 2018 and 2019.


Articles from Nicole Lonsdale